Brands are built through powerful, authentic stories. Whether you’re a small business owner or a large corporate firm, investing in quality content drives engagement. Keeping clients and partners engaged begins with understanding the best ways to share your work with the world. As social media and websites have quickly become the primary forms of brand communication, it’s worth investing in how you create case studies, porfolio pages alike.
Showcasing work through portfolio pages begins with understanding your goals. Whatever project you are trying to show, you should clearly understand a project page’s purpose. This extends to what a project means to potential clients. Consider the audience, what you are trying to communicate, and what are the best ways to tell that story. Run-of-the-mill project pages are informative but lack inspiration.
The following tips outline building a brand through engaging project pages. They combine visuals and quantitative information with more qualitative, authentic ideas and values. You can utilize multiple tips to tell a powerful story of your brand and share your best work.
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Use Smaller Blocks of Text
It’s often harder to edit than to write. Too often, this step is skipped, and the result is an overload of information that’s visually distracting and hard to read. As content has been produced at greater and greater scales, we consume information through scanning instead of deep reading. The best web writing allows readers to quickly find out more.
Think images with short, explanatory captions, compelling headlines, and five sentences or less paragraphs. Keep this in mind and you can replace lengthy blocks of copy with shorter, concise blocks.
Share Your Values Through Headlines
As your company is wading into the waters of brand building and digital communication, accepted standards and norms are being challenged to tell more captivating stories. While businesses previously created project pages that led with a client name or project title, you can also make this secondary. Instead, use a headline to share a value your readers would be interested in.
The beauty here is that you’re leading with the value you provide to a client. Value-based headlines can be quite short, almost like a tagline. These descriptive titles not only allow readers to pick up the brand story quickly, but also the added value brought to a client through a specific challenge or problem solved.
Invest in Images & Include People
In a world increasingly defined by images, it’s worth investing in high-quality photography. This serves many purposes, from showcasing your work in the best light to helping tell a story to future clients. Moreover, try to include people in photographs of a space or product. The entire marketing industry has shifted to show more lifestyle photography.
Feature Short Client Quotes or Stats
Celebrate your collaborations with clients and partners alike. Testimonials are very impactful ways to showcase how your work resonates with the people you work with. Short quotes ground your project page and make it relatable, providing an outside perspective through the lens of an external partner or client. At the same time, short stats can tell the story of how a design provides a return on investment. From a web design standpoint, these can also help break up blocks of text or images.
Celebrate the Process
Your process is often what makes your product or service unique. The final product is just as important as how it was made, and you should take the time to showcase it. Project pages can provide the opportunity to give clients a behind-the-scenes look at how a project was created and what it is like to work with you. This may also give you the opportunity to link to related content, such as other projects, articles or pages on your site similar to the one they just viewed.
While these few tips are straightforward, they can help you create a more engaging project page that will show off your ideas and work in the best light. Try combining design ideas and tips with your website approach to create an integrated marketing plan for your work.
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