According to research, 74% of SMEs within the UK are using the same 10 adjectives more than once throughout their website content, with many not even including a description.
The Small Business Uniqueness Report, conducted by Vistaprint has revealed that businesses are putting themselves at a risk of merging into another by not emphasising their uniqueness and individuality which can also hinder their growth through the wider business community.
The top 10 adjectives which were found to be used frequently by 74% of businesses are the following;
- Family run
As a business, a website is typically the first introduction a consumer will have with a brand, especially if there is no physical shop to visit, so it is highly important that the description of your brand is clearly stated on the site and uniquely described to what it offers.
With many sites using the same adjectives it can tamper with their rankings on search engines which will effectively lower their traffic and sale opportunities.
As well as content being a key factor, the design of websites is also playing a part in the growth of the business. Of those who took part in the research, 46% has used the colour blue within their branding, 21% have used grey while 18% have used red. Vistaprint found that the reason for blue being such a popular choice is because the colour has been found to reflect competence, trust and security and reliability.
Head of UK marketing at Vistaprint, Jake Amos comments;
“There are so many brilliant creative and individual small businesses in the UK. However, there is a disconnect in how many of them communicate that individuality to the world.
“It can be overwhelming for small business owners when first starting out and knowing the best way to brand and market their business is an important step in their journey towards to success.
“Small businesses were born to stand out from the crowd. That being said, it is always challenging to juggle different entrepreneurial roles when first starting out.
“As a result, there is a need for additional support. Businesses have individuality, they just need a helping hand and the tools to know how to communicate it.”