Most real estate agents will tell you that when you’re selling your home you have to use neutral colors. The standard advice is to paint in shades of beige. Choose white appliances and carpet in browns. Buyers don’t want an art deco pink and black bathroom, or an avocado green kitchen. But what about the buyers who do? By putting your all-eggshell-all-the-time home on the market you’ve instantly lost all buyers who might be looking for a little personality in their homes. Let’s take this analogy to your website.

I’m not REALLY talking about the color you chose for your logo, or the dominant color in your header image. What I’m talking about is color as personality. Have you heard of Seth Godin’s book, Purple Cow? No one’s ever seen a purple cow before, so when you show people a purple cow, it’s remarkable. It stands out.

Do you want your business to be seen as shades of taupe? Shades that will match anyone’s furniture? Anyone’s carpet? Do you want your website–and by extension, your business, your products and services–to appeal to absolutely everyone out there? Probably not. You’re trying to reach a specific audience who wants YOUR art deco pink and black bathroom, so use your personality to your advantage.

The purpose of your website is to start a conversation with a potential customer. Then, lead the potential customer down a certain path. Maybe that path ends in them signing up for your newsletter or buying your carpet cleaning package. How do you start a conversation with a stranger? You have to give the conversation some personality. You have to tell them something about you, or else they have nothing to reply back to, nothing to ask you about. Consider the personality you’re adding to your website the color we’re talking about.

Tell Your OWN story. By using eggshell paint on your website walls, you’re telling the story of someone who is just like everyone else.

Add color to your website by using Testimonials, Case Studies and keeping an updated Portfolio.

Build trust by sending emails as often as you say you will, and not being irresponsible with the information you’re given.

We can’t stress enough that what people really want in business, no matter what it is, is a relationship with someone they trust. The color you add to your website gives them that.