Brand Websites in the Mobile, Cross-Device Era

What does the distributed, multi-device reality mean for the original channel — the brand website?

Websites have been the core of companies’ digital identities since the advent of the internet. But today’s world is radically different. Now brand web presences have multiplied, distributed across Facebook, Snapchat, Instagram, Twitter, YouTube and LinkedIn, across Glassdoor and Indeed, within the sprawling environments of an Amazon, in the App Store, and of course within Google search results. And within each of these growing channels, consumers are accessing brands across mobile, tablet and desktop — alternating between them in ways that continue to bedevil marketers. This distributed, multi-device reality presents ongoing challenges for marketers as they seek to keep up. But what does it mean for the original channel — the brand website?

Looking back, websites once had to be all those things: stores, blogs, brochures, portals for new hires and new business and two-way channels for conversations with customers. Now that most of those functions have been improved via specialized third-party sites and services, the role of websites have changed.

Websites are still the cornerstones of online presences. They are the primary nexus for news, information, content, job postings and executive profiles. The difference is that now it the websites function as archives and central repositories of this content, rather than the front pages for it. What can be found on company websites can be found elsewhere, sure, but only on the websites does the content make sense as part of coordinated business wholes.

The other benefit of inbound website traffic is that it is the best place to gain a better understanding of leads, prospects and consumers. By offering insights, research, webinars, exclusive content and/or offers, websites provide unrivaled portals through which to gather the data that then informs outbound sales and marketing efforts. It’s not as easy to gather that data through all the extensions of brands. Social platforms, in particular, have privacy policies that prevent such data from winding up in companies’ hands. Websites are still the best places for it.

Furthermore — and this can’t be understated — websites are the most definitive articulations of companies’ brand identities. The colors, fonts and overall user experiences communicate the personalities of brands in succinct and enduring fashions that can’t be accomplished within the curated environments of social platforms and other extended channels, where all content is rendered uniformly and where brands’ own content appears alongside other user-generated material that may have nothing to do with their messages.

That’s why you see so many resources going into the design of websites. Earlier web services focused on executing functioning sites with reliable back-ends, but services like Wix and Squarespace have moved all of that to the background. Today, most of the energy in creating websites goes into their design and user interfaces, which are the very things which create lasting brand impressions.

Some thought that websites wouldn’t survive the changes that have come to our digital lives. On the contrary, their role remains crucial. As long as websites are mobile-responsive, websites function today much as they have for the last two decades: as the primary digital presences for companies, the nucleus of an ever-expanding set of channels for the expression of brands.

Fortunately, there’s more opportunity than ever for SMBs to build websites, either by working directly with marketing services partners, or through a do-it-yourself (DIY) or do-it-with-me (DIWM) models. Content studios, ad agencies, local media companies and other ad services providers, including Sound Publishing, can help companies build and design websites to grow their businesses. At Sound, we can get started on a revamped, mobile-responsive website that will work across devices to reach audiences wherever they are.


In consideration of how we voice our opinions in the modern world, we’ve closed comments on our websites. We value the opinions of our readers and we encourage you to keep the conversation going.

Please feel free to share your story tips by emailing editor@bothell-reporter.com.

To share your opinion for publication, submit a letter through our website https://www.bothell-reporter.com/submit-letter/. Include your name, address and daytime phone number. (We’ll only publish your name and hometown.) We reserve the right to edit letters, but if you keep yours to 300 words or less, we won’t ask you to shorten it.

More in Marketplace

In addition to caring for patients from newborns to seniors through his family medicine practice at PacMed’s Canyon Park clinic in Bothell, Dr. Jimmie Stewart brings a special interest in sports medicine, fitness, weight loss and preventive care.
Active-living passions draw family doctor west

Primary care physician enjoys helping patients reach their wellness goals

Former Bellevue Football assistant head coach publishes his side of the story

A national championship, 12 state championships and many investigations

This pediatrician’s #1 rule? ‘Never rush a case’

Bothell doctor saves lives with ‘Well Visits’ that assess patients when they seem healthy

Show Grand Ridge Plaza What You Got this summer for a chance to win great prizes from GRP merchants! From Aug. 24 to Sept. 6 if you post a photo to Instagram featuring beauty and style at Grand Ridge Plaza (and use the hashtags #Style and #ShowGRPWhatYouGot ) you’ll be entered to win.
                                Setting a wellness goal for the second half of 2020? Grand Ridge Plaza has a range of health and fitness professionals to get you on the right track.
Feeling stressed? Treat yourself to a spa escape, right here in Issaquah!

Grand Ridge Plaza has plenty of beauty + style options to help you rejuvenate

Your neighborhood one-stop-shop for family fun!

Snap some photos of your afternoon at Grand Ridge Plaza for a chance to win

Cool ice cream, hot Thai or breezy cocktails… How does your summer taste?

Show Grand Ridge Plaza what you’re eating this summer for a chance to win awesome prizes!

Reprioritizing wellness? Explore the options here!

Issaquah’s one-stop-shop for fitness, health and full-body therapy

Fresh flavors, authentic recipes, from the Zio Sal family to yours

Dine-in or take out your favorite Italian dishes today, from Redmond!

Fresh flavors, authentic recipes, from the Zio Sal family to yours

Dine-in or take out your favorite Italian dishes today, from Redmond!

Fresh flavors, authentic recipes, from the Zio Sal family to yours

Dine-in or take out your favorite Italian dishes today, from Redmond!

Fresh flavors, authentic recipes, from the Zio Sal family to yours

Dine-in or take out your favorite Italian dishes today, from Redmond!

United Way seeks support for King County residents during COVID-19

Because of the current pandemic and economic fallout, the needs of the… Continue reading