With the rise of AI, simply having an online presence is no longer enough to compete when a website can be generated in minutes. Instead, you need a clear message that emotionally resonates with your audience, explains how you differentiate, and is easy to remember.
Once you have a clear message and positioning, the next step is creating a consistent digital experience.
From social media to your website, your audience is looking for signals they can trust. When things feel off, customers quietly move on.
This often shows up when:
- Social media feels scattered
- The website is outdated or missing
- Reviews and testimonials are hard to find
So what makes a consistent digital experience?
It means that the experience customers have across your digital touchpoints feels aligned in brand, messaging, and ease of use. A digital touchpoint is any online interaction a customer has with your business, and it shapes their impression of what it is like to work with you.
When there are:
- Too many steps
- Confusing language
- Or something that does not work as expected
Trust begins to erode.
For example, Bob’s Bakery sells custom cakes online with delivery straight to your door. Their competitor, Brenda’s Bakery, offers the same service on the other side of town.
When someone is looking for a custom cake, their first instinct is to search “custom cakes near Cake City” or something similar. Let’s assume Bob and Brenda are the only two bakeries in Cake City offering custom cakes, so both appear in the search results.
Bob’s Bakery has a Google Business Profile, social media accounts, and a website. Brenda’s Bakery has social media accounts and a website but no Google Business Profile.
The customer notices Bob’s positive reviews and clicks through to the website. When the page loads, they see a large photo of cakes and a headline that says “Welcome to Bob’s Bakery.”
They begin scrolling, trying to:
- Find where to order
- Get a quick sense of pricing
- Decide if this feels easy
After scanning the page and not finding a clear way to order, they return to Google and decide to check out Brenda instead, costing Bob a potential customer.
Now let’s assume the customer does find the order button on Bob’s site and clicks it. When the order page loads, they are met with a discount popup and a cookie banner.
Starting to feel annoyed, they:
- Close the popup without reading it
- Scroll again looking for prices
They see that most cakes cost over two hundred dollars. The customer goes back to Google once more and clicks on Brenda’s website.
On Brenda’s site, they immediately see:
- An Order Now button in the header
- The message “Custom cakes for all events starting at $99”
When they click Order Now, they:
- See clear cake options and clean photos
- Notice delivery availability for the following week
- Select a cake priced at $250
- Answer a few questions
- Pay a deposit and receive an email confirmation
Why did Brenda get the sale even without a Google Business Profile and despite having similar pricing?
Because Bob’s digital experience did not reflect the quality of the product he creates. The customer became frustrated with the process before fully understanding the value. This created the impression that Bob’s Bakery was expensive and difficult to order from. When they visited Brenda’s site, the experience felt easy and the pricing felt reasonable by comparison.
Nothing about Bob’s product was worse. In fact, it was better reviewed. The difference was that Brenda’s experience made it easier for customers to understand, trust, and take action.
When your message and digital experience work together to create clarity and ease, customers begin forming positive impressions before they ever place an order.
At Artisanware, we specialize in helping businesses build stronger online presences through tailored digital services that create thoughtful, easy experiences customers enjoy.