How to Differentiate Your Business with a Unique Website

How to Differentiate Your Business with a Unique Website

Let’s be honest—most websites out there are, well... forgettable. They look the same, sound the same, and leave the same unimpressive impact. If your website blends in with the crowd, you're missing out on an opportunity to truly stand out.

A unique website isn't just about flashy colors or fancy animations (though those can help when used wisely). It’s about crafting an experience—one that makes visitors think, “Wow, this is different,” and, more importantly, “I want to do business with them.”

So, how do you make your website the one that people remember? Let’s dive in.

1. Know Your Brand Like the Back of Your Hand

Before you even touch a website design, you need a crystal-clear understanding of your brand. What makes you different? Why should people care? If you can’t answer these questions, your website won’t be able to either.

Think of your brand as your business’s personality. Are you playful and quirky? Sleek and professional? Bold and disruptive? Your website should visually and verbally reflect that personality. Take Apple, for example—clean, minimalist, and sleek. Compare that to Mailchimp, which leans into friendly illustrations and a casual, fun tone. Each speaks to their audience in its own unique way.

Action Step:

• Write down three words that describe your brand's personality.
• Make sure every aspect of your website—colors, fonts, wording—aligns with those words.

2. Ditch the Cookie-Cutter Template

Ah, templates. They seem like an easy win, but in reality, they’re the online equivalent of a generic business card—functional, but uninspiring. If you want to stand out, you need something custom.

Now, I get it. Custom design sounds expensive and time-consuming. But think about it: Your website is your digital storefront. Would you rather have a copy-paste storefront that looks like everyone else’s or one that turns heads?

Working with a web design agency (like the talented folks at White Mountain Solutions in Calgary, Alberta) can ensure your site doesn’t just look good but is also tailored to your business goals. A great agency can build something that feels uniquely you, rather than a re-skinned version of everyone else’s site.

3. Create a User Experience That Feels Effortless

Ever landed on a website and thought, “Ugh, where do I even click?” Yeah, me too. And you know what happens next? People leave.

Your website should be intuitive—like walking into a well-organized store where everything is exactly where you expect it to be. Navigation should be simple, buttons should be easy to find, and everything should flow naturally. If visitors have to “figure out” how to use your site, you’ve already lost them.

Action Step:

• Test your website on someone who's unfamiliar with your business. Ask them to find key information.
• If they struggle, simplify your navigation.

4. Use Copy That Sounds Like a Human (Not a Corporate Robot)

Too many websites sound like they were written by AI stuck in a time loop of corporate jargon. You know the type:

“We leverage innovative solutions to create cutting-edge synergies that maximize client potential.”

...What does that even mean?

People connect with humans, not buzzwords. Write the way you talk. Be clear, be engaging, and—if it fits your brand—don’t be afraid to throw in some personality. A little humor, a well-placed quip, or even a more conversational tone can make you memorable.

Action Step:

• Read your website copy out loud. If it doesn’t sound like a real person talking, rewrite it.

5. Show, Don’t Just Tell

You can say you’re the best in the business, but people need proof. Instead of just telling visitors why you're great, show them.

• Use testimonials: Real customer reviews add credibility.
• Display case studies: Show off your success stories.
• Incorporate visuals: Before-and-after images, infographics, and videos can illustrate your impact.

Think of your website like a first date. You wouldn’t sit there and just tell someone you’re amazing—you’d show it through your actions. Your website should do the same.

6. Embrace Bold Visuals That Align With Your Brand

Design isn’t just about looking pretty. It’s about evoking emotion. Colors, typography, imagery—all of these things should work together to create a unique feel.

For example:

• A luxury brand might use a sleek black-and-gold color scheme with elegant typography.
• A fun, youthful brand might go for bright colors and playful fonts.

Don’t just pick a random theme because it looks “nice.” Make sure it reflects your brand's personality.

7. Inject Unexpected Moments of Delight

One of my favorite things about well-designed websites? The little surprises.

Maybe it’s a clever hover effect. Maybe it’s a hilarious little loading animation. Maybe it’s a witty 404 error page that makes you smile instead of groan. These small touches create memorable moments that stick with visitors.

For example, have you ever used Slack? When messages load, you’ll sometimes see fun little phrases like “Warming up the hamsters.” It’s a tiny detail, but it adds personality.

Action Step:

• Think of one small way you can add a delightful surprise to your website.

8. Keep It Fast and Mobile-Friendly

It doesn’t matter how stunning your website is—if it loads like it’s stuck in 2005 dial-up purgatory, people will leave. Fast load times are non-negotiable.

Same goes for mobile responsiveness. More people browse on their phones than ever before, and if your site isn’t optimized for mobile, you’re turning away potential customers.

Action Step:

• Test your website speed using Google’s PageSpeed Insights.
• Check it on multiple devices to make sure it looks great everywhere.

Final Thoughts

At the end of the day, your website is more than just a digital placeholder—it’s your brand’s online home. If you want to stand out in today’s crowded market, you need a website that’s not just functional, but memorable.

It’s about creating an experience—one that leaves visitors thinking, “This business is different. And I want to work with them.”

If you’re ready to take your website from forgettable to unforgettable, consider working with experts who know how to bring your vision to life. If you’re in Calgary, Alberta, White Mountain Solutions can help you create a one-of-a-kind website that truly sets you apart.

Now go forth and build something remarkable.