The Branding - Monthly Ticket - August 2025

Hello,

As summer winds down, attention is already shifting toward the digital fall season. August is the perfect time to prepare your strategies for content, branding, and online visibility.

Along with your subscription to this magazine, here are two major events not to miss this fall in Québec, especially if you’re looking to strengthen your positioning and build meaningful connections within the marketing and tech community over the coming months:

JIQ & Datavore – Réseau ACTION TI

Two key digital gatherings organized by Réseau ACTION TI:

• JIQ (Journées de l’intelligence numérique): Focused on digital transformation, AI, UX, and business strategy – November 19, 2025, at the Centre de Foires, Québec City.

• Datavore: Centered on data analysis, business intelligence, and digital marketing – March 2026.

Interface – Québec (May 26–28, 2026 – Old Port of Québec)

Interface returns this fall with an expanded lineup on web design, branding, digital communication, and innovation. Conferences, panels, and networking opportunities await — all set in the heart of Québec City.

Take advantage of these events to sharpen your brand image and stay ahead of key trends for the end of the year.

The Essential Foundations of Your Digital Brand

Your brand image begins long before a client ever speaks with you. It is built from the very first moments someone navigates your website or visits your social media profiles.

In 2025, offering clear, authentic, and professional content is essential to building a credible and strong image. An engaging homepage, an inspiring About page, accessible contact details, and a reassuring privacy policy; each element contributes to establishing trust and strengthening your positioning.

Similarly, your social media profiles are not just showcases; they are strategic extensions of your identity. Every space, bio, photo, description, and even your published posts, must be optimized to convey your values.

Your branding is not just about your logo or visual guidelines

It is reflected through the consistency of your message, the quality of your content, and the emotions you evoke at every digital touchpoint. A well-designed website, authentic social media publications, and coherent messaging form the invisible but powerful pillars of your brand's credibility.

But branding is not only about essentials. It is also fueled by living content: local events, community involvement, behind-the-scenes stories. This type of engagement-driven content naturally extends your storytelling and strengthens emotional ties with your audience.

Creating a positive and consistent experience across all your digital channels is no longer a luxury — it has become a necessity for building a lasting and memorable brand.

The general advice: Build your digital presence carefully. Alternate between 30% institutional content and 70% inspiring or engaging content to create a human, credible, and sustainable brand.

Wishing you a productive month ahead.

Jeff Maheux, Writer.

Understanding and Improving Your Website’s Bounce Rate

Learn how to read, interpret, and improve your website’s bounce rate with concrete tips, examples, and a page-by-page action plan.

What’s a bounce rate, exactly?

When a visitor lands on a page of your website… and immediately leaves without clicking anywhere else, that’s called a bounce. This behavior can be perfectly normal, or a sign of a deeper problem, depending on the page type.

Analyzing your bounce rate helps determine whether your content truly captures attention, or whether it needs to be improved.

Want to reduce premature exits from your visitors?

This article walks you through how to:
– distinguish between a normal bounce rate and a red flag,
– identify which pages need improvement,
– and optimize your site’s structure for better performance.

By applying these tips, you’ll not only boost your site’s web performance—but also enhance the overall experience for your readers.

Want to dive deeper into your web data analysis?

Read: Key Statistics and Analytics for Business Websites.

Learn how to track the right indicators (visits, time on site, conversions), choose the right tools, and build a sustainable digital strategy tailored to your business.

By gaining a better understanding of your stats, you’ll not only make smarter, more confident decisions—but also become much more effective in your web actions.

The chronicle of digital marketing for startups, businesses and entrepreneurs. It’s a marketing story is told every month in the Monthly Ticket Magazine. 

Chronique #itSAMarketingThing 20: The Basic Website Content.

Building a professional website isn’t about choosing an attractive design. It all starts with the content. Well structured, clear, and strategic content is the key to earning your visitors’ trust, strengthening your credibility, and supporting your business goals.

Whether you’re presenting your services, telling your story, or addressing your clients’ needs, each page must offer a smooth, consistent, and engaging experience.

In this column, we’ll explore the essential content elements every website should have to be credible and effective in 2025.

We will also introduce our special Web + Marketing series, published in the 2025 Monthly Ticket, which dives deep into six strategic pages that are critical to building a modern, high-performing business website. A valuable resource for taking your online presence even further.

Why Structure the Core Content of Your Website?

Content is the foundation of every user’s experience on a website. Before even thinking about design, it’s crucial to define a clear and effective base of content that will guide navigation, reinforce your business credibility, and support your marketing objectives.

A well-structured content base allows you to:

• Ensure visitors immediately understand what you offer.

• Create a strong impression of professionalism and trust within seconds.

• Support SEO efforts with relevant, well-organized information.

• Build a logical journey leading visitors to take action: contact you, make a purchase, sign up.

Without solid content planning, even the best-looking website risks losing visitors quickly. That’s why it’s essential to start with the basics before moving into secondary or detailed content.

The Core Content Elements Every Website Should Have

Clear and engaging homepage
The homepage is often the first interaction between your company and your visitors. It must present who you are, what you offer, and quickly direct users to key sections of the site.

Authentic and professional About page
Visitors want to know who they’re dealing with. A well written About page shares your story, highlights your values, and humanizes your brand — building trust from the start.

Detailed presentation of services or products
Explain your services or products, focusing on the benefits for the user. Each offer should be easy to understand and encourage visitors to take action.

Accessible and friendly Contact page
A site without a clear contact option quickly loses credibility. Your Contact page should be easy to find and offer multiple ways to reach you (form, phone, address, social media).

Legal notices and privacy policies
Essential for transparency and legal compliance, these pages reassure visitors about how their personal data is handled and strengthen your brand’s professional image.

Structuring Your Website Content Effectively

1. Define your website’s objectives
Each page on your site should serve a purpose: inform, sell, capture leads, or build loyalty. Defining your goals from the start helps you structure your content strategically and naturally guide visitors toward the desired action.

2. Identify your visitors’ needs
Put yourself in your audience’s shoes. What questions might they have when arriving on your site? What problems are they looking to solve? Your content must address their expectations to capture their attention and encourage them to stay.

3. Use clear titles and subtitles
Visitors should immediately understand what each section of your site is about. Clear titles and relevant subtitles improve readability, make navigation easier, and support your SEO strategy.

4. Favour short and impactful texts
On the web, reading tends to be fast and fragmented. Use short paragraphs, simple sentences, and impactful ideas. This makes your content more accessible, more engaging, and more likely to drive conversions.

5. Optimize for SEO from the writing stage
Think about SEO as you write naturally integrate relevant keywords, structure your paragraphs with proper heading tags (H1, H2, etc.), and ensure each page answers a query that your potential visitors might have.

Best Practices for Website Content Writing

• Use a tone adapted to your target audience. The tone you use on your website should reflect both your brand identity and your visitors’ expectations. Whether it’s formal, professional, friendly, or creative, the key is to build an authentic and natural connection.

• Highlight benefits before features. Visitors want to know what your services or products can do for them. Focus first on the concrete advantages for the user before diving into technical details or product specifications.

• Insert clear and visible calls to action. Every page should encourage a action: learn more, get in touch, make a purchase, sign up. Place your calls to action strategically and ensure they’re easy to spot without interrupting the reading flow.

• Lighten the reading experience with lists, spaces, and visuals. Make your content easier to navigate by organizing it with lists, short paragraphs, subtitles, and visual elements. This makes your site more pleasant to browse and improves information retention.

Common Mistakes to Avoid

• Neglecting message clarity. A site with unclear or scattered information quickly loses visitors. Every message must be clear, direct, and meet a user need.

• Too much text without visual hierarchy. Long blocks of unstructured text discourage reading. Without titles, subtitles, or lists, visitors struggle to find key information. A strong hierarchy makes navigation easier and keeps attention.

• Lack of mobile optimization. With most web traffic now coming from mobile devices, an unresponsive site risks losing valuable opportunities. Always ensure your text, images, and buttons display perfectly on phones and tablets.

• Forgetting trust-building elements (testimonials, certifications). Visitors need reassurance. Featuring customer testimonials, professional certifications, or partner logos strengthens your credibility and builds trust.

Useful Tools and Resources

Website structure templates: Many templates are available to help you organize the sections of your website effectively. These resources offer a strong foundation for logical and professional site architecture.

Content checklists for websites: Using a checklist ensures you don’t overlook any essential page during your website’s creation. It helps verify that all critical information is present and easy to access.

SEO guides for web writing: To maximize search engine visibility, it’s crucial to understand SEO basics. Specialized guides offer practical advice for integrating keywords naturally and structuring your pages to enhance your rankings.

Conclusion

A professional website always starts with strong foundations: clear, structured, and visitor-centred content. Before focusing on design or functionalities, it’s essential to define the message you want to convey and the experience you wish to offer.

By mastering the core elements of web content, you increase your chances of attracting attention, reinforcing credibility, and effectively leading visitors toward your goals.

Read #itSAMarketingThing

Access all the Columns here!

Branding is more than just a logo or a color palette. It’s a visual, editorial, and emotional language, carefully crafted through every page, post, and interaction.

In this August issue, we revisited the core content every website should include to build trust, and provided tools to strengthen your editorial foundation.

As autumn promises a wealth of events and new opportunities, remember: every detail matters when it comes to how your brand is perceived. Building a strong identity means growing — but also staying coherent and intentional every step of the way.

See you in September for a new edition focused on fall campaigns, planning, and the key actions that will carry you into the year’s final stretch.

Wishing you a strong marketing season ahead! See you on the Blog!

Jeff

Sources:

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