The recent passing of musician Vic Chesnutt prompted me to visit the itunes store to complete my collection of his work. As I browsed his albums, I began to think about how his album covers reflect his music. That led me to muse about how successful websites visually reflect the work and spirit of companies.

What kind of “music” does your company make?  Does it strike the bold chords of a Beethoven piano concerto? Or mirror the serenity of Handel’s Water Music? Is it a multi-layered, Hüsker Dü wall of sound? Does it dance to the mellow, lilting reggae beat of Bob Marley?  Perhaps it’s a bit of Frank Sinatra – confident, smooth and cool?  Maybe it’s even Elvis Presley in a glittering, sequined Vegas performance – replete with gyrating hips?

Your website should show the world who you are with more than just a tagline — the layout, photos, fonts and colors you choose should reflect who your company is — not simply what it is. In order for your website to do just that, it’s essential to reflect on your company and culture. Is your corporate culture loved more by the management or the people they lead? In what ways does your company give back to the community?  How do your goods or services make a difference in the lives of others? How do your future plans apply to the above questions?

If you ask these questions and don’t like what you see, think of how you can begin to make incremental changes to build a positive and loyal workforce and a friendly community presence. In the age of word-of-mouth social media, these elements can have a positive impact on your bottom line. Invite fans and followers — via Facebook and Twitter — to join your efforts. Start causes, host community-building events and get your employees involved. Then reflect these internal cultural changes visually on your website — giving visitors a better feel for who you are, what you do and why that matters.

Make beautiful music, stay true to it, and let it ring visually through your website and other marketing channels.