How Web Design Impacts Content Marketing
If content is king, then web design is the kingdom in which it rules.
In previous entries we’ve talked about how good design has a direct impact on how content performs, and how it can drive leads. Today, we will talk about how a web site’s content can be affected if it is not displayed correctly.
Great Content Needs even Better Design
Did you know that 70% of users prefer blog entries (such as this one) to learn more about a company rather than seeing an ad? This is called inbound marketing, and although it is a topic for another time, it is important to understand that today’s consumers like to seek information instead of being bombarded with it. When they conduct research of their own, it makes them feel they are making the right decision. But what does this have to do with design?
When 90% of brands have some sort of online content strategy, it is important to make sure our content and information is displayed correctly.
How Web Design Works
Think about it like this:
Imagine you are walking down the street and in front of you there are two cupcake businesses. They both sell cupcakes at the same price, but the only difference is that one has a nicer storefront, prettier colors, it looks like a cupcake business. On the other hand, the other looks outdated, the sign is illegible, and the front is all gray and in shambles. Which one would you buy from?
The same thing happens online. The street a potential customer is walking down is a Search Engine and the front of your business is your website’s homepage. The nicer it looks, the more time a visitor will spend on it, and the more confident they will feel that they are buying from a legitimate business.
But enough metaphors, let’s dive deep into how web design impacts content marketing:
Good Design Makes Website Content more Accessible
Like stated above, great web design is friendlier with the user as it works seamlessly. This allows for a more fluent user experience and navigation across multiple pages. Remember, it doesn’t matter how good your content is if a visitor can’t find it.
Websites nowadays should be intuitive and responsive, and tech-heavy to show the most relevant information to a visitor and push him/her towards becoming a first-time customer. This means websites should: load fast, have appealing imagery, compelling content, and work on every single device out there.
To make sure your visitors are capable of finding exactly what they were looking for, build a website with their needs and behaviors in mind.
What content is important to include in your webpage?
There’s no golden rule on what your website should or shouldn’t have. It could be as extensive or minimalist as you want it. That being said, there are certain elements that websites must have in order to facilitate navigation and enable visitors to find the information.
- Menu Bar
- Search Bar
- About Us
- Contact Page
Make Them Want to Read your Content
Whoever said “don’t judge a book by its cover” clearly hasn’t worked in the book industry. It may be frivolous but when it comes to websites looks are (mostly) everything. Bad design reduces the value of your brand, makes people question if you are trustworthy, and in the most extreme cases it will drive them away after just one glance.
First impressions matter, especially now that consumers are extremely picky when it comes to choosing a brand out of the millions out there.
Great design emcompasses an overall look. It goes beyond the theme and takes into consideration fonts, colors, backgrounds, alignment, and use of white space. Nowadays, many brands go for the KISS rule (and no, we are not talking about rock and rolling all night) but that in which less is more. Remember, Keep It Simple, Stupid.
What’s a Good Web Design Marketing Strategy?
Like we said, there are no restrictions when it comes to creating a website. That being said, there are definitely some guidelines that will make your content readable, searchable, and appealing.
- Choosing larger fonts in a 16-18px size (for paragraphs as this one) is ideal to make your text stand out.
- Use the right color and contrast to allow the text to be visible.
- Create scannable content using shorter sentences, lists, tables, and bullet points.
To wrap it up…
Web design can make or break your content strategy. Be mindful of how you present information to your audience and invest in revamping your brand (if needed).
Great design will boost confidence and brand awareness, oftentimes is the edge you need to beat the competition. But it must be done correctly. It all comes back to how your audience is looking for information, their needs, their consuming habits. The more you understand your potential customers, the closer you will be on creating a unique user experience tailored to them exclusively.