HOW WEB DESIGN IMPACTS CONTENT MARKETING
Tan Ee Shuen Michelle | 14 July 2021
Did you know that web design impacts content marketing significantly? In fact, web design and content marketing work hand in hand. It is important to ensure that both your web design and content marketing efforts are strong to achieve your objectives.
Content marketing is currently one of the marketing practices that are growing the most rapidly. Businesses are increasing their spending on content marketing. From a study, 47% of respondents now spend more than $10k on their annual content marketing output, compared to 38% in 2019. But to make it work, you definitely have to come up with a great marketing strategy coupled with good web design.
WHAT IS CONTENT MARKETING?
Before we dive into the main bulk of this topic, you may be wondering what exactly content marketing entails. Content marketing is the process of planning, creating, distributing, sharing, and publishing content to reach your target audience. It can boost your brand awareness, sales, reach, interactions, and loyalty.
WHAT IS WEB DESIGN?
Web design is the process of planning, conceptualising, and arranging content online. There are 5 stages you can follow to maximise the customer experience on your website, which you can read more about here.
HOW DOES WEB DESIGN IMPACT CONTENT MARKETING?
We usually think of design as a whole, but we will divide it into 4 elements in this article.
Here’s an overview of the elements that we’ll be covering:
- Overall Appearance: First impressions matter to keep readers on your site.
- Readability: Ensuring your audience can read and understand your content easily.
- Accessibility: Making your website easy to navigate and find information.
- Visuals: Adding visual elements to your website to improve engagement.
Now that you have an idea of what the elements are, let’s dive deeper into them.
Firstly, overall appearance matters. You probably heard of the phrase “Don’t judge a book by its cover”. Ironically, we still do that, at least when it comes to looking at a website for the first time. No matter how amazing your content is, if viewers don’t get reeled in immediately, they may not stay to look at your content.
If your website, at first glance, looks visually unappealing or outdated, viewers may not find your brand trustworthy and stop browsing.
Your website design should create confidence. Make sure it looks professional and simple while engaging and representative of your brand.
Along with an attractive web design, the content itself has to be readable. Your audience has to understand the content easily.
Opt for simple and professional fonts instead of fancy or handwritten fonts. Using simple and professional fonts makes it easier for readers to skim through to find information they need. This in turn increases the chances of them staying on your website.
You can take these tips into consideration to ensure readability:
- A suitable font size 一 neither too small to read nor too large that it annoys people
- Different fonts to differentiate heading and body text
- A suitable font colour that is readable and doesn’t blend in with the background
With that said, your font choice should still be consistent with your branding.
Next, your readers have to be able to navigate and find information on your site easily. Instead of overloading your readers with tons of content in one page, consider adding a drop-down menu and search bars to improve their navigation process.
If your website is difficult to navigate, users will leave quickly which increases your bounce rate (i.e. percentage of visitors who enter then leave the site instead of staying). This in turn will affect your Google search ranking. The opposite is true for a website that is easy to navigate and users continue browsing.
Finally, visual content is crucial in today’s world, where people are becoming more receptive to visuals. Many of us are visual learners 一 we learn better using images, infographics and videos.
From a study, 84% of consumers agree that watching promotional videos has convinced them to purchase a product or service. This signifies the important role visual content plays in product or service promotion.
Some examples of visual content you can use include:
- Infographics to show statistics or instructions
- Images and videos to illustrate your points or showcase your products/services
- GIFs or memes to come across more relatable to your audience
All in all, you have seen how web design impacts content marketing. This shows how important the design of your website can affect the effectiveness of your content marketing efforts. By taking these aspects into consideration, you will see your website engagement rise in no time.