Web design has a huge impact on marketing. Web design isn’t just about functionality. Rather, every step of the design process should focus on the end benefit. Elements like layout and color are crucial to the success of your site and can improve online marketing campaigns. Here’s how web design impacts marketing.
The Goal Of Web Design
Before discussing marketing, it’s important to understand what the structure of your website should look like. Some businesses make the mistake of focusing only on building a functional website. While this is important, it’s only half the battle. A good web design means something different for consumers than it does to site owners.
For the consumer, a good web design simply means a site that is functional, easy to navigate, and aesthetically pleasing. Users rarely look for more than a website that is easy and enjoyable to use. Creating a website that meets this goal is essential. However, another factor must be considered.
For you, an effective website is simply one that makes money. This is where marketing plays a role. Design a website that meets the needs of the consumer while simultaneously boosting traffic, turning leads into converts, and increasing your overall sales.
How you build your website will determine its overall effectiveness as it directly relates to marketing. Here are a few points to consider when designing your website.
It Sets You Apart
A well-designed website will set you apart from your competitors. Not just in terms of aesthetics, but also in terms of quality. If your website is outdated and difficult to navigate, consumers will likely turn to your competitors. Not only will this decrease your overall sales, but high bounce rates will negatively impact your SEO rankings.
Focus on building a custom website with strong visuals to go along with the story you’re telling. This will set you apart in the mind of the consumer and increase the overall effectiveness of your website.
Web design will directly affect the user experience. The layout of your website should be strategic as it leads them to an end goal of taking action, preferably by making a purchase. A good way to do this is to design your site with the user in mind. A great illustration of this is the checkout stand at a grocery store. Store managers have thought through the user experience of shopping. They know that it can be a tiring, stressful, and draining experience.
To increase their overall sales, they place cold soft drinks in a cooler by the checkout stand. These drinks are usually sold for around $1.50, which is often the same price as a 2L bottle of the same beverage. They make the same amount of money from smaller bottles because they think like the consumer. They know the desire to purchase a nice cold beverage will increase after an hour or two of shopping. That’s why the coolers are placed where they are.
Your website should have the same strategic process. Your goal shouldn’t be to tire the user out but to inform them and gently lead them to action. The first thing a user sees on your website shouldn’t be a flashing banner that says “buy our product”, because they don’t know anything about it.
Consider building landing pages that explain not only what you sell, but the benefits. Teach them why your product or service is the best possible solution to their problem. Thinking this way not only enhances the user experience but your profit.
SEO also plays a role in marketing. SEO best practices include the use of keywords that directly relate to your target market. Research what words and terms your target market use, then incorporate them into your content. This will help your overall rankings and increase your visibility to those who are searching for what you have to offer.
Another element of SEO to consider is the use of both inbound and outbound links. This will also increase your ranking and visibility. Be sure to regularly go back and make sure your links are up to date.
How you design your website will have a direct impact on your conversion rate. When your site is designed correctly, it can greatly increase the number of consumers who take action on your site.
It may seem tempting to just follow a template, plug in your business information, and move on. But this can harm user experience and damage your conversion rate. Instead, focus on optimizing your site for user experience in a way that will help. Well-placed CTA buttons, clear navigation, and relevant content are all ways to steadily increase your conversion rate.
Web design impacts marketing greatly and can make or break your digital marketing efforts. To ensure maximum results, consider reaching out to a digital marketing specialist for help.
We Can Help!
Effect Web Agency partners with businesses to help them achieve the maximum results from their digital marketing efforts. Contact Effect for your free web consultation.