Web Design and Marketing: How Do They Interact?
Your website is not an auxiliary item that you can put aside in favour of focusing on your service or product. Your website is, in fact, your product, the main driver of your brand image, and your whole marketing campaign in a nutshell.
No wonder, 73% of companies will invest in their design to stay ahead of their competitors.
Web design and marketing are two inseparable concepts.
Consider your website as your store, as customers coming from offline or online marketing leads will end up on your website.
Also, when they want additional information about your services, or even booking or contact details, they’ll get it from your website.
If you’ve been running a fantastic marketing campaign. This can lead to customers making it to your website in droves, but if your landing page won’t convert, then no worries. You’ve come to the right place.
Keep on reading for our full breakdown of the intersections between web design and marketing. We’ll also explore how important it is to ensure that both are aligned.
Web Design and Marketing 101: Search Engine Optimization (SEO)
Let’s start with one of the factors that can make or break your online marketing strategy, and that is your SEO when it comes to website design.
Basically, if you have a badly designed website, you won’t be able to keep a lid on your keywords, leading to overload and duplicated content.
Unfortunately, Google is pretty strict about this as a symptom of bad quality. As a result, your website’s ranking will tank when it comes to search page results.
Thankfully, this problem is easy to fix with the help of a well-designed website. You can eliminate any content duplication and add a separate blog page.
Moreover, if you want to properly market for a host of different products, don’t create a separate website for each one. You can display all of your products on a single page with a brief description to clarify things to your customers.
You can make the right design decision with the help of a reputable web design and marketing agency.
Simplify and Increase Your Conversion Rate Optimization (CRO)
After setting up your proper SEO strategy with your web design, it’s time to turn your attention to your CRO.
Your CRO is the rate describing the number of people visiting your website concerning how many of them actually bought something or followed through with your desired goal.
These goals can range from buying a product, setting up a call with your sales team, signing up for your newsletter, and much more. It all depends on your actual campaign’s objective.
On the other hand, how would a potential customer complete a transaction when they’re facing poor user experience and even poorer design?
The way your website looks needs to exert a sense of authority and ease of use. Your website visitors need to immediately know your call to action and be able to easily follow through.
Boost Your User Experience (UX)
Speaking of user experience, your customers must interact with a site that has simplified navigation. Also, it needs to be responsive to the actions they take on the page.
For instance, when it comes to site speed, search engines will inspect your site speed numbers and how long it takes your website to load. If it takes too long, your rankings will fall.
You want to keep it fast, simple, and optimized for mobile devices. Yet, you don’t want to leave your website looking like a blank page just to be on the safe side.
Feel free to integrate some aesthetics and designs to provoke emotions. You can play around with the color palette all you want, as long as your foundational design model is solid.
Clarify Your Brand Image
Interconnected with your UX and CRO, your brand image is the building block of trust between your potential customers and your business.
If your customers have a bad experience navigating your website, this will be their first (and potentially, last) impression of your brand.
However, if your brand is all about simplicity, straightforwardness, and a touch of bright colors, then your website should be the physical manifestation of your brand.
In addition to the ease of experience, you’ll want to take your time when it comes to setting your brand guidelines. After all, those are going to be the rules that your designers are expected to follow from here on out.
Consistency is key to your brand image. It doesn’t nurture feelings of trust to have your brand hopping from a color palette heavy on warm tones to a monochrome website in one week. This doesn’t signal stability and consistency.
Identifying and Reviewing Your Key Analytics
No matter how much money you’ve budgeted for your marketing campaigns, it won’t be perfect from the get-go.
Analytics is an essential part of conducting, tweaking, and elevating your marketing campaigns. In addition to ensuring that your performance rates are as high as you can get them.
Reviewing and changing your strategy to better optimize your performance is the bread and butter of online marketing campaigns. Yet, you’ll need a solidly built website to be able to identify the pages that are performing well and others that need some help.
You’ll need a web design that helps you better understand your user journey, and point out the pages or areas that aren’t converting or getting the needed amount of traffic.
Ready to Transform Your Web Marketing and Design Strategy?
We know how overwhelming it can be to simply think about changing up your website design, never mind actually doing it, with a close eye kept on your marketing strategy.
Hopefully, our guide has shed some light on the importance of aligning your web design and marketing, as well as the key factors of your web design that can either elevate your marketing performance or cause it to fail.
If you liked our explainer, you’ll want to check out our marketing section for all the tips and tricks you could need to create the website and business of your dreams.