Web design is a critical component of content marketing. With content being the best way to attract new customers in the age of social media, having a great web design is important to keep those customers in place and loyal. Understanding how web design impacts content marketing will affect how you interconnect the two for your customers, readers, and website visitors.
How Web Design Impacts Content Marketing – First Impression
No matter how creative web designs are, if they do not appeal to the customers who are visiting the site, all the hard work done in content marketing is now irrelevant. More often than not, a website’s first impression is based on the design, showing that we as humans have an inevitable desire to judge things by the cover.
3 Notable Pieces of the Web Design Pie
1. Accessibility and User-Friendliness
How easy is it to use the website? If there are any holes in the design or clicks that lead to nowhere, it creates frustration for the user trying to use the website, again making the content marketing null and void. Humans desire ease, and when they have to work for something that seemed to be handed to them freely, it can create confusion and distrust.
Another point to consider about accessibility is the ability to grab the immediate attention of visitors. This could mean a strong banner or a brand image with content to back it up. Visitors are obviously more likely to stay when they like what they see. If your web design complements your content marketing strategies, it is almost a surefire way to keep visitors. In contrast, if there are gaps in the design versus the content marketing, visitors may be confused and abandon their search fairly quickly.
2. Readability and White Space
Besides the accessibility and user-friendliness of the web design, it is important to make sure the flow of content is natural and easy for the reader. It should never be difficult to follow a web page or figure out where the content is going. This can have to do with verbiage and jargon. But it can also have a great deal to do with the way the words look.
Fonts are one of the most important decisions a brand can make because that font will be associated with the brand. If readers have a hard time reading it, or just find it less than appealing, a rebrand may be needed which takes lots of time and is few and far between within companies. It’s important to keep the brand consistent across content marketing and the site itself.
White space and its placement of it is one of the key factors when determining the readability of a website. While the font must be attractive to the reader, the amount of wording before a break is important too. The spacing must be attractive. Website visitors do not want to see a mountain of words, or even pictures, with no breaks.
3. Visual Appeal
Along with technical details like font and spacing, images are an important part of the visual appeal of web design. It is a good idea to find photos that best represent the content you are pushing out. If someone sees a great picture, but the content does not make sense with it, the reader or web visitor may not return. It’s crucial to their overall first impression, or second, third, etc. to continue to match up images and content provided so that everything flows naturally.
An easy way to check if your web design is visually appealing is to do a good old fashion survey with the people you know. Your company may be a bit biased, but your friends won’t be. It is important to get unbiased feedback when creating anything for the public. To keep visitors, the website has to be attractive, or at least as attractive as the content marketing strategy.
Looks are not always everything. But sometimes it is important to be a bit conceited about the image of your web design. Especially now that you know how web design impacts content marketing and once the work is successful. After reading this blog you should have a firm grasp on what visitors are immediately looking for. Plus, how to keep them around.
Adeline is a graduate of the University of North Carolina at Charlotte where she majored in Communications with a concentration in Public Relations and Journalism. Currently living in Charlotte, she enjoys reading, volleyball, and strolling through her favorite farmers markets with her Goldendoodle Theo.