How website design plays an important role in your overall digital marketing efforts

Your website is usually the initial point of contact that prospective clients have in engaging your brand, business, or company. As such, it makes a lot of sense to really roll out the welcome mat and make a good first impression. Effective communication of what you offer only happens through a web design that is professional and user-friendly.

Web design is something that covers a lot of ground, involving various factors such as conversion rate optimization, layout, content, search engine optimization, and graphics. Web design is a central factor of any promotional efforts your business has, but too many companies neglect to remember that it’s just a big cog in the larger marketing machine. They forget to make sure that they have a consistent purpose, feel, and look across their many marketing mediums, like simultaneous pay-per-click advertising.

5 critical components of truly effective web design

When you carefully consider every facet or your broader plan for successful digital marketing, you can make sure that a robust and properly implemented web design serves as the beating heart of your advertising. It will give your organization the power to truly harness its potential and realize its ambitions. Having said that, here are the 5 specific components you need to definitely take care of:

Consistent branding

First impressions matter as much online as they do face to face. Just how well does your website do in this? How your website looks and feels needs to be as consistent as possible with any other marketing materials you have out there, be it product sheets, whitepapers, or even your business cards. Your branding communicates a message about your company. Is it the right one? You need to consider everything from your overall messaging and types of images to specific logos, colors, and font choices.

A great UX

The user experience has to be a great one. Some think they can wow consumers with large images and flashy videos, but even in an era of high-speed Internet, such elements can slow loading times to a crawl. Frustrated visitors wind up leaving, and you might not even know they were ever there. Those that do load your page expect the website navigation to be intuitive and fast so they can find what they’re seeking quickly. A great user-friendly experience is not only critical to attracting visitors but getting them to return time and again.

Advertising

You probably already know how important landing pages are, especially if you’ve run PPC campaigns in the past that directly lead visitors to your site. Clicking on an ad and then being brought to a landing page needs to be so seamless visitors don’t notice. In fact, they should be more engaged by the desired action you’re hoping they take. In many cases, ads have a look and feel that doesn’t gel with the site, leaving the visitor with a feeling of disconnect.

CRO

Conversion rate optimization focuses on improving your site’s conversion rate, which is what specific percentage of visitors to your site wind up taking one of your desired actions, be it subscribing to your email list or flat out buying a product or service. Web design that is truly effective helps you enhance your text, layout, and online forms so that your conversion rates move higher. Increased sales naturally follow suit.

SEO and content planning

Search engine optimization and being more friendly to search engines is often a driving force behind website overhauls. High-caliber content that is never duplicated and always unique has to be integral to your SEO strategy, every time. You’ll kill off your rankings in search engines if you have duplicate content strewn across numerous pages. Fresh and updated content via a corporate blog is a good way to draw traffic towards your site while also enhancing your rankings.

When you concoct your web design plan, it must take into account the user’s entire and overall experience, from beginning to end.

An effective web design will bring together the many parts and pieces your digital marketing plan has, helping to boost the user experience in ways that lures them back to you repeatedly in the future, which is truly the sign of a successfully designed website.

Lori Morris

Lori is a digital marketing specialist and content writer, specializing in marketing, SEO and social engagement for startup businesses and large enterprises. Lori helps organizations achieve business goals through a variety of digital strategies.

Lori Morris

Lori is a digital marketing specialist and content writer, specializing in marketing, SEO and social engagement for startup businesses and large enterprises. Lori helps organizations achieve business goals through a variety of digital strategies.

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