How Web Design Impacts Content Marketing
Let’s start by getting clear on what content marketing is. In short, it’s all the information you publish online that attracts people to your business. It helps you to connect with people, build a community and convert that audience into loyal customers. Content marketing includes your social media, email content, videos and podcasts, your blog and all the copy on your website. Which is why it’s important to know how web design impacts content marketing.
When you built your website you probably put a lot of thought into the content, perhaps even paying a professional copywriter to help you get it just right. But the job doesn’t end there. You also need your website designed so that it lets the content shine.
How Web Design Impacts Contact Marketing – Negatively!
Have you ever visited a website and found yourself clicking away almost immediately? Perhaps the text was too small, the page took too long to load, or you just couldn’t work out how to get to the information you were after. That’s one way that web design impacts content marketing. No matter how good your copy, bad web design can turn people off.
Another thing a good website copywriter will do is consider Google when they’re writing your content. Search Engine Optimisation (SEO) is the science of getting your content and your website to rank highly in search engines like Google – a first page listing for a popular search term can give both your traffic and results a massive boost. But just like bad web design can turn your visitors away, it can also lay waste to your search engine marketing efforts. Make sure that your web design supports your SEO.
How Web Design Impacts Contact Marketing – Positively!
Just like good content, good web design will help you to attract an audience, build a community and convert them into loyal customers.
Your content and your web design need to go hand in hand. When you invest in a good team to develop your website, the website designers will keep the copy in mind when creating the design and the copywriters will keep the design in mind when writing the content.
This is one reason why a bespoke design is worth the investment. There are plenty of beautiful website templates out there but if you use a template, you have to adapt your content to fit that design rather than allowing the design and the content to work in sync.
Good Web Design Complements Good Content – But It Can’t Fix Bad Content!
As businesses strive to stand out from the crowd, there are a lot of websites that look fantastic. Really beautiful with clever graphical effects. But for some of them, sadly, it’s a case of style over substance. No matter how visually striking a website’s design is, you still need your clients to get the information they need from your content, and for Google to be able to work out what your website’s about so it can list it in search results.
Good web design can help your content marketing but it can’t fix bad content. Your content and your web design must work together.
When Your Website Is Everything!
Every business’s website is important to their success, but if you run an e-commerce business then your website is everything. Not only does it need to attract people and engage them with your brand, but it also needs to lead them all the way through your sales process to the final purchase.
In this case, investing in good web design and good content is an absolute must. A successful e-commerce website has a lot of moving parts and all the elements of a good e-commerce website need to be done well.
When people are purchasing products online, your content replaces much of the in-store experience and has to give people all of the information they need. Alongside your content, your web design will help people to navigate your store and find the products they want.
Hopefully, this has helped you to understand just how web design impacts content marketing and the importance of working on both of these elements and allowing them to complement each other. Good web design will allow your content to shine and get results for your business. But don’t forget, it can’t make up for bad content!