It's 2020, and the digital population of the world is around 4.57 billion people. In this market condition, companies must turn to digital platforms for growing their business. Speaking of growing, we can not ignore the market for digital marketing that is expanding every second.
Content marketing, SEO optimization, social media marketing, video marketing etc. are everyday words for marketers today. Digital marketing has gained this popularity among marketers for several reasons which include, but is not limited to, high ROI, broader reach, the targeted audience, and longer shelf-life. And their results? They are fantastic.
Content marketing is currently one of the most flourishing marketing practices, with 91% B2B marketers and 86% B2C marketers using it to grow their brand. However, to make it work, you have to come up with a great online marketing strategy. And believe it or not, your web design has a lot to do with it.
Five Ways that Web Design Impacts Content Marketing
Studies show that first impressions of the visitors about websites are design-related 94% of the time. If you wish to see your content do well on your website, you need to design it according to the users' expectations.
Certain factors determine whether the web design is as per the industry standard or not. So scroll down to learn what you need to work on to ensure a good impression.
The only way your audience can read, enjoy, and engage with the content is by accessing it. No matter how great the content is, it will not serve its purpose if the audience can not find it quickly. It takes only 2.6 seconds for users' eyes to fall on the website's area that influences them the most.
The audiences do not have the time or the intention to hover about irrelevant pages to spot the content they are looking for. If you compel them to do so, it will divert them to your competitors for relevant content. Times.com's bounce rate reduced by 15% after they adopted a continuous scroll.
Thus, the traditional styles have been replaced by burger menus, drop-down menus, and search bars that allow the visitors to reach the content category or page in a single click. Consider incorporating a site map to navigate your audiences and website visitors to what they are looking for.
Thus, your website must provide easy navigation to the users. Remember that an easy to navigate website has more power than any other tool that a business can use because it ensures client satisfaction and convenience.
When we create content, namely a blog or an article or a case study, we always focus on readability. We make sure that the audience can understand the content on the first go. Similarly, we must ensure the font and format of the content is reader-friendly.
Therefore, while designing a website, you should consider the factors such as font, size, depth, type consistency, color, etc. which will impact your content's readability. The users directed to your website through content marketing may turn away if the interface makes the reading experience unpleasant or strenuous.
While designing your content page, avoid using flashy colors, and make sure the text's color and that of the background does not clash. When the audiences enjoy their experience of reading your content, they tend to stay longer, which also impacts your search ranking.
Also, consider that a large part of your audience is accessing the published content through mobile devices. Up to 57% of internet users say that they will not recommend a brand with a poorly designed website on mobile, while 87% believe that a business's website on mobile should be at par or better than that on desktop.
Thus, your web design must be adaptable to the dimensions of a smaller screen.
Let's be honest; we do judge a book by its cover, at least when it comes to marketing. A good product wrapped in bad packaging will never sell. Just like your potential content will fail to generate traffic if your website doesn't appeal to the visitors.
It just takes 50 milliseconds for visitors to form an opinion about your website. Just a glance at the appearance of your website decides whether they stay or not. 38% of the users will leave a website if it has an unattractive layout.
When you use content marketing, you frequently add new contents that may look messy or scattered, or crowded on the web page if it is not designed accordingly. Your web design has to be such that it can accommodate bulks of content in a neat and consistent layout that the users find pleasant to navigate through.
There should be enough white space to bread, and the contents should be segmented by the use of boxes or borders to avoid clusters. You might want to include a visual hierarchy to draw the users' attention to the website's most important segments.
Also, consider the theme you are choosing for the website. It should match the essence of your products and services. How professional your website appears determines the quality and reliability of your content. So try to keep the appearance of your website clean, professional, and straightforward.
User-friendliness is hands down the best feature of any website. After all, the website is for the users and visitors. If the interface works well with them, then there is nothing more to ask for. Thus there are certain factors that the designer should keep in mind;
- The website should contain segments and categories to accommodate different contents so the users can find them easily
- The design should also ensure the availability of the browser on top so that the visitors can access the information they are looking for without having to go through various pages
- The content itself should be spaced out. The use of space makes it easier for the audience to interpret and comprehend the information provided and also enhances the legibility of the content
- The flow of the information should also be in a logical manner
One well-known fact about the digital population is that they prefer visuals over any other type of content. 54% of consumers seek to see more video content from a business or brand they support.
Audiences prefer images and videos when seeking information about a product or learning about something. 40% of marketers claim that infographics and illustrations work best with their audience. Explainer videos and demos give them a better idea about what the brand has to offer.
These visual elements simplify the comprehension of the information and also appeal to the eyes. Thus, your web design must contain visuals inducements besides your written content.
In fact, including visual contents such as infographics, motion graphics, GIFs, videos, and images in your written content will improve audience engagement, and increase website traffic.
To sum it up
It can cost you a lot of damage if you misjudge the impact of web design on content marketing. Your content's success depends on the platform you publish it on, and your website is the platform where you have the most authority. Hence, you have the advantage here.