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Appreciating How Web Design Impacts Content Marketing

Appreciating How Web Design Impacts Content Marketing. Knowing how web design impacts content marketing is critical if you hope to propel your business to the next level. For instance, were you aware that over four billion individuals access the Internet regularly? A sizable portion of this demographic represents online consumers. Therefore, digital content marketing has become crucial.

The appearance and functionality of a website will often determine its ultimate success. Let us look at how website design can provide you with a competitive edge in these modern times. 


Judging a Digital Book by its Cover

Blucactus-Judging-a-Digital-Book-by-its-CoverFirst impressions will often determine the ultimate success of a website. Let us consider two contrasting examples:


  • A website that loads slowly, is full of clutter and does not display properly on mobile devices.


  • A site that is clear, concise, engaging, and fully functional.


Which of these two portals would you be more likely to visit? The answer is already clear. Embracing the proper web design techniques will help to ensure that you leave a positive impression from the very beginning. As 94 percent of users consider the appearance of a website critical during the engagement process, there is little room for error.


How Web Design Impacts Content Marketing in Terms of Visual Appeal

Blucactus-How-Web-Design-Impacts-Content-Marketing-in-Terms-of-Visual-AppealOne of the latest trends in web design involves the presence of visual elements. According to recent studies, no fewer than 54 percent of consumers feel that graphical content will cause them to engage with a brand. There are several logical reasons behind this observation:


  • Visual material is more palatable than long blocks of texts.


  • Graphics and videos can effectively convey a specific idea.


  • This material is easy to understand when viewed on a smaller device (such as a smartphone).


  • Visual elements can help a website rank higher within a search engine results page (SERP).

The bottom line is that elements such as videos, images, and infographics can add to the aesthetic appeal of a website. Furthermore, these techniques are often used to reinforce brand identity.


Ease of End-User Access

Blucactus-Ease-of-End-User-AccessConsumers expect results within a short period. The latest data suggests average page load times equate to 10.3 seconds. In the same respect, it will take a visitor a fraction of this period to determine if they are interested in its contents. Therefore, accessibility is important.


Most individuals do not have the time to scroll through incessant blocks of text or digital “fluff”. They instead prefer to navigate directly to the most pertinent information. Modern elements such as drop-down menus and built-in search bars have become commonplace.


Including these widgets within the design of a website will ultimately lead to increased levels of end-user satisfaction. They are also quite beneficial for those who wish to lower current bounce rates. Functionality is key and consumers expect nothing less. 


Visual Layout and Readability

Blucactus-Visual-Layout-and-ReadabilityMany on-page SEO techniques can bolster the appeal of a website. Some of these are concerned with what occurs “behind closed doors” such as proper HTML coding and tags. Others will focus upon how the visitors perceive the pages. This often refers to readability.


After all, why create high-quality content if it is nearly impossible to read? Here are some considerations that will impact readability:


  • Font size and style.
  • Background colors.
  • Borders and image placement.
  • Overall visual consistency.

It is, therefore, best to avoid flashy colors and similar elements which could detract from the intention of the content in question.


Let’s also remember that mobile responsiveness is crucial. As many as 57 percent of online consumers will not recommend a website that cannot display correctly on smartphones and tablets. It is therefore prudent to ensure that all pages display correctly across multiple devices.


Adopting a User-Friendly Framework

Blucactus-Adopting-a-User-Friendly-FrameworkWe have already seen that a user-friendly design features prominently when creating the layout of a website. It is still important to touch upon this concept in greater detail. Let’s remember that a well-engineered interface will naturally attract more visitors. This inevitably leads to a higher return on investment (ROI).


Several metrics need to be addressed if you hope to embrace a user-friendly architecture including:


  • Categorized content so that users can find what they are looking for.
  • Material that is appropriately spaced (it will otherwise appear clumsy and difficult to interpret).
  • Details and information should logically flow.
  • A contact link should be found on each page (at the same location).

The good news is that there are many WordPress plugins to consider. These will help simplify things a bit; particularly for those who have no experience with coding and HTML. 


Responsive Web Design Templates

Blucactus-Responsive-Web-Design-TemplatesThe user experience (UX) of any website will ultimately determine its success. Responsiveness is key in this sense, as a growing number of individuals are accessing these pages while out and about. We are not only talking about mobile-responsive architecture (discussed earlier). It instead involves the level of end-user engagement across all operating systems.


Once again, coding can be an issue in this sense. Unless you are lucky enough to possess a dedicated in-house IT support team, problems can often occur. This is when intuitive templates can provide a much-needed edge. These templates offer a drag-and-drop functionality, so they can be easily implemented.


Choosing the right template can still be challenging, as there are many options available. We have put together a list of some of the most popular:


  • Clear Template Pack.
  • Jevelin.
  • Digilab.
  • Raptor.
  • Canvas.
  • SmartStart.

It may also be worthwhile examining the options offered by WordPress. While these templates are not as functional as those outlined above, they can still provide a handful of potential solutions.


Reinforcing Brand Identity

Blucactus-Reinforcing-Brand-IdentityA consistent website is also important from a psychological point of view. The main takeaway point is that brand consistency engenders a sense of trust. Those who trust the claims of a company are more likely to take further steps (such as making a purchase or requesting further details).


So, knowing how web design impacts content marketing also concerns branding.


A website should be designed in such a way as to boast a sense of uniformity. For example, the correct colors must appear across all pages. Logos and similar visual elements should also be presented familiarly. Those who can adopt this sense of visual continuity are more likely to enjoy a loyal customer base over time. 


Web Design and Content Marketing: Birds of a Feather Flock Together

Blucactus-Web-Design-and-Content-MarketingUnderstanding how web design impacts content marketing is crucial regarding long-term digital success. While off-site marketing tactics are indeed useful, the appearance of any portal is just as pivotal. Therefore, it is often best to outsource such concerns to professional third-party firms.


Still, all the information outlined above can just as easily be used to perform an audit of your current site. If any changes need to be made, they can be performed in a timely fashion. The main takeaway point here is that website design should never be taken for granted.


We encourage those who would like to learn more to contact one of our specialists. We will be happy to discuss your options in greater detail.


Author bio for this guest post:



Paula O Gorman


Paula O Gorman is the design and marketing manager at Promotive, a marketing agency that understands the crucial relationship between web design and content marketing.


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