How web design impacts content marketing

by Oluwatosin Alabi

A website can either make or break a business. A good website is that which is rich in aesthetics, responsiveness, accessibility, and engaging content. We had to specifically mention engaging content because Web design and content marketing work hand in hand. One simply cannot function effectively without the other. This is why in order to make a good first impression online, one must give full attention to both aspects. 

According to a recent study, content marketing generates three times more leads for any company, while costing 62% less than any other form of marketing. No wonder, 90% of all organizations invest over 25% of their marketing budget on content marketing. While continuously creating and distributing content that can engage your audience, the success of content marketing depends on several factors, among which web design is one of the most crucial. 

Content marketing efforts can be fruitful only if the content is easily accessible, has an aesthetically appealing presentation, is readable, tidy, and is backed by catchy visuals. After all, catching the attention of visitors with attention spans shorter than that of a goldfish is no easy feat. This is where web design comes into play. Visitors are captured by the design of the site and are captivated by the visual appeal, ease of access, and readability of the content. When there’s a balance between design and content, it not only impacts the perception of the viewer, but also the time they spend going through what you’ve put out, and whether or not they’ll be back.

Content Marketing and Web Design

Content marketing is about creating and distributing valuable, relevant, and relatable content to attract and retain a clearly defined audience. Content marketing, when done correctly, drives profitable customer action, brand awareness, demand, and revenue.

Web design on the other hand encompasses many different skills and disciplines in the production and maintenance of websites. In a nutshell, it is the art and science of building the look, feel, and how a website and web page functions. Having a website with a clear and easy to use user interface, coupled with compelling content will ultimately lead to a better user experience for your target audience.

How web design impacts content marketing

Accessibility

Accessibility is one of the most important factors in designing a content-rich website. If you publish informational content on your site, it needs to be easy to find and read. Your navigation should allow users to find the information they want, without clicking through pages of irrelevant content.

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.

If a visitor has to dig through page after page to get to the information they’re searching for, they’ll be likely to give up and visit another site instead. You can help visitors find what they are looking for by creating a simple navigation setup with 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. 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.

Appearance

A research carried out by Reasearchgate showed that First impressions are 94% design-related. The same study found that  46% of consumers based their decisions on the credibility of websites on their visual appeal and aesthetics. What this proves is that even if your content is appealing and accessible,your design can turn people away.

To fix this problem, website layout, typography, font hierarchy, and color schemes are important aspects of a website that should be paid keen attention to. Your website should be easily navigable so users can move around without hiccups. 

You need to have a clean design that illustrates your professionalism and gives visitors confidence that they can trust your advice. With content marketing, you frequently need to add new contents that may cause your web page to look messy or crowded if not formatted properly. Your font styles should be clearly differentiated so users can easily tell heading apart from paragraphs, and so on. You have to design your website so that it can handle large amounts of content in a neat and consistent layout that is easy for users to navigate.

Readability

Website readability is a measure of how easy it is for visitors to read and understand text on a web page. Readability depends on a text’s presentation (e.g., font choice, spacing, colors, etc.) and context (i.e., the actual words and sentences that are written on the page).

With the web holding content sections like blogs, Your visitors want to be able to understand your content from the get-go and find the information they’re looking for on your website as quickly as possible. 

Therefore, while designing your website, you should consider the factors such as font type,font size, text hierarchy, consistency, colour, etc. which will impact your content’s readability. If your platform makes reading your content a difficult or unpleasant experience, users who are directed to your website through content marketing might leave. Consider avoiding flashy colours, and make sure you use contrasts, so the text’s colour and that of the background does not blend, making them difficult to read. 

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 smaller screens. 

When your audience enjoys the experience on your website, they tend to stay longer, which also impacts your search ranking positively.

Usability

A website’s usability is by far its best feature. After all, the website is for the users and visitors. If the interface works well for them, then there won’t be a problem. 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 website should have a neatly structured navigation system so that the visitors can access the information they are looking for without having to go through various pages.
  • The website’s content should be properly spaced. Spacing makes it easier for the audience to interpret and comprehend the information provided and also enhances readability.
  • The website’s flow of information should be structured in a logical manner

Utilizing these guidelines will help you deliver a dynamic and comfortable user experience that will make your audience come back for more. 

Visuals Elements

Visual elements like videos and pictures are an essential part of effective content marketing. 40% of marketers claim that infographics and illustrations work best with their audience. Your audience can learn more about your brand’s offerings through explainer and demo videos, than they’ll learn from reading articles. 

For example, one popular type of online content today is cooking videos with directions and ingredients for a simple recipe. People who watch these videos learn exactly how to make the meal or snack being shown, which makes it easier for them when they decide to try the recipe out for themselves.

Regardless of your industry, visual content like photos and videos can help your potential customers get a better idea of how they can use your products or services. From a design standpoint, this means that your site’s layout should work well with visual content, and make it easy for readers to scroll through photos and watch videos.

In Summary,

Content is king. However, your content marketing strategy is dependent on website design and optimizing for the user experience. If you are unsure about your brand adapting to the trends and driving revenue, we can help.

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