So, you’re planning to create a Digital Marketing Strategy, and are ready to get started. But do you know that before drafting the Digital Marketing Strategy guide, there are certain important things that must be considered?
Worry not, you’ve landed at the right place. Enlisted below are the important aspects that must be covered in the Digital Marketing Strategy from a Web Designing standpoint.
If you are to create a new website for your client, the web developer would like to know about the type of business that you have, the online business goals and the manner in which you want to use your website for business. The last parameter is of particular importance because the web designer and developer intends to know whether you are creating e-commerce website where end-to-end business happens on the portal or its primary intention is to generate leads, and the business happens beyond the site. The information is necessary because the kind of web designs you need would depend on your digital marketing strategy design.
Remember that web design considers all aspects of the marketing strategy and not just any particular strategy. The design must capture your digital marketing strategy in totality and allow it to flourish on the website. Like there are women behind all successful men, a well-crafted web design is behind any successful digital marketing campaign. Web designs not only uphold the digital marketing strategy but it can also have considerable influence on your marketing strategy. How web design affects various aspects of online marketing is the topic of discussion of this article.
Table of Contents
Impact of Web Design on Your Digital Marketing Strategy
Search Engine Optimization
If websites fail to earn high rankings in search results, the common inference is that something is wrong in the web design and needs improvement. People think that the web design elements do not uphold all the ranking factors that contribute to better rankings. Whenever there is a major Google update, and its impact affects rankings, people turn to web design to look for solutions and redesigning websites is the standard practice.
To understand the link between web design and marketing, have a look at duplicate content. Ensure that your Digital Marketing Strategy is aligned with search engine giant Google’s algorithm. Google hates duplicate content, and the web design must be capable of avoiding duplication. This is evident in e-commerce website design where you might find that products with similar descriptions with minor differences in specifications displayed on the same page. This appears duplicated in the eyes of search engines. To avoid this, you can have separate pages for each product with a similar description and eliminate the doubts about duplicate content.
Conversion Rate Optimization (CRO)
Website design impacts the rate of conversion, and better designs can lead to better optimization of conversion rate. Firstly, web design must display the authority level of the website to visitors who get a feel about it on the first visit only. The looks of websites tell visitors about how reliable it might be, and this relates to its authority. The design must be such that the appearance is authoritative.
Secondly, another aspect is to keep the design simple but with high functionality. This is a difficult task because if you make the design complex for achieving high functionality, it will slow down the speed of the website and if you keep it too simple; viewers would find it hard to trust. You have to strike the right balance between the two so that the functionality is unaffected by the simplicity of design and viewers find reasons to look upon it as a trustworthy entity. The simplicity appeals to the user experience while the high functionality satisfies the requirements of conversion rate optimization (CRO).
Visitors use their gut feeling to know which website is good and which is bad. They might not be able to tell about specific technical drawbacks or will not be able to identify the design elements that are displeasing, but they can figure out the broader aspects that give them a feel of it. Any negative feeling that visitors have about the website when they view it first can affect your branding hopes adversely.
The web design must reflect your brand and be capable of generating a favorable response from the visitor in the way you desire. The design must evoke positive reaction among visitors who consider the website as a trusted source of information that adds value to your branding initiatives. Build in the brand into the infrastructure of the web design and depict it through visuals that create a positive image for it. Spread the brand values into all aspects of the web design with the purpose of upholding the brand in the right perspective.
Web designers have to take into account the visual aesthetics and figure out the best ways of displaying the design and layout so that it impresses viewers. In addition to that, they have to consider that the design must facilitate the working of Analytics tools so that data collection is unaffected. The design must be conducive for customizing tracking and implementing some advanced techniques so that you can achieve the measurements that are tailor made for you. With competition growing at a stupendous pace in digital marketing, the role of Analytics and data collection is acquiring much more importance than before. The web design must live up to your expectation of collecting all data in the way you want.
User experience (UX)
How good any web design is, can be determined from user experience and how they feel about it. Known as user experience or UX, this aspect assumes a lot of importance in web design because the success of marketing depends on it. Users want that sites are speedy, pages open fast, and it is easy to navigate.
Be careful in the selection of images and content for the website so that it does not slow down page loading time. Larger images take longer to load, and it can turn off visitors as they have a bad experience. Avoid the use of flashy designs that can complicate things and make navigation difficult. Since viewer engagement is crucial to gain a marketing advantage, you must design your website with the sole purpose of providing the best experience for users. Stepping into the shoes of users will give you a better idea of what will be right in web design. The design elements must have the capabilities of evoking the right emotions of users as it enhances user experience.
Since websites are for marketing, align the web design to the Digital Marketing Strategy and include all marketing aspects of it. The better you can do it, the better will be the marketing results.
Once you are through with the aforesaid aspects, you are ready to implement the Digital Marketing Strategy. If you still face any queries, you can fetch more information on how to develop a Digital Marketing Plan.