How Website Design Impacts on Your Content Marketing Strategy
Pay attention to your website design
A properly designed website gives visitors the right first impression of your brand. When web visitors are turned off by poor web design, it ends up affecting your content marketing. This means that you really have to pay attention to the font, color, styles and elements you incorporate into your website. All these components will determine how effective your digital marketing strategy will turn out to be.
Marketing your content and choosing the right design
Content marketing involves giving users information that is relevant and helpful without promoting a brand directly in order to spike an interest in your product or service. This can be done in different ways including publishing blog posts, guides and tutorials on your website which provide users with helpful information and answers the most frequently asked questions. Although a how-to blog may not be a direct form of advertisement, an avid follower is likely to purchase products from that website because they have already established a relationship with the brand. This kind of online marketing can open doors to convert and retain clients.
How do users access and read your content?
The effectiveness of your online marketing strategy is somewhat tied down to how the content is presented on the web. You may have the best content but if it’s not properly presented, accessible and readable, no one will take notice. Below are a few questions to ask yourself when coming up with an online marketing strategy and developing an effective design to complement it.
Is it accessible?
Making sure the content is accessible is a key consideration. Accessibility is simply making sure the content can be easily found and read online. To achieve this, the page must be easy to navigate. Choose a navigation system that users are familiar with so they don’t have to click through unnecessary content before getting what they’re looking for. Ask your website design company Toronto to develop a straightforward navigation system which will make your content accessible. Features such as drop-down menus can be used to make information easily accessible to the user.
Does your site look professional?
The design of your website can quickly draw in users or turn them away. Therefore, as you plan on coming up with the best content, make sure your site looks the part. Avoid web pages that are unprofessional, visually unappealing or outdated. If the first impression is that your company website looks unprofessional, users may hesitate to consider you as a valuable resource. Focus on a design that is clean and simple if you want to bring out a professional and authoritative vibe.
Is the content easy to read?
Readability is a key concern when coming up with an online marketing strategy. There are several factors such as choosing too many different fonts, small font sizes and large chunks of text that make your content difficult to follow through. Stick to a maximum of 3 fonts on your design. Choose one font for all titles and another one for body copy. Choose a font color for text that is contrasting your background to make sure visitors don’t strain to read the content. Make sure the font size is large enough so that no one struggles to read through.
Make use of visuals
Visuals like images and videos are easy to consume for web visitors. When you incorporate proper graphics in your content, you make it easier for your users to fully comprehend new topics and any new piece of information you’re trying to pass on. Take advantage of visual content to give potential clients an idea of how your product or service can be used. From a design perspective, make sure your website has a suitable layout that works beautifully with visual content.
Building A Website Marketing Plan
The Basics of Having A Strong Brand
Creating a website marketing strategy requires a process similar to that of any other marketing strategy. That’s not to say that when it comes to marketing websites, there are not some unique objectives, tools and tactics – there are. But what it does mean is that the basics of having a strong brand and knowing your customer are still just as crucial. Before you even begin building your website marketing plan, first determine whether your website is ready to be marketed. Just as you would not let one of your other products or services go to market before it meets your standard for quality, you should not even think of marketing your website before it is ready. After all, your website will be the first impression that many potential customers have of your overall business – you want to make sure that the impression you make is a good one.
Considerations for your website should include things like how well does it appeal to your target customer, how easy is it for your target customer to find what they are looking for and does your website have a clear call to action – that is, does it entice your visitors to make a purchase, sign up for a newsletter, come into your store etc.
Part of any website marketing plan should be solid search engine optimization (SEO), meaning that your website should be crafted in such a way that makes it easy for search engine spiders to find. This will give your website a higher ranking in the search engines and as a result, it will attract more traffic to your website.
If your website is ready for marketing, you can start to develop a strategy that makes sense for your particular industry as well as for your target demographic. There are literally dozens, perhaps hundreds of techniques and strategies for marketing a website. Common to many businesses are strategies such as paid or pay per click (PPC) advertising and remarketing.
Increasingly common is also social media marketing. Social platforms such as Facebook and Twitter have become gold mines for businesses because they attract people who are already interested in or loyal to your brand.
In developing your website marketing strategy, you need to determine what tools and strategies will be of the most value given your industry, your timeline and budget, and who your potential customers are.
One major aspect that many businesses may miss however in marketing their websites is the tracking of their results. Google Analytics and other tools can provide valuable insight into how well a particular technique may or may not be working for your business. Tracking of results should be done not only at the end of a website marketing campaign but throughout. That way if something is not working – or not working as well as it could – it can be changed or tweaked.