The first website was created in 1991, so websites are hardly a new concept. However, like search engine optimization (SEO), email, and other concepts that originated fairly early on, websites have evolved to the point where they are a crucial aspect of a well-rounded online marketing strategy and the various campaigns being run online.
Many businesses dependent on digital marketing rely on their web pages showing up on the first page of results on search engines like Google. Whether your current site is serving you well or it’s time to consider some improvements, there are some important connections between web design and marketing to be aware of as you make your web design decisions. Below, we focus on why your website is an important part of your marketing campaign efforts and overall online marketing goals.
1. Creating a Better User Experience (UX)
A common goal with a marketing campaign is to inspire conversions. But, if your current website design doesn’t create a good user experience, targeted users may bail before taking the desired action. A website designed to give visitors drawn from any campaign you are running a good experience will likely include:
• A mobile-friendly design
• Navigation that’s easy to figure out
• Internal links that further help users gain access to relevant content
• Content presented in an easily digestible way
• Reasonable page load times
2. Driving Conversions with Compelling Calls-to-Action (CTA)
Right, you have got visitors to your site, excellent. Now you need to get them to convert. This is where the call-to-action or CTA comes in. It is the CTA that really drives conversions once visitors arrive on your website. It is also CTAs incorporated into websites that mesh elements of web design and marketing by giving direction to visitors who have already expressed a degree of interest in what you have to offer.
If your goal is to convince visitors to complete a purchase, for example, your CTA needs to be placed in a highly visible spot and linked to your order page to provide an added incentive to take this step. CTAs can also be used for campaigns intended to:
• Encourage more email subscription sign-ups,
• Increase calls to your business,
• Solicit donations,
• Drive business to a physical location, or any other conversion that adds value to your business.
3. Presenting Campaign-Specific Landing Pages
What is a landing page? Landing pages are campaign-specific web pages with a single purpose in mind – to drive conversions. Web design that includes landing pages is especially beneficial if you have plans to run PPC or email campaigns linked to these pages. When a landing page for your website is created with a specific purpose in mind, it can improve your results with engagement and conversions. Don’t forget, if people are seeing your landing page, the hard work has been done to get them there and it would be a shame to lose them at this point.
4. Boosting the Impact of SEO
SEO also needs to be kept in mind with web design to work with your various online marketing campaigns to improve results. The primary role of search engine optimization is to boost your ability to reach your target audience online, which is the goal of any digital campaign. The great part of SEO is that it targets those already showing an interest in what you have to offer and these clicks are free.
To achieve this, your various web pages need to accomplish two main goals: help search engines understand what your site is all about so that they can send searchers there and, just as importantly, provide those target searchers with what they are after. If the searchers leave your site quickly, the search engines will take that as a vote of no-confidence in your site and will be less likely to recommend it in the future, hurting your rankings.
The SEO part of website design involves many elements of the optimization process directly impacting your site’s pages. This process, in its most simplistic form, typically involves:
- Ensuring that your site can be easily accessed and understood by the search engines
- Understanding what you offer and how people search for this
- Giving the site’s pages the relevant markers and signals for search engines to correctly index the content
- Ensuring that your site’s UI and UX are up to scratch so that people don’t ‘bounce’
5. Creating Brand Awareness and Trust
Your website is a critical part of your marketing campaigns because it builds brand awareness and trust. Potential customers start their buying journey online, gathering a lot of information by visiting a website before physically moving anywhere. Here, the customers get to know more about what a particular business actually does and offers, to specifics about selections and prices. Any testimonials included on your website can be equally beneficial for your business – especially when it comes to the decision-making process.
There’s also the trust factor. If you have an outdated website or one that’s lacking significant content and other important elements, visitors are more likely to be hesitant. Your website is often where the customer first has contact with your brand and you never get a second chance to make a first impression. A well-designed website, on the other hand, creates trust and gives visitors confidence as they check things out and make decisions about what steps to take next.
6. Providing Useful Data to Improve Your Campaigns
Thanks to the many options available today with analytics, marketing campaigns can be carefully tracked, often in real-time. Your website can also provide an assortment of useful data tidbits if analytics are incorporated into the design. Doing so allows you to collect statistics specific to:
• Conversions, bounce rates, time spent on your site, and similar key metrics
• How visitors are finding your site
• What specific parts of your site are attracting the most attention
The information gathered from tools like Google Analytics can be used to adjust your campaigns quickly if need be. For instance, if you see you’re not achieving the intended goal with a particular campaign, it can be either stopped entirely or paused briefly so it can be adjusted. Your website’s design can be tinkered with as well if certain elements seem to be impeding your campaign’s success.
7. Making Your Website Accessible on Any Screen
A convenient way to make your website accessible on any screen is to go with a responsive website design. It’s a popular option because it eliminates the need to have a separate site for desktop users and another one for mobile visitors. It’s important for your marketing campaigns since a site that displays well on any screen improves your odds of successfully reaching more of your target audience.
A responsive design can be good for related email marketing campaigns too since many people use mobile devices to check emails. By having a responsive website, recipients will have a seamless transition from the email to the linked webpage. This also applies to any social media marketing campaign meant to drive traffic to your site.
8. Encouraging Ongoing Interactions with Your Brand
An intelligently designed website in line with your general digital marketing goals is one that can reward you beyond your various online marketing campaigns. If visitors to your site have a positive, personally rewarding experience, they’ll naturally be more likely to come back and interact more with your brand in other ways. This is something you can further encourage with a website that includes:
• An easily accessible blog section
– Useful tools or information
• Social media feeds or links directly on your site
• An assortment of compelling and relevant content
• Links to relevant YouTube videos
9. Choose the Best
It’s not always easy to find the perfect balance between website design and digital marketing goals. The good news is that it is entirely possible to effectively find the mix that works for your business or brand with some help from a reliable web design and marketing agency. Web design and marketing services specific to your needs, priorities, and budget can go a long way in helping you enjoy a meaningful return on your digital marketing investments. When you partner with a trusted web design and marketing agency, they will have their eyes on the synergy between the two and plan to get the best for your business.
Call us today at +1-781-652-1996, write us [email protected], or use our contact page to reach out to us and we will be happy to schedule a meeting with you and discuss your web design and online marketing needs.