5 Important Aspects of Website Design to Digital Marketing
It’s not uncommon for businesses to redesign their website once in a while for one reason or another. But one pitfall is that businesses rarely consider the importance of the new website design to the entire digital marketing strategy.
All too often, a website redesign ends in failure just because it only fulfills one element as opposed to the whole digital marketing strategy. Thus, it is crucial to take the various elements into account as a quality website design can have a huge impact on most areas of the digital marketing strategy.
In this blog post, we look at each aspect of digital marketing that is impacted by website design to identify just how important a good website design can be to running a successful digital marketing campaign.
1) Search Engine Optimization (SEO)
SEO is usually the biggest reason for website redesign. The current website simply doesn’t meet the requirements for ranking high in Google anymore, so businesses redesign their website to incorporate all of the elements they deem as ranking factors.
Something else to consider from the back-end design of a website is the capability to insert the necessary information. It is surprising how there are still websites that simply don’t have the functionality to input custom Meta descriptions, Alt tags and the like. These are some of the more simple elements of SEO; therefore it is essential they are incorporated within your design.
2) Conversion Rate Optimization (CRO)
To improve the CRO of a website, you can start out by focusing on two areas, i.e. authority and simplicity. It is important to make sure your website looks well-designed and authoritative in appearance because the overall feel of a website can portray a sense of authority to the user.
That said, this doesn’t mean a simplistic design won’t work. A absurdly complex design can have negative implications on the load time of the site; but on the other hand, if you make it too simple you risk looking untrustworthy. This is where a balance is needed.
When considering the conversion rate of your website, you need to ensure your design is simple enough to satisfy UX but complex enough to satisfy CRO. It can be a tricky equation but get it right and you will reap huge benefits!
The website design has a huge impact on the UX for your visitors. From making the navigation simple and easy-to-use, to ensuring the speed of your site is as fast as possible.
First let’s look at site speed. Site speed is now considered to be a ranking factor due to its implications on UX. As the speed of the internet increases, so does users’ expectation of page load time. If your website design incorporates large images and other elements which slow your load time, you will negatively impact the UX of your website.
Your visual elements can also have an impact on your design. It is not uncommon for websites to be designed in flash, or with high levels of interactivity in hope to increase the UX of their website. This can in fact have the opposing effect as it will slow the load speed and result in a confusing experience if done wrong.
The importance of collecting analytics data is increasingly being underlined within businesses, therefore it is important to ensure your website is set up in such a way that you can effectively collect the data you require.
With the potential of most analytics tools like Google Analytics, a website designed with such an infrastructure can effectively record the necessary data. However, it does require customization to your tracking and some advanced techniques to ensure you are able to achieve the measurement you desire.
Having the capability to implement advanced analytics methods means less limitations on the designs available to you. With them, you can easily measure the success of your new website and digital marketing strategy as a whole.
It doesn’t take a genius to spot a bad website. Even for someone who is unable to spot the technical malfunctions and specific elements deteriorating a site’s quality, a user will immediately get a feel for whether or not a site is of good quality or not. If your design gives off this impression it can have extremely detrimental effects on your brand.
A user will view your site and develop perceptions about it. Be sure you design your website in such a way to evoke the perception you desire. Make sure your site reflects your brand. Always consider your core brand values and make sure these are reflected within every aspect of your website to ensure your online brand image is not damaged.
In a nutshell, web design and development can have a huge impact on some of the most important elements within your digital marketing strategy. Remember to consider all aspects of your strategy to be sure that no areas suffer. It all starts with a website. So when you’re at the first stage of designing the site itself, make sure you get it right. You’ll see the benefit of doing so in the future.
Perhaps there are some other aspects you feel are of more importance than others? What do you consider to be the most important thing when designing a website and why? Let us know in the comments.