Are you curious to learn about how web design impacts content marketing? This is a quite common question. When we consider the simple fact that competition is on the rise, it only makes sense to delve into the finer points. You might be surprised to learn that up to 94 per cent of viewers will base their impressions on how the site itself is designed. Let’s, therefore, take a look at five ways in which a well-planned layout can have a positive impact on your overall efforts. 

    The Notion of Accessibility

    Would it make sense to place a billboard in the middle of a forest and to expect advertising success? In the same respect, one of the most critical components of website design involves accessibility. Users need to be able to immediately find what they are looking for.

    This often involves removing any extraneous elements that might otherwise cause distractions (such as annoying pop-ups or unrelated banner advertisements. Such an approach is sometimes known as minimalist web design. Here are some elements which can help to enhance the accessibility of your current portal:

    • Continuously scrolling content.
    • Drop-down menus.
    • Highly visible search bars.
    • Internal links to other pages.
    • Clickable media (such as images or infographics).

    Visitors are much more likely to convert into customers if they are provided with a streamlined and convenient means to learn about what it is that you have to offer.

    How Web Design Impacts Content Marketing in Terms of Appearance

    What about the physical layout of a website? Humans are prone to judge a book by its (digital) cover. It has been shown that a staggering 38 percent of all visitors will navigate to a different website if they encounter a negative or unattractive layout.

    The main issue here is that some owners attempt to cram as much information as possible into a limited amount of space due to the erroneous belief that more is better. Nothing could be further from the truth.

    Consistency and making the most out of the existing space are perhaps the two most important takeaway points in this respect. Embracing a balance of white space and actionable content is one common strategy.

    It may also be wise to include other elements such as a hierarchical list of your products and services, as this will enable you to draw attention to specific elements (such as a limited time offers).

    It should also be mentioned that the overall theme of the website should resonate with what you are providing to the end-user. Colors, logos and fonts can all play an important role in terms of delivering brand consistency. A professionally designed website is much more likely to appeal to the visitor as a result, conversion rates will increase over time. 

    Developing a User-Friendly Layout

    While this subject was briefly addressed in the previous two sections, it warrants further attention. Many experts feel that the structure of a website will directly impact its overall SEO performance (such as clickthrough rates and SERP rankings).

    Therefore, adopting a user-friendly layout is critical if you hope to enjoy success. A well-designed interface can lend even more credibility to your brand; resulting in a greater return on investment (ROI). So, what are some ways you can leverage this approach?

    Categorization is critical, as visitors always need to be able to find what they are looking for with a click of their mouse. Furthermore, content should be spaced and segmented in such a way as to allow readers to understand what it is that you are trying to say. This is also an excellent way to highlight different sections within the site itself.

    The user-friendly design will likewise include the content in question. Adding hyperlinks within the text allows users to quickly navigate to different sections. Calls to action encourage readers to take additional steps such as requesting information or signing up for a newsletter.

    These user-friendly features will undoubtedly have a positive impact in terms of transparency and brand reputation. 

    Enhanced Readability

    Neil Patel has recently pointed out that an impressive 57 percent of all professional marketers consider quality content to represent their top priority. This should come as no great surprise, as well-written material has always been known to drive conversion rates. There are two main elements associated with readability:

    • Issues such as the font size, layout, consistency and colors.
    • The written text in question.

    Not only should articles be presented well, but they must be written with the needs of the reader in mind. Thus, we are witnessing a shift to more personalized material that resonates with the end-user. If the content can identify, clarify and solve a problem or question, individuals are more likely to become interested in what it is that you have to offer. Let’s also remember that the content should be able to display correctly on mobile devices as well as traditional computers.

    The Growing Importance of Media Content

    40 percent of all marketers now feel that media content represents one of their most powerful tools. Videos, images and infographics often fall into this category. Knowing how web design impacts content marketing should therefore include an increased emphasis upon the visual elements that are included.

    Videos are particularly relevant in this sense, as they tend to develop a connection with the viewer. Introductions to a specific product, do-it-yourself seminars and detailed mission statements are some of how the content found within a website can be further augmented.

    This is also a great way to break up long blocks of texts that might otherwise appear rather boring to the reader. On a final note, it is important to mention mobile users. Individuals are more likely to engage with media content when using devices with smaller screens, as it can be challenging to read written material alone.

    It is now clear to see how web design impacts content marketing on many different levels. Thankfully, there are numerous resources at your disposal if you are hoping to appeal to your audience. It may also be wise to outsource some of the solutions mentioned above to third-party website design specialists if you do not possess the in-house resources. In any case, there is no doubt that a streamlined site will help to ensure long-term success.

    Brendan White is the Digital Marketing Executive at Promotive, a marketing agency who help businesses with their web design and content marketing.


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