If your goal is to make a website, you’re probably looking for various design ideas or themes/templates that you can use. What you probably didn’t think about is how the web design of your site impacts the marketing and communication on your website. Web design can have a strong influence on everything from your brand, content, sales conversion rate to the user experience. So before you decide to go with a design that’s visually appealing, here are some concepts that you may want to think about first.
The Importance of User Experience Design for Websites
More companies are starting to realize how important user experience (UX) design is. UX design is the process of designing to improve the usability, accessibility and general satisfaction of the website. Optimizing your site for faster load times, making your site compatible with multiple browsers and mobile devices, and setting up an easy checkout process are some examples of improving your site’s user experience.
Having a poor UX design can negatively impact your marketing. For instance, if you’re building a campaign eCommerce site, not having a properly working search function and not having a well-designed navigation menu can lead to site abandonment. If you have a product sales page, not having a streamlined sales presentation and navigation path will hurt your sales numbers. The idea here is that the UX design has a big impact on your marketing results.
How Simple Design Changes Can Increase Your Conversion Rates
Aside from the UX design, the visual design of your website and landing pages has a clear affect on your conversion rates. Did you know that using graphical web buttons for call to actions increase in higher clickthroughs than regular text links? Or the fact that using different fonts and font sizes can result in more of your visitors sticking around to see what your website is about? Making simple design changes like changing your layout, color schemes, and images can increase your conversion rates.
Using A/B split tests or multivariate testing, you can change various aspects of your design to see which ones result in higher conversions. Some changes may only produce incremental boosts in conversion. However, when you test multiple design elements and improve each one, all the small boosts can add up to a significant increase to your bottom line. Once you see how much of a difference design improvements can make, you’ll want to start experimenting with your design as much as possible.
The Visual Presentation Helps Improve Communication and Emotional Connection
One of the biggest trends that you’re going to start seeing on the content front is more visually rich content. A good number of websites are already publishing content that are very media heavy. That means that the same boring articles and blog posts you’re used to seeing are now being accompanied by relevant photos, visual charts and videos. These visual elements help improve communication. There’s a reason why infographics have become so popular over the past few years.
People also form a stronger emotional connection with content that is visual. A user is more likely to form an emotional connection with a blog post that integrates relevant imagery than a regular blog post with straight content. That’s why you have to think about integrating visual design elements into your content if you want to reach out to your audience and build a relationship with them.
Using Design to Further Branding Initiatives
Many companies think they’re doing enough visually on the branding front by making sure their logo and brand message is always mentioned somewhere on their website. If the goal is to make a website that’s simple, then this format usually gets the job done. But there is so much more that companies can do with web design to really make their brand stand out and make a long lasting impression to their target market.
For example, there are many design elements like icons, visual cues, borders, color schemes and typography that can inform and remind your audience that they’re dealing with your brand. Some companies are even using visual storytelling across their entire website to give their visitors a unique brand experience and help them differentiate their brands. They’re tying design themes across multiple pages and creating an emotional experience with the entire presentation.
Those are some strong real world cases on how web design can affect the marketing and communication in your website. For example, a well-designed website will allow for the user to find what they’re looking for on your site, make it easier for them to consume your content and get more value from what you have to offer. Using design in the right manner can enhance your marketing, content, branding and overall user experience. You have to think beyond visually beautiful designs and focus on connecting the design with your message.