How Does Web Design Affect Content Marketing?

Content Marketing is one of the primary ways to promote an organisation and its message. A website offers a powerful method to deliver content as part of a Content Marketing Strategy.

So, how important is Web Design to Content Marketing? Can you have effective Content Marketing without quality Web Design?

In this article, I want to answer that question. We will examine the importance of Web Design to Content Marketing. We go into the specific aspects of Web Design that affect Content Marketing. Ultimately, we learn that quality Web Design is essential for Content Marketing.

With all that said, let's dive in.

Before going on, let's define what we mean by 'Web Design' and 'Content Marketing'.

What is Web Design?

Fundamentally, Web Design is the process of making a website look good. It is how we arrange web page elements to be functional, user-friendly and beautiful. A well-designed website is visually pleasing, easy to use, and guides users to take desired actions.

What is Content Marketing?

Content Marketing is how we attract and engage an audience using digital content. A Content Marketing Strategy defines its audience and delivers valuable information in its content to promote the organisation and build trust. The content can take many forms. It could be a blog, podcast, social media, or anything else.

Through Content Marketing, a business provides valuable information to its audience. This content helps build trust with its audience and convert them to customers.

Without effective Web Design, Content Marketing can never be successful.

Web Design centres around providing the best experience for a user. The role of user experience in content marketing success cannot be understated. Poor user experience drives users away, making the content useless. To illustrate this point, we will look at specific aspects of Web Design that affect Content Marketing.

Responsive Design

In today's world, more than half of website users use mobile devices. The days of prioritising desktop layouts are long gone. Mobile-first design is the norm.

Responsive design is essential for presenting website content on all screens without hampering user experience. Regardless of their chosen device, all users must have an equally good experience on a website.

How to test Responsive Design

Testing website responsivity is easy. Use a desktop screen and resize the window. Does the layout and content adapt and remain usable at different screen sizes? Note down any aspect ratios where the layout breaks. Send the list to a Freelance Web Designer. They will fix these issues. Once fixed, the website will be more robust, enhancing the Content Marketing efforts.

Website Layout and Navigation

The website layout and the ease with which a user navigates it is paramount to content marketing success.

Content Marketing should deliver helpful and digestible information to its audience. If that audience struggles to find that information, supplying it means nothing.

Following Web Design conventions helps create a more usable website. These conventions are common features that exist between websites. An example convention is using a hamburger icon (three horizontal stacked lines) to signal a hidden menu.

All conventions exist for a reason. They make it easier for users to navigate websites. They limit the learning curve when visiting a new website. The more conventional a website's layout, the quicker a user can find and consume its content.

How to test a Website's Layout and Navigation

The best way to test a website's layout and navigation is to allow users to use it. Analytics tools like HotJar map user behaviour and identify sticking points to address in design. Alternatively, find people to test your website and give direct feedback. If you don't have the budget to pay for user testing, you can add a feedback form to your website and request user feedback that way.

Design Trends and Visual Appeal

While design conventions exist, trends also come and go. As technologies rise and fall, design evolves to incorporate new possibilities.

For content to be truly effective, it must be visually engaging. We live in a world where style is as important as substance. The website aesthetic is part of the Content Marketing Strategy. 

Imagine two websites creating content about modern, cutting-edge technologies. One possesses high-quality content but has an outdated, boring design. The other site delivers average-quality content but harnesses the latest trends and uses the latest technologies for a modern, exciting design. Which content do you think will get the most engagement?

How to test Design Trends and Visual Appeal

There are many websites out there that showcase the best of modern Web Design. Visit sites like awwwards.com, siteinspire.com and webbyawards.com. Look through what other websites are doing in your space. Compare and judge whether yours stands up against these.

Please remember this depends on your and your audience's taste. Just because one website uses all the bells and whistles does not mean every site should.

Call-to-Action (CTA)

Most Content Marketing Strategies exist to build an audience and then convert that audience to customers.

Web Design guides users through the buying journey. A well-designed Call-to-action guides users through a website and, potentially, the whole conversion process.

A CTA is not a big, red button saying 'Buy now'. It is an instruction to the user on where to find more value.

Think of any blog post. At the end of that blog post, you will find suggested articles. You may also find links to further valuable content. These are all CTAs. They are all designed to keep the user engaged, leading to more trust and maybe a purchase.

How to test CTAs

The internet is called 'The Web' because of all the links between pages. 

On each of your website pages, check that there is a link instructing the user where to go next.

When reviewing individual CTAs, ensure they contain explicit instructions. Tell the user what that link will give them. Instead of 'Read more', say 'Learn more on [topic]'. Show that you are providing value.

You can also use Analytics tools to measure how many users follow links to other pages. Google Analytics is a great free tool to analyse how users find and engage with your content.

So far, we have looked into Web Design's impact on Content Marketing. We have also discussed ways to test each aspect of Web Design and optimise our content.

In this section, I want to look into some best practices and methods to enhance Content Marketing with Web Design.

Create a Cohesive Content Strategy

Content Marketing works best when used thoughtfully and strategically. A Content Marketing Strategy targets an audience and delivers the information they need consistently and effectively.

Different audiences require different types of content. Different content requires different design methods. After settling on a Content Marketing Strategy, Web Designers can optimise their designs for specific content.

Blog design will need optimising for long pieces of text. Its text styles need designing to facilitate reading long pieces of copy on a screen. Its home and landing pages must guide users to the blog articles and create intrigue enough for them to read. 

On the other hand, a website focused on video content may use bolder colours and wilder fonts as it does not need to worry about long pieces of readable copy.

Optimising Web Design for Content

Web Design should amplify website content. Essentially, dressing average content up in great design makes it appear better.

When we write content, we consider our tone of voice and audience expertise to make the copy as readable and digestible as possible. How we present content needs equal consideration. 

Consider two politicians both talking about the challenges facing society. One dresses like an aristocrat. They wear expensive, tweed suits and speak in an accent uncommon outside the upper classes. The other dresses smartly but in more ordinary clothing and talks using familiar language. Based on their looks alone, which one are people more likely to listen to about the challenges of ordinary folk?

Leveraging Design Trends to Boost Content Marketing

Design trends come and go. Staying on top of trends and incorporating them into a content strategy can be hugely beneficial.

In recent years, web browsers have been able to render 3D models. Since then, Engineering, Architecture and Automotive industries (among others) have incorporated 3D models in their websites. Using this technology helps illustrate more about what they do and the kind of company they are. Using the latest technology exemplifies the company's work and subliminally shows it is modern and forward-thinking.

I do not see a Content Marketing Strategy that can work without effective Web Design. In many ways, how you present and deliver a message is more important than the message itself.

Used effectively, Content Marketing and Web Design are a powerhouse that can drive an organisation to new heights. They build audiences, develop trust, and convert more customers.