Website Design and Optimization
as an Effective Digital Marketing Strategy
There are a number of reasons why businesses spend a lot of money, time and effort on great website design. Many of these brands simply want to have an attractive online appearance, but only a few take into account the impact it will have on optimising for the web. For the most part, Digital Marketing is about promoting your brand and what you offer to people who actually fancy it. It revolutionized the marketing scene, such that there is no effective marketing strategy today without digital marketing at its cornerstone.
Web design is crucial to having a desirable online presence. That’s why if your website is due for a redesign or optimisation upgrade, better now than later. It’s not that doing so will necessarily improve their rankings on search results, but that great web design affects how responsive a site is and even reduces bounce rates.
Web Design and Optimisation for Effective Brand Building
Website optimisation can ensure that the quality of your site is maintained, by ridding out any design element that will slow down the loading speed of your site. Colour, HD images, and logos make your website stand out and be aesthetically engaging, but it’s far more effective to set up the overall layout to reflect the core ideology of your brand. For example, Apple was promoted by Steve Jobs as a brand that is focused on simplicity, making users believe that Apple products are designed for convenience. But what would a visitor think if he landed on their website and can’t even navigate to the store? The impression of simplicity changes.
How Does Web Design Optimise Conversion Rate?
The simple answer is Authority. The design of a website shows visitors how authoritative the brand is. For instance, imagine you’re in the market for a house in Australia from an online realtor. Upon landing on the website, all you see are stock photos of Canada and London. You wouldn’t feel at ease paying a lot of money to the agent on that website. That’s why as a business owner, designing your website with an overall feel of authority is a key step towards an optimised conversion rate.
A website can be minimalist or it could have all the bells and whistle; the important thing is that it looks credible enough. Visitors landing on your page want to feel comfortable in every sense of the word. This plays a critical role in converting them from prospects to loyal consumers. With a solid content marketing strategy in place, visitors are likely to take time in sharing your content using the Social Media buttons on your website. This will drive traffic to your website and increase brand awareness, which can convert more visitors into dedicated customers or subscribers. Whereas, a poorly designed site will not even allow users to locate the sharing icons on the page easily.
The Basics of Great Web Design
User experience is at the core of every great web design. The more traffic your website gets, the higher the likelihood of multiple clicks on your URL simultaneously from different users surfing the net on different types of devices. Your website should be able to accommodate all of them at any time. Some other key factors to consider include:
- Speed — Great website design ensures that the loading speed doesn’t slow down – regardless of the device being used. Page load time is one of the factors that Google considers when ranking sites in its search results. Moreso since users with high-speed internet also expect fast-loading web pages.
- Clean Design — Segment your website such that it highlights important information and users are able to explore the pages with ease. Embedded videos, images, and fancy graphics say a thousand words, but having too much can impact page load time. Unnecessary plugins and also account for longer page load time, which in turn falls short of good user experience. So keep only what is necessary and take down flashy images or videos that add no value to the page.
- Built For Your Audience — It’s all about identifying your target then building the site that they’d want. This lets you build personas for each segment and create an easy user journey around them. Take the time to understand their online behaviour before you make any changes to your website, so you know exactly what areas need updating.
- Optimised Content — Easy-to-read content without grammatical errors is naturally key. They should also be in-line with your branding, such that it includes all key messages that your audience would expect from interacting with your brand through any other marketing channel. But beyond that, pages also need to be tailored to meet Google’s requirements. This means proper keyword usage, optimised meta titles and descriptions, and clearly visible call-to-action buttons.
- Strategic Ad Placements — When putting up ads on your page, consider placing them either at the bottom or top of the page. You can go for simple sliding ads or only relevant ads in a format that doesn’t compromise page load time. This is because they can be a turn off if they take up the whole screen. This is especially true among mobile users since it makes it difficult for them to navigate through the page easily.
- Branding — Website design impacts branding, but there is a fundamental difference between these terms. As mentioned earlier, website design is not your brand, but it is a branding essential that aids you in establishing authority and positive relations with your audience. Think of branding as an investment that multiplies with the passage of time and providing that extra identifying factor that boosts your audience’s trust in your products or services. The key elements to consider include packaging, trademarks, logos, color, professional affiliations, and taglines, all of which must come together to establish the right perceptions of your business and brand in the minds of customers.
- Conversion Rate Optimisation — This involves enhancing your site to increase the chances of a user completing a desired action and improve your business conversion rate. Keep in mind that conversions don’t always have to be a direct product or service purchase. It all depends on your objectives. Some examples of conversions include:
- Contact Form Submissions
- Email Submissions
- Booking Completion
- Account Creation
- Transaction Completion
The Importance of Proper Analytics and Monitoring
Like every strategy, it is important for business owners to take the time and review the performance of their websites from time to time. As the industry and consumer behaviour changes, your website will need to constantly adapt, change and be optimised to perform accordingly. You’ll also need to know what areas of your website are performing well and what aren’t and one of the best ways to do this is by using Google Analytics. With this insightful tool, you can better understand the user journey on your website and identify any pages that aren’t getting traffic or converting.
The impact of web design and optimization on your entire digital marketing strategy is huge. As such, a lot more thought should be put into the design of your website to make it fulfill its intended purpose. For many people, web design and digital marketing is a mammoth task. The Marketing Angel can simplify this for you and build you a user-friendly mobile responsive website in line with your brand. Call us at 0435 527 930 or fill out our contact form, to see how we can help.