The Importance Of Web Design To Digital Marketing
By Sasha Duncan ; December 14th, 2017

In the online world we're living in today, websites have become the places where most people get to interact with businesses for the very first time. Whatever you do to advertise your business is most likely going to send users directly to your website, which should then do its best to convert them to customers.

It's extremely important that your website is user-friendly if you want to increase conversion rates and sales. If it's underperforming, whether it's the site speed or poor navigation, your ROI will directly suffer as a consequence.

In this article, we'll highlight some of the most important elements of web design that play a huge role when it comes to digital marketing.

Search Engine Optimization (SEO)

SEO has become the number one way for online marketing and it's there to stay. The power of having your website among the top-ranked for a certain keyword is unmatched by almost anything out there. That said, in order to get there and actually be SEO friendly you'll need to do a lot of work. The best SEO campaigns start from web design, which is why so many people that don't do it right the first time have to go on and reconstruct it. If you're looking to use your website as a marketing tool, SEO is your best bet and should be a priority when it comes to designing a website.

User Experience (UX)

There's a huge difference between a website that looks awesome but takes ages to load, and the one that looks great and loads within seconds. Using large video and image files is considered today to be a rookie mistake, as it will almost certainly drag your website's speed down. Most mobile users will abandon a website that takes more than 3 seconds to load.

And it's not only about speed, either. Great UX means having a website that's easy to navigate. Visitors who can't find what they're looking for are just going to leave and go to your competitors.

Conversion Rate Optimization (CRO)

Your marketing efforts could be driving thousands of visitors on daily basis, but what's the use of it if the majority of them don't actually convert? Conversion rate optimization is all about making people trust your brand, products, or services in order to increase the number of people that actually convert to customers. The process requires you to understand how users move through your website and what's preventing them from taking action.

 Using analytics-based CRO can help you figure out how your visitors engage with your website. You should be getting information about:

  • Which webpage most people land on first
  • On which page your visitors spend the most time
  • Through which channel they arrived to your website
  • What are the devices and browsers that they're using
  • Basic information about your users
  • During which activity your users abandon the website.

Knowing all this can help you immensely to improve your conversion rates, as you'll be able to pinpoint the problems on your website. Some of the best web design Australia practices also include on-site surveys to better understand your visitors.

High-Quality Content

The more pages you have indexed in Google, the better chances you'll stand for your website to be found on search engines. Content can help you with that, as articles are usually published on separate pages and can help you drive a lot of traffic to your website. It's vital that you keep updating your website with fresh content, as that will mean that Google's bots are crawling it more frequently.

High-quality content won't only drastically improve your SEO efforts, but also do a great job at building trust between you and your visitors. The content shouldn't always try to sell something, as internet users are long past that era. Providing relevant, useful information about a subject that interests your visitors can go a long way in improving your brand's reputation.

Bottom Line

A good website will always play a huge role and help your marketing efforts immensely. But to get there, it requires a lot of attention, analysis, and testing. Keep in mind that you can be running a great marketing campaign on your social channels and it's going to be less effective if you have a poor website. If you can't figure on your own why your website's performing poorly, you can hire experts to do an audit and tell you exactly what you need to do. If you decide to create a new website, don't forget that your marketing efforts start with web design.

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