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Web Design’s Impact On Marketing Strategy

Web Design's Impact On Marketing Strategy
Written by publishing team

When strategizing an integrated marketing plan for your brand, the right web design is essential. The web design standard is no longer just functionality or clarity; It’s all in the details that lead to how the user interacts with your brand. From layout to color, these important elements work together to build a digital tool that, when used strategically, can dramatically improve your online marketing campaigns.

It’s clear that a quality brand website is now an integral part of any effective digital marketing strategy, and consumer standards for web design are higher than ever. According to a 2019 Gartner report, “88% of B2B customers surveyed reported that the information they encountered during their most recent successful purchase decision was of high quality.”

It appears that regardless of the industry, a website that is updated, informative, and aesthetically pleasing builds trust with potential customers, and thus can influence customer acquisition and conversion rates.

Digital marketing is more important than ever

A well-designed website can benefit businesses in many tangible ways, including increasing sales and leads. Effectively, a great website is its own campaign, constantly working to support the brand. What’s more, compared to other marketing initiatives, the website is easily trackable, allowing brands to better understand consumer behavior and provide insight into what works and what doesn’t. But how does the company get there?

This question is asked to our digital agency almost daily. Below, we’ll explore some of our apps, best practices, and ways in which website design can impact the marketing aspect of a brand.

differentiation

It is important to differentiate between competitors. And when a website is outdated and incomplete, that website is more likely to experience high bounce rates. It may seem tempting to create a website within a template and communicate your business information and do it, but it is not that simple.

In our experience, a personalized website with a storytelling perspective and visual alignment has an impact on both the market and the consumer that will not soon be forgotten.

User Experience

A well-designed website will create a journey for the user to engage, explore and interact with the brand. Building meaningful first impressions – from the brand to the consumer – affects the bottom line and the overall brand goals.

User experience has become an essential brand investment, as users expect an authentic and intuitive website that reflects the brand’s vision, perspective and level of service. Ensure optimum user experience through strategic plans such as user testing and A/B testing, which are essential to determine the success of a website.

SEO

SEO is used in order for a website to appear in chronological order, from the most shared, in the search engine. Good SEO practices include associating your website with keywords that apply to what your target market is searching for. It is very important to incorporate SEO into the website design so that users interact properly with the website.

Search Engine Optimization (SEO) best practices include researching the links and keywords to implement in a website, constantly updating those links to stay relevant and informed, and actively positioning content to increase visibility in search results.

Conversion

Monitoring conversion rates when analyzing website performance metrics is critical to delivering the perfect customer experience (CX). Since the conversion rate is directly related to how the user interacts with the website, it is a very important factor for the company to benefit from in making marketing decisions.

Web design, when properly strategically planning conversion, directly affects conversion rates. Although the idea of ​​a website template solution seems simple and low-cost, this can cause a huge negative impact on your website’s user experience and overall conversion rate.

If a user is exploring a website and is unable to locate the information they are looking for as a result of a poorly placed call-to-action or unclear navigation, they will likely leave quickly and switch to another website – possibly a competitor’s site.

Brand effect

By nurturing a consistent relationship with customers and users, a brand begins to build influence, which in turn becomes brand loyalty. Brand loyalty and trust occurs when the consumer is loyal to your brand, not just the products.

Many variables influence this effect, and increasingly, the presence of digital marketing facilitates these connections across a digital ecosystem. Brand influence is integral to building a brand – especially marketing to Millennials and Generation Z. These generations are looking for brands they can relate to and feel good about.

If your customers are converted into advocates, it will greatly help in launching new products, maintaining retention and influencing the overall bottom line, particularly through online community engagement.

Realizing that more and more consumers will interact with online brands before making a purchase, it is clear that an integrated website marketing strategy is essential to reach and convert potential customers both online and offline.

With a solid digital foundation, anchored on a well-planned website, a company can effectively leverage a positive brand image to increase sales, build public relations, establish a strong social media presence and create a top-down marketing campaign across all media.

About the author

publishing team