The Impact of Web Design on your Company's Marketing Strategy

When creating an integrated marketing plan for your company, the right website design is essential. Today, the standard for web design is no longer just visibility and functionality. It is all in the details that lead to user experience – how the target audience will interact with the brand. From color to layout, typography to images, and other forms of content, these essential elements work together to create a digital tool that can improve the performance of your digital marketing campaigns.


The Impact of Web Design


It's now clear that a professional brand website is an integral component of any effective online marketing strategy. Besides, the consumer standards for website design are getting higher than ever. According to the Gartner report (2019), 88% of surveyed B2B clients revealed that the information they encountered in their recent successful purchase choices was high quality.

This is a clear indication that regardless of your focus industry, your brand's website must be up-to-date, provide informative content, and aesthetically pleasing to build trust with your target audience. Therefore, your brand's website has a direct impact on client acquisition and conversion rates.

Do you now understand why you should get a reliable web design expert to create or update your business website?

The design has a far-reaching impact

Web design in marketing is more than just page layout, typography, logos, and images that comprise your brand's aesthetic. It's the corpus callosum that connects a business to its brand and, ultimately, to the target audience.

Most businesses, particularly startups, attempted to take on their own design job. They rely on the limited web design resources they have instead of using a dedicated professional web designer. While this can cut costs in the short-term, the benefits of engaging a reputable web design agency to create a cohesive design for your brand's marketing are far-reaching and could inoculate your brand against the pitfalls linked to poor web design.

Here are the reasons excellent web design is imperative to the success of your digital marketing efforts.

1. Web design drives conversion rates

At each stage of creating a marketing campaign for your brand, the most important question is, how do you ensure engagement with the client and convert that engagement into your preferred outcome? How do you ensure your call to action (CTA) become a sale and an experience with ads become brand loyalty?

Beyond a great brand concept and copy, website design is what makes a good pitch and evolve it into emotional responses from your target audience. The general feel and flow of your marketing material, the specific images you connect with your brand, and the feel of your company in the eyes of the consumer is exclusively dependent on your website design.

2. Web design makes your products and services visible

Think about the number of adverts an average person sees daily. From social media feeds to website banners, marketing is done everywhere. Every brand out there is fighting for the consumers' attention. Elegant, eye-catching, and persuasive website design brings the difference between successful marketing campaigns and different forms of noise in the marketing industry.

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Facebook and other social media networks have become a dominant force in how brands and marketers launch and run their marketing campaigns. Videos and photos are the most shared types of content on social media, and both rely on design to be engaging. So, the success of your social media marketing plan depends on design.

Keep in mind that marketing is all about connecting and having a conversation with your target customer. Branding is the personality you project in that conversation. We are living in the age of the digital revolution, and excellent design can be the most effective element that pushes your company forward. It is the first impression your brand makes or the differentiator of what your offer.

Web design also plays a key role in driving conversions. Conversion Rate Optimization (CRO) is often driven by strategic and concise design choices. Something simple like color choice or location of the CTA button on your web page can mean a considerable change in conversions and other important elements of consumer behavior.

The point is, website design choices are often responsible for user experience. A well-thought-out design makes the consumers' purchase journey easier and offers the right information consumers are seeking. Generally, web design affects many aspects of your business.

3. Excellent design elevates your brand

Your target audience can recognize the differences between good and bad design. As a marketer, you must ask yourself, how does design communicate your product or service value? This is essential if a consumer's first experience with your brand in your marketing materials. Keep in mind that you have a few seconds to convert a potential client to stick around and learn more about your brand.

Excellent web design creates confidence in your brand. Suppose you visited a cluttered, outdated website. What assumptions would you make about the website owner? Would you be willing to stick around to know more about it, or would you bounce right off the site?

Design serves as the face of a brand. If it's professional, clean, and compelling, there is a good chance your brand will successfully communicate the value of your products and services to the prospective client. Besides, it creates confidence in your product quality and overall professionalism. Great web design can spur dialogue and allow the target audience to participate in those conversations.

The biggest benefit of excellent web design lies in its ability to draw customers in and guiding them along with an exciting experience while communicating with the consumer's inner voice that says, "Yes, I should invest in this brand."

Summary

With a solid digital marketing foundation anchored by a professionally-designed business website, your company can successfully leverage a positive brand image to boost sales, generate social media presence, build PR, and run successful digital marketing campaigns. Poor web design could damage your brand image, increase bounce rates, and eventually affect your business's profitability.  


About the author

Anne Kamwila is a freelance digital marketer from Kenya. She studied at Maseno University and now writes content about business, marketing, technology, and travel. She is also a basketball fan and enjoys traveling.


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