How Website Design Helps Online Marketing

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Even though online marketing is necessary to draw potential customers to your site, it is your website that does the work of converting potential to actual customers. That ability to convert has a great deal to do with your website design. Your website design helps online marketing by providing a compelling, intuitive and friendly user experience to help convert leads.

We are going to run through the critical elements to:

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Attract customers

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Keep them on your website for longer

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Actively engage with your content

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You may also want to check out our 10 considerations for your small business website design, giving you some helpful questions to help you think about what you may want to include on your small business website.

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Logo, Colours and Branding

First and foremost is your logo, colours and branding. All are an absolutely vital component of your website. Having a polished and professional logo, regardless of your business type, can make other elements of your website design easier to make.

Colours will naturally fall out from your logo design. Using colours from your logo to emphases content throughout your site is just one example of this. Typography will need to match in with that from your logo – not necessarily using the same font, but something that complements it. Modern or traditional, cursive or straight, your font can have a massive impact on your visitors experience.

You should have a professional-looking logo on every page of your site. And importantly, this logo should link back to your home page, for ease of navigation.

Don’t have a logo? Don’t worry! Our startup website design packages include logo design and everything else you need to get started.

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Ease of Navigation

Navigation should be intuitive and easy. It is essentially the map that tells the users where they can visit – and there is absolutely nothing worse than a site with confusing or disorganised navigation.  This is especially true when it comes to interfacing with mobile devices.

If users can’t find what they are looking for, then they have no reason to stay on your site. They are highly likely to leave your site and find a competitor who gives them a better experience.

 

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Your Brand Essence

Your website design should not only have consistency with your brand elements (logo, colours, typography, etc), but also convey the culture of your business and a level of professionalism that reflects the business you are in.

From fun and quirky to minimalist and clean, your customers will get an instant vibe about your business and it can often mean they keep on reading and clicking, or hit that dreaded “back” or “exit” button.

The same holds true of any copy that is on your site. It should have a friendly but not intimate tone that reflects what your site is about, and conveys useful information that the visitor will find helpful.

 

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Responsive Design

It goes without saying that your website should be mobile and device friendly. But I’ve said it so that there is simply no ambiguity about it!

So what is responsive web design? Quite simply it means that no matter what device someone is viewing your website from – whether it is computer, mobile phone or tablet – it should always be easy for your visitors to navigate and read it. Whether mobile or desktop, your website design should be as uncluttered as possible. Clean and orderly pages where images are not overemphasized are always the best. And keep image resolution at a level that doesn’t slow down the loading process. There are some handy tools that can help with image optimisation if you aren’t confident with image editing software!

You can configure your website for mobile friendliness in three different ways.

  • Use separate URLs for different devices, where the user’s device is detected and redirected  through HTTP redirects.
  • Use dynamic serving, where the same URL is generated in different versions, or
  • Stick with responsive web design where design is rendered differently based on screen size.

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Content Layout

I’m going to use the newspaper analogy. What happens when you read a newspaper? You check out the headlines – if that grabs your attention, you read the first paragraph, and if that keeps your attention, then you read on into the story.

A website really isn’t very different.

Your website should be very clear about what it offers – have your key services ready to see “above the hold”, meaning that a user really doesn’t have to scroll down to see what you are all about. If they like what they see, they will either click or scroll for more information.

Don’t pack your pages too tightly with information.  Keep a reasonable amount of space between paragraphs and don’t try to jam too much on a single page. Maintaining the proper amount of white space keeps the visitor’s eye focused on what’s important.

Ideally, you should convey only the information that is relevant to your site and this should be blended with a well designed sales presentation and the information you want to convey about your company.

Finally, and perhaps most importantly, your call to action should build gradiently. Nothing is more annoying than a web page that has a complete call to action every couple of paragraphs. It makes the website seem cheesy and untrustworthy.

Start by giving the reasons why the customer should act and include an embedded link to the action itself, then build with a few more reasons and add another link. Only then should you include a complete call to action accompanied by an action button. The button should be easily distinguishable and yet not bright red. Red means stop and danger.

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Website design helps online marketing by presenting the potential customer with a website that provides good information in an easy to understand way and indicates the quality of your products or service by the quality of your web design. Most importantly, it increases conversions by  increasing the level of trust.

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Recent Projects:

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