The design a company chooses impacts how a potential consumer perceives them. From color choice to style, different elements add up to create a first impression.
This means that bad design – or lack of design – can have potential customers closing the browser and seeking other businesses. As a result, your company’s design can affect several components of your digital marketing strategy, and this is especailly true of content marketing.
What is content marketing?
Content marketing is the practice of publishing content that does not directly advertise a company’s product or brand, but generates interest in those things by providing relevant and helpful information.
How web design impacts content marketing
Although these guides are primarily driven by content, Home Depot’s web design impacts how users access and read them.
One of the most important considerations in designing a content-heavy site is accessibility. If you publish informational content on your site, it needs to be easy to find and read. Your navigation should allow users to find the information they want, without clicking through pages of irrelevant content.
If a visitor has to dig through page after page to get to the information they’re searching for, they’ll be likely to give up and visit another site instead. Creating a straightforward navigation setup with drop-down menu choices is a great way to help visitors to find what they are seeking and access it quickly.
Visitors will make judgements about the quality and trustworthiness of your content based on how professional your site looks. Even if your content is easy to find, the design can turn people away.
If your site looks outdated or is visually unappealing, users may be hesitant to consider you a valuable resource. You need to have a clean design that illustrates your professionalism, and gives visitors confidence that they can trust your advice.
Along with the overall look of your site, your text should be visually appealing and easy to read. Too many fonts can be overwhelming and unprofessional, and you can typically stick to one font for titles and another for body copy.
Choosing the right fonts and colors is essential for helping your visitors read and comprehend your content. You might publish the most helpful content available on a specific topic, but if your font color is too similar to your background, your visitors may not even bother to read it.
Your body copy also needs to be clean and large enough to be read without struggle. These details all seem minor, but can have a major impact on how effective your content marketing strategy is with potential customers.
Many people are visual learners, and need graphics and photos to fully understand new topics and information. This means it’s essential to include visuals with all of your content.