Website content in web design

5 June, 2023 | by Donatas Tranauskis | Web Design Strategies | Website Impact | Content Strategy | SEO in Web Design

How Web Design Strategies Impact Content Marketing?

Producing and managing website content can seem daunting for web designers, as 'content creation' is separate from the job description. Still, the website content is not considered in the development process. In that case, it can often end up causing mass delays in launching a website due to incorrect formatting or poor execution. When conceptualising your website, you have to start with content planning. Otherwise, you may design a beautiful website to find that none of the content fits or there are unnecessary elements in your design.

What is website content?

Website content, in short, is anything that contributes to your website's user experience (UX). Website content is anything tangible, like an audio or video clip, that the customer consumes; the design aspect is how that content is presented. Therefore, the two are intrinsically linked, and it is crucial to consider content at the same time as design. Google alone churns out approximately three billion searches every day, and it's been said that more than one in four people will click the first search result – without high-quality website content, there is no chance of your website getting near the first page. There are a few types of website content that have proven to be highly effective when it comes to reaching an audience:

  • Images
  • Video
  • Audio clips
  • Infographics
  • Reviews and testimonials
  • Case studies and whitepapers
  • Press releases and media features

How can your website content affect how well your business does? Here are some ways high-quality website content can dramatically increase your business's success and revenue!

Quality content impresses Google

You need to ensure that every step of the way, you have been adding as much search engine optimisation (SEO) to your content as possible so that Google and other search engine result pages (SERPs) will give your site a higher ranking. To rank higher on Google and other SERPs, there are a few things to consider in the website content:

  • Keywords are essential as they match the search terms received by Google, but if you don't have high-quality content around those keywords, people will exit your website and give you a high bounce rate – this, in turn, lowers your ranking in SERPs
  • Google often favours written blog posts and good video content
  • Be strategic in using keywords on call-to-action buttons and captions as well as body copy
  • Update your website content regularly with appropriate information to rise the ranks of results pages

Marketing tool

Content marketing, or using your website content as a marketing tool, is massively popular. Whether it's an eCommerce store or your local zoo's website, everyone uses website content as a marketing tool. The more content you produce, whether it's to inform, explain, inspire or entertain, the more you are selling your brand – more importantly, you're selling your brand on your own terms, and the content doesn't belong to a third party like Meta. Content marketing also wouldn't be so popular if it weren't so effective: 70% of people would instead read a blog post or article about a brand than they would see an ad, and on top of that, a company with a regular blog generates 67% more leads than one without. It's simple maths!

Expand your reach

Shareable website content is the equivalent of word of mouth on the internet. If you are reliably and regularly producing top-quality website content that appeals to your target audience, that content will likely be shared with someone else. Video and image content is particularly shareable, especially when the viewer feels it directly relates to them! If that content is shared, and the person who receives it clicks through to a landing page, you have just gained a website visitor that you wouldn't have had if you hadn't created that content. Now all you have to do is convert that visitor into a customer, and as 83% of consumers like to buy from brands they know and trust, you want to push plenty of content so they can get to know your brand.

Increase brand awareness

Similarly, 82% of shoppers choose brands that share their values, and 86% opt for an authentic brand image. If you have quality website content, it will be easy for a potential customer to understand your brand in either style or substance. As well as the visual aspects of your brand that you establish in your brand style guide (colours, logos, typography ), you also want to make your brand's 'personality' known through the content you create. When a consumer watches a short film released by a sports brand that depicts charitable work in an impoverished company, the consumer isn't really watching for the branded shoes or clothing but is instead watching to get a sense of the brand's message that they care about people and want to help. If that strikes a chord with the consumer, they are far more likely to buy from that brand in the future than if they'd just seen a regular advertisement.

More conversions

The more trust your brand gains through producing excellent website content, the more likely it is that the visitors to your website will click on an internal link to visit elsewhere on the site. This, naturally, means that they are more inclined to become a lead or sale. Although, a conversion does not necessarily mean a sale! It could be a click on a call-to-action (CTA) that downloads an ebook or subscribes to a newsletter; despite these bringing no immediate sales boost, it does encourage engagement and amplifies the chance of that consumer becoming a customer in the future.

Prioritising content

So how do you make your website content a priority from day one? Prioritising the website content doesn't mean you should slack on the design aspects. The key here is communication between the web designer, the client and any potential content creators or copywriters you may be working with. Some key things to keep in mind during the early phases of your website include:

  • Familiarise yourself with the brand style guide
  • Check in with the client as you design and create website content
  • Do appropriate SEO research to find keywords and phrases
  • Work closely with any third-party copywriters or videographers if applicable
  • Create short-term and long-term website content plans
  • Use content modeling to support a content management system (CMS)

It sounds like a lot to think about, but having an adequate website content strategy and plan as you design the website itself will save many headaches in the future. You have a great jumping-off point as long as you know the brand, see the brand's message, and understand the target audience. Just remember, a beautiful website with no content is as useful to a user or search engine as a beautiful old library building without books. Our DBETA team provides high quality web design services across the UK. Feel free to contact us!

Donatas Tranauskis
Donatas Tranauskis

The visionary leader of DBETA - a renowned London-based web design agency. Donatas and his experienced team are passionate about creating cutting-edge software, modern web designs, and advanced cloud services.

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  • Sarah Martinez
    January 28, 2024, 4:45 PM

    Insightful read! Emphasising the integration of web design and content planning is crucial for a successful website launch.

    • Mark Johnson
      January 29, 2024, 11:30 AM

      Spot-on analysis! Quality website content is undoubtedly a powerful tool for SEO, marketing, and brand building.

  • Rachel Lewis
    January 30, 2024, 6:55 PM

    Great tips! The connection between content and design is key for a website's success—effective collaboration between designers and content creators is essential.

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