It’s easy to believe that content marketing and web design operate on different planes. After all, the former deals with what your website says, whereas the latter deals with what your website looks like.
The catch, however, is that the colours, typeface and images have a huge impact on how your audience receives your content. No matter how valuable or novel your insights are, no matter how compelling your article is, if the pop-ups, unnecessary scrolling and unreasonable font size annoy the readers, they won’t hesitate to bounce from your page and turn to a competitor’s blog.
As such, the responsibility of your web agency doesn’t end at crafting the prettiest website in Winnipeg, Canada. Their work supports your content marketing efforts, helping your readers find, enjoy and share your content.
This is the philosophy our agency lives by: the web design goes beyond aesthetics and navigability. It should make the web content easy to find and easy to read. So when designing sites, Fresh Traffic Group focuses on three key elements: accessibility, appearance and visuals.
Accessibility: Can Your Readers Find Your Content?
Suppose your readers stumbled upon one of your blog articles — say, a unique cookie recipe — and are now interested in other ideas for baked goods. They scan the web page, but they can’t see a button on the menu bar that says “recipes” or “blog”. There’s no CTA button that says “see more recipes” either. They could manipulate the URL (remove the last part of its directory path), but that’s too much work.
So the readers leave your page.
Not only did you lose chance for dwell time that could boost SEO, you also lost the opportunity to encourage the readers to explore more content and learn about other products.
To support your content marketing, our web designers:
- Use Drop-Down Menus – We place drop-down menus whenever possible, especially if resources fall into several categories (for instance, recipes for cookies, cakes and brownies). The prime position for drop-down menus is the menu bar because it’s the first thing users refer to when navigating your site.
- Divide Categories Evenly – As much as possible, we keep the number of subcategories within each subcategory consistent. A convolutedly branched directory tires users, while a clean categorization makes the content hierarchy easier to digest and navigate.
- Incorporate a Search Feature – In some of our web design projects, we place a search feature that produces relevant results and understands misspellings. This is handy for websites with a sizable content bank and is extremely convenient for restless readers.
Appearance: Do Readers Like What They See?
First impressions matter because 1) readers are quick to form a judgment about your professionalism; 2) they can easily leave your page for another blog. Clean, uncluttered layout gives your audience the confidence that they can trust your content.
As such, no aesthetic detail is too small for our web designers. Everything caters to your specific audience in Winnipeg, Canada, from the typeface to the color palette to the way the text and graphics are laid out.
- Harmonious Colour Schemes – Garish colour choices don’t instill confidence, especially if the page is text-heavy. While bold hues catch the reader’s attention, the text has to be in muted shades to keep eyes relaxed as they scroll through the article. Our designers may modify your company colours to make them more appealing for digital readers.
- Readable Fonts – Designers choose visually balanced fonts that blend seamlessly with the entire website and align with your brand identity. More importantly, we stick to a very small number of fonts. We usually use a primary font for the headings, a secondary font for the paragraphs and an accent font for snappy CTAs.
- White Space – Negative space is an important part of the blog’s layout. It removes clutter and directs attention to your content. It separates the features of your page and provides a stark contrast to the star of the page: your text.
Visuals: Is Your Content Easy to Understand?
Your blog is now easy to find and easy to read.
The final thing that web design does for your content marketing is to make articles easier to understand by incorporating visuals, like images, videos and infographics. An all-text article can get tiresome, especially if you’re exploring a technical topic.
In contrast, content filled with visuals:
- Presents the readers with a quick digest of statistics
- Gives their eyes a break from all the black paragraphs
- Recaptures the visitors’ attention after scrolling through the text
The designers at Fresh Traffic Group, therefore, build blog spaces that support different types of media to give readers a dynamic content.
In sum, your web design is crucial in promoting your content. The way your articles are packaged spells the difference between a lost lead and newly gained brand follower.
To learn more about how web design supports your content marketing efforts, get in touch with Fresh Traffic, the trusted web design company in Winnipeg today.