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The 3 Roles of Web Design in Digital Marketing


Bigblock Solutions


September 14, 2018

Do you have a web design that fulfills its role in your digital marketing campaign? If you’re like most marketers, you might be wondering about this question. Although you might view web design as mainly having a different purpose, it actually plays three crucial roles in digital marketing.

Here are the roles that will help you understand why web design is important in digital marketing.


1. Content Proliferation and Consumption

The quality of the content you put out and the copy you use as a means to capture the attention of users has a big impact on whether your content is shared or consumed. However, design plays an important role here. With the proper format, site layout, share buttons, and font, more users will be interacting with your content than ever before.

A good example is with font style and size. Did you know that changing both of these can drastically increase user readability? This can be very useful if you want a website that is responsive even to mobile device users. Many websites today are still using the small and muddled-looking font for desktop that makes it hard to read for mobile users. Changing this can have a major impact on how people interact with your content.


2. Web Design Affects Conversion Rate

Whether the goal of the site is to get people to subscribe to your mailing list or buy a product or service from your company, the rate in which they perform the desired action is quite dependent on the site’s design. A good example of this is with regards to landing pages that are used by companies in advertising channels such as Google AdWords. Such companies go through testing since they understand that the results of cheaper advertising expenses and a great ROI are dependent on better design and sales copy.

Even minor changes such as modifying the color and size of the subscription box can change the way people interact with it and can give a boost to your conversion rate. Even though it may seem tedious to test all of the visual elements in a page, you can always use multivariate testing tools to see how multiple elements work simultaneously and which ones give the best results.


3. Better Website Loyalty

A good user interface (UI) and user experience (UX) are no longer an option in today’s digital world. A lot of website owners still fail to realize that a bad UI will lead to many potential customers from leaving their websites. Many of these would also neglect to work on their UX design without knowing that a bad experience can also lead to poor results.

The goal of a digital marketing website is to get a loyal following, that is why it is imperative to invest in an excellent UI and UX design. Even small things such as improving site load speed, improved site layout, and more intuitive menus can all lead to better performance. Once people see that your site is easy to use, they might come back and spread the word about how satisfied they are about it.

Hopefully, these three web design roles in digital marketing will get you out of the mindset that web design is simply focused on a visual-oriented role or a singular format. To get the most out of your digital marketing campaign, you must change your site’s design to be more responsive to your audience.


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