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Web Design: How Content Impacts Design

Web Design: How Content Impacts Design

Web design isn’t just about making things look pretty. It’s about getting your brand’s message across while attracting the right audience to your site and moving them through your online sales funnel.

Web design and content have to work together to be effective.

When you’re designing a website or thinking about changing your web design, it’s important to think about several key design factors like graphics, animation, icons, and images.

But, an often overlooked element, until the last phase, is content.

Most of the time, a website is designed and built, then content is added. While this is an easy way to get a website up and running, it doesn’t account for a big part of the strategy.

Your web design needs to allow for content strategy to really have an impact. In order to do that, you need to think about the following elements:

The Space

When laying out a web design, it’s important to leave enough space for the content.

That means leaving space for headlines, subheadlines, paragraphs, taglines, and supporting text. Without thinking through the content strategy beforehand, you could end up reworking the entire layout of the site to accommodate for the content.

Or, worse yet, you could end up changing the content to fit the space, which can dilute your message.

Instead, when working with web design, think about the different content you need on each page and lay the page out in a way that allows for the content to flow from section to section.

The Messaging

Perhaps even more important than leaving the right space, your web design needs to send the right message.

It’s not just about having your logo displayed or choosing the right colors, it’s about designing in a way that helps visitors understand the content message.

It’s about designing in a way that lifts the message off the page, so visitors are clear on what you’re about.

Web design that can elevate content will also elevate sales and leads.

Why?

Because when visitors understand and comprehend the message, it’s easier to keep them engaged and move them deeper into your site.

The Supporting Content

Your website needs more than great headlines. It needs supporting content that helps your visitors understand how you solve their pain points.

The supporting content shouldn’t be buried under graphics and images, though. Web design should incorporate the supporting content in a way that helps visitors find the information, digest it, and take action because of it.

This isn’t to say that the content is more important than the web design, but that the two should be working together. They should inform one another and work together to create both a great user experience and lead generating site.

The CTAs

Without CTAs, you won’t be able to effectively drive your web visitors to the pages you want them to be on. But, you already knew that.

Did you also know that it’s not just about where the CTAs are placed on a web page, but also what the CTA says that makes them effective?

Sure, having a CTA above the fold is probably more effective than having it below, but if it just says “Click Here,” then it probably won’t matter where it’s at.

Instead, make sure your CTAs are customized and specific. Users should know where they are headed when they click on a CTA and understand what information they’ll be receiving by clicking.

Content isn’t necessarily king

Is content important? Yes.

Is it more important than design? Probably not.

It takes both web design and content to get your site and business where you want them to be. It takes both of them to improve your rankings and create a great user experience.

But, it’s also difficult to get them working together. When you have a strategic marketing partner, your web design can help elevate your content strategy, increase your leads, and help capitalize on your ROI.

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Scott Blanton

Content Writer at Iconic Digital Marketing
As Iconic Digital's content writer, Scott works with clients to develop brand stories and key messaging. When he isn't typing away at his computer, you'll find him exploring new coffee shops, spending time with this family, or working on a new home improvement project.

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