How to match your content marketing to your website design
The digital age has happened to everyone, and people are spending most of their time consuming online content more than ever before. So, you have designed your website, and it is ready to go? What next? Content marketing has become a popular way through which businesses engage readers and boost their brand’s awareness. Besides, it is a strategy aimed at boosting traffic and prospective customers to your website.
That said, creating content and posting it on your website isn’t enough in itself. The manner in which the content is matched onto your web design should be precise and seamless so as to ensure a reputable client conversion rate. Site visitors are first and foremost impressed by what they see when they land on your homepage. As such, marketing content you publish on your site must complement the design of your website. The face value of every page on your site, coupled with the functionality on the user interface, is what counts regarding conversion.
However, when designing marketing content, marketers rarely consider the design of your website. When it comes to branding, the key is consistency. This is what marketers fail to recognize. The consistency in content marketing and website design goes beyond content, messaging and the line of product. If you want your brand to have a wide customer reach and recognition, then the content you post must be consistent with your website design. But the question is, how do you match your content marketing to your website design? I have compiled a list of aspects to take into account.
Strategies to employ in matching marketing content to your web design
Content marketing is a powerful tool for creating brand awareness as well as boosting your websites conversion rate. But the way it compliments your websites should be seamless to achieve that. Marketing content should be placed strategically to ensure that every stage throughout the buying process on your website is clear and satisfactory. The following tips can ensure your website is fully optimized while at the same time highlighting your marketing content.
Use a consistent writing style
Universally, most would agree that the use of neutral backgrounds and simplified wed designs accounts for a seamless user experience. Similarly, your writing style is as effective. From the type of fonts you use to its size, you can easily engage your site visitors with your marketing content. You probably have prospective clients who already know your brand. But the question is, how do you ensure that their interest is nailed down?
To retain first-time visitors to your site, first impressions matter. Your site has to be as crisp, clean and as navigable as possible. Besides the font types used, most people would agree that too small a font size is a turnoff, and too big a font size hurts your site’s credibility. But a minimum font size of 14 is more likeable. Overall, the more accessible and navigable your marketing content is, the more pleased people will be with your website.
Use a consistent brand tone
In case you are wondering what the brand tone is: it is a tone of voice, either formal or informal, language, wording, and the general style you use on your website to communicate your offers to customers. The term tone in this context refers to the written language on your site.
Once you have built your website, and it is up and running, you have to create content that can make users interact with your brand. So, whether you choose to post previous or current marketing content on your website, you have to ensure that the content matches the tone of your brand’s voice. There are millions of brands, and each one has a unique tone. For instance, you wouldn’t expect the tone of a law firm website to resemble that of a toy store eCommerce website. Therefore, as you design a website, put into account your target audience, and the appropriate tone to be applied.
In web design, there are a couple of tonal dimensions that you can choose from to match your marketing content. They include:
- The formal tone (implies authority and professionalism).
- Casual tone (implies friendliness and a sense of personality).
- The serious tone (it is meant to inspire a sense of credibility and trust).
- The funny tone (it is meant to facilitate a sense of social sharing).
- The cheeky tone (gives a sense of the advantage you have over your competitors).
- The respectful tone (implies both social sharing and friendliness).
- The enthusiastic tone (gives a sense that you are willing to help).
- The matter-of-fact tone (gives a sense of transparency).
That said, your job should be to strive to ensure that your marketing content relays the correct brand tone on your website. For instance, if your business is designed to work by being close to your clients, then you can relay just that. To do so, you can create content with a more personalized dimension with a more creative and colourful web design.
Use a well-structured page format
Make use of a consistent page structure that is easily navigable. From educational blogs to your site feeds, use a clear structure. For instance, long blogs should be split into short paragraphs. As such, you will aide user comprehension as they will be able to move through your content point by point. You can make it even easier by making use of additional illustrations such as line graphs, pie charts and bar graphs. These infographics help to illustrate and pass the information to the reader.
About the feed, your site should make it as easily accessible as possible. Remember that the feed helps your site visitors to categorize and filter your marketing content. As such, ensure that it is simple and easy to use. The display as per your site design should offer clients a single click to whatever marketing content they choose to engage with.
Ensure your marketing content is in sync with the web design
The way customers interact with your brand has everything to do with your web design and content marketing. As such, user experience is paramount in that regard. Thus, you should ensure the user interface goes unaffected by the marketing content, no matter what. Whereas your marketing efforts are essential for your business, it is imperative that you don’t hurt your website, or the user experience, for that matter.
To achieve a meaningfully matched marketing content with your web design, ensure both the content and design are:
- Accessible – the contents on your web design should be accessible to everyone, even to those with the minimalist of disabilities.
- Desirable – every element in your web design should be engineered to evoke emotion or appreciation by your clients.
- Credible – the content and web design should inspire trust and reliability.
- Usable – contents on your web design should be easily discoverable.
- Useful – the marketing content you publish should be authentic, relevant and should be aimed at fulfilling the needs of your clients.
You have to consider the above five criteria in matching your marketing content to your web design.
Ensure you achieve a user-friendly functionality
This isn’t complicated. You have a couple of things to put into consideration here. First and foremost, ensure that first-time site visitors aren’t put off by the annoying pop-ups. For your regular customers, you can go ahead, but this is ultimately the biggest turn off for most new visitors. That’s because pop-ups are considered as disruptions. As such, they are likely to have a bad experience, which will keep them away.
With regards to a user-friendly functionality, billions of people the world over can access the internet on their different devices, especially on mobile handsets. So, the question for you is, how accessible is your content on mobile? The second question should be; how efficient can your content load on mobile devices without compromising on quality? With the majority of people owing mobile handsets, they expect to have seamless and instant access to your website material.
You probably have nailed down the interest of your users. Now it is time you converted this interest into viable business opportunities. Whereas it is a bad idea to irritate your site visitors with too many pop-ups, you can embed a ‘subscribe’ call to action button at the bottom of every page or article. That is, if a reader has enjoyed your piece, they may decide to subscribe with you to keep having regular engagements with your blog post material.
Besides, you can use social media as a tool to share your marketing content through your website. Social media is a popular tool in content marketing. In 2019, Facebook reported that the average user spends at least 50 minutes daily swiping and liking new content. Furthermore, research by Social Media Today indicated that over 70% of online marketers received new clients via Facebook alone. That is a whopping figure considering what other social media platforms can offer in terms of content marketing.
To achieve the sharing feet on your website through social media, embed social media links on your site like Facebook, Twitter and Instagram. This will ensure that traffic keeps flowing to your site.
Ensure your website keeps its visual appeal
As customers swipe through searches online, the first thing they are likely to experience on your site is the visual appeal about your brand. This initial looks can be the making or breaking point of any future interactions they could have with your website. For this reason, all the pieces of content marketing on your site should be vibrant and evoke appreciation. This way, it will do more good than harm to your site.
Make sure that all the content marketing pieces fit seamlessly into your website layout. Besides, the writing style, type of fonts used, and the typography should be in sync with the content. For example, formal websites should make use of standard typography, graphs and stock pictures that help illustrate the key points.
Remember that some consumers are primed to make emotional purchases and later try to rationalize their decisions. In that case, your site should be able to visually evoke emotions on the first site. The visual aspect matters to your customers more than you might think.
You can achieve an emotional connection with your customers through visuals by following tips such as:
- Use of expiration dates on goods and services to infuse the feeling of urgency.
- Use of attractive and vibrant colours to capture the attention of your audiences.
- Use visuals that are sync with the tone of your brand.
- Use pop-ups to put more content on display
Pop-ups are a great tool in shifting customers towards the content marketing pipeline. Studies indicate that pop-ups actually have a high conversion rate after all. Use of pop-ups can enhance the conversion rate of your content by at least 40%. As such, you can embed pop-ups into your web design layout that are relevant and contextual to your users. Such pop-ups include but are not limited to the following:
- Notification ads.
- Expiration date pop-ups.
- Stationary sidebar ads.
- Stationary banner ads.
Online marketers are turning to content and inbound marketing to boost site traffic and enhance brand awareness. Whereas the success of the above-mentioned aspects relies on the quality of content you publish, how you match it on your website is equally important. The compatibility of your content on your web design is a vital factor, and we cannot afford to understate its importance. Content marketing is more complicated than simply posting educational content on your website. The ideal inbound marketing should be such that the visitor clicks the call to action buttons and proceeds to a well-designed landing page that can easily convert to a quality lead. Overall, you cannot overlook the compatibility of your content to the design of your website.