Web design and its characteristics
For a marketer, web design is not about choosing colors and themes to taste, it is not just about looks. Web design is the task of organizing and designing a website, but also of maintaining and optimizing it.
Web design includes many aspects. On the one hand, it highlights the graphic design and the web interface, qualities directly related to the user experience. And on the other hand, there are the particularities focused on navigability, where loading speed, search engine optimization and web architecture are distinguished.
All these attributes of web design, believe it or not, can be linked to digital marketing and its strategies.
Influence of web design in digital marketing
Taking into account the qualities that make up web design, it can be deduced the great relevance that it can take in the model of a digital marketing strategy.
Graphic design
When you visit a web page for the first time, depending on how the images, categories, colors, etc. are distributed on that web, you will get a first impression. Based on that first impression, you will form an opinion of the company or person behind that website, what it wants to convey and what its values are. Graphic design, therefore, is that characteristic of web design that would be related to the digital corporate image strategy of a company.
Loading speed
Second, nobody likes to wait or waste time. When you enter a web page and it takes a long time to load, what do you usually do?… Indeed, you abandon it, because the content you wanted to see does not appear. This directly affects the user experience and, internally, the web traffic.
Loading speed is a very important factor in web design and, in turn, in digital marketing , because it will condition the user's return options to the web.
User experience
Now, I'm going to focus on the user experience . At the moment in which you are conducting a search or a purchase on a website, depending on how accessible it is visually, this will be your final decision. If the design and architecture of a website make it easier for you to achieve the goal for which you entered it, you will not only be satisfied but you will return to that website. That's the end of a digital marketing strategy focused on getting customers .
Optimization
Earlier I said that one of the features of web design was search engine optimization. This means, if web design is responsible for optimizing the content of a website (amount of information, location ...) in turn, it deals with the search engine positioning (Google) of that website and, therefore, the SEO strategy . That's how obvious the relationship between the two activities is.
Digital communication
Finally, I will mention the communication between a company and users . It may seem that this aspect has nothing to do with web design, but it is not. If you are on a website and want to contact, quickly and easily, with the company behind it, you will look for the typical contact form .
There are web pages that ask you for such a quantity of data to fill in the form that you prefer to keep the question or the problem, others where you can never send the query and then there are those that do not even have the option to contact. As you can see, the web design that is applied in the communication or email marketing strategy is very important. With this design, the service bases that will exist between a company and its customers are created.
I think that after all the comparisons I have made and the examples given, it is clear that web design is not only important in digital marketing, but essential and necessary.
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