Have you ever visited a website that had very little or even no information about what the company does? Or a website where the information was so hard to understand, it was like trying to read another language or decipher a code? We’re sure you clicked away almost instantly in search of a more reliable source of information – and this is exactly what other visitors do, too.
It’s experiences like this that show us how important quality content is when it comes to website design – the words, images and video on each page play a fundamental role in converting visitors into valuable leads. It’s time that more of us understood the importance of content in the web design process and in finding success online.
What’s the difference between design and content?
Content can take the form of words, images, video and even audio – it’s the medium that visitors actually consume. Design, on the other hand, is how that medium is presented. It can have a big impact on how people feel about the information. While both are distinct from each other, they need to work together to present visitors with everything they need to make a purchasing decision.
Many people mistakenly assume that content and design are one and the same, but it’s important to understand they are two very unique entities. Your web designer may be highly experienced in creating beautiful websites, but this doesn’t mean they have the expertise to create a video or write engaging content. Likewise, your copywriter is unlikely to be able to deliver a winning website.
So, why is quality content such a fundamental part of web design?
- It provides readers with valuable information
Arguably the most important reason for quality content is that it will educate and inform your visitors. Without content, no one will be able to tell what your company does, what you stand for, or how you can be of benefit to them. Details about your products or services should be shared across your website as a whole – providing the information is readable and straightforward, it will be of value. - It’s important to Google and other search engines
There’s no point in having an attractive website if no one can find it. Search engine optimisation (SEO) strategies are crucial for ensuring that your site appears as highly as possible in search results – remember that few visitors click beyond the first page of results. Google, one of the more prolific search engines, favours clearly written blogs and, to a lesser extent, video when indexing websites. - It’s important for your marketing efforts
If you’re only marketing strategy is to hand out some flyers, you’re behind on the times. The term ‘content marketing’ refers to all forms of digital advertising – from blogs and case studies to eBooks and videos, as well as everything in between. The more you can integrate all these types of advertising into your daily, weekly and monthly marketing efforts, the higher the chances are you’ll reach (and convert) your target audience. - It aids in smooth website navigation
Having quality content provides you with the opportunity to use internal linking strategies on your website. Think of your site like a path – visitors should be able to journey along it easily to their final destination. Internal links are used to send visitors to the next stage of your marketing funnel. Plus, internal links can make your website more user friendly and increases the likelihood that visitors will view other pages. - It generates more leads and sales
Unless you believe that most of your customers are going to come from word of mouth, quality content is essential for building your sales funnel. Teach people how to use your products with engaging blogs, show your service in action with a quirky video, and/or include customer testimonials in the form of a case study. These are surefire ways to get more leads, which can expand to more sales. - It invites visitors to take action
Any good piece of content should also include a call-to-action (or CTA) that encourages visitors to take the next step in the buying process. It’s important to note, however, that a CTA is not always meant to get someone to make a purchase – perhaps you want them to download an app, subscribe to your newsletter, view another piece of content, or book an obligation-free phone call. The options are endless.
Try to use real content as quickly as possible
It can be tempting to design a website layout using placeholder content – you know, those paragraphs of Latin text (otherwise known as Lorem Ipsum). Ideally, the design stage won’t begin until at least some of the content is ready – it’s difficult to bring a design to life without the actual content that it’s meant to be showing off.
Of course, this isn’t always possible, and we need to do the best we can with the copy we have available to us. The website creation process cannot be held up. Just be aware that the design may need to be altered to accommodate the copy that is ultimately created. As long as no one is married to a particular design concept, this should be easy enough to achieve.
It’s time to take quality content seriously when it comes to web design
The reality is that we need better content on the internet. Too many websites are created with sub-par content or even no content at all, which doesn’t provide visitors with the information they want and leads to them looking elsewhere. While website design is important, particularly for presenting the information in an easily digestible format, it’s not the be-all-and-end-all.
This is why it’s important that you partner with experts when putting your online presence together. Don’t expect your web designer to create 5-star content or photography, instead rely on them to create an aesthetically pleasing site that offers a good user experience. A full-service company is often the way to go, as they’ve got all areas covered so you can just sit back and relax.
