The impacts of web design on your content marketing efforts

Despite having an in-depth, valuable and informative piece of content, what good is it if no one reads it? This is where your design is important. Many of us don’t consciously realise it, but we will judge a website within “the first twentieth of a second” according to researchers.

The five-second test is a little more well known and provides a strong base for gaining qualitative data. This includes showing a user a screenshot of your website for only five seconds, then asking them questions about what they saw and what they think. This is a powerful method as you will quickly find that a lot of participants will have strong opinions about your site in such a short time. This goes to further emphasise the importance design has in creating this initial perception.Whilst we can think of design overall, whether at web design Cheshire agencies or elsewhere, it’s beneficial to split it into three key elements:

Accessibility

Without considering accessibility you could potentially make your most important pages obsolete. After all, it doesn’t matter how good your content is if your audience can’t find it. As web designers, we take great care in applying the best practices for navigation. In the last decade, traditional navigation has slowly been replaced by drop-down menus. Content-heavy websites can often suffer from accessibility issues. It’s important to be able to convey all the information you need to about your brand, yet, it’s more important to consider the user. No one wants to have to read through paragraphs of bulk text to then click a button to then be directed to a different page to then have to follow a link.

Appearance

As said previously, your website will be judged within the first few seconds. If the design isn’t impressive, it’s likely that the visitor will leave and visit somewhere else. This is what primarily drives brand perception. Your content will be judged for professionalism. Likewise with any services you offer. For example: if you are a web developer and your website looks like it was built in 2001, chances are visitors are not going to choose you to build theirs.

If your website looks visually unappealing or outdated, your users will be hesitant to consider you a valuable and trustworthy resource. Many forms of content require the user to trust and believe that the advice you are giving is right for them

Readability

The overall look of your site is important for the first judgement but what happens when they begin reading your content? Ensure your text is consistent, visually appealing and most importantly: easy to read. Nothing is worse than trying to read a post that has multiple different font choices and sizes. Majority of the time, a singular font can be used site wide.

It can be tempting to change the font on your about page or maybe change your name to be in a different font to everyone else. In theory, it might break up the text, but in reality, it makes your site look unprofessional and overwhelming. Sometimes  font is dictated by other resources you have. You can match your site font to that used for your logo or other online resources. Font colour should never clash with the background, this means no blue text on a blue header. Generally speaking, your headers should be larger to attract attention.