Crafting your marketing message is the first step in launching an effective marketing campaign, but it doesn’t stop there. In order to ensure success, the message must be integrated into the web design effectively
With your content in hand, you can design your web pages with complementary focus, maintaining a consistent look throughout. Each page needs only a few basic elements to be effective. A successful layout tells a story by drawing attention to what is most important.
Headlines break information into sections and identify their content. Compelling headlines attract attention and help visitors find information quickly. They ensure that the reader does not get bored or frustrated looking for specific information on the website.
Structuring your content in hierarchical order allows your visitors to scan for the information they desire. Each web page should be focused on a single product or aspect of the business. By maintaining a limited focus, you present all of the information that visitors need about that topic, assisting them with their decision process. And, you provide a clear path to the next step.
In addition to varying the content of your message, it is important to vary your message delivery through design. Let’s consider a few popular methods that can ensure that your message gets through.
- Video Testimonials: Create a compelling story that highlights how your offerings helped resolve a problem for a client through video testimonial.
- How-to Videos: Step-by-step videos help visitors understand how your offerings can be applied to their circumstances and informs them of complex issues that your product or service resolves.
- Downloadable Documents: Provide helpful information to your potential clients to promote your industry expertise, build trust, and develop loyalty with your target market.
Be sure that your web pages are not cluttered. Although the website as a whole tells a story, each page should have a singular purpose. When visitors come to your web page, they are searching for information; they do not read it like they would a magazine or a book. It is important to only include the most crucial information needed to convince them to take the next step. To be effective, you must make every word count and keep the entire design focused and direct.
Traditional print materials and web pages also vary in their intended purpose. While an article provides information or a point-of-view, a web site exists to stimulate sales. Each page needs to have a prominent call-to-action that spells out the next step visitors should take. To ensure that your web page achieves this goal, be sure to clearly define this next step to your web designer.
For your website to be effective, each web page should have a single purpose and, in combination, they should work together to present a unified image. The design and content must be focused, providing information in order of importance with compelling headlines to assist the reader in locating points of interest. Using a combination of delivery methods increases the likelihood of your message being embraced by a wide audience. And of course, the simpler, the better.