How Web Design Fits into Digital Strategy

Many people think web design is just about making a page that looks good and users can navigate easily. This couldn’t be further from the truth. In fact, quality web design is essential for an effective digital strategy.

Read on to find out exactly how your website’s design can impact your digital marketing efforts.


Search engine optimization (SEO), is one of the most important factors to consider in your website. SEO is all about trying to make your website rank well on search engines such as Google. Also, there’s a lot that goes into making that happen.

We all use Google, so we know how important it is to rank on the first page of search results. How many times have you ever clicked through to page two? SEO is all about getting your website seen in the results for searches your target audience are using.

SEO covers everything from the written content to using structured data and having correctly tagged images. Getting this right at the design stage sets you up well for future marketing efforts.

Standing Out from Competitors

This is where it’s certainly important to focus on the visual aspect of your website. You’re trying to create something that users will remember. Every website and target audience is different, so this is something you need to speak to your developers about.

Template websites are easy, but not often the most effective way of creating a memorable webpage. Try to focus instead on taking your customers on a journey, with the right kinds of video and images to keep them engaged.


Because so much of digital marketing involves cross-channel promotion, branding is a key part of your site. You want to build brand awareness amongst your customers. One way to do that is to settle on your branding before anything else. This makes it easy to transfer across several platforms.

By branding, we mean everything from your logo and colour scheme to the tone of your written content. Are you serious and informative, or playful and colourful? It should all reflect your business perfectly, because that’s how people remember you.

When your website is designed according to your branding, you can design social media channels exactly the same.

User Experience

The user experience is a huge thing in today’s world. People’s attention spans have never been shorter, so you need to capture them as best you can. Your website should aim to keep visitors there as long as possible.

Needless to say, nobody is going to stick around on your page if it loads slowly or is difficult to navigate. Make sure your website is easy to get around, and features elements such as video to hold people’s attention longer.

Lead Conversion

A digital marketing strategy, at the end of the day, is about making sales. For example, the goal of SEO is to generate leads. But if people land on your website and it is old, clunky and not very informative, your chances of converting leads into sales is slim.

Designing your website with storytelling in mind helps new customers to learn more about who you are and what you do. Also, sales funnels are built on the premise of attracting leads and nurturing them towards a sale. Your website plays a big part in this.

Your website can be a powerful marketing tool, but you need it designed correctly to support your digital strategy.

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