Designing a website in line with your marketing

By Hannah Wakeman

Design Digital
5 October 2018
6 mins read

 Your website is the online shopfront of your business. It needs to provide a first impression powerful enough to persuade visitors to get in touch with you, with an intuitive user experience and easy pathway to purchase or contact. But even more than this, it needs to be aligned with your marketing efforts to ensure that the two work together in harmony rather than contrast and harm.If we think of your website as a cog in your marketing machine, then if it doesn’t quite match up, it’ll end up breaking your machine and won’t give you the marketing results you need. So how do we think about the two together?

1. What are your marketing and website objectives?

Before we go bounding ahead with your brand new website, make sure to set some clear targets or objectives for it. Do you want a brochure site to provide information for users and grow your capability as a thought leader? Or do you want an eCommerce platform to drive sales and increase revenue? How does this line up with your current or planned marketing?


2. Which marketing channels are you going to use?

We need to establish what marketing channels your website will propel. Sure, your site needs a good user experience for whatever channel you plan to use but different channels have slightly different marketing requirements.

  • If PPC is your marketing channel of choice, then you may need some bespoke landing pages for keywords to ensure you get a high-quality score in your account and reduce your cost per click. These will be streamlined and simple, to ensure you get a good conversion rate from your budget.
  • SEO more suited to your business goals? Then you’ll need to think about adding plenty of content to your pages, and a section for long-form content and blogs. This will provide valuable information for your users to engage with and help your site’s organic rankings. Consider the keywords you want to rank for, and what pages can be integral to your site structure to achieve this. You’ll also need to pay more attention to on-page SEO factors such as page structure and meta data.
  • Businesses that are keen on engaging with customers on social should ensure social media buttons are high up on the website, perhaps even consider a live feed on your site to entice people to visit your various pages. Take engagement to the next level with a live chat feature on the site so that your visitors have a really easy means of communication with you.
  • Email marketing more your cup of tea? Then your newsletter sign up should be a prominent feature of your site, perhaps in a pop-up and in the header of your site. You may want to think about adding gated content on your site that you can only access once an email address has been entered to further improve your email marketing list.

Getting these things planned now will ensure they are seamlessly integrated into your site from the beginning, rather than the ‘tacked-on’ approach we see all too often.

3. Inform your website developer

Next, you need to tell your web developer the full scope of your website and marketing objectives. This is often easier when you go to one company for your marketing and website (SpiderGroup cough) but can be achieved just as well separately. Just make sure that your developer understands your future growth plans and how the website design will be vital in that.

4. Remember best practice

As a rule of thumb, there are a couple of things that most websites suited to future marketing need. It’s always best to start a website project with these things in mind. They include but are not limited to;

  • Simple menu navigation
  • Contact details in the header
  • Eye catching call to actions
  • Mobile-responsive design
  • Fast site speed


5. Don’t lose sight of your objectives

Best piece of advice; always remember your marketing and website objectives and ensure that every design element or feature relates to your overarching aims.If you’d like work with a business that can design a future-proof site for your marketing objectives, then get in touch with our web design team in Bristol. Our Digital and Design teams work hand in hand to ensure a website that fits all your criteria and, ultimately, generates you new business. Call us on 0117 933 0570 or you can fill in our contact form.

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