Content Marketing
Published November 02nd, 2016 by

How Web Design Impacts Your Brand and Marketing Initiatives

How Web Design Impacts Your Brand and Marketing Initiatives

Achieving success for your website is a continuous and iterative process. There may be times that you have to set up different objectives to keep up with the trends which will require you to redesign parts of your website. The tricky part here is that you may sacrifice other aspects of your digital marketing strategy in the process. When you redesign, the key is to plan and consider the entirety of the campaign before applying immediate changes. It may be a tedious work, but you don’t want to risk your online reputation through trial and error.

A good web design can strongly influence your branding and marketing strategies. That is why it is crucial to implement it properly to avoid costly mistakes. A successful website is the one that is aligned with your business objectives and goals. It should consider your target market’s behavior to achieve high value conversions. And it must embody your company’s values, products and services as a whole, which will help you establish a strong brand in the market. Having a website is one of the foundations of a strong and successful business.

Web Design and SEO

Business websites are required to have a firm foundation of SEO. According to an infographic about what motivates shoppers compiled by MineWhat, 81 percent of shoppers are conducting online research first before purchasing anything. And with thousands of businesses utilizing the same platform as you do, you must learn the trade to bring yourself up the SERPs.

Why do you need web page rankings? Because nowadays, a business is as good as non-existent if it doesn’t show up in search results.

Why web design is important? Because it ties up all your website elements to create a brand that has an identity and distinction from its competitors.

SEO considers a web design as one of the deciding factors in web page rankings. Whenever a new Google update is released, some of the website’s content and structure will not be recognized anymore. Therefore, website owners rush things to apply the adjustments necessary to keep up with it. There is a risk here, however, because applying immediate changes for the sake of SEO alone may sacrifice the other aspects of your marketing strategy. It is best that you always involve your web designer and your SEO strategist when making a decision like this.

A professional looking website doesn’t automatically attract traffic and increase your conversions. If you want visitors to flock to your site and convert them into a strong customer base, you should apply web design with SEO techniques so that search engines will recognize that you exist. How to make your web design consistent with your SEO? Here are some useful tips:

  1. Incorporate content

A website without content is like a beautiful gift box with nothing in it. Design is only superficial, and its depth will only run on its content. Including relevant, informative and engaging content will make your site achieve the full benefits of online presence. Your web design should create something that is not just pleasant to look at, but it has to compel visitors to take action over what they see. If you ask them to click that button and buy, they should do so right away.

  1. Apply SEO to your images

Search engine spiders can also crawl to your images. That is why it is important to apply SEO to maximize the opportunity. Just make sure to provide an image that is optimized for web viewing, that is, not too low in quality, but not overly big either so it doesn’t interfere with loading times. Include a keyword in the Alt section of the image to optimize further and help contribute to your web page rankings.

  1. Have your website a faster loading time

Web page loading time is another aspect that search engines consider in ranking web pages. It is important that the web design will not be too heavy to cause the site’s loading time to slow down and affect its rankings. Make sure that elements such as images, videos and animations are optimized for fast web viewing.

Loading time also has a direct effect to customer engagement. In fact, according to an Adobe research about overall content-based engagement (online and offline), 38 percent of people will discontinue exploring a website if they find it unattractive, whether in content or layout.

  1. Include social media sharing buttons

Social media sites are now recognized by search engines as an important aspect that influences web rankings. Your fresh supply of articles on your website will serve as opportunities to let your brand penetrate the social media network. Make sure to include social media sharing buttons in every article you will publish, and you promote them too in your own social media accounts.

  1. Use JavaScript and Flash in moderation

JavaScript and Flash is great to use in enhancing the visual aesthetics of your website. However, due to its complex nature, search engines find it hard to crawl through websites that is heavy with its coding, thus it won’t be able to rank you well because of the issues. Flash is best to use on headers, but not on the keyword and information-rich content. Also, JavaScript cannot load on mobile devices, so it will interfere with both SEO and user friendliness.

  1. Opt for standard HTML

Code creators can sometimes alter your intended look of your web design. It may also add unnecessary scripts or codes that search engine spiders cannot read and crawled into. It is better to stick with the standard way instead, to maximize the results of your SEO efforts.

Web Design and User Experience

As we go from the information into experiential age, businesses are seeing the importance of an enhanced user experience with compelling customers to purchase from them. Aside from an excellent customer service, a business can do this through its web design. You can guide your visitors to a satisfying visitor experience by incorporating interesting elements that engages them to interact with your site. You can make buttons animate when clicked, or provide a visual treat when shifting from one page to another. Yet remember to put balance between form and function, and stick with your objectives and your goals.

Web Design and Conversions

Web designing for businesses focuses on achieving two things: authority and conversions. Initially, websites are intended to make you appear as an authority in your particular industry, which you can convey through your mission, vision and values. Web design can help you by enhancing the site to look professional. Would you transact with a business whose site is lacking information, and its design doesn’t look inviting at all? Visitors will only continue exploring your site if you impress them the moment they step on it.

Let’s say you were able to capture your visitors. Your website, in order to achieve its goal to “convert” them into customers, must guide them well until they reach the point of decision. This is done by making your website easily navigable and intuitive to encourage interaction. This moment coincides with user experience, which also increases the conversion rate of the visitor.

Another aspect to consider when increasing conversion rates is content. Aside from invoking authority, content creates informed customers. Informed customers have higher chances of converting into high value customers that can ultimately become loyal ones. Ensure that you only provide original and quality content that is relevant to your products and services.

Web Design and Branding

The goal of promoting a brand is to establish an identity for your product and your business as a whole. It must achieve that level of uniqueness that makes you stand out from its competitors. It also signifies oneness in your company’s endeavors and engagements. It strives to build a name associated with trust, confidence and authority.

The most critical aspect of web design is its effect on branding. Establishing a brand requires unity of elements that comprise the visual aesthetics, the product and service information, and the company’s values. It should also be consistent across all marketing engagements, whether online or offline. Your website plays a great role in promoting the brand, most especially in conveying the message about the products and services to its target market.


Web sites for businesses are purposely created to support branding and marketing initiatives. Therefore, every element that comprises it must be aligned with the objectives and goals of digital marketing. These include its design, content and relationship with search engines. To achieve success, it should fulfil these specific criteria:

  1. It should clearly define the business brand across all its aspects, which includes visual design, site structure, theme and content.
  1. All elements and content that will be incorporated with it must align with the business goals.
  1. The website design should not take away the focus from the product, but instead, must enhance it, as well the user experience of its visitors most especially the first time ones.
  1. It should convey the brand’s message with clarity and consistency with its values, mission and vision.
  1. It should be able to guide the whole customer journey by attracting, engaging and converting visitors to become high value customers.
  1. It should enable visitors to be proactive by putting interactive elements which will encourage them to take action by clicking the buttons, exploring the site longer, and filling in forms.
  1. It should be aligned with the disciplines SEO, which will send in traffic and strengthen the conversion rate for customers that can ultimately lead to increased sales and profits.
  1. It should establish an identity of professionalism and authority in the industry, which will gain the trust and confidence of its customers.

To maximize your website success, it is best to get the services of web design companies to let experts properly administer and implement the appropriate strategies. Having a professional and apply its expertise can make you confident that all the above criteria and elements will be followed through. Your website is crucial to your branding success, and by not doing it right may harm your online reputation.

The top web design companies are not necessarily the most expensive ones in the market. The key is to do your own research, and be clear about your expectations at the beginning to avoid misunderstandings and costly mistakes. Read about web design company reviews from to know more about which web design companies and service providers you can tap for your website launch.

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