As a small business owner, this is probably a question you’ve asked yourself when looking at your marketing budget: what’s more important, website design or content?
As a Web Design and Digital Marketing agency, you might expect us to answer that question confidently with “website design”. However, it’s not that simple.
So in this blog post, we’ll outline the arguments for why website design is the most important of the two. Then we’ll do the same for content. And finally, we’ll reveal our own conclusion to this modern debate, so you can decide where best to spend your marketing buck…
Why website design is the most important
Professional website design is important for attracting your target audience. It’s not just as simple as making it look good. Your website needs to be strategically planned to facilitate user experience and the customer journey to purchase.
There are a number of elements that contribute to effective website design. And each of those, in turn, involves various considerations for best practice.
Your use of images, for instance, can either appeal to or alienate your target audience. They could make your business look professional, or they could present your business as outdated and unprofessional. It all depends on the images you choose, where they’re located and how they’re formatted.
For example, if your target audience is millennials, outdated imagery or pictures showing older staff or customers could suggest to younger website visitors that you can’t relate to them. Equally, poor website design that doesn’t allow for full screen banner imagery or mobile optimisation portrays a business that’s out of touch with younger demographics and the technology they use.
Once you understand your business goals and how your brand image can help you achieve them, every element of your website should be designed accordingly. Even right down to the colors used.
So make sure you choose colours that reflect your business goals. Consider the cultural and societal connotations of each colour and whether they align with your business and brand values. For example, earthy tones of brown, green and tan can convey the idea of eco-friendliness. Bright yellow and black together can be indicative of something dangerous.
In this way, website design is fundamental to what your target audience thinks and how they feel about your brand. Good website design is an art as well as a science, and it takes a real professional to understand what your business stands for and turn it into something visually appealing and functional for your customers.
For more on the importance of website design, check out our blog post: Why Website Design Is The Holy Grail
Why content is the most important
Content, as they say, is king. In January 1996, Bill Gates wrote an essay titled “Content is King”, which was published on the Microsoft website. He wrote:
“One of the exciting things about the Internet is that anyone with a PC and a modem can publish whatever content they can create.”
This is the world we live in today. There is now so much content on the Internet that business owners and brands have to fight to get their message seen and heard. And an entire digital marketing discipline has grown as a result: Search Engine Optimisation (SEO).
If website design is how appealing your business is, then SEO is how visible it is.
Every business has its online presence because of its content. But for any business to grow, its content needs to be optimised according to SEO best practice. Otherwise, it’s likely to be lost somewhere in p.11 of Google’s search results along with the rest of the crowd.
Your website content needs to be optimized in order to rank highly enough so that your potential customers will find it. Keyword and audience research is fundamental to SEO, both of which can be lengthy processes in themselves.
However, if you get your content right, speaking to the correct audience and optimizing it properly, you’re more likely to bring customers into your sales funnel.
For more about on-page optimization, check out our blog post: Website Design With SEO For Marketing Success
All things considered, we believe website design has an importance score of 8/10. We rank content 10/10 and therefore the most important.
However, one without the other is virtually useless. Both are necessary in order to achieve digital marketing success and get more business online.
This is why Conveyz believes in providing custom website design that appeals to your target market and optimized website page content, so your business can be found.
Conveyz, based in Brisbane, are specialists in website design with SEO and digital marketing. So if you’d like our help with your website, contact Conveyz Website Design.