We’ve been following the ebb and flow of web design practices for years now. New trends come and go and fantastic new techniques are always cropping up. However, there’s one disappointing trend that has continued through the years. That’s the lack of communication between marketers and web designers.
When they get it right, it’s a truly powerful combination. Remember, web design is more than just creating a stunning website. It’s about understanding the marketing goals of the client. Great web design puts functionality and simplicity at its heart. It engages visitors and directs them to your marketing targets.
When marketers and web designers don’t talk to each other, it leads to a poor website. So, before you go ahead and commission a new web design, make sure you consider the following features.
Email sign up form
Smart marketers know that email remains a truly powerful tool. It allows them to reach right into their customer’s inbox and speak to them. This all starts from a compelling signup form on the website. Good design needs to draw attention to this feature. There needs to be an element of intrigue which will lead to more signups. If you work with a digital agency like Icebreaker, make sure they communicate with your designer. Marketers and designers need to talk to each other to discuss the best placement.
Social media links
Social media is no longer just a fad. It’s a core part of your marketing strategy. With over a billion users, Facebook is still the first choice here. However, think about how you can integrate Twitter, Pinterest and Instagram into your design. As a marketer, it’s your job to communicate which social media platform is your priority. And, what are your goals? Are you looking for more interaction or increased likes? This will all influence the web designer’s job.
Content
A good digital marketing strategy should place content at the heart. This is the best way to capture the attention of your audience. Content will be shared and exchanged all over the web. It will strengthen your brand and show off your skills and authority. Good web design should be built to accommodate and highlight the best content. Speak to your web designer about how they can accomplish this. Again, social media will play a part here too. Where is the best place to position share links to ensure maximum social reach?
SEO
Search engine optimisation is another cornerstone of digital marketing. Much of this comes into play when discussing content and copywriting. But, did you know that web design also has a big impact? Some web design elements, like Flash, Java and long loading speed is bad for SEO, for example. Make your SEO targets clear to your web designer so they can incorporate them into the design.
It’s really important to understand that web design and marketing are intrinsically linked. Failing to convey exactly what your marketing goals are will lead to a poorly designed website. From the very early stages, involve the web designer into the process. Communicate well and everyone will come away with the results they want!