When they consider their online marketing strategies, many marketers think about the aesthetics of the website, but they don’t think about the way it has to be built properly in order to bring the ultimate success to the campaign. Good web design doesn’t simply stop with making a good-looking site.
It also has to be properly optimized, it has to have good navigation and proper fonts. It has to be made in such a way that it appeals to most users, including those who use mobile devices. If you manage to do all of this, excellent job, but most sites sadly fail. The truth is in finding the balance. I really want to stress that out – good web design is paramount for the success of an online marketing strategy. Let me show you what I mean.
Navigation
Imagine you’re a man who’s forgotten his wife’s birthday. Of course, you don’t want to make her mad which is why you embark on a quest to find the perfect present and what can be a better place to start than the infinite information abyss that is the Internet?
So you sit around in your office, hoping your boss won’t notice that you’re not working and instead are looking at crystal figurines in the hopes that you will find the proper one for your wife and you won’t have to spend a fortune on it. Now, this is all well and good, but the site has abysmal navigation and it wastes so much of your time. Sure, it has fancy functions and tons of “bling-bling”, but it’s slow and you can hardly find what you’re looking for because of the terrible catalog. The question is, how long before you leave?
You see? Navigation is important. We are bombarded with thousands of bits of information every second, and we are also quite busy and hate things wasting our time. Combine these two together and you can see how bad navigation can bring down the whole endeavor. Of course, there are a lot of patient people out there so you can try and bet on them. Personally, I wouldn’t, because there are way more impatient people.
Responsive Web Design
Mobile users should be able to clearly and seamlessly view your pages and navigate through your site like desktop users do. Period! Most of the people using the Internet today use mobile devices so if you have perfect web design, just not that great when it comes to mobile devices, you are signing your own death sentence. Just like with the navigation, here what we are mostly looking for is speed and efficiency.
It’s not like people have or moreover want to waste their time with your site. They are there for a reason so if that reason is hidden within megabytes of effects and annoying lights, you can be certain that most people would much rather leave than stay there and search. Furthermore, if you site is too bloated, it will load slowly, which is bad because half the people will leave if your site takes more than three seconds to load and most of them will never return.
You have to make sure that a mobile user can use your site just as easily as a desktop user, as well as that your site is as fast as possible. Otherwise you will have a big problem on your hands. Responsive web design will help you with that. By figuring out what device its loaded from, your site will display itself as accurately as possible and with proper navigation. I know this doesn’t sound significant, but don’t underestimate these small things.
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