5 reasons why web design and development is crucial to your digital marketing strategy

Gone are the days when web design was responsible for aesthetics alone. While ‘look and feel’ is still very much essential, web design and development has evolved to play a more critical role in the user conversion process. From sales revenues to search engine page rankings, web design influences many factors that have a far-reaching impact on your website’s performance and effectiveness.

1. Rise of mobile browsing and usage-

With the increasing penetration of smartphones and easy availability of mobile data and wifi networks, time spent on mobile devices is growing. In today’s dynamic digital age, catering to your customers on a digital platform is essential. The first initiative in this regard should be to develop a mobile responsive website which is optimized for viewing on all screen sizes. Mobile apps are fast emerging as must-haves to take the brand to customers’ fingertips. Overcoming the constraints of a mobile screen; such as limited screen size, short browsing sessions, one-window- at-a-time view; to deliver a delightful user experience to customers demands top-notch web design and development skills.

2. Search engine friendly-

The impact of design elements on the search engine friendliness of a website should not be underestimated. It is important that your web design and development team is aware of the effect that design choices can have on SEO and weave that consideration into your digital marketing strategy. For example, Flash, which was often used in websites for animations, is no longer recommended
from an SEO standpoint as it does not run on mobiles and takes too long to load. The landing page design, site navigation, link structuring and placement of call-to-action buttons, among other things, directly impact conversions and need to be meticulously planned.

3. Importance of UI/ UX in the sales funnel-

Your website is often your customer’s first moment of truth with your brand – people will form their first impression of your firm based on your website. It could make or break the deal – will they continue to buy your product, submit your enquiry form, sign up for your newsletter and refer you to a friend? Or will they close the browser and switch to your competitor? – your website’s design and development quality could determine all that and more. Your website has a critical role to play in every stage of your sales cycle – it should not only educate your customers about your products and services but also compel them to take action in your favour. Websites have become an important tool for inbound marketing to generate leads which can be nurtured into qualified opportunities and retained as loyal customers.

4. Branding –

Web design and development is the vehicle to launch a strong brand identity of an enterprise. Getting the colour theme, font, message, placement and consistency right is instrumental in delivering the desired customer communications. It is of paramount importance to create visual imagery that resonates with your customers, evokes the right emotions and experiences in their minds, infuses character into your brand and stimulates appropriate associations. Customization to suit the target audience, taking into account cultural sensitivity and symbolism, can also be achieved through good web design and development.

5. Differentiating factor –

Customers are spoilt for choice today. Money-rich time-poor consumers value convenience over anything else and any website or application that makes their life simpler earns their loyalty. User-friendly navigation and interface are imperative to customer engagement. To stand out in the crowd, attract eyeballs and sustain their interest, your website has to be aesthetically unique and functionally
flawless – a combination that can only be perfected by web design and development experts.