Remember the last time you were brought to a website by clicking on an ad. Did you convert? Why or why not?

In many cases, visitors won’t convert because the website had a bad design. Though you may not realize it, every element works toward creating a first impression. If the navigation is poor and the color scheme unimpressive, visitors are more likely to leave the site.

Don’t shove people out the door. Welcome them in and provide them with a great user experience. To do this, you will need to bring content and web elements together.

Understanding the Role of Content Marketing

Content marketing relies on content to generate awareness about products and services. It does not directly advertise a specific product. Let’s look at an example.

Say we are currently in the process of buying a new home. I’ve spent a lot of time online, looking for creative ways to make the home “ours.” One site that keeps popping up is Home Depot, which has an entire section dedicated to DIY projects.

What I like about this section is that we can save money by doing some work ourselves, such as painting high ceilings, installing storage systems, and updating countertops. While this content doesn’t guarantee that I’ll be a Home Depot customer, it does increase the chances that I’ll shop here instead of a competitor.

The Content and Web Relationship

Content marketing is important. It’s one of the most effective ways to actually “speak” to the customer. But how do you incorporate content into the site design to deliver a great user experience?

  • Make it accessible. If you create great content, it needs to be easy to find. On Home Depot’s site, there is a tab specifically created for DIY Projects & Ideas. You can’t miss it. Social share buttons are also posted on each page. One of my friend’s was redoing her bathroom, so when I came across content related to this, I was able to share it with her quickly.

  • Make it attractive. The appearance of your content must be appealing. No one wants to read through content that is ugly or hard to follow. Plus, professional-looking content gives the impression that your brand can be trusted.

  • Make it easy to read. Choose clean font that is large enough to read comfortably. Avoid using different types of fonts, as this can disrupt the flow. Also be mindful of similar colors being used for the font and background.

  • Include media. To help readers understand your content, include photos and videos. Almost any industry can benefit from visuals, as people like to imagine themselves using the product or service. It also breaks up text.

When designing your website, keep content in mind. It should be easy for people to find, enjoyable to read, and reinforced with images and other rich media. The more effective you are at educating and entertaining visitors, the more likely they are to convert.