As we notice that search engines and social outlets are moving towards a more visual space, brands are following suit (Pinterest Visual Search, Amazon Visual Search, Google Rich Cards, etc.) Why? Because consumers seek easy-to-use websites and tools with designs that are responsive and simple. Brands should focus on the type of designs and responsiveness that will capture the attention of their audience, while still optimizing for SEO.
So, how can brands drive user engagement with design? The following three tips can help brands start creating content and designs that resonate with consumers:
1. Leverage user friendly design
Brands should ensure their website is designed for easy use; one specific type of simplistic design is responsive design, which offers continuous scrolling and easy-to-read content for users. Google favors responsive design, as this format is easily accessible via mobile and desktop. Other design formats are difficult to access on mobile devices, making the consumer experience less valuable. And because mobile web usage is increasing in comparison to desktop usage, brands should ensure that they can reach their consumers with an easy-to-use interface on any device.
This year alone, more than half of B2B Marketers plan on investing in responsive website design:
As design becomes increasingly important to the consumer experience, brands should focus their attention on creating web pages that engage the consumers and provide them with what they’re looking for before they know they need it.
2. Creating pages for SEO value
Occasionally, there can be a problem with creating a website with a user-friendly experience while optimizing the entire site or design creation for SEO value. Creating a design that provides the user with a great experience typically starts with very little text, lots of visuals and a seamless interface. But, for a content strategist, it’s important to optimize that content for SEO value. With little to no text, this can seem impossible.
What brands should focus on is how they can incorporate enough text that provides the consumer with the information they need, all while giving the user an easy-to-use platform. If there’s too much text, users will be disengaged, and the same applies if there’s hardly any text at all.
3. Implement an optimized page structure
By using HTML and CSS together, brands can create a well-constructed website that utilizes SEO. There are several factors that go into page structure, some of the main points being:
If there’s a “Leadership” page as a subpage within the “About Us” page, then that URL should be structured like so:
This provides Google with specific direction, making it easier to crawl the site.
To learn more about design and user experience, contact your Performics account team today.