Is your web design fulfill its role in your digital marketing? If you’re like many marketers, you may be wondering about the meaning behind this question. While you may see web design as mainly having a presented oriented purpose, it has many roles in digital marketing. Here are a few examples to help you understand why different designs are needed for different purposes.

1. Content Consumption and Proliferation

While the quality of your content and the copy used to capture the user’s attention has the biggest impact on whether your content is consumed or shared, the design is also important. Proper formatting, site layout, share buttons and your font all have a role in how users interact with your content.

For example, did you know that simply changing your font style and size can increase readability drastically? This can especially be impactful if you have a responsive site and you want to address mobile users. Many websites use the same small and muddled-looking font they use for desktop users to serve their mobile phone users. While it may be easy to look at on a desktop, it can be very difficult on a small screen size phone.

2. Visitor Conversion Rate

Whether your goal is to get the user to subscribe to your email list or purchase a product, the rate at which they take the desired action is partly dependent on the web design. A great example of this is landing pages that are commonly used by companies on advertising channels like Google Adwords. These companies go through meticulous testing because they understand that better sales copy and design results in cheaper advertising expenses and a greater return on investment.

Even small changes like changing the size and color of the subscription box to changing the call to action can produce small lifts in your conversion rate. While it may seem tedious to test through all the various visual elements on a page, you can use multivariate testing to test multiple elements at once and figure out which elements products the best results.

3. Website Loyalty

Today, it is a necessity to have a good user interface (UI) for your website and provide a good user experience (UX) for your website. Many website owners fail to realize that if a bad UI often leads to users abandoning their sites. They also neglect working on the UX design without understand that a bad user experience often results in the user not coming back or choosing their competitors as an alternative.

If the goal is to gain a loyal following, then it is imperative that you invest in UI and UX design. Even the smallest things like better site architectures, faster load times, and intuitive site menus can result in a big boost in performance. When users have a good experience and find your site easy to use, they’ll come back and spread the word about their satisfaction to their network.

Hopefully, these examples will get you out of the mindset of looking at web design having a centralized visual-oriented role or web design being a singular format. If you want to get the most out of your digital marketing, you must adapt your site’s design to the appropriate context.