Creating a narrative that a user can connect with is imperative when developing brand materials and overall design. The tonality implemented throughout a website is linked and identified with the brand. Using proper keywords and direction to structure the data so the user can digest the information successfully, is imperative. The goal for a visitor is to land on a website and explore, absorb and convert. When engagement is high, an audience is more likely to return to a brand for their needs.
The Impact of Design and Content
When a user visits a website, content and navigation should work together to create a positive user experience. There should be a story that is presented to the user from the colors, font selection and layout. Taking the user on a journey that allows them to personally connect, relate and interact with the brand, while also creating intentional pathways to discover and access the information and products they are looking for.
Generating content narrative that provides information that is easy to digest and implementing key components such as a call to actions and strategic pathways that allow a user to find the information they are looking for and take action. From purchasing, interacting, or learning more about a product or service.
“Few people are going to take the time to read a block of text, especially one that’s up to 2,000 words in length. For better results, break your content up using relevant and keyword-rich subheadings, bullet points and numbered lists, and lots of white space between concise paragraphs.” The Daily Egg
Creating an Experience
Engagement starts the moment a user visits a website. Understanding and identifying user personas for a brand assists with creating engaging content. Having that knowledge about an audience aid in creating a custom experience as they navigate and interact with a website. For example, if a brand identifies a customer persona who is young and playful- implementing keywords and phrases that this persona identifies with helps build connections.
Responsive and Accessible
Responsive design is an extremely important part of visitor engagement. Visitors who have a pleasant experience with a website are more likely to purchase a service or product. When a user visits a website, it should be mobile-friendly, react and load pages at a proper speed and have up to date features and latest technology. If a website is not current and functional, this can impact brand validators and the trust of a potential user.
Whether the goal of a website is informational or to make a purchase, producing successful engagement is a continuously evolving process. Keeping up with the latest developments in web design and content curation provides a solid foundation for creating and implementing engaging content and overall conversions.