What is a “Marketing Design”, and why do I need it?
Needs vs Wants.
When it comes to a website, a business owner usually has their businesses best interest at heart, but sometimes they don’t really understand what makes a website successful. That’s why they come to professionals like us. Independent developers are generally artists, which in itself isn’t bad, but unless they’ve been in the industry a long time or had training or classes in marketing, many times they’ll get caught up in the design, and not the reason behind it.
When you contract with a design professional that specializes in Marketing Design (yes, it’s totally a thing), you’re primarily coming to them for one reason: Growth. Whether that’s in generating more online sales, on-location contracts or just getting people to read your posts, helping your site grow is what Marketing Designers are here to do.
One of the many things that goes into Marketing Design is keeping many unnecessary additions (or subtractions) to a minimum. You can’t encompass the needs of every user that comes to your site. The best practice for great results is to create a positive user experience that fits the needs for a vast majority of your target market. Nitpicking over small things that you think a customer might find visually displeasing can sometimes compromise the overall design of the site. Sometimes seemingly simple things are incredibly complex to fix, and on the other hand something that might seem like it’s incredibly complex could be really simple.
When you decide it’s time to build (or re-build) your website, ask yourself three things.
- What’s my target market?
- What do I need my site to do for my business?
- What does my client need from the site?
Many times we’ll get clients who have a grand idea in their head about the site, thinking of a beautiful visual experience, and they’ll think of the website as a piece of art, when in fact it’s the complete opposite. The website isn’t for you, the business owner. It’s for the visitors of the site. The number one complaint about a site when there are issues is ease of use. A visitor needs to be able to easily navigate your site and find the information they’re searching for. It needs to be functional, not art. Yes, a great designer will make that functionality beautiful, but the primary concern should always be ease of use, and mobile friendliness (more on that to come).
A successful design will have all of that, and partner well with any marketing and/or SEO campaign that you have.