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The essential role content plays in web design

August 31st 2023

By Matt


While aesthetics and functionality are important, it’s content that truly brings a website to life––otherwise you’ll end up with a load of decorative drivel. Not any kind of content will do, though – it should be informative, engaging and well-researched. When they’re done right, content and design enhance each other – but if one fails to hit the mark, they’ll both come crashing down. In this blog, we’ll highlight how content can significantly impact user experience, search engine optimisation and overall brand perception.

Content and design, what’s the difference?

There is often a misunderstanding that design and content are the same thing or merge into one, so it’s important to outline the differences between the two. Content not only refers to copy, but also images, videos and other media elements that convey a brand’s message or provide informative value. Design, on the other hand, encompasses the visual aesthetics, layout, typography, colour scheme and overall look and feel of a website. In other words, content informs and educates, whilst design enhances how content is presented and discovered. Neither works without the other and the best websites strike a perfect balance between the two.

What should come first: content or design?

To create the right structure for your website, you need to know what your content is. While placeholder copy serves a purpose, it might leave you duplicating work further down the project. We often find that content is the biggest blocker for starting a project. Of course the initial content provided doesn’t have to be final so long as it’s of similar tone of voice and length.

What defines good content?

1. Authenticity

When it comes to your website, content should form a relationship with your users. Whether you’re selling hand-roasted coffee or developing real-world health data, you can use content to build genuine trust with your target audience. When your content is aligned with your brand values, it’ll feel authentic, giving people a reason to revisit your website. After all, who wants to read something that sounds like it’s coming from a robot? (Here’s looking at you, ChatGPT).

2. Integrated SEO

Even if you’ve written the most mind blowing content the world has ever seen, no one will actually get the chance to see it without effective SEO. Search engine optimisation (SEO) and keyword search engines (like Google) prioritise websites with original,relevant content. To improve your website’s visibility, ranking and organic traffic, it pays to optimise your content with plenty of keywords. By integrating SEO best practices into content creation, you can make your website discoverable to the right audience, ultimately driving more traffic and potential customers.

3. Mixed media

When it comes to web design, incorporating varied content is crucial. People have different learning preferences – for example, you might naturally gravitate towards text over visual or audio content, or vice versa. So by offering a mix of content, you’ll engage users with diverse learning styles, ensuring that your content resonates with a broader audience.

4. Fresh content

How many times have you seen websites with ‘latest’ blogs dated back to 2012? It’s not a good look. Providing fresh and relevant content is just as important as varied media. Whether it’s new pages, articles, case studies or testimonials, they all help to keep users engaged and more likely to come back for more.

Who should be creating your content?

This all leads to one question: who should be writing the content for your website? In some cases, clients with the in-house capabilities and time are in a position to write content themselves. However, many businesses find they don’t have the resources to spend developing original content. In this scenario, a professional content writer is the best solution. Seeing as content is such an important part of a website, it makes sense to invest in getting it right. But if you’re not sure how to get it right or what right even looks like, don’t worry – KOTA can help! Whether you want to strengthen your web copy or start producing blogs and articles to get you noticed, it all starts with a message. So get in touch! 

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