Change is inevitable in the marketing game. If you’ve got a problem coping with change, then you best stay clear of digital marketing.
For many, change brings on fear. But for us digital marketers, it only means more opportunity. There’s new tools every day that hit the market, and changes to the old. But what about website design?
Your website is your main hub for your overall marketing plan, so that means as your digital marketing tools change, so does your website. So let’s take a look at 3 changes we expect to see, or are already seeing, with website design.
Connect With Content
Yes, we all know “Content is King.” If only I had a dime for every time I heard that phrase. But it’s true, and it’s becoming more apparent with new changes in website design.
What we are seeing now is that content is transitioning from an informational standpoint to a storytelling type of content. Websites used to be, and a lot still are, all about giving the facts about your business then pointing them to the checkout lane, or whatever the final conversion may be.
People are now coming to sites to connect to a brand, and that doesn’t happen with straight facts only. Instead, people want to hear about your product and service and how it made improvements, helped a client, etc. It’s about making a connection with your visitors and explaining how your product/service has helped others. It’s almost like social media, but on your website. You design with the intent to create conversation and engagement, all while allowing people to connect with your brand on an emotional level.
Thin is In
In the modeling and fashion business, long and thin is in. Well, the same goes for website design, and that’s due to the explosion in smartphone usage.
Think about when you are accessing a site with your smartphone. What are doing most of the time? Chances are you are scrolling down. Think about Facebook and Twitter; your newsfeed is a non-stop scroll fest. Websites are starting to take on the same trend.
Nearly two-thirds of Americans own a smartphone, and 20% of American’s access the internet through their smartphones. Mobile-friendly websites is no longer an option; it’s a necessity, and it begins with longer, thinner scrolling sites.
Photos are often viewed as the main attraction on a website. It’s typically the first thing a visitor will notice, so it’s important to select GREAT photos for your site. That doesn’t mean every page is required to contain a classic Picasso, but there should be some type of effort to direct a user’s eyes to a certain part of the page when they initially arrive.
Something we are starting to see, and predict to see more, is the use of large, real imagery to focus the attention. At times, we even see images that take up the entire background, with a scrolling text on top.
People are connecting with your photos, and stock photos are starting to wear out their welcome. So try to use a photo of a person that looks genuinely frustrated or excited, or some type of emotion. Maybe even a photo of one of your employees doing some work.
I’m sure we’ve all felt frustrated, excited or even frightened from time to time, and we’re trying to portray that emotion in your photos. Your business is trying to evoke emotions, so the use of real imagery is a great way of doing that.
Changes, at least in our line of work, are a good thing. As I mentioned earlier, changes brings on opportunities; opportunities to further connect you with your audience and get a better understanding of what they are looking for. It doesn’t mean you necessarily have to go out and completely reconstruct your website. It just means you can start making gradual changes, and before you know it, you’ll have a nice refined website.