Bad Design Kills Great Content Marketing

by Jay Joyce, President/CEO - Jun 04, 2014

A successful content marketing strategy begins with appealing, intuitive web design that is supported by powerful storytelling. Creating content that is relevant and useful is only half of the battle. If your website is poorly designed, your audience won’t stick around. 40% of users will abandon a web page if it has design or navigation issues. To put it simply, bad design kills great content.

"Think about how many times you've abandoned a web page because it was difficult to navigate or because it wasn't optimized for your device," said Jay Joyce, president of The Idea People. "If your content is visually unappealing, viewers will abandon your site and seek out the information elsewhere, regardless of how effective your content might be."

Good design is about taking users through an engaging and persuasive journey. In order to optimize your content marketing for conversions, here are seven rules to keep in mind:

The Seven Rules of Conversion-Centered Content Marketing Design

1) Provide a Clear User Path: Make sure visitors can find what they're looking for easily. For example, when a user lands on a blog post, they should know what to do next. Make it easy for users to understand what the purpose of each page or section is by using clear, consistent language throughout.

2) Keep Design Consistent: Just like your content should have a consistent voice and style, your design should also have a consistent flow. Flow is the way your eye moves or is led through a composition. While most of us will naturally move from one element to another in our own way, a skilled designer can control where the eye moves next, presenting information in the order you want it to be seen.

3) Show, Don't Tell: Use images and videos to help you tell your story and avoid wordy descriptions or explanations. Enable the reader to experience the story through action, words, thoughts, senses and feelings rather than through exposition, summarization and description.

4) Optimize for Different Devices: With increasing smartphone usage, developing a website that is friendly to smartphone users is now a critical part of website design. It's important that your content is optimized for all devices and screen sizes. The average user will not wait more than six seconds to see if your content is optimized for their device.

5) Enable Sharing: Add sharing buttons for the social networks that your buyer persona uses the most in order to inspire social sharing. Make it easy for users to share your content and help your blog posts and videos achieve viral status.

6) Make Calls-to-Action Pop: It's absolutely essential that your call-to-action really pops. You want it to stand out from the rest of the page so that users know exactly where they need to click when they are ready to take the next step.

7) Offer the Right Incentive: In order to encourage conversions, you need to make sure that your offer is worth the action required to get it. If you want the user to fill out a form, make the form as easy as possible to use - gather the information you need from the user without making it a hassle.

Content Marketing with The Idea People

"As a leading Charlotte web content marketing company, we create and distribute custom content that acquires new customers on behalf of our clients," said Joyce. "Our four-person, full-time in-house content writing and content marketing team creates fresh, engaging content for your targeted audience."

Our goal is to deliver custom content to the right audience via the right platform to cause the right action. Content marketing works best by providing fresh, weekly content to search engines that index and deliver it to users searching for fresh, relevant content.

At The Idea People, we help businesses generate digital pathways to websites and funnel sales with the use of content marketing, content writing and inbound marketing best practices. To learn more about how content marketing can help build your sales channels through the digital space, call Jay Joyce at 704-398-4437 or email

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