What are the most important elements on a website?
Chances are, you answered with something that has to do with content or design. And if you’re in the process of creating a website for your business, you might be stuck between the two. After all, there’s a question that looms over the marketing space: what matters more—content or design?
Is Website Content or Design the Most Important Element?
It seems like design and content are the deciding factors when your customer is online.
- 38% of people will stop engaging with a website altogether if the layout is unattractive.
- 95% of people trust content above anything else when evaluating a business.
So where should you focus? Is there a hierarchy? Which element, content or design, should be the most important when it comes to your website?
Drumroll, please…
The answer is…
Neither!
Yes, the truth is that neither content nor design is the champion here. In fact, the only way to have a successful website that converts leads into customers is by integrating content and design seamlessly.
Website Content & Design Exist for the Purpose of Telling the Story
The main goals of your website are to communicate what it is you do and who you are and to gather critical leads for your business. The best way to accomplish these goals is by telling the story of your brand. How do you tell this story? Through content and design.
“Every great design begins with an even better story.”
– Lorinda Mamo
Take a moment to think about your favorite book. As you read the words on the page, you begin to see the story in your mind’s eye. Your website is the same way: content tells the story of your business. The words on each page of your website help the reader start to see how your business fits within their own story, driving the necessary connection between you and them.
“Design is the intermediary between information and understanding.”
– Hans Hoffman
Your website’s design brings that story to life through color, layout, typography, imagery and more. In other words, design works as the mediator between your content and the understanding of it. For example, bold calls to action direct your readers to act and strong colors evoke necessary emotion.
As you can see, content and design hinge on one another. Just like a painting hanging on a gallery wall, you can look and take in the color, but not necessarily understand the piece until you read the title. Or, you can read the title, ignore the painting and completely miss the artist’s message.
Together, content and design tell the story of who you are and why it matters to your customers. If you can get it right, they’ll want to read the sequel—a story with a happy ending for you both.
The Bottom Line: Your Content and Design Should Work Together
Content won’t work on its own and neither will your design. You need both to solidify your message and convert those leads into customers. To learn more about how design and content could work together on your website, send us a message.
