7 Components Of Content Marketing Friendly Web Design

By Krista Wiltbank


Content marketing is a popular way to boost your brand’s awareness and attract potential clients to your business. Publishing news stories, opinions, research and recommendations makes you look professional in your client’s’ eyes.

But simply posting content is not enough. Firstly, it has to be appealing to the users to make them want to read it, and secondly, it must be comfortable enough for them to read. Remember that in 99% cases, there is a lot of content already published on your topic. People can easily hit the “back” button and choose another article from their search results. So you can’t afford to ignore even minor details in your blog’s convenience and visual appearance.

In the last few years, my company has helped design and launch over 40 new blogs. We’ve collected loads of analytical data, conducted A/B tests and research on competitive performance. In this publication, we will share our findings on how to make a blog friendly and encouraging for marketing your content. We hope that you will find our tips useful for designing your blog to work to a 100% capacity!

At the end of the article, I will also share a method you can use to spot the rough edges on your blog, and immediately find a way to fix them.

1. Design

Our obvious starting point will be design. Design is the front gate of your blog – the thing by which every new visitor will form their first impression. There is a proven psychological pattern called the

See how the social share buttons are ergonomically implemented and combined with the post’s reader statistics? It may be an even better idea to dub these buttons at the end of the article, so that the reader can share it after they’ve finished reading. However, avoid using these buttons too much. Here is an example of what your blog may turn into, if you’d be overly obsessed with social shares.

7. Performance Reports

At the start of this article, I promised to share the technique of tracking and improving your blog post performance. Well, here it is. In content marketing, one of the most valuable metrics for post productivity is the Bounce rate. Simply put, bounces are single page views, when your visitor closes your site’s tab after visiting only one page. Obviously, the lower the bounce rate, the better your post’s performance.

Every page of your website can be analyzed using the Google Analytics tool. This is a strong and popular instrument to evaluate how well a website performs. To use this tool, however, you should give Google some time to collect the statistically sufficient amount of data. In other words, to get page insights now, you should have integrated Google Analytics in your blog at least a month ago. In case you haven’t, do it right now, because without analytics you lose a lot of valuable information on your posts’ performance. Follow the setup instructions to get Analytics start collecting insights for you.

In order to spot the weak links in your posting chain, from the Analytics menu go to Behavior -> Content -> All Pages, and look for pages with both high Bounce Rate and high Pageviews. They are the worst performers, because despite being viewed, they tend to be closed quickly. If you work on these posts’ improvements, it will make your blog much more valuable to readers. Right now these pages are just turning down (bouncing) their visitors.

For example, if we request information regarding this particular page, we will see that it has a very high (85,76%) overall bounce rate. We have spotted one of the weakest parts of our blog.

What does the high bounce rate mean?

There might be two reasons for it:

  • wrong visitors: people are coming from spammy sources or advertisements;
  • wrong content: your content does not really thrill the users who come to read it, or it is not presented in the right manner.

Having studied the performance report for this post, we realized that the search intention (estimate the website design cost by themselves) of page visitors (business owners) was quite different from what the article really touched upon (4 estimation techniques for IT specialists). Therefore, we rewrote the article so it could actually match the search intention of its visitors – determine the cost to build a website.

But we dived deeper into the subject, and find out that for the mobile version of our website, the bounce rate was even higher (87.80%).


This means that our post did not work to its full potential, especially for the people who read it from smartphones and tablets. Here is what we’ve done to mend this situation:

  • Brought down the size of images. The article had a lot of them, and this certainly slowed down the loading speed.
  • Added internal cross-links. The article had to lead readers to other posts, as well as to our main website.
  • Added links to similar and older posts at the end of the article. Our readers might have wished to learn more on the topic, so we gave them that opportunity.

You can see how neat and pleasant your readers’ experience may become if you take care to design your blog according to these simple principles. Even if there is a clear mercantile purpose behind your publications, they are still made for the reader, one way or another. And if your readers are happy, then you blog has every chance to become a thriving and popular medium.

Over To You

What do you think? What additional ways can web design improve your content marketing efforts? Share your experience in the comments.

The post 7 Components Of Content Marketing Friendly Web Design appeared first on GetResponse Blog – Online Marketing Tips.

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