Web designers usually want to avoid lots of text that distracts from their aesthetic page and from their design standing out to visitors. They can get carried away with very fancy graphics and all sorts of things.
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On the other side of the coin, SEOers know that just appearance isn’t the only characteristic of a good site, and they, therefore, try to achieve plenty of content that will work the magic of converting visitors into paying customers.
If you only focus on the graphics design of your web site and nothing else, you may have a beautiful website that is hard to be found. If you only focus on search engine optimization and nothing else, your web site may be friendlier to the web robots at Google than it is to your website visitors, which can hurt your conversion rate.
If you want visitors to find you, you need outstanding SEO. If you want them to contact you or purchase from your site, you need great web design.
The two subjects of design and SEO don’t have to be in conflict. The visual appearance can be pleasing with simple design. It will load quickly and be easier to navigate without all the additional photos, logos, and other distracting graphics. Besides, rather than having your visitors stare at the design, make them read the actual content.
When you do use images, use alt tags, title attributes, and targeted file names to optimize them for the Search Engines. But you must still realize that the old saying holds true, “Content is King!” You have to ensure that the copy on your pages contains keywords in the correct density… relevant copy too, I might add. ;-) This is where you should focus most of your attention.
What are your business goals? What is currently working and not working for you?
- How are you attracting new customers? How much are you spending on each of these avenues? What percentage of your new customers comes from each of these avenues?
- How are you retaining your existing customers? What methods are you employing to encourage repeat purchases?
- What is the primary goal of your web site? To attract new customers? To service existing customers? To test a new market segment?
- What are you currently doing with your online marketing? How does this fit within your marketing strategy? How does your marketing strategy fit with your overall business goal? And how does your business goal fit with your lifestyle goal?
More importantly than knowing the relative importance of web design and SEO is having a coherent marketing strategy that fits your business objectives and lifestyle goals. Only then can you confidently achieve the return on investment you are looking for.
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