Brands invest in link acquisition campaigns because they see the value aside from backlinks – including targeted traffic, potential conversion, increase in customer lifetime value, etc. But, many businesses are also looking for ways to make their link development campaign more effective.
While there are many factors to consider during link acquisition improvement, there is one factor which will greatly impact your campaigns – that is design.
Design matters in link acquisition. There are three main reasons why:
First Impressions Last
It takes the average user seven seconds decide if a page is the best choice to link to from (in a link building perspective) but only 50 milliseconds to judge the entire homepage. That is an extremely short period of time to impress someone.
Design is an investment, and it will pay off later as shares, links, and sales – which are all indirect benefits of a good web design.
Here are some actionable tips to choose the best design for your website:
- Craft a website design that best describes your brand.
- Consider a mobile-responsive design template to ensure mobile visitors can easily access your website.
- Select primary colors that will be frequently used in your website. Choose a contrasting color for your call to action (e.g. red color).
- Improve your site’s readability by choosing the right font and font sizes. Consider people who have poor eyesight. This will help you cater a wider audience and makes it easy for people to read your page.
Invest in your website design because it will reflect your brand to your potential linkers.
Your Outreach Campaign May be Affected
While there are a lot of factors that can affect link acquisition rate of an outreach email, design is still one of those crucial factors that can indirectly change the behavior of the potential linker.
The reason people are not responding to your outreach emails may be after reading your message, they clicked on your link, visited your website and your content failed to meet their expectations. There are a few reasons why:
- The design doesn’t emphasize the main text or information of the content (e.g. too many ads above the fold that caused the content to go deeper to the bottom of the page).
- The design is not responsive on mobile devices, which makes it difficult for mobile users to see the content or page.
Design matters in this situation because it helps link prospects to grasp the information contained in your page. If the content is easy to consume, the probability of earning a link from your respondent is higher, which will increase your conversion rate for your outreach campaign.
Reporters and journalists in your industry and local area also visit your website to decide whether or not they would like to cover a story about your brand. Design plays a part in their further interaction with your company.
Design Amplifies Content Marketing Initiatives
Design helps content not only to earn impressions from visitors landing on the page, but can also help amplify content to your target audience, particularly to those people who haven’t visited the page.
Here’s how good design helps in content amplification (and for further natural link building purposes):
- Adds visibility to social sharing buttons, which allows people to easily share the content on different social platforms.
- Improves readability to increase time on site spent and reduce bounce rates.
- Can easily emphasize texts, sections, and images of the website that are essential for branding and content promotion purposes.
Here’s a good example of actionable design, the homepage of Backlinko:
Here are the reasons why this kind of design works in link acquisition:
- Reveals the true message of the brand, which is to teach people methods and strategies that will help them generate more traffic to their websites.
- Humanizes the brand (the picture of Brian Dean builds trust and authority on the website itself).
- Urgency colors like red pushes people to take immediate actions.
- No clutter or trash elements (e.g. big advertisements or irrelevant images).
This kind of design could help a certain brand or site to effectively market his services or products without becoming a self-promotional marketer.
If you can focus on improving your website design, you will get better results for your link development campaign, in terms of the number of links acquired, assisted conversions, and other important content and link metrics.
Featured Image: PicJumbo. Modified by author for Search Engine Journal.