Minimalist web design and content-first web design are two unique, yet interconnected, principles in web development. When professionally combined, these approaches have the potential to produce a highly effective user-centric online experience
Content is the reason for the design. In other words, the primary reason people go online is their quest for helpful information. They don’t go to a website solely for visual aesthetics or download an app with the primary intention of admiring its user interface. Content-first design is an approach that recognizes the primary purpose of a website is to provide information, solve problems, and engage the audience effectively, thus putting content front and center in the design process. This method prioritizes the brand or client’s message well in advance of the design process, shaping the website’s design according to the project’s content. Although content-first design is not a recent concept, having emerged in 2008, there are still some designers and web developers who fail to consider content in their planning and design phases.
Image by Bert Braet from Pixabay
A common misconception among web designers is that minimalism is primarily seen as an aesthetic preference. Minimalism, a design philosophy of ‘less is more’ – a famous phrase by Mies Van der Rohe – emphasizes simplicity, clarity and functionality. In the last decade minimalism has found its way into web design. In web design, minimalism means stripping away unnecessary elements, leaving only what is essential to communicate the message. This creates a clean, uncluttered aesthetic that focuses the user’s attention on the content
Merging the principles of minimalist web design with a content-first approach have the potential to create websites that are not only visually appealing but also highly user-friendly, with a core focus on delivering valuable content. Combining the approaches results in web design that excels at both aesthetics and its primary mission: delivering information.
Related: Why Inclusive Web Design is a Game-changer for Businesses?
Address Your Buyer’s Journey
When doing business, but specifically in B2B marketing, understanding the buyer’s journey is the only way for consistent, long-term success in reaching your MRR and ARR goals.
The B2B buyer’s journey outlines the decision-making process a buyer undergoes when deciding what to purchase. In other words, most buyers, especially when trying to solve their business’ problem, don’t spontaneously decide to buy something; they undergo a thoughtful process involving research, contemplation, and evaluation of a new product or service before reaching a decision.
- Awareness phase: In this stage, potential buyers recognize a problem or need
- Consideration phase: Here, buyers actively seek solutions and evaluate different options
- Decision phase: This is the final stage where buyers make their choice and proceed to purchase.
To cater to each phase effectively, you need content that matches the buyer’s intent. In the awareness phase, educational blog posts and informative content can help. The consideration phase benefits from in-depth guides, competitor comparison articles, and case studies. The decision phase often requires product pages, testimonials, and detailed information about your offerings. In the process of buyer decision-making, content-first design is the cornerstone. Creating tailored content for each phase of the B2B buyer’s journey ensures that businesses not only engage effectively but also fosters successful long-lasting relationships with clients.
Content-first vs. Keyword-focused Approach
Sooner or later, every SEO professional realizes that they can’t keep clients long-term if their sole responsibility and focus is on vanity metrics, such as raw organic traffic and keyword rankings, even if these KPIs were set by the client. Ultimiately the ROI of your SEO efforts and the client’s bottom line will decide if they’ll renew contract with your agency.
It is essential to recognize that focusing on keywords only has its limitations, but using keywords together with a content-first approach can lead to a very successful webpage. Relying solely on high-volume generic keywords often results in content that might be optimized for search engines but falls short in addressing the genuine needs of the audience. On the other side, the content-first approach emerges as a dynamic alternative, emphasizing the creation of content that directly addresses user pain points. This strategy prioritizes quality over quantity and authenticity over keyword use. It’s about providing valuable insights, solutions, and engaging content that resonate with your audience. Your rankings will be an additional benefit. And your content will start ranking for very specific queries, that might not even have a measurable search volume with the standard tools, but you’ll notice that the engagement is a valuable one, from users who needed exactly that article, video or downloadble resource. Finding the perfect equilibrium between keyword optimization and content-first design allows you to rank well in search engines while keeping your audience genuinely engaged and satisfied.
Optimization and Measurement
Content-first design doesn’t mean neglecting SEO. In fact, it’s about harmonizing optmization for search engines with user-centric content. Strategically planned and well-executed content not only captures the attention of users but also aligns seamlessly with search engine algorithms, enhancing your site’s visibility. You have to monitor content performance to understand what works and what doesn’t and to adapt your srategy. Basic tools like Google Analytics can provide valuable insights into user behavior, if you know how to use it and will help you refine your content to meet your audience’s needs more effectively. Advanced tools, such as HubSpot will deliver the exact data you’ll need for your sales funnel and you’ll know how your content is performing on each channel.
Companies Implementing Content-first Design
Among many others, HubSpot, Shopify, Salesforce, and Moz are exemplary companies who have embraced the content-first design approach. These industry giants recognize the value of placing user-centric content at the forefront of their digital strategies. Shopify, for instance, when shaping its design principles in 2013, named ‘content first’ as one of the main pillars. HubSpot even created a team of content designers under the management of the lead UX designer. Salesforce offers comprehensive resources tailored to addressing the diverse needs of businesses, while Moz specializes in SEO and content marketing, demonstrating the efficacy of uniting these two approaches. Their focus on putting content first shows how important valuable content is for creating great online experiences and achieving success on the internet.
The fusion of minimalist web design with a content-first approach results in websites that excel in both aesthetics and content delivery. If you take on the approach to trully understand your buyer’s journey and craft helpful resources addressing their pain points your website content will be your best strategic asset to reach your sales goals. The overarching message is to create accessible and informative websites that prioritize user needs, put users in the center and most importantly provide quality content.
If you need help with web design and content strategy contact our agency for a strategic consultation.