How can marketers and designers work together to create a high-performance website?
Restored from the Empower Network archive (2011–2017), lightly edited to meet our current advertising standards. Views are the original author’s.
Internet continues to be the most democratic of all the mass media. More than 2.4 billion people use the internet worldwide. With the internet any business, anywhere in the world, can reach a very large market directly, quickly and economically. This is indeed a huge opportunities for businesses. In order to make the most of this opportunity, it is advisable to have a website.
In order to create a high-performance website, it is very important that the members of the marketing team and the design team work together. After all, the goal of both the teams is to convert viewers to customers. It is important for both the teams to understand their differences and similarities. They need to work on minimizing conflicts and maximize creativity.
Marketers and designers have many things in common. Marketers use creative process to develop new ideas. Similarly designers have an understanding of marketing and have a drive to attain viewers’ eyes.
Both the teams share the same goal, a delighted customer. They start with the same objective, that of customer satisfaction. Both seek answers to same question, “How to make people fall in love with our brand with the help of the website?”
Unfortunately they also have differences. A designer is happy with an aesthetically designed website. On the other hand, marketers tend to be obsessed with measurements.
Their priorities are different. A designer’s priority is to create a technically efficient site. On the other hand, a marketer’s priority is to use the website to communicate their message to the most appropriate and widest audience. Even though these differences appear insignificant, they can cause plenty of friction.
The onus of keeping the conflict to the minimum in on the marketers. Here are some tips on how to go about it.
Marketers need to decide when to approach the designers. You need to be ready with the content before approaching the designers. Designers hate content thrown at them every now and then. It is always a good idea to learn the basics of designing. This will make the interaction smooth.
At the same time, it is very important not to act as if you know more about design than the designers. The truth is, no marketer knows more about design than a designer. It is important to respect the skills they bring to the table.
While interacting with designers it is important to remember that all are equals and share the same goal. It is a good idea to talk about what you agree as frequently as possible.
It is important to encourage the creative process. Without creativity, there is no success in any field. It is true that some elements of the creative process, like brainstorming, is messy. But establishing some limits and relying on materials that have proven effective can facilitate creativity.
A successful website can be built only by marketers and designers working together. This can be achieved when members of both the team realize that they are working towards achieving the same goal, which is to create a high-performance website.
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