Is It Important For A Web Designer To Learn Marketing?

Every web designer in London should also be a marketer; but, if it’s all about pretty pictures and looking Flash, then even the best London website designer will ultimately fail the client.

Always selling

It may be hard for a young website designer to appreciate, but the sole purpose of design is to provide a vehicle to sell goods or services. The art in web design is in alluring surfers to a particular website and then converting them into paying customers. If it is art or pure creativity that a web designer in London wants to practice; then website design is the wrong profession because the purpose of a website is to sell goods or services – the design is simply the bait.

Until the 1990s, a design student wishing to study graphic design to subsequently work in a graphic design agency designing leaflets and brochures would have learned practical design skills including how to use a drawing board and scalpel for cutting around printed type and pictures. The level of marketing expertise would be fairly minimal as art and design schools were not inclined to teach vulgar sales techniques. Graduates from design schools clutching their art degrees would learn a certain level of marketing on the job but would not have a serious level of marketing or sales expertise and would often be made to feel slightly inadequate by counterparts in print and TV advertising agencies.

Today, a London based digital agency is far more sophisticated than graphic designers of the past and would certainly not feel inferior to anyone in an advertising agency; quite the reverse in fact as the internet is now growing in influence to such an extent that it is the website designer who now rules the roost and above the line / below the line marketing are really totally irrelevant to the internet. In fact, today, most internet experts regard all selling online as through the line advertising even when it is targeted at a particular audience.

It may be that a UK website designer has a pretty good idea that a website is merely a commercial platform from which to sell ideas, goods and services. However, unless the same designer grasps the full internet marketing nettle as well, the chances of a website being more than an online brochure are pretty remote.

There is no doubt that the average Ecommerce digital agency will know about SEO and PPC but there is so much more to marketing online. The secret to genuine success online is when a website can be found in generic searches without having to pay to jump the queue through PPC / sponsored links. Getting ahead of the competition by being on the first page of a natural search is a massive feat and it should be the aim of every website designer who is a true internet marketer. How the feat of rising up the natural searches is achieved requires consummate knowledge of an ever changing virtual world; but in the hands of the right web design and internet marketing agency it can be done.

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Created on Dec 31st 1969 18:00. Viewed 0 times.

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