Web Design Marketing Course

Lesson 1 • Core Web Design Terminology

Introduces layout, typography, colour, and UX vocabulary used throughout the course. Ensures shared language for critiquing and building marketing-focused sites.

Lesson 2 • Setting Measurable Marketing Goals

Teaches goal-setting frameworks tied to web metrics such as conversions and bounce rate. Establishes the success criteria used to evaluate designs in later chapters.

Lesson 3 • Defining Target Audiences Online

Covers persona creation and audience segmentation as prerequisites for design decisions. Connects audience data to layout, copy tone, and visual style choices.

Lesson 4 • The Web Design-Marketing Relationship

Defines how visual and structural design choices influence buyer behaviour. Grounds all subsequent chapters in a marketing-first design mindset.

Lesson 1 • Accessibility and Inclusive Design

Covers contrast ratios, alt text, keyboard navigation, and screen-reader compatibility. Accessible design expands audience reach and supports marketing inclusivity goals.

Lesson 2 • Usability Testing Fundamentals

Explains moderated and unmoderated testing to identify friction points before launch. Results feed directly into iterative design improvements covered later.

Lesson 3 • Information Architecture Essentials

Teaches site structure, navigation design, and content categorisation for clarity. Proper architecture reduces bounce rate and guides users toward conversion.

Lesson 4 • User Research Methods

Covers surveys, interviews, and heatmap analysis to uncover visitor needs. Research findings directly inform layout and content hierarchy decisions.

Lesson 1 • Imagery and Video for Marketing Pages

Guides selection and optimisation of photos, illustrations, and video for trust and engagement. Authentic visuals outperform stock imagery in conversion benchmarks.

Lesson 2 • Colour Psychology in Marketing Design

Examines emotional and cultural associations of colour and their effect on purchase intent. Students apply colour strategically to CTAs, backgrounds, and brand elements.

Lesson 3 • Visual Hierarchy and Attention Flow

Teaches F-pattern, Z-pattern, and focal-point techniques to direct user gaze. Proper hierarchy ensures marketing messages are seen before users scroll away.

Lesson 4 • Designing Effective Calls to Action

Covers CTA copy, placement, size, contrast, and surrounding whitespace for maximum clicks. Students apply a systematic testing approach to CTA optimisation.

Lesson 1 • Anatomy of a High-Converting Landing Page

Breaks down headline, subheadline, benefits, social proof, and CTA sections. Understanding each component's role enables systematic optimisation.

Lesson 2 • Lead Generation Page Design

Focuses on opt-in forms, lead magnets, and friction-reduction techniques for list building. Students design pages that maximise email sign-up rates.

Lesson 3 • Page Speed and Performance Optimisation

Covers image compression, lazy loading, caching, and hosting choices that affect load time. Faster pages reduce bounce rate and improve paid ad quality scores.

Lesson 4 • Sales Page Structure and Persuasion

Applies copywriting frameworks and persuasion principles to long-form sales pages. Students learn to sequence content that moves prospects from interest to purchase.

Lesson 1 • Keyword Research for Site Architecture

Uses keyword data to determine page types, URL structure, and internal linking strategy. Aligning architecture to search demand maximises organic visibility.

Lesson 2 • Local and E-Commerce SEO Design

Applies location-based and product-focused SEO principles to relevant page templates. Students adapt designs for businesses targeting local or transactional search queries.

Lesson 3 • Content Design for Organic Traffic

Teaches blog layout, content hub design, and readability formatting to support SEO content. Well-designed content pages increase dwell time and reduce pogo-sticking.

Lesson 4 • Technical SEO for Designers

Addresses crawlability, canonical tags, XML sitemaps, and structured data from a design perspective. Technical health directly affects how search engines index marketing pages.

Lesson 1 • Behavioural Analytics Tools

Introduces session recordings, heatmaps, funnel analysis, and form analytics to diagnose drop-offs. Data from these tools generates high-confidence test hypotheses.

Lesson 2 • CRO Fundamentals and Mindset

Defines conversion rate optimisation as a data-driven discipline distinct from guesswork redesigns. Establishes the iterative testing culture required for sustained improvement.

Lesson 3 • Persuasion Principles in CRO

Applies influence principles—reciprocity, social proof, authority, scarcity—to page elements. Students redesign specific sections using evidence-backed persuasion techniques.

Lesson 4 • Personalisation and Dynamic Content

Covers audience segmentation-based content swapping, geo-targeting, and behavioural triggers. Personalised experiences consistently outperform static pages in conversion benchmarks.

Lesson 1 • Social Proof and Social Sharing Design

Integrates testimonials, review widgets, share buttons, and social counters into page layouts. Social signals reduce purchase anxiety and amplify organic reach.

Lesson 2 • Email Capture Design on Websites

Covers pop-up timing, inline forms, exit-intent overlays, and content upgrades for list growth. Effective capture design feeds the email channel that drives repeat site visits.

Lesson 3 • Designing Email-to-Website Journeys

Aligns email template design with landing page visuals to create seamless click-through experiences. Consistent design reduces cognitive dissonance and improves post-click conversion.

Lesson 4 • Retargeting and Paid Social Ad Design

Covers ad creative consistency with landing pages and pixel-based audience segmentation. Cohesive ad-to-page design reduces cost per acquisition in paid social campaigns.

Lesson 1 • Interpreting Traffic and Behaviour Reports

Teaches acquisition, behaviour, and conversion report analysis to identify growth opportunities. Students connect traffic source data to specific design and content improvements.

Lesson 2 • Building Marketing Dashboards

Guides creation of visual dashboards that surface KPIs for design, SEO, and campaign performance. Dashboards enable fast decision-making without manual report pulling.

Lesson 3 • Growth Strategy and Roadmap Planning

Synthesises analytics, CRO findings, and SEO data into a prioritized growth roadmap. Students deliver a strategic plan connecting design investments to projected revenue outcomes.

Lesson 4 • Attribution Modeling for Web Designers

Explains first-touch, last-touch, and multi-touch attribution to credit design touchpoints accurately. Correct attribution guides budget allocation across channels and page types.