Website Design: Using Marketing Quadrants Effectively
Every part of the page—particularly the homepage—must be utilized to facilitate the strategic objectives of the site. Using marketing quadrants to build relationships and communities among users, or to generate brand-related revenue is the sign of a well-designed site. The site’s primary objectives—site navigation, internal and sponsor-driven advertising, and, of course, content—should be appropriated effectively to the four quadrants. Don’t waste any of the valuable real estate that a page provides with blank space.
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The primary links in all four quadrants should be easy to find, easy to understand and draw in the visitor.
- The upper left or right quadrant of each page should consistently display the primary navigation links, with secondary links in a horizontal navigation bar repeated across the top of every page.
- Email newsletter signup on the homepage is a critical task for business needs and should always be placed in one of the upper quadrants.
- The lower left quadrant can include additional site navigation, content links and sponsor ads.
- The lower right quadrant is appropriate for personalized content, as well as internal or sponsor ads.
No matter where on the page the eye wanders, though, it should land upon an action to take that will benefit the user—and also lead to revenues for the company.
