Yearly Archives: 2023

Whether managing thousands of blog posts or a few dozen articles, having an editorial calendar is imperative to keep track of it all.

The good news is there are a lot of great calendar tools out there you can choose from. In fact, for those of you who are HubSpot customers, there’s a marketing calendar built right into HubSpot’s software.

But there are several excellent options out there. They include features like repeat scheduling, syncing, and adjustable visibility so you can collaborate effectively with your team. Are you intrigued yet?

Here’s how to set up your editorial calendar using Google Calendar, spreadsheets, or project management software.

Follow Along With These Free Editorial Calendar Templates

Download the Template for Free

How to Create an Editorial Calendar

We’ll review what you should put into your editorial calendar. While there’s no one-size-fits-all rule for determining what content to create, where to publish, and how frequently, there are a few best practices to remember.

Start by asking yourself:

What types of content is my audience interested in?
Where does my audience hang out online?
What types of content is my competition using, and how frequently do they post?
How often can I commit to writing blogs and creating content?

While your answers probably won’t give you a black-and-white picture of what you should do, they’ll provide basic guidelines for what makes sense for your audience and your capacity.

Choose Your Platforms

Most businesses choose to publish content on a blog. However, to get more eyes on the content, they repurpose it on various other channels, including Facebook, LinkedIn, Instagram, YouTube, email, and TikTok.

While you don’t have to show up on all those platforms, you do need to pick the ones most likely to be used by your audience. Moreover, some of your posts will be better suited to repurposing on different platforms.

However, by establishing where you want a presence early in the editorial calendar creation process, you can streamline your efforts better.

Determine Content Guidelines and Frequency

After identifying how frequently your competition updates content, it’s your turn to figure out how often you’ll post. Generally speaking, consistency and quality trump frequency.

It’s better to post consistently 2-4 times a month than to publish four articles weekly and then abandon ship for a month or longer.

However, the more often you can create top-notch content that engages your audience, the more likely you will stay top of mind.

Now is also an excellent time to determine what content you’ll share. While this can change as you go if you can think of big-picture categories and your content goals, that can help you determine your frequency.

For example, here’s a sample publication outline you could use to repurpose content:

1x week: Blog (Tuesdays).
2x week: Email (Tuesdays, Thursdays).
2x week: Instagram, Facebook, YouTube (Wednesdays, Fridays).

You can create and flesh out your editorial calendar using the above example more easily.

Choose an Editorial Calendar Platform

Now that you have a rough idea of the content you want to create, where to publish it, and how often, it’s time to choose and build your editorial calendar platform.

The most popular options are spreadsheets, online calendars, or project management tools like Trello, Asana, or ClickUp. Regardless of which option you choose, you’ll want to be sure you’re keeping track of things like:

Publication date so you know when the post will go live
Due date so you know when you need to finish the draft
Call-to-action (CTA) so you know what you’re building towards
Topic/Title so you know what the article is about
Keywords (if applicable), so you know what phrases to use
Links to the final published content for easy reference later
Any other information that’s valuable for you or your team

How to Create an Editorial Calendar in Google Calendar

Now that we’ve covered the basics, we’ll dive into some specific how-tos for various platforms, emphasizing Google Calendar. Many of the later steps can be applied to the other calendar formats.

Step 1. Download HubSpot’s free editorial calendar templates.

Download Now

First, download the calendar templates above (they’re free.) By doing this, you’ll have three editorial calendar templates on your computer: one for Google Calendar, one for Excel, and one for Google Sheets.

Here we’ll go over how to upload the Excel calendar into Google Calendar.

Step 2. Customize your template and prepare it for import into Google Calendar.

The publish dates on your templates will be stamped for a previous year.

Now is a great time to change them to the current year in the spreadsheet. You can also determine posting cadence now or adjust your posting schedule after uploading the file into Google Calendar.

Google Calendar makes loading a calendar you might have pre-created in another program into Google easy. This includes Microsoft Excel.

To import the blog editorial calendar template into Google Calendar, you’ll need to take the following steps:

1. Delete the header row with the HubSpot logo.

2. Change the words “Publish Date” to “Start Date.”

3. Change the wired “Topic/Title” to “Subject.”

4. Move the “Subject” column to be the first column and the “Start Date” column to be the second column “Due Date.”

5. Move the “Subject” column to be the first column and the “Start Date” column to be the second column “Due Date.”

6. Save the document as a .csv file.

Next, we’ll show you how to import the Excel calendar template you downloaded into Google Calendar.

Step 3. Open Google Calendar.

Once you’ve downloaded (or created) a calendar that opens in Microsoft Excel, it’s time to open Google Calendar. Just make sure you’re already logged into the Gmail account you want this calendar to give access to.

Click the gray dots next to your profile picture, then click “Calendar.”

Step 4. Use the left-hand dropdown menu to create a new calendar.

Next, set up your Google Calendar to accommodate the information in your Excel spreadsheet. To do this, go into your Google Calendar and click the plus sign to the right of “Other Calendars,” as shown in the screenshot below.

Then, select “Create new calendar ” in the dropdown menu.”

Step 5. Fill out the details of your new calendar.

Fill out the fields that appear on the next screen. This includes a brief description of your calendar, as shown below, to give people proper context when you invite them to your calendar.

When you’re done filling in the details, click “Create calendar.”

Step 6. Import your XLS or CSV file from the same dropdown menu.

Using the same dropdown menu you used to create your editorial calendar, you’ll now import the Excel .csv file itself into Google Calendar. Click that plus sign and select
“Import.”

Click the upload box that reads “Select file from your computer,” and locate the file entitled “Blog Editorial Calendar – Excel” that was included in the ZIP file you downloaded in Step 1 above.

Step 7. Select which calendar to add this file to.

In the second box below your imported file, click the “Add to calendar” dropdown. Be sure to choose the calendar name you just created from the dropdown menu, as shown below. Then, click “Import.”

Step 8. Click Import.

Once you’ve uploaded your Excel file and selected the calendar you want to add this file to, click “Import.”

If you kept all the events in your Excel file, you should see an import calendar dialog box telling you that 365 events were successfully imported. However, if you change this to a different number of posts a week, that number will differ.

Click “OK.”

Navigate to the start of your calendar. Ensure all your other calendars are temporarily hidden by clicking the colored box to the left of the calendar name.

For example, on the week of January 3, if you’ve typed in Blog TBD in your Excel file, you’ll see a “Blog TBD” calendar event on that date. Otherwise, you’ll see “(no subject)” events every day you have an item scheduled.

Use the edit window of each assignment to change the publish date. Each assignment will then appear as event blocks in your monthly calendar view.

Step 9. Determine your publishing schedule.

Now that you have your calendar created, it’s time to fill it in with assignments for the year. This is when you must decide about your blog’s publishing schedule.

While the Excel file you imported accounts for one blog post per day, this doesn’t mean you need to publish seven days a week.

You can choose to publish every Monday, Wednesday, and Friday. Or perhaps you plan on posting just on Thursdays. You may have adjusted this already, or you can do so now.

Either way, remember: Quality over quantity is the key to successful blogging.

Don’t overcommit to a blogging schedule if the quality of your content will take a hit. How often your company should blog will vary depending on your business goals and resources.

If you decide to decrease the number of days you want to publish, click on the calendar event of that day and select “Delete.”

Even if you want to publish multiple times daily, updating this calendar is as easy as adding an event.

Select a slot on your calendar to add another “Blog TBD” event and copy the default description from another one of the events you imported.

Next, it’s time for some minor adjustments. Currently, the “Blog TBD” events are set for 10 a.m. Feel free to move these events to whichever time your blog publishes content during the day.

Step 10. Set up recurring events.

If you selected just one week of dates to upload to Google Calendar (not 365 days), you can make these recurring events on your calendar.

If you have a regular publishing schedule, say every Monday, Wednesday, and Friday at 10:00 a.m., you can put that in as a recurring “slot” on your calendar.

It’s okay if you don’t have a piece of completed content or a working title to put there yet. It’s just a reminder that you want to publish something that day.

To add your recurring slot, click on your first “Blog TBD” event and click the pencil icon to edit your event.

This will take you to the details of the post, where you can create a custom recurring schedule for each assignment, as shown in the screenshot below.

You can set the post up as recurring, so it automatically appears every Monday, Wednesday, and Friday at 10:00 a.m. (or whatever days and times you want).

Once you’ve selected the recurring days, hit “Done” and “Save,” and you’ll have an editorial calendar framework to work with.

For now, keep the event’s title as “Blog TBD,” but feel free to customize the description with any extra details you want to be sure you include for each post.

Wait to invite any guests, as we’ll use this to assign posts to an author once you begin filling in your topics. With everything complete, click “Save.”

If you don’t have a recurring schedule like this, you might not need an editorial calendar just yet — but it is an excellent way to set goals for yourself.

For example, if you know you want to publish a certain number of posts each week, even if you don’t hit every single slot, it’s a good reminder for yourself and your team that this is something you should all strive for.

Step 11. Fill in your publishing slots.

Now that you know all the slots you want to fill, you’ve got to fill them. (If you don’t have topic ideas yet, check out this free topic idea generator. It’ll give you some good ideas for content to put on the calendar.)

Let‘s say one of the posts you want to write is “10 Surprising Facts About Tapirs,” and one of the posts you’ve already written and want to publish later is “Think You’re Cut Out to Own a Tapir? Read This First.”

Just add them both to the calendar by clicking on “Post – TBD” on the correct date, choosing “Edit Event,” and then changing the “Post – TBD” text to the actual title of the post.

Let‘s say you don’t want to write “10 Surprising Facts About Tapirs,” and you want your colleague to write it instead.

To assign the post to an author, you‘ll invite them to the event as guests. To do this, click on the occasion, and hit “Edit Event.”

Then ask that colleague to the post by typing their name or email address into the “Add guests” box. Select “Add” when their name pops up and hit “Save” on the event once you’re done.

Now, anyone can see who is responsible for writing the post.

You can take it a step further by adding details to the “Description” box of the event, as shown in the large box in the screenshot above.

You might include a quick synopsis, the keywords you plan to target the post for, the target audience you‘re trying to reach, and the offer or CTA you will direct the reader to at the end of the post. Don’t forget to add the draft’s due date.

Before Google Calendar lets you save the event, you’ll see a dialog box asking if you want to change just this event or all of the events in the series. Select “Only this event.”

Repeat these steps to assign each blog topic today and in the future.

Step 12. Share your editorial calendar with others.

Now that your calendar is set up, you can invite people to see it. Let’s start with your immediate team, regular contributors, and anyone who regularly asks you about publishing content on your company blog.

To share this calendar with people, simply find your editorial calendar under “My Calendars,” as shown below. Click the three dots next to the calendar name and select “Settings and sharing” when it appears in the dropdown menu.

You’ll be taken to the same screen where you first fill out the details of your editorial calendar in Step 2.

Then, you can add the names of people you’d like to share on the calendar and set the correct permission levels for each invitee.

It‘s wise to keep those with the permission settings to manage changes and sharing to a minimum so there are only a few cooks in the kitchen. However, let everyone see all event details so it’s clear exactly what content is going up in each slot.

Under the “Share with specific people” heading, enter the email addresses of those on your content team and decide if they have viewing, editing, or admin privileges. Save your updated settings.

And there, you have your editorial calendar on Google Calendar!

How to Use Excel or Google Spreadsheets for Editorial Calendars

If you’re a spreadsheet superfan, Excel and Google Sheets are great options for your editorial calendar because they allow online real-time collaboration.

The best choice is whether your organization uses Google Workspace or Microsoft Teams.

The editorial calendar template bundle you downloaded includes links to Google Sheets editorial calendar files and an Excel blog editorial calendar template you can adapt to your company.

Google Sheets

To use the Google Sheets option, open the link in the included pdf and select “Make a Copy.”

This will automatically save to your Drive. From there, you can adapt to your schedule/needs and share with team members for easy collaboration.

Excel

Save the Excel file to your Teams folder and share it with the appropriate team members.

Regardless of which spreadsheet you use, only provide “edit” access to people who need it.

How to Use Online Calendars for Editorial Calendars

Whether you’re using Google Calendar, Outlook, or iCal to manage your personal and work schedules, you can easily use your online calendar as an editorial calendar.

Step 1. Create a new calendar.

The first step is to create a new calendar.

In Outlook, you’ll add a calendar.

Then you’ll choose “Create blank calendar.”

In Google Calendar, you’ll create a new calendar:

In iCal, you’ll create a new calendar and choose iCloud:

Step 2. Rename your calendar.

Regardless of which app, you can name your calendar “Editorial Calendar” and add events.

Step 3. Set up your calendar.

Choose a date and time on the calendar, name the event “Blog Title,” “Email,” “Instagram Post,” etc., and choose how often you want it to recur.

Then you can go into each instance and fill out details like Title, Content Outline, and any other information.

You can then also share that calendar with other people on your team so they can plan accordingly.

How to Use a Project Management Platform for Editorial Calendars

Project management tools like Asana or ClickUp make great editorial calendars because you can view the content in multiple ways. Each item is its card, allowing you to put as much information as possible.

That includes dates, links, assignees, checklists, and custom fields.

Generally speaking, you can toggle between List, Board, or Calendar views. You can also assign a variety of tasks and subtasks with different deadlines.

And because they’re usually drag and drop, updating your editorial calendar as things change is easy.

List view gives you a straightforward way to look at everything on your plate, as in this ClickUp example.

The Board view lets you track progress.

And the calendar view allows you to lay everything out based on the week or month.

Regardless of which option you choose, it’s a good idea to ensure your team understands your content calendar and how to use it to keep your process moving smoothly.

Why Using Google Calendar as an Editorial Calendar Works

While other solutions work for editorial calendars, we want to give an extra plug for Google Calendar because it has impressive features to help you manage your editorial calendar.

For starters, if you use Gmail for your corporate email, everyone you work with will already be in Gmail (and their calendar, specifically) all day.

As a result, it won’t be hard for people to habitually check the editorial calendar because it will be easy for them to find it.

Google Calendar also makes things easy to move around and schedule. It has all the functionality you need to schedule and let the people who need to know about it know.

Along those lines, allowing people to view your calendar is simple, making it easy for multiple teams to collaborate, see what’s being published, and figure out when they might launch content and campaigns.

Finally, this sets a precedent for other teams to coordinate with your team straightforwardly. You can have a calendar for upcoming campaigns, offers, social media pushes, product launches — you name it.

And you can all share those calendars for a single-screen view of everything going on so you can coordinate more easily.

While there are other solutions for maintaining an editorial calendar, if you’re looking for a free, not-too-shabby, minimum-viable product, then Google Calendar is for you.

Create a Calendar Today

Whatever you choose — an online calendar, project management software, or a spreadsheet — having a well-organized and up-to-date editorial calendar is vital to a successful blog.

It will help you keep track of all the moving parts: what content you want to publish, when, and who’s responsible for making it. Up your content publishing with a calendar today!

Editor’s note: This post was originally published in January 2019 and has been updated for comprehensiveness.

Downloading and installing software is tedious. Portable apps solve that problem. These tools run on a computer without installation.

These apps can help you switch between your work and home computer and handle projects from different devices. They allow you to work on the go if you can’t install software on public computers.

Plus, these apps won’t bog down your device.

Whatever the reason, portable apps can also come in handy in many other situations. Check our list of the best portable apps for every device and browser. But first, let’s address the big question.

Are portable apps safe?

Like any software, portable apps can spread viruses to your computer.

But if you follow the same anti-virus protocol you do for the rest of your computer, including using anti-virus software, scanning your portable drive for viruses, and backing up your system, downloading and using portable apps is safe.

Best Portable Apps for Different Devices and Browsers

1. Google Chrome Portable — Best Portable Browser App for Chrome

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If you do most of your work on Chrome, you’d love its portable version. Let’s face it, Chrome software takes a lot of disk space, and if you don’t clean the cache regularly, it can slow down your device.

And since you use Chrome already, the best part is that the portable version is identical. It links to your Google account, offers bookmarks, and supports extensions.

However, it won’t save passwords by default, as they’re encrypted and can’t be retrieved from your device. But you can opt-in for advanced password portability, which can help you save passwords.

Features

Built-in malware system to keep you secure
Auto updates available
Automatic sign-ups in all your favorite Google services

Limitations

Certificates are not portable
Specific settings are blocked by default; if you’d like complete control, you must file a bug to the support team, which can take time.

What we like: Chrome is one of the safest browsers available. The platform keeps introducing new security options, like two-factor authentication. It’s a safe choice for browsing the web, checking emails, or anything else you might need to do.

2. Mozilla Firefox Portable — Best Portable Browser App for Mozilla Firefox

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If not Chrome, then chances are you use Mozilla Firefox for browsing. And if you need a portable version of Mozilla Firefox, this might be perfect.

Why? Because Mozilla Firefox Portable functions exactly like Mozilla Firefox software — a fast and fully-featured web browser.

The portable app also employs pop-up blocking and automatic updates, so it’s secure. Plus, it ensures your bookmarks and extensions are saved; wherever you take your portable app, you take them.

Features

It offers excellent speed as it’s dual-mode (32-bit and 64-bit)
It is available in many languages; you can download a preferred version

Limitations

It can affect your security (when you don’t keep your browser updated)

What we like: Unlike Chrome, Firefox’s portable version doesn’t block passwords and certificates. There are also no default blocked settings. Mozilla Firefox portable gives an equally identical experience to the software.

3. LMMS Portable — Best Linux Media Player

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Music creation and production software take up a lot of hard drive space, bloating your device. This portable app can help you create music anywhere through a lightweight interface.

LMMS is a portable alternative for Linux. Without installing it on your device, you can create melodies and beats, mix sounds, and edit and add effects to your music samples.

It also offers instrument and effect plugins. LMMS is open source and compatible with many standards, including SoundFont2, VST(i), LADSPA, GUS Patches, and MIDI.

Features

You can import MIDI, Hydrogen, and FL Studio files
Many powerful instruments for adding more tunes to your music

Limitations

Lack of automatic updates

What we like: The most powerful feature of LMMS Portable is its Piano-Roll editor, which edits patterns and melodies. It’s super easy to use — perfect for beginners pursuing their passion for music creation.

4. Apache OpenOffice Portable — Best Linux Office Suite

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Apache OpenOffice app, also available for Windows, is one of the most impressive alternatives to the Office suite and is perfect for you if you’re facing space issues.

It’s a fully-featured office suite that offers:

Word Processor.
Spreadsheet.
Presentation tools.
Writing tools.
Calculator.
Drawing tools.

It supports many languages, including Chinese, French, German, Italian, Portuguese, and Spanish. It’s free, so you save money using it instead of the expensive Office alternative.

Features

Available in multiple languages with an option to remove unnecessary languages
Regular updates available

Limitations

Not all languages are available

What we like: We love that you can also use Apache OpenOffice on Windows, and that too for free. It’s perfect for beginners who don’t want to commit to expensive Office suites.

5. Stickies Portable — Best Sticky Notes for Windows

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You can’t deny the usefulness of sticky notes, either virtual or physical.

The urge to capture a new idea before you forget it, when you need to be reminded of some important thing you must do today, or when you just want to jot down some random thoughts — all you need is the Stickies Portable.

The portable version supplies sticky notes that can store text and images, and you can attach a sticky note to a website or document and minimize them until you need it.

Features

The “Always on top” feature included
You can change the language and size of sticky notes
It’s lightweight and unobtrusive
It’s free to use

Limitations

Might have security issues

What we like: For me, the most important feature of a virtual sticky note is “Always on top.” If I use a sticky note as my to-do list, I’d like it to be on screen all the time, even if I have opened many screens, so I always know what’s left to do. Stickies offer this feature.

6. VLC Media Player Portable — Best Media Player for Mac

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VLC is among the most popular media players, mainly due to its ability to play almost any audio or video format, including WMV, MPEG-1, DivX, OGG, and DVDs.

Since it can handle files from any location, including local drives, network storage, and streams, it’s a good idea to download the portable app when you’re having trouble displaying an audio or video file on your computer.

The best part, this app is also available for Windows.

Features

Completely free to use (no user tracking or ads)
Easily customizable (you can choose from many themes)

Limitations

Lacks video editing capabilities

What we like: VLC media player is one of the most famous media players, and we like that it’s available for different operating systems. It’s available in Mac, Linux, Windows, Ubuntu, and many more, so whatever OS you use, you can use VLC.

7. GIMP Portable — Best Image Editor for Mac

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One of the most comparable alternatives to Photoshop, Gimp provides an impressive array of photo-editing tools. You can use it the way you want:

A simple paint program.
An expert-quality photo retouching program.
An online batch-processing system.
A mass-production image renderer.
An image format converter.

Editing and exporting images take up a lot of storage space. Opt for Gimp’s portable app version to edit your photos — for free.

Features

Improved performance (both 32-bit and 64-bit versions included)
Also available for Windows
Automatic updates

Limitations

Limited third-party plugins
Limited customization options

What we like: The best part about GIMP is that it can be multi-purpose. Meaning you don’t need different tools to perform simple tasks like editing, designing, and converting images — all can be done using GIMP.

8. Inkscape Portable — Best Vectors Graphic Editor for Mac

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Inkscape is identical in function to Adobe Illustrator and is an impressive free alternative.

Inkscape Portable offers advanced features, including alpha blending, markers, and trace bitmaps, and has an intuitive interface. It lets you download files in multiple image formats — SVG, AI, EPS, PNG, and PDF.

If you’re a freelance designer carrying Inkscape portable around on a USB, it’s great because you’ve got the tools for vector graphics, creating illustrations, charts, and logos at your disposal at all times.

Features

Also available in Windows and Linux
It is customizable with many add-ons
Multilingual support

Limitations

It isn’t updated frequently

What we like: Inkscape is perfect for creating diagrams, graphs, and logos. Content writers, strategists, and researchers can leverage its beginner-friendly interface to prepare graphs to include in reports or research papers.

9. LibreOffice Portable — Best Office Suite for Windows

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LibreOffice, a notable Microsoft Office alternative, offers similar tools, including a word processor, spreadsheets, presentations, vector drawing, and databases. And it’s free to use.

It performs many of the necessary functions you’d require from Office without downloading space-taking software because you can carry it around with you on an external drive or via the cloud.

It supports many languages, and you can remove some to save space.

Features

Dark mode available
Advanced bookmark handling

Limitations

Fonts are only available as zip folders (as they take longer to load)
Sometimes takes time to load

What we like: We prefer LibreOffice over Microsoft Office because it supports more file formats. It can even let you download files as ebooks.

10. CCleaner Portable — Best Software Cleaner for Windows

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Downloading space-taking software to clear disk space doesn’t make sense. That’s why using CCleaner Portable is perfect for you because you don’t have to install the software.

It’ll clean up your files and protect your computer from viruses. Along with clearing up space, CCleaner cleans out cookies and files that could put your privacy at risk.

Overall, the portable version enhances your device’s performance and makes it more secure.

Features

Real-time monitoring of your device’s health
You can also set scheduled cleaning

Limitations

Most features aren’t available in the free version
The free trial is only for 14 days

What we like: CCleaner’s pro version has some great features like scheduled cleaning — you only need to set the system once, and it’ll be done automatically.

11. GeekUninstaller — Best Software Cleaner for Windows

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The problem with the standard Windows add/remove button is that if you uninstall an app using that, it isn’t completely eliminated from your computer. There are still junk files or folders left behind.

GeekUninstaller permanently rids your computer of unwanted files, including any unintentional residue left over. Plus, since it’s portable, it doesn’t contribute to clutter.

Features

Works on both 32-bit and 64-bit for fast performance
Force removal to remove stubborn or broken programs

Limitations

Requires admin permissions to run properly

What we like: Removing stubborn and sometimes inbuilt apps is necessary but can’t be done easily. The “Force Removal” option is perfect for removing such apps.

12. Emsisoft Emergency Kit Portable — Virus, Malware, and Badware Cleaner for Windows

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The Emsisoft Emergency Kit Portable is a replica of its software version. It’s perfect for those who need a full-fledged cleaning system to clean their entire device.

It can scan the infected PC for viruses, Trojans, Spyware, Adware, Worms, Dialers, Keyloggers, and other malicious programs — but this version is still limited in features.

You can get complete protection by purchasing the full Emsisoft anti-malware local version.

Features

Enhances performance by advanced cleaning
Doesn’t slow your computer

Limitations

Most advanced features are available with premium plans

What we like: Emsisoft Emergency Kit offers many features for complete cleaning. The tool also has centralized management for all features and real-time monitoring on one dashboard.

13. LameXP Portable — Best Audio Converter for Windows

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LameXP portable converts audio into multiple formats, including MP3, AAC/MP4, Ogg Vorbis, Opus, and FLAC. It also supports multi-threaded batch processing. Plus, it’s free to use.

Features

Available for both 32-bit and 64-bit versions
It can be used on Windows as well as on Linux

Limitations

Not a beginner-friendly option

What we like: The best part about LameXP is that it doesn’t reduce the quality. If you convert your audio files, you’ll get almost similar quality.

Use Portable Apps to Enhance Flexibility

Portable apps save you from the lengthy process of installing and deleting apps. By using portable apps, you not only save your device’s disk space but also make it more secure and fast. Don’t say you don’t want that.

Once Google releases its search generative experience, one thing is for certain: The types of content that encourages traffic to your website will change tremendously.

Straightforward, cut-and-dry topics like “How to create a social media strategy” might not drive as much traffic to your website anymore. Instead, users will find the answers to queries like that directly on Google through the generative AI snapshot.

Which is an alarming thought. If some of your content is made redundant by generative AI, what could happen to your traffic and leads in a post-SGE world?

Fortunately, HubSpot’s SEO team has taken some of the guesswork out of it. Here, learn from HubSpot’s SEO experts on what types of content you’ll want to start leaning into in 2023 to continue directing traffic to your website — and what to avoid.

Which Types of Content to Lean into Ahead of Google’s SGE

1. Lean into personality-driven, thought-provoking content.

AI has a lot going for it. But, due to the nature of it being a robot, it inherently lacks one thing: A perspective.

Which is why you’ll want to ensure you start leaning into personality-driven thought leadership content that offers personal lessons, examples, and novel concepts that drive conversations forward.

As Aja Frost, HubSpot’s Director of SEO Global Growth, puts it, “As a result of the AI evolution, there is an exponential increase in the amount of AI-written, low-value content. And, in response to that, Google is prioritizing first-person, credible, personality-driven content.”

This makes sense. Google needs its AI models to continue to improve based on new information on the web. And new information – including new perspectives and ideas — can only come from real people.

For instance, consider what happens when I ask ChatSpot, “How do I build emotional resilience as an entrepreneur?”

ChatSpot’s answer includes plenty of tangible steps towards building resilience. But it lacks the nuance and complexity of real life.

Which is why it’s more helpful for me to turn to this post: “Bounce Back: Five Founders on Building Emotional Resilience“.

In the post, one founder, Michael Plisco, says, “As founders, we often find ourselves so deeply attached to our business and its mission that it becomes difficult to distinguish ourselves from what we are building. In failure, you have to take a step back and realize that the failure of the business, regardless of the situation, does not equate to a failure of self.”

Plisco then recommends getting back in touch with the things that make you happy, from spending time with friends and family to activities you haven’t had the time for since launching your business.

Consider that advice compared to ChatSpot’s advice to “Embrace failure as an opportunity for growth and learning, reframing setbacks as stepping stones to success.”

See the difference?

Ultimately, there are plenty of topics that deserve a quick, straightforward, cut-and-dry answer. I turn to ChatSpot all the time for topics like “Make me a workout plan,” “What is the top social media platform right now?”, and “Please give me five questions I should ask in an interview about product development and AI.”

AI can’t move the conversation forward into new territory with fresh, novel ideas. And it can’t fully relay the subtleties and nuances that many complex topics require. That’s where your content can truly shine.

2. First-person narratives will become increasingly crucial.

AI can round-up a long list of tools and provide a comprehensive analysis of each, but it can’t describe it’s own unique experience testing the tools out.

Which is where first-hand perspectives will become critical.

As HubSpot’s Marketing Manager and SEO Strategist, Bianca (Binks) Anderson, told me, “Productive Perspectives is a term we’re going to embrace at HubSpot to guide our writers ahead of Google’s SGE. For us, it means fully immersing ourselves in the topic and sharing our personal journey through first-person narratives.”

She continues, “We aim to showcase our hands-on experience by demonstrating the products, software, and tools we discuss, truly walking the walk.”

As we prepare for Google’s SGE roll-out, it’s vital you take a look at your existing strategy and consider where you can incorporate first-hand expertise. Rather than writing “The Top 10 Marketing Automation Tools”, perhaps you use a first-hand angle like, “I Tried These 5 Marketing Automation Tools: Here’s My Favorite”.

Along with helping you rank in a post-SGE world, incorporating first-person expertise also helps you build brand trust. Your readers want to know you have real-life experience on the topics about which you’re writing.

Anderson adds, “We also believe in taking a clear and confident stance on a topic, supported by first-hand research and data.”

She continues, “We believe that forming and articulating insightful opinions is a hallmark of genuine expertise. With Productive Perspectives, we strive to provide valuable content that resonates with our readers.”

3. You’ll need to incorporate E-E-A-T signals into your content.

Google’s Search Quality Evaluator Rating Guidelines rate E-E-A-T — which stands for Experience, Expertise, Authority, and Trustworthiness — as critical factors for ensuring your content ranks on Google, and E-E-A-T will become increasingly important after Google’s SGE release.

Which is why Rory Hope, HubSpot’s Head of Content SEO, advises all content creators to lean into these factors when creating content.

As he puts it, “When creating a piece of content, you’ll benefit from writing it through the real world experience of the author, whilst referencing the author or your company’s credentials to improve perceived expertise by search engines and users.”

He continues, “To improve authority, backlinks will remain important, so try to include primary research data or quotes when possible to make your content linkable and sharable. Depending on the content type, you should also add social proof or reviews onto the page, as this will help build trustworthiness.”

To prep for a post-SGE world, Hope recommends marketers read Google’s Search Quality Rater Guidelines to build a deeper understanding of E-E-A-T, which will help improve your visibility after SGE.

4. Lean into long-tail queries.

For a while now, marketers have heard the power of long-tail queries for ranking higher in the SERPs.

As a refresh: Head terms like “blogging” are generally searched for frequently, and are harder to rank for compared to long-tail phrases. So when considering your SEO strategy, you’ll want to make a list of long-tail phrases that could help you capture more traffic.

“How to write a blog post: a beginner’s guide,” for instance, is likely easier to rank for than “blogging”.

Senior Technical SEO Specialist Sylvain Charbit believes this will become increasingly important in a post-SGE world.

As he told me, “Prioritizing long-tail queries will become even more important as AI answers from Google are usually better in this case. Optimizing images and content around these more in-depth questions could lead to more visibility in the AI-generated responses.”

Be Prepared for Change

Regardless of the strategy shifts you decide work best for your business, one thing is certain: SGE will change how users’ search and find information. Which means, once SGE is rolled out, it will be critical your SEO and content strategist teams are prepared to test, iterate, and experiment to determine which new content plays work best for your business.

Take a look at The SEO Evolution: Expert Insights into the Future Landscape of Search if you’re interested in learning more about how SEO will change in 2023 and beyond.

Mad Men fans everywhere remember the pivotal first scene where we learn just how talented Don Draper is at his job.

Faced with an almost-impossible copywriting task, he rose to the occasion to solve a huge problem for his client, Lucky Strike. In spite of research warning customers of the dangers of cigarettes, Draper delivered the iconic slogan — “It’s toasted” — to differentiate the brand from its competitors.

Now, we definitely aren’t advocating for smoking cigarettes (or many of Draper’s health choices). But fictional or not, you can’t deny the memorability and catchiness of that tagline.

It’s easy to recognize good copywriting when you see it, but there are actually several characteristics that really separate outstanding writing from the rest of the pack. Want to know them? Read on below to find out.

What is copywriting?

Copywriting is one of the most critical elements of any and all forms of marketing and advertising. Copywriting consists of the words, either written or spoken, marketers use to try to get people to take an action after reading or hearing them. 

Copywriting is like a call-to-action, but on a bigger scale: Copywriters are trying to get people to feel, think, or respond — or, ideally, to Google the slogan or brand to learn more about the campaign. And where a blog post like this one has the luxury of hundreds of words with which to make a case, copywriters only have a few words to make their case.

But short and sweet isn’t the only characteristic of good copywriting. Keep reading to learn more characteristics of truly memorable copy.

6 Traits of Good Copywriting

1) It tilts your perspective.

Sometimes, all a message needs to break through is a slight shift in angle. We’ve grown so accustomed to blocking out marketing messages, we don’t even see them anymore. One of the most powerful things a copywriter can do is break down a reader’s guard with an unexpected approach. Every story has a myriad of angles — your job as a copywriter is to find the one that resonates.

This ad from Sage Therapeutics pressing the importance of talking about postpartum depression works because instead of asking readers to care about something they don’t know, it puts them in the position of experiencing the struggle that mothers suffering do. Did they miss some readers who quickly passed by the ad thinking it was for adult pacifiers? Most definitely. But the ad resonated that much more thoroughly with those who read it.

The next time you sit down to write, try out this approach. Don’t take the topic head on. Instead, ask yourself why it matters. Each time you write down an answer, challenge yourself to push it further. Find the larger story happening behind your message.

2) It finds connections.

In 1996, Steve Jobs let the cat out of the bag. He was speaking with a journalist from Wired on the topic of creativity and explained:

“Creativity is just connecting things. When you ask creative people how they did something they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after awhile.”

Let’s say you have to write an ad for a new pair of sneakers. You could take the assignment head on. You could write about the elasticity of the shoe’s sole or the lightweight design. Indeed, many have. Or you could put all of that aside and instead draw the connection between the product and the experience it evokes.

Source: Pinterest

Two things are happening in this ad. First, the copy recognizes that for many, running isn’t about running at all — it’s about solitude, peace, and restoring sanity to an otherwise hectic life. Second, not only does Nike connect the ad to the experience of running, it actually connects to the sound that those shoes make as they hit the pavement.

This ad is about the complexity of one’s life fading away and being replaced by simplicity and clarity. As the copy progresses, the sentences simplify and the copy’s complexity is slowly replaced by the simple and rhythmic pounding of words: run, run, run, run. The same rhythm one hears when all but their footsteps have faded away. That’s connection.

3) It has a stunning lead.

The following are all headlines or leading sentences from Urban Daddy, an email-based magazine drawing attention to new products, experiences, and eateries.

“Six days. That’s how long you have until 65% of your body is turkey.”
“There are 8,760 hours in a year. And just one hour in which a stand will be dispensing gratis latkes with homemade applesauce and sour cream in Harvard Square. Yeah, it’s not fair. But 60 minutes is 60 minutes.”
“Ewoks. Talk about living.”

What’s common among each of these leads? They make us want to read the next line. I mean, seriously, how much do you want to know where that Ewok thing is headed?

There’s an adage in copywriting that’s loosely credited to copywriter and business owner Joe Sugarman, which roughly states that the purpose of the headline is to get you to read the first line. The purpose of the first line is to get you to read the second line, and so on. In short, if your first line doesn’t enthrall your readers, all is lost.

4) It is born out of listening.

Seeing its plans to launch yet another gym in the greater Boston region, an outsider might have called the Harrington family a wee bit crazy. The market was already flush with gyms, including a new breed of luxury ones that seemed to be in an arms war for the flashiest perks. Gyms across the region were offering massage services, smoothie bars, and fleets of personal trainers. And GymIt wouldn’t have any of that.

What did GymIt have? An understanding of its core audience. Before launching its new gym, the brand did a ton of listening to its primary market of gym-goers. For many in GymIt’s target market, the added benefits associated with luxury gyms were nice to have, but came with a lot of baggage — namely expensive rates and overly complex contracts.

GymIt decided to simplify the gym-going experience for people who predominately cared about getting in and working out. The copy in its launch campaign and across its marketing materials reflects that understanding.

In an older blog post, Copyblogger‘s Robert Bruce put this nicely. “Humble yourself and truly serve your audience, listen to their needs and desires, listen to the language they use,” he said. “If you listen carefully, your audience can eventually give you everything you need, including much of your copy. Get out of their way.”

5) It avoids jargon and hyperbole.

Groundbreaking. Revolutionary. Business Solutions. Targetable Scale. Ideation. Evidence-based approaches. Industry-wide best practices.

Have I lost you yet?

When writers struggle to convey what is truly special about their company, product, or service, they sometimes fall back on jargon or hyperbole to underscore their point. The truth is, good copywriting doesn’t need dressing up. Good copywriting should speak to the reader in human terms.

This isn’t to say you should never celebrate awards or achievements. Just be direct in the way you explain that achievement. This homepage from Basecamp does a nice job of highlighting its popularity in concrete terms.

6) It knows its audience.

Create personas with HubSpot’s template

Good copywriting knows the audience it is writing to because it recognizes that effective communication requires a deep understanding of the reader. By knowing the audience, a copywriter can tailor their messaging, tone, and language to resonate with the intended readers.

Whether it’s a sales copy or a blog post, addressing the audience’s needs, pain points, and desires makes the copy more relevant, relatable, and engaging. It enables the writer to convey the value of a product or service in a way that truly speaks to the audience, fostering a connection and increasing the chances of achieving the desired outcome.

7) It uses compelling headlines.

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Your content can be excellent, but if you don’t get people to read it in the first place, it’s a waste. Good copywriting incorporates attention-grabbing headlines because they serve as the first impression and the gateway to the rest of the content.

A well-crafted headline like the one shown above from NPR grabs attention, sparks curiosity, and entices readers to continue reading. It sets the tone for the entire piece and plays a crucial role in capturing the audience’s interest in a crowded online landscape. A compelling headline communicates the value and benefits of the content, making readers eager to dive deeper.

Without an attention-grabbing headline, even the best-written copy may go unnoticed. By crafting strong headlines, copywriters can increase click-through rates, engage readers, and maximize the impact of their content.

8) It is well-researched.

A map from The New York Times shows how research can enhance writing.

Good copywriting is well-researched because it is important to have accurate and up-to-date information in order to create compelling and persuasive content.

Research allows copywriters to understand their target audience, industry trends, and competitors. It helps to identify the pain points and needs of potential customers, enabling the writer to address them effectively. Thorough research also ensures that any claims made in the copy are backed by solid evidence, increasing credibility and building trust with the audience.

By investing time in research, copywriters can provide valuable insights, create content that resonates, and ultimately drive desired actions from their readers.

9) It uses formatting to its advantage. 

This HubSpot blog post uses a table of contents

Formatted pieces are far easier to read than blocks of text. By incorporating elements such as a table of contents, subheadings, bullet points, bold or italicized text, block quotes, and whitespace, copywriters can break up the content into easily scannable and digestible chunks.

Formatting helps readers navigate through the copy quickly, find key information or main points, and understand the structure of the content at a glance. It also draws attention to important details or calls-to-action, making them more noticeable and compelling. Well-formatted copy keeps readers engaged, reduces cognitive load, and ensures that the message is effectively communicated to the audience.

10) It flows naturally.

When copywriting flows naturally, it feels effortless and easy to consume. The sentences and paragraphs flow smoothly from one to another, guiding the reader along a logical and coherent path.

This flow is achieved through the use of concise and clear language, proper sentence structure, and effective transitions. A natural flow eliminates any stumbling blocks that could distract or confuse the reader, allowing them to focus on the message being conveyed. It enhances comprehension, engagement, and ultimately, the effectiveness of the copy in achieving its intended purpose.

11) It has a strong voice.

An example from the HubSpot blog

A strong voice reflects the brand’s personality, values, and identity, allowing it to stand out in a crowded market. It communicates the brand’s unique tone, style, and attitude, which in turn helps to build a connection and establish a relationship with the readers.

Additionally, a strong voice adds authenticity, credibility, and emotional appeal to the copy, making it more engaging and persuasive. It enables the brand to leave a lasting imprint on the minds of the audience and fosters brand loyalty. Ultimately, a strong voice in copywriting helps a brand to be recognizable, relatable, and influential in its communication efforts.

12) It leverages AI tools.

Get started with HubSpot’s Content Assistant

AI tools like HubSpot’s Content Assistant can provide real-time feedback on the readability, grammar, and structure of the copy. They can suggest improvements, highlight potential errors, and offer alternative word choices to optimize the content. These tools can also recommend relevant keywords and help ensure that the copy aligns with SEO best practices, improving its visibility and search engine ranking.

By leveraging AI tools, copywriters can save time, enhance their writing skills, and produce high-quality content that resonates with the audience and achieves the desired results.

13) It is creative.

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Even the driest topics can be made interesting with creative copywriting. Interesting topics could also use more spice. Creativity allows copywriters to come up with unique and compelling angles, ideas, and storytelling techniques that make the copy stand out. Creative copywriting involves finding fresh and unexpected ways to communicate a message, evoke emotions, and inspire action. It involves using imaginative language, clever wordplay, and visually appealing imagery to captivate readers. 

Ultimately, creative copywriting helps brands differentiate themselves, leave a lasting impression, and build a strong connection with their audience.

14) It ends strong.

An example of a conclusion from a HubSpot blog

Imagine watching You can have a superbly well written post but if it doesn’t have a good ending, what’s the point?

Good copywriting has strong endings because they leave a lasting impact on the reader and reinforce the key message or call-to-action. A strong ending summarizes the main points, highlights the benefits, and creates a sense of urgency or excitement to entice the reader to take action. It provides closure and a sense of satisfaction, leaving the reader feeling fulfilled and motivated. A strong ending can also include a compelling closing statement, a memorable tagline, or a thought-provoking question to spark further engagement or conversation.

15) It cuts out excess.

Good writing gets to the point — and that means cutting out excessive phrases, and rewording your sentences to be more direct. In an ad celebrating its “academic” readership, The Economist playfully demonstrates this below.

How do you rid excess words from your writing? It’s half practice, half knowing where to cut. This article from Daily Writing Tips is one of the most effective summaries I’ve found on precise writing. Included in its tips:

Reduce verb phrases: For instance, turn “The results are suggestive of the fact that” to “The results suggest.”
Reduce wordy phrases to single words: You can change “in order to” into “to.” Another example: Turn “Due to the fact that” into “because.”
Avoid vague nouns: Phrases formed around general nouns like “in the area of” or “on the topic of” clutter sentences.
Read the full list of brevity tips here.

In general, if you can afford to cut without losing the meaning of a sentence, do so. Push yourself to strip down your word count. Turn 50-word homepage copy into 25, then push yourself again to make that 25-word sentence into 15 words. It’s not about brevity so much as it is about making sure every word counts in your writing.

Since my last point was about getting to the point, I’ll keep this brief: Words matter. Every time you sit down to write an ad, web page, video script, or other content for your company, you have the opportunity to break through to people. Find those opportunities in your marketing and make sure that you’ve made the most of them.

Editor’s note: This post was originally published in November 2017 and has been updated for comprehensiveness.

Did you know that website design can improve time on site by 84% and YoY online revenue by 132%? 

That happened to Swiss Gear after The Good executed the conversion audit and implemented changes to the website design and content upon the findings.

So, gear up with the latest handpicked data on web design and analytics to benchmark your site’s performance.

After all, the world is crowded, with over 1.5 billion websites to date. Web design is where you can stand out to grab a bigger slice of the market share pie.

Web Design Statistics

Mobile Web Design Statistics

1. In May 2023, mobile devices generated 65.49% of global website traffic. (SimilarWeb, 2023)

Mobile traffic has been hovering around the 50% mark since the beginning of 2017. That means optimizing your website for mobile devices, and desktops is more important than ever.

It’s also important to consider whether offering a mobile app would provide a better experience to your users.

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2. 32% of small businesses already have a mobile app, and 42% plan to build one in the future. On the other hand, 26% of small businesses are unlikely to ever release one. (Top Design Firms, 2021)

Some small businesses have already created a mobile app, while others plan to improve their customer service or streamline the purchasing process for their customers.

But over a quarter of some small businesses aren’t planning to — now or ever.

Some don’t have the budget or marketing capabilities to create and promote their app. Others don’t think it makes sense for their business or audience.

Whether your small business should invest in building a mobile app or not depends on a wide range of factors, including your industry, target audience, and budget.

3. The average e-commerce conversion rate on mobile is 2.49% (of completed purchases by visitors), while desktop conversions are 5.06%. (Dynamic Yield, May 2023)

Though desktop comes with higher conversion rates, invest heavily in mobile optimization as well. As mentioned above, mobile traffic share is twice as large (~65% for mobile vs. ~32% for desktop).

If you disregard website mobile optimization, you risk losing revenue and customer loyalty.

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4. Mobile drew the largest number of new users at 65%, and mobile generated the highest percentage of returning visitors, at 74%. (Dynamic Yield, 2023)

This finding greatly supports the above. People spend an average of 3 hours and 15 minutes on their phones daily. And 1 in 5 smartphone users spends upwards of 4.5 hours.

They scroll social media, read news, hang out on messengers, watch YouTube, and discover and buy goods.

Think of yourself. How do you use your phone? I check it during small breaks, even when I work on my laptop. I discover new brands thanks to paid ads on Instagram or Facebook.

That said, it’s very important to make web design and UX for mobile users clean, easy to navigate, and memorable.

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Responsive Web Design Statistics

5. 73.1% of web designers believe that a non-responsive design is the top reason why visitors leave a website. (GoodFirms, 2021)

Considering that billions of people use mobile devices to access the internet, your website must be optimized for smaller screen sizes and desktops.

In fact, not having a responsive design is rated as a top reason visitors might leave a website, according to a survey of 200+ web designers and freelancers. Other reasons are slow load times, bad navigation, and poor content structure.

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6. 53.8% of web designers cite “not being responsive on all devices” as a top reason for a website to be redesigned. (GoodFirms, 2021)

If your website isn’t responsive, it’s time for a redesign, according to that same group of 200+ web designers and freelancers.

The other top reasons — low conversion rate, high bounce rate, and “needs better UX” — could be addressed by a responsive design as well.

Web Design Industry Statistics

7. In 2021, the total number of web developers and designers in the United States was around 191,100. By 2031, this number is projected to reach over 205,000. (U.S. Bureau of Labor Statistics, 2021)

In this study, web developers and designers were defined as those “responsible for the design and development of websites or interfaces including the overall layout, graphics, font type, etc.”

The market is expected to grow by over 21,800 jobs in the next decade.

8. Employment of web developers and digital designers is projected to grow 23% from 2021 to 2031, much faster than the average for all occupations. (U.S. Bureau of Labor Statistics, 2021)

According to the U.S. Bureau of Labor Statistics, the employment of web developers and designers will grow at a much faster rate than the average for all occupations.

The organization believes that demand will be driven by the continued popularity of mobile devices and e-commerce.

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9. The median annual wage for web developers was $77,030, and digital designers earned $79,890 respectively in May 2021. (U.S. Bureau of Labor Statistics, 2021)

The median annual wage for web developers and designers was over $77,000 in 2021.

The U.S. Bureau of Labor Statistics defines median wage as “the wage at which half the workers in an occupation earned more than that amount and half earned less.”

In the case of web developers and designers, the lowest 10% earned less than $40,750, and the highest 10% earned more than $146,430.

10. On average, webmasters receive 353,370 unique visitors per month to the primary website they track analytics for. (HubSpot, 2023)

This statistic indicates the level of traffic that website owners or administrators typically experience.

It demonstrates the potential reach and audience size of websites, which can be important for various purposes such as marketing, advertising, and monetization.

11. The most important metrics webmasters track to understand their website performance are sales, leads, and conversion rates (31%), total monthly visitors (30%), and click-through rate (28%). (HubSpot, 2023)

These metrics provide insights into the effectiveness of a website in generating revenue, capturing leads, and engaging visitors.

Monitoring these metrics allows webmasters to benchmark, compare over a time period, and optimize their websites.

Modern Web Design Statistics

11. 94% of first impressions related to your site’s web design. (WebFX, 2021)

A WebFX study discovered that website design is paramount to a business’s overall brand.

That suggests businesses should prioritize website design (or redesign) to meet consumers’ expectations, strengthen their brand identity, and increase purchases alike.

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12. When asked what visual elements they value on a company website, 40% of consumers said images, 39% said color and 21% said video. (Top Design Firms, 2021)

Images, colors, and videos are the top visual elements that consumers value on a company website.

Considering that nearly 40% said images and color and 21% said video, your business should prioritize adding images and picking a website color scheme first.

Then, focus on incorporating video and other visual elements mentioned — namely, typography, infographics, and animation.

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13. A tall page can skyrocket your conversion rate by 30%. (CrazyEgg, 2015)

Although this study was conducted about seven years ago, it should inspire you to test ideas that could drive more conversions.

Crazy Egg conducted an A/B split test to determine which homepage version was more effective in persuading visitors to become customers.

The challenger homepage they tested was about 20 times longer than the control, outperforming the control by 30%.

This indicates that the longer page was more successful in capturing visitors’ attention and encouraging them to take action.

They had enough space to showcase product value, poke their target audience’s pain points, and convince people to sign up.

14. 42% of people will leave a website because of poor functionality. (Top Design Firms, 2021)

Web design isn’t just about making pretty websites — it’s about making websites that are easy to use and navigate. If yours isn’t, then it’s likely that many visitors will abandon your site.

In a survey by Top Design Firms, 42% of respondents said they’d leave a website with poor functionality.

15. 38.5% of web designers believe that outdated design is a top reason why visitors leave a website. (GoodFirms, 2021)

In addition to non-responsive design and functionality issues, web designers cite outdated design as a reason visitors abandon a website. You might be wondering when a design becomes “outdated.”

According to Business 2 Community, the average lifespan for a website is 1.5 to 2.5 years. Past that range, a website must incorporate new design trends and technologies to feel “fresh” and competitive.

16. 39% of consumers appreciate color more than any other component of a website’s design. (Top Design Firms, 2021)

39% of website visitors care about color more than any other component of a website’s design. That means companies should prioritize picking a website color scheme.

Ideally, your color schemes will reinforce your brand, make your site easy to read and navigate, and also look good.

17. Only 8% of consumers notice whitespace when viewing a website for the first time. (Top Design Firms, 2021)

When viewing a website for the first time, only a fraction of visitors notice whitespace. That doesn’t mean it’s not important, however.

This critical design element can help draw visitors’ attention to certain elements, like CTAs, and make it easier for them to understand and digest your content.

18. 26% of consumers prefer primary color schemes, 21% prefer complementary, and 20% prefer analogous. (Top Design Firms, 2021)

Consumers are split about which type of color scheme they prefer: Some want primary. Some want complimentary. Others want analogous.

To understand the difference, you must be somewhat familiar with color theory.

A primary color scheme is made up of one or more primary colors (red, yellow, and blue).
A complementary color scheme uses two colors directly across from each other on the color wheel (like orange and blue) and relevant tints of those colors.
An analogous color scheme is created by pairing one main color with the two colors directly next to it on the color wheel (like green, purple, and blue).

When selecting a color scheme, companies should consider their products, services, and audience.

19. Of consumers visiting a website for the first time, 22% look for eye-catching colors, while 21% will leave a site with “outlandish” colors. (Top Design Firms, 2021)

As 22% of consumers visiting a website for the first time look for eye-catching colors, but 21% will leave one with “outlandish” colors, it’s important to strike the right balance.

To help choose eye-catching — but not garish — colors for your website color scheme:

Opt for a neutral background color.
Choose primary and secondary colors.
Don’t be afraid to look at businesses in your industry for inspiration.

20. When looking at a website for the first time, 38% of consumers look at a page’s layout or navigational links. (Top Design Firms, 2021)

38% of people visiting a website for the first time look at the layout or navigational links on a page. If the layout is confusing or the navigation menu is hard to find, then visitors may leave your website.

Ecommerce Web Design Statistics

21. 21% of cart abandonments are due to complicated or lengthy checkout experiences. (Dynamic Yield, 2023)

As of March 2023, 72.77% is the cart abandonment rate, according to Dynamic Yield. The numbers are paralyzing. Especially given that in 21% of the cases, people give up on their purchases because of cumbersome checkout pages.

So, use heatmaps and session recordings to locate and fix friction points.

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22. 23% of small retail businesses don’t have a website. (Digital.com, 2021)

With e-commerce growing year-over-year, it might surprise you that 23% of small retail businesses don’t have a website. Some believe they don’t need one — but they are likely missing out on key opportunities to generate revenue.

According to Statista, revenue from e-commerce in the United States amounted to $431.6 billion in 2020. It’s estimated to increase to $563.4 billion by 2025.

23. Of small retail businesses without a website, 24% responded that they don’t know how to create/run a website. (Digital.com, 2021)

While some businesses doubt the necessity of having an online presence, others simply don’t have the resources to create one. Of small business owners without a website, 24% said the reason was that they don’t know how to create and run one.

The rise of user-friendly and affordable content management systems and website builders could help overcome this objection and get more small businesses online.

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24. When hiring an agency or a freelancer, the average cost to build a website is $12,000 to $150,000. (WebFX, 2023)

Several factors can contribute to the cost — the complexity of the website, its functionality, the number of pages, design customization, content creation, e-commerce integration, and split-tests or conversion rate optimization.

Thus, a $150,000 website suggests a more intricate and comprehensive design with extensive customization, advanced functionality, or complex integration.

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Need a simple site? Try HubSpot CMS with a very intuitive website builder, hundreds of website themes and templates, and web hosting. HubSpot CMS is already integrated with HubSpot CRM and has a free blog maker.

25. As of May 2023, Amazon was the most popular ecommerce site in the United States and worldwide. (SimilarWeb, 2023)

As Amazon has had unprecedented success in driving traffic to its site, its website can inspire your website’s design.

It’s become the go-to platform for many online shoppers due to its broad assortment of goods, third-party selling, and other design and functionality choices.

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26. E-commerce sales grew 7.7% in 2022 year over year and reached $1.03 trillion. (Digital Commerce 360, 2023)

The 7.7% growth indicates a healthy and positive trend in the after-COVID e-commerce industry. More and more consumers are leaning toward online shopping after its booming period during the COVID-19 pandemic.

So, make sure your website is ready for an unparalleled user experience. Otherwise, customers can easily switch to competitors.

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27. 60% of consumers rate usability as an important design characteristic for an online shop. (Statista, 2020)

In a survey of almost 1,000 US consumers, 60% stated that website usability is important for them in an online shop. You can improve the usability of your website by using visual hierarchy, colors, and consistency to make it as easy to use as possible.

If you’re unsure where to start, HubSpot’s Website Grader and other usability testing tools can help identify improvement opportunities.

28. 83.5% of designers, developers, and agencies from the web development industry find it hard to gather relevant information and content from clients. (Atarim, 2022)

According to Atarim and their latest case study, gathering content from the client is ultimately the biggest bottleneck in running and completing projects. What’s even more fascinating is that 87.5% still use email to gather that content.

Based on their case study, Atarim created a free ebook that helps digital agencies and individuals resolve this bottleneck.

After going through it, 75.3% of them reported a significant improvement in their ability to gather all necessary content from the client in a much shorter period. You can check out the ebook here.

Preparing for the Future of Web Design

The web design industry is growing, and so are users’ expectations of what websites and online shops look like and are capable of. Will you be prepared to meet them?