How Web-Site Design and Social Media Work Together

March 18, 2024

While social media has taken center stage in terms of marketing priorities today, every successful business knows that Web-site design and social-media marketing should work in concert. Building a brand is all about consistency—so it’s important for a business’s Web-site design to align with its social-media content and vice versa. Otherwise, the business might confuse its audience and, thus, have difficulty building a loyal customer base.

Why Web-Site Design and Social Media Must Work Together

For any business, it is essential that all of its owned channels must work together, including social-media pages, Web sites, and all marketing platforms, as Figure 1 demonstrates. You must not think of these channels as separate entities. Otherwise, the result would unclear messaging and, consequently, lower conversions.

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Figure 1—Encouraging customers to connect through social media
Encouraging customers to connect through social media

Image source: habbot

Advantages of Integrating Social Media and Web Design

There are numerous advantages of integrating social media with Web design. Let’s consider some key advantages.

Creates a Stronger Brand Identity

Having a consistent visual identity across all of a business’s owned channels translates to a strong brand identity. This increases brand recognition, and the business has a higher chance of convincing its audience to convert. A strong brand identity means your audience can easily identify your brand just by seeing your colors, logo, and visuals, which is extremely important in today’s very crowded marketplace. 

Reaches a Wider Audience of Potential Customers

Today’s customers use social media as a platform for discovering new brands, but the shopping experience still happens on Web sites. Utilizing social media to expand a business’s reach and Web-site design to drive conversions ties the entire customer experience together.

Provides Social Proofs

Social proof is an essential marketing tool to help businesses earn the trust of their audience and takes many forms, including testimonials from customers and industry experts, user-generated content (UGC), and product reviews. You can create a well-designed section on a Web site that incorporates UGC from the audiences on social media and supports it with testimonials. Leveraging social proofs across all channels strengthens the legitimacy of a business and builds trust with its audience.

Another way to provide social proof is to create a well-defined content-creation workflow to ensure that a business posts only high-quality content on its social pages, highlighting the business’s brand identity, values, and goals. The quality of a business Web site’s design and overall user experience demonstrates its value proposition. In other words, a business’s owned channels are a direct reflection of the business, and design can make or break how its audience views the business.

Helps Scale Content Production

Managing multiple channels can be overwhelming. While it is important to create some custom content for each channel, that doesn’t mean you can’t repurpose content. For example, you could embed a company’s Instagram feed on its Web site to ensure that there is fresh content daily. You could also create bite-sized versions of a Web site’s key content and post the content on the business’s social-media feeds, including a link to the Web site to increase conversions.

Attracts More Web-Site Visitors and Followers

To attract more visitors and followers, a business’s social-media pages need its Web site, and its Web site needs its social-media pages. A business’s brand channels should work in concert to enhance and enrich the audience’s customer experience.

For instance, a potential customer might have discovered a product through a business’s Instagram page, but needs to visit its Web site to learn more about the brand. Alternatively, someone may have landed on a Web page through a search engine, but might want to check out the business’s social pages to view more content.

It’s important to note that a huge portion of today’s consumers use platforms such as Instagram for brand discovery. Most new customers might have come from a business’s social-media pages before landing on its Web site, so you must align these channels.

Pro tip: As of 2024, nearly 60% of Internet traffic comes from mobile devices, so having a mobile-friendly Web site is crucial to a business’s success.

5 Ways to Ensure That Web-Site Design and Social Media Work Together

What can you do to ensure that the business’s Web site’s design and social media are working in concert? Let’s consider some essential actions that a business should take.

1. Integrate Social Media into Your Web Site’s Design

As social media becomes an essential part of our customers’ lives, it is essential to align social media with a business’s Web-site design. This helps you create a strong brand and can also improve a Web page’s search-engine ranking.

Of course, it’s important use the same fonts, colors, and logos across all channels, but there are many other ways of integrating social media into a business’s Web-site design, as follows:

  • Add social-sharing buttons. This lets Web-site visitors share content directly to their social-media pages.
  • Include links to all of a business’s social-media profiles. This makes it easier for Web-site visitors to find your social pages.
  • Embed the business’s social-media profiles. Show real-time updates from your social accounts to create dynamic content for the Web site and encourage Web visitors to visit the business’s social pages.
  • Allow customers to log in using their social-media accounts. Enabling this log-in process simplifies the user experience and encourages more Web-site visitors to log in or create a new account.

Integrating social media with Web design creates a seamless user experience for the audience and can encourage visitors to spend more time on a Web site. Check out how fashion brand Urban Outfitters does this in Figure 2. Urban Outfitters has added a social-sharing button on every product listing, along with a simple call to action (CTA). Clicking a social-media icon leads the user to his or her social profile, with a link to the product listing automatically copied and ready to paste and post.

Figure 2—Social-media icons on the Urban Outfitters Web site
Social-media icons on the Urban Outfitters Web site

Image source: Urban Outfitters

2. Repurpose Social-Media Posts for Use on Your Web Site

Creating content for social-media pages takes a lot of time and effort, so why wouldn’t you repurpose it on a business’s other channels? You’ve probably heard about repurposing Web-site content for social media, but not many realize that you can also use social content on a business’s Web site.

Aside from simply embedding a business’s social feeds into a Web page, you can also add social posts to product listings as an alternative to typical product shots. This lets the audience see the products in action. Check out how the cosmetics brand Fenty does this in Figure 3.

Figure 3—Product photos that show products in use
Product photos that show products in use

Image source: Fenty Beauty

This brand displays a carousel of posts from TikTok and Instagram Reels, featuring specific products in action. Users can click a thumbnail to view a video, and a link to purchase the product appears conveniently below it, showing its price as well. This is an excellent way of highlighting new products or calling attention to those that aren’t getting many clicks.

3. Incorporate User-Generated Social-Media Content into Your Web Site

Fan-made or user-generated content (UGC) isn’t just for social media. While social media is the best place to collect UGC, a business’s Web site can also benefit from fan-made content. As I mentioned earlier, UGC can boost a business’s credibility and increase customers’ trust. It also adds a valuable design element to a page and, thus, improves brand reputation. According to a report by Trustpilot, Web sites with UGC experience a 20% increase in returning visitors and a 90% increase in time spent on the page.

The athleisure brand Outdoor Voices has a carousel on its home page that displays UGC from social media, as shown in Figure 4.

Figure 4—UGC on Outdoor Voices
UGC on Outdoor Voices

Image source: Outdoor Voices

The brand even integrates its famous social-media hashtag #DoingThings into the design by using it as the headline for the UGC section.

4. Understand Your Audience Better Through Web-Site Design Analytics

Once you’ve integrated social-media elements into a Web site’s design, it is crucial to understand how the audience is responding to these design decisions through analytics. For example, before finalizing a design, you could perform A/B or multivariate testing to understand what is working best with the audience.

You can understand how the audience is engaging with a design by looking at the average time spent on a page and its bounce rate. You can also look at heatmaps such as that shown in Figure 5 to discover which areas of a page are getting the most interaction.

Figure 5—Heatmap for a Web page
Heatmap for a Web page

Image source: Hotjar

5. Collect Customer Reviews for Your Web Site from Social Media

Just as with photo-based UGC, displaying customer reviews can be beneficial to a business. According to a study by Brightlocal, 98% of customers read customer reviews of local businesses. Plus, 60% of customers look at the number of reviews a business has before deciding whether to make a purchase or use its services. Having more reviews shows that a business is legitimate and trustworthy.

What is the best place to collect reviews? Social media. Start a UGC campaign that requires customers to post their reviews, then use the content on the business’s Web site. Platforms such as TripAdvisor and Google Reviews are also great places to collect authentic reviews.

Monthly dog-goodies subscription service Barkbox integrates customer reviews into its home page, placing them right in the middle of the page, as shown in Figure 6. The brand includes photos of customers’ pets that show its products immediately above the reviews.

Figure 6—Customer reviews on Barkbox
Customer reviews on Barkbox

Image source: Barkbox


As a UX designer, it’s important to understand what elements of social media you can integrate into a Web site’s pages and, thus, create a more interactive, meaningful user experience for its audience. By aligning your Web designs with social media, you can strengthen brand identity, boost brand awareness, and as a result, increase conversions. Use the tips I’ve provided in this article to help you integrate all your brand channels. 

Freelance SMM Consultant

Valencia, Spain

Val RazoVal is an experienced social-media expert with more than ten years in the social-media marketing (SMM) niche. She works as a consultant with small-to-medium businesses (SMBs), helping them to establish a strong social-media presence. She also writes for marketing blogs to share her knowledge and experience and get in touch with like-minded people.  Read More

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