Website Design for Effective Digital Audience Engagement: A Conceptual Framework

The transformative power of digital technologies alters every sector of our society and provides unparalleled opportunities for value cre- ation. The challenge for today’s organizations is to communicate in ways that resonate with the digital audiences and forge meaningful interactions. Leveraging digital opportunities requires organizations to develop digital fluency and tailor an effective digital strategy. At the heart of the digital strategy is the website – the digital communication interface, the founda- tion that provides avenues for connecting with the audience. In this respect, website design has emerged as a critical issue. This paper aims to devise a conceptual framework for website design. It identifies the key aspects for achieving a successful website and equips the managers, web designers, and communicators with the knowledge of crafting an effective communi- cation platform.