Online marketing with Google Ads helps get people to your website, but for the best results you need a website designed to encourage people to do business with you. An easy-to-navigate website is essential if you want to convert potential customers to paying ones. Here are a few tips for creating a high-performing website.
Designing your site
Put important information towards the top of the page
Make it easy for your site visitors to find your most important content. Make sure it's immediately visible when they arrive on the page so they don't have to scroll down to see it.
Consider how your website features images and video
Eye-catching media like photos, video, or graphics are appealing to customers and an effective way to engage them with your business. But don't overdo it. Too much media can cause your site to load slowly. You don't want people leaving your site before they see the most important information.
Think about smaller screens
It's not just about the desktop computer anymore. Your customers use different digital devices, like mobile phones and tablets, throughout their day. The smaller the screen, the harder it can be for people to find what they want. Creating a website that automatically adjusts to a user's device is the best way to make sure everyone who gets to your site finds what they're looking for—no matter what device they're using.
To help keep your current customers and convert potential ones, you'll also want to consider the speed at which your site loads. For example, most businesses lose about 50% of their customers while their mobile site is loading.
See if the speed of your mobile site is costing you customers, and get quick fixes to improve it. Test your site.
Make navigation simple
Keep your site clean, clear, and simple by:
- Limiting the number of navigation links
- Avoiding the use of pop-ups or other features that could interfere with navigation on your site
- Making sure your site loads quickly so people don't hit "back" before they even get there
Writing copy
Use clear, eye-catching headlines
Having a distinct headline on your site is essential to helping customers quickly know that they're in the right place. This will encourage them to stay on your site longer and ultimately take an action that's valuable to you.
Clearly list the benefits your customer will get from your products and services
When people come to your site, you want to make sure they know right away why they should stay. Make sure the benefits are scannable and easy to read; bullet points are a great way to do this.
Provide quick links to more information
Make it easy for customers to find links to additional information about the advertised product they might want. For example, a prominent "Learn more" link.
Include a clear call to action
When you're clear about the action you want people to take on your site, visitors are much more likely to actually take that action and bring you the business you're looking for.
Building customer relationships
Build trust with your customers
Making it easy for people to reach you is a great way to build trust and increase transparency with potential customers. It’s a good idea to openly share information about your business and clearly state what it does. And if you request personal information from customers, make it clear why you're asking for it and what you'll do with it.
Boost your customers’ confidence in your business
You can build even more trust with your customers by including customer testimonials or 3rd party verifications about your business. And if you run ads on your site, make sure you distinguish these ads and sponsored links from the rest of your site content.
When you have a great website ready to go, Google Ads can help the right customers find your site and take action.
Sign up for a Google Ads account today and follow along with this guide.