What you need to know about online marketing

Is your website ready to deliver results?

You can use online marketing to get people to your website, but is your website designed to encourage people to do business with you? Let's find out.

In a separate browser window, pull up the website that you'll be advertising. Then work your way through this checklist to see if it measures up.


What makes a good website
 

Does your website have a clear, eye-catching headline?


Yes, my website has a clear, eye-catching headline

Excellent! 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.

No, my website doesn't have a clear eye-catching headline

Consider updating your website so that each page features a distinct headline. This will help customers quickly know that they're in the right place, so that they stay on your site longer and ultimately take an action that's valuable to you.

 

Is your website mobile friendly?


Yes, my website is mobile friendly

That’s great. To turn visitors into customers, your site needs to work well across devices – from smartphones to laptops. Test your site to see how it scores on mobile friendliness and speed, and find out how to improve it.

No, my website isn't mobile friendly

To turn visitors into customers, your site needs to work well across devices – from smartphones to laptops. Test your site to see how it scores on mobile friendliness and speed, and find out how to improve it.

Does your website clearly list the benefits that your customer will get if they purchase your product or use your service?


Yes, my website clearly lists customer benefits

Terrific! When people come to your site, you want to make sure that they know right away why they should stay. Make sure that the benefits are scannable and easy to read; bullet points are a great way to do this.

No, my website doesn't list customer benefits

Consider updating your website to include this important information. When people come to your site, you want to make sure that they know right away why they should stay. Make sure that the benefits are scannable and easy to read; bullet points are a great way to do this.

 

Does your website feature images or video?


Yes, my website features images or video

Way to go! 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!

No, my website doesn't feature images or video

Think about incorporating eye-catching media like photos, videos or graphics into your website. They'll make your site more appealing to customers and offer 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!

 

Is there a clear call to action on your site?

A call-to-action is something that indicates to your customer exactly what you want them to do on your site, and how to do it. For example, a "Buy now" button that links to a transaction page, or a "Call today" message next to a prominent phone number.


Yes, my site has a clear call-to-action

Excellent When you're clear about the action that you want people to take on your site, visitors are much more likely to actually take that action and bring you the business that you're looking for.

No, my site doesn't have a clear call-to-action

When you're clear about the action that you want people to take on your site, visitors are much more likely to actually take that action and bring you the business that you're looking for.

What do you want visitors to do on your site once they get there? Be clear about your goal, then refine your website to meet that goal. Whether it's calling your business, buying a product online or signing up for a newsletter, you want to make it easy for people coming to your site to know what they should do next, and how to do it.

 

Is it easy to locate your business' contact information on your website?


Yes, my business' contact information is easy to find on my website

Perfect. Making it easy for people to reach you is a great way to build trust and increase transparency with potential customers.

Here are a few more ways to boost customers' confidence in your business:

  • Include customer testimonials or 3rd party verifications about your business
  • Openly share information about your business and clearly state what it does
  • If you request personal information from customers, make it clear why you're asking for it and what you'll do with it
  • If you run ads on your site, make sure that you distinguish these ads and sponsored links from the rest of your site content
No, my business' contact information isn't easy to find on my website

Building trust with your potential customers is an important way to distinguish your business from your competitors. Making it easy for people to reach you is a great way to start.

Here are a few more ways to boost customers' confidence in your business:

  • Include customer testimonials or 3rd party verifications about your business
  • Openly share information about your business and clearly state what it does
  • If you request personal information from customers, make it clear why you're asking for it and what you'll do with it
  • If you run ads on your site, make sure that you distinguish these ads and sponsored links from the rest of your site content
 

What's the most important thing that you want people to see on your site? If someone new came to your site, would they be able to locate it right away?


Yes, visitors to my website can find the most important information right away

Fantastic! An easy-to-navigate website is essential if you want to convert potential customers to paying ones.

Here are a few more tips for creating a high-performing website:

  • Put important information towards the top of the page – Make it easy for your site visitors to find your most important content. Make sure that it's immediately visible when they arrive on the page so that they don't have to scroll down to see it.
  • 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 that everyone who gets to your site finds what they're looking for – no matter what device they're using.
  • 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 that your site loads quickly so people don't hit "back" before they even get there
  • Quick links to more information – Make it easy for customers to find links to any additional information about the advertised product they might want. For example, a prominent "Learn more" link.
No, the most important information on my site isn't immediately visible

Having an easy-to-navigate website is essential if you want to convert potential customers to paying ones. Make sure that the information that's most important to your business is the first thing that people see when they get to your site.

Here are a few more tips for creating a high-performing website:

  • Put important information towards the top of the page – Make it easy for your site visitors to find your most important content. Make sure that it's immediately visible when they arrive on the page so that they don't have to scroll down to see it.
  • 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 that everyone who gets to your site finds what they're looking for – no matter what device they're using.
  • 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 that your site loads quickly so people don't hit "back" before they even get there
  • Quick links to more information – Make it easy for customers to find links to any additional information about the advertised product they might want. For example, a prominent "Learn more" link.
 

Does your business have an online presence beyond your website, such as a free Google My Business listing or social media site?



Building your online presence

Yes, my business has an online presence beyond our website

Now we're talking. The web is a big place, which is why your business needs a strong online presence beyond just your website. This can expand your business' visibility and help you reach more customers.

If you don't have one already, create a free Google My Business listing. This will get your up-to-date business info on Google Search and Google Maps so that customers can find and connect with you, no matter what device they're using.

Also, take advantage of free social media sites and services that allow you to create a page or listing for your business.

No, my business has no other online presence beyond our website

The web is a big place, which is why your business needs a strong online presence beyond just your website. This can expand your business' visibility and potentially improve your placement in organic (non-paid) search results.

The good news is, it's easy and free to do! Start by creating a free Google My Business listing. This will get your up-to-date business info on Google Search and Google Maps so that customers can find and connect with you, no matter what device they're using.

Also, take advantage of free social media sites and services that allow you to create a page or listing for your business.

 

So, how'd you do? If you answered "No" to any of these questions, you might want to think about updating your website. You'll not only give your customers a better experience, you'll be better positioned to make the most of your Google Ads investment.

Learn a little more about improving your website for better results. Or, contact a Google Ads expert for a free consultation about your website and getting started with Google Ads.

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