10 Dec Website Design for AdWords Advertising: What You Should Know
So you’re planning to invest on AdWords advertising and you want your site to be “AdWords Ready”?
There are a few key elements which will make your site successful both on PPC and on the organic end. There are some additional things that need to be done for a site to rate higher organically but overall, AdWords optimized sites are not completely different from SEO optimized sites.
The 3 essentials elements you’ll need are:
- An Attractive Layout
- Great User Experience
Before going any further, the very first thing you should do is a Sitemap. This will serve to have an overall idea of the information you need to include. At this point, you also want define the “company personality” you’d like to project.
Now that you have a general idea of your site’s content and your organization’s personality, let’s get into the 3 essential points that will make your site a cash-cow.
AN ATTRACTIVE LAYOUT
I’ll start by defining Layout: “The way in which the parts of something are arranged or laid out” or “The way in which text and pictures are set out on a page”
Now let’s add attractiveness to the recipe. Attractive doesn’t necessary mean “flashy” or that you’ll have to invest in the most expensive custom graphic design out there.
You can build a simple site with a “concept” or “style” and a specific pallet of colors and obtain the results you desire.
Remember that colors are very important to establish your Brand Identity.
- Apply Color Psychology to Pick a Good Color Pallet for Your Site.
No rainbows please unless you’re selling Skittles.
Instead ask yourself: What do you want to communicate? How do you define your company or service? Pick the colors that will evoke these emotions on the viewers.
If you are unsure, you can use a color palette generator to find colors that blend together well.
This step will also simplify designing your business cards and stationary. If you already have these, then your site should adhere to the same style and colors.
Above all, remember to maintain Consistency throughout the Site. Your site should clearly communicate the “personality” of your business.
- Make sure images integrate with the design.
If you showcase before and after pictures or random pictures that don’t match the site’s color set, you can give them effects or use filters that allow photos to blend in with the design.
- Provide Easy Navigation
Unless you are targeting designers or web developers, a hard-to-navigate site will lead visitors to abandon your page in a heartbeat.
Time is money and no one wants to waste it trying to figure out how to find information you’re expected to provide.
Make it super easy for visitors to complete a desired action such as reading a specific page, contacting you online or signing up for a newsletter.
People should be able to differentiate between a link, a clickable button and information & images.
- Add relevant content.
Include information that adds value to the visitors and that “sells” what you have to offer—in a brief and straightforward way.
- Provide easy-to-digest info for readers
You can avoid information overload by summarizing key information in short sentences and/or using bullet points.
I highly recommend reading Don’t Make Me Think: A Common Sense Approach to Web Usability by Steve Krug.
We mustn’t forget that people already have too much to think about. Seriously…they’re not enrolling in a Quantum Mechanics class; instead, they’re looking for a solution to a problem and want to know if you will provide that for them.
- Keep each landing page’s own topic – don’t mix topics or services within one landing page
This will allow you to use more relevant headlines, sub-headlines and descriptions for each landing page.
Also, avoid duplicating information in each landing page as this will make it harder for Google bots to determine relevancy.
Specific topics per landing page means you gain more “relevance points” with Google. This will help your site´s ranking go up naturally without having to bid higher. So you’ll save some big bucks.
- Keep Information updated
Whether it is info about your company, services you provide, prices or promos, make sure it is up-to-date.
Nothing worse than going to the special deals section and find promotions from…2013! You will have the visitor wondering how much of what’s being claimed in the rest of the page is actually true or current.
- Avoid clutter – Less is more
Make crystal clear for visitors what you do & highlight those things that make you stand out (don´t go overboard, of course!)
You can highlight 3-5 benefits you provide and not just list what you do.
Short descriptions and bullets points work great for straightforward services. For more complex services you can describe a bit more what you do. But overall keep text as short and simple as you can.
- Include relevant keywords in each landing page in a seamless way
Blend important keywords in the description, bullet points and/or image designs.
If you own a local business make sure to add geographical modifiers and even a map.
For example: Catering Service (KeyWord) + Dallas (Geo) = Dallas Catering Service
This will not only help get better AdWords results but also better organic results.
- Get Leverage from your customers
Add testimonials and reviews from former or current clients.
Bonus: Add a blog if possible.
I emphasize “if possible”, because this specific strategy will only work if you keep the content updated on a frequent basis AND interesting.
Having a blog may not directly impact your campaign, but will indirectly help grow your business credibility and increase site content relevancy (which will positively affect any marketing efforts).
It’s all about functionality!
- For a better user experience your site has to have a Responsive Design
A responsive site will adapt its layout depending upon the device customers use for searching.
Google considers “responsive web design” a best practice. This translates automatically in higher Quality Scores for your site if you follow Google’s advice.
But beyond Google’s rating, it has to do with the experience you provide visitors; make your site easy and enjoyable to surf!
- Have your contact information visible in all pages
You’re not Waldo—it should be easy for people to find you.
Ideally you should provide multiple channels for people to contact you: Phone, Email, Contact or Booking Forms, and Links to your Social Media.
Make sure you also provide links to your website on your social media profiles.
- Make it Conversion Friendly! Use a Call to Action in the Design
- Use large buttons
Make sure you differentiate what is clickable from what isn’t.
You may have a great color pallet, the right text and awesome images. You may offer great service and benefits that would make anyone want to choose you above competitors. But without functionality people will simply not convert (phone or email you or take any other desired action).
Bottom line, your website is your business card and your tool for branding and for acquiring new business. So make sure it is above all, simple and functional.
Now you’re ready to start looking at options and tools for designing a profitable business site!
Again, always keep in mind the 3 essential elements that will make your site effective:
- An Attractive Layout
- Great User Experience
Please feel welcomed to share your experience with websites and/or additional tips for making a business site more productive.