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. In this article, you’ll learn a few tips for creating a high-performing website.
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Best practices
Optimize your website by implementing the best practices listed below and improve your chances of converting potential customers to paying ones.
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 find 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 find 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 responsive 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, irrespective of 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.
Check if the speed of your mobile site is costing you customers, and get quick fixes to improve it.
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
- Ensuring your site loads quickly so people don't hit "back" before the page loads fully
Writing copy
Use clear, eye-catching headlines
Having a distinct headline on your site is essential to help 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. You can create clear and concise bullet points 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.
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.
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 third party verifications about your business. And if you run ads on your site, ensure 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.
Expand your online presence
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 Business Profile 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.
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.
