How Does Web Design Relate to PPC Advertising?

You may have heard that PPC, or pay-per-click, marketing is one of the fastest and surest ways to attract qualified leads to your website. And it’s true. PPC is an essential part of successful marketing campaigns, particularly for businesses that aren’t seeing the results they want through SEO (search engine optimization) techniques alone. Our Edmonton website design company can help you create a website that generates more revenue through optimization that works with your PPC ads. Contact us to learn more. 

PPC and Website Design 

A good way to describe PPC and web design is that they’re both half of a basic lead generation strategy:  

• PPC is a useful tool for sending high-quality traffic to your website. 
  
• A website keeps customers engaged and entertained while delivering the relevant content they need. This drives conversions or leads. 
  

Customers searching for a product or service who see your ads and then click on them expect that when they land on your site’s home or landing page, they’ll find exactly what they’re looking for. Web design that favours conversions differs from the traditional approach to web design. All sites, of course, should be attractive, fast loading, and easy to navigate, but a website designed to work hand-in-hand with PPC must also: 

Be relevant.

A generic landing page that doesn’t specifically address what’s searched for frustrates the customer and is likely to have them quickly exiting your site to go in search of another brand.  

Compel users to act.

The content on a landing page should be concise, immediately respond to the customer’s pain point, and include the information needed to for them to take the next step. A call to action can be a “buy now” button, a link that leads the user to a contact or quote form, or a video demo on your product or service. The aim is to encourage leads further along on their buying journey. 

Have internal logic and structure that supports your and your customers’ goals.

People want to be able to find what they want easily and quickly and don’t want to take multiple steps to get there. Whether it’s a specific product or return and shipping policies, to successfully convert the web design should focus on quickly getting your customers where they need to be.  

Testing and Website Design 

The best web design in the world won’t turn leads into customers if the organic and PPC keywords aren’t right. A/B testing on ads, landing pages, and even call to action buttons helps determine where the best results lie. Multiple headlines and lead capture forms should also be tried and tested to see which ones gather the most clicks. 

Website Design that Converts 

If you want to get the most out of your marketing dollars, using PPC to achieve better website visibility is a smart investment. Just make sure your website design doesn’t undermine your PPC efforts. Smart WSI Marketing is an Edmonton website design company that focuses on helping you get more leads and increase brand awareness. Contact us today to learn more about all our digital marketing solutions.

Lynne Motkoski, Digital Marketing Strategist

Specialty: Digital Marketing Strategies
Education: MA Communications & Technology, BComm [U Alberta]
Author: The Online Marketing Handbook for Busy Entrepreneurs (coming soon)

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Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She has a passion for education, keeping up with current marketing trends and practices, and helping clients keep ahead of their competition.

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