Nowadays, everybody wants to start ads without doing much and they think that ads will just magically convert conversions. But in reality there's so much more to that, especially having an engaging website.
Table Of Contents:
Introduction
If you think that making ads are easy, you are simply doing it wrong.
Adding a couple of keywords, selecting photos, and choosing a campaign might seem easy. However, there's so much more to consider. For instance, if someone clicks on your ad and lands on a poorly designed or non-functional website, what’s the point? Sure, you may get clicks, but how much money have you actually made? A great website is essential for turning those clicks into conversions.
Understanding the Role of a Website
Having a good website is such a huge factor for success, Google algorithms read you better, your website ranks higher in the search engine, and people are a lot more likely to buy something from you.
Websites are basically like the first impressions of your business. People think how will this person be able to accomplish my problem if they can't even make a great looking website where there's a bunch of errors. Therefore having a great website is essential.
A website allows you to convey your brand’s identity, values, and mission. Through visual design, content, and storytelling, you can create an emotional connection with your audience and differentiate yourself from competitors.
Making a great website does require lots of skill, that's why most people hire other people to make their site because they know it'll take them the same amount of time of the money spent. People are even willing to spend hundreds or even thousands on a very nice website. Doesn't that say something? Doesn't that show the importance of having a great site?
Now you're thinking how do I make a great site without hiring people. I would say buying a website template is probably your best option as It's completely done for you, you're not spending as much of money as you will be with time and there's so many different types of options you can choose from. Super efficient and easy.
Key Elements of a Good Website
You might be wondering, how do you know if my website is good enough?
There is 3 steps to tell if your website is good or not and if you meet all these steps, your ads will run successful.
1. User interface design
Intuitive Navigation: Ensure that visitors can easily find what they’re looking for. A clear and logical menu structure, with categories and subcategories, helps guide users through the site. When users click on your ads and the site is clear and easy to navigate. Them converting is a lot higher chance.
Consistent Layout: Maintain a consistent layout across all pages, including fonts, colors, and button styles, to create a cohesive brand experience. It lets the website flow more smoothly and more engaging to audiences eyes.
Fast Load Times
Optimization Techniques: Compressing images, leverage browser caching, and minimizing code to improve load times. A fast website really helps as people have no time to waste and people like things that are fast. When users come from your ads and they are waiting longer than 10 seconds for your website to load, you just lost all potential clients.
Fast loading times are also favored by search engines as Google's algorithm appreciates and ranks your website higher when your landing pages load faster than your competitors. It doesn't matter how much money you spend, if your website is faster, you will be at the top.
Performance Monitoring: Regularly test your site’s speed using tools like Google PageSpeed Insights to identify areas for improvement,
Mobile Responsiveness
Adaptive Design: Most users see your ads on mobile devices, so users will be most likely accessing websites and seeing them on mobile devices, it's crucial that your site is responsive. It should automatically adjust to fit different screen sizes, providing a seamless experience on smartphones and tablets. Sometimes when I am editing my site, I forget that mobile versions look completely different than on desktops.
Touch-Friendly Elements: Ensure that buttons and links are easy to tap and that text is readable without zooming especially for mobile as some buttons are usually cut off, or not shown. When all elements are working perfectly on the site, the chances of them becoming a conversion is so much higher.
Common Pitfalls of Poor Websites
Let's say you see a great ad, perfect layout, engaging texts and perfect for you. You click on it, the website is poorly designed, you quickly click off as you fear the risks of being scammed and you lost a lot of money from useless clicks.
A lot of marketing agencies don't even tell you this, they simply craft an ad campaign, and It looks like your getting impressions, but how many conversions are you actually getting? How much money have you made?
Your website will just have high bounce rates, as users land on a website that is confusing or unattractive, they are likely to leave quickly, leading to high bounce rates. This indicates that the website is not meeting user expectations and that really takes a hit on the businesses success.
When you have high bounce rates, that will even affect SEO. Therefore when you are running ad campaigns, users click on your website, leave quickly and all efforts you spend on organic SEO and on other marketing will be wasted as Google's algorithm blocks websites that have high bounce rates.
Conclusion
Therefore, a strong website is essential for running successful ads and bringing you conversions. It provides the necessary infrastructure to support your ads, guiding potential customers from the moment they click on your ad to the final conversion. When your website is user-friendly, mobile-responsive, and optimized for search engines, it not only attracts visitors but also keeps them engaged and encourages them to take action.
A well-crafted website is such a powerful marketing move that can change the way you connect with your audience. By focusing on design, user experience, and aligning your website with your advertising efforts, you can tap into the full potential of your online presence. This leads to meaningful engagement and can drive lasting business success.
Take the opportunity to improve your website, and you’ll see it become a key part of your marketing strategy, you will see and thank me for how many more conversions I'll be bringing :)
Written by Alice Ksendzova
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