Generally, websites use pay-per-click advertising after the website and copy has been created which is kind of like putting the cart before the horse.
Perhaps the better way to is to think ahead and optimize your website for PPC before ever touching a single element of the site. Interesting concept, right? Here’s how it can get done …
- Web Copy Reflects Ad Copy. Flip around the concept of creating your website copy, then advertising, and focus on spending time developing your marketing pitch for the products and services you promote so that your web copy directly reflects your marketing message instead of the other way around. Starting with the ad copy, getting into the ‘emotional mindset’ will let you keep that flow and energy from the moment someone sees the PPC ad to the moment they siphon through the page.
- Speed Up Your Website. Visitors make up their mind within the first few seconds of landing on your page but if this time is spent loading a page, they’re gone. Your website (and landing pages) need to be lightning fast which can be accomplished through the use of smaller files on the page, less usage and reliance on plugins, better hosting, or tools like a Content Delivery Network provided through Amazon or other sources.
- Keep the Look Sleek and Elegant. You’re taught not to judge a book by its cover but let’s be honest here: nobody is going to trust a website (or business) that doesn’t take enough care (and effort) in their appearance. The look and feel of your website needs to reflect what you represent which, generally speaking, should be professional since you’re trying to create a sale. Spend the extra $100 to have a designer mull over your website and make the necessary design tweaks which gives your website a proper, professional look (but don’t go too overboard in the flashiness).
- Understand Your Market. Advertising, copywriting, and building a business relies on your ability to understand your market and its customers. Spend a great deal of time to research and develop a customer “avatar” which represents your desired visitor; after that, you’ll be able to work on each element of your website so the message speaks directly to this ideal individual. The specific message will be well received by your visitors if you’ve done your research which leads to greater conversions and sales.
- Make it Functional. Never overlook the user experience and usability of your website. Your PPC campaign and website needs to have congruency whereas when your lead finds your ad, clicks through, and lands on your page, they immediately know they’re in the right place. Don’t give your visitors too many options which send them digging through your website; develop a flow that leads the visitor from your page to taking the exact action you need such as completing a sale or subscribing to your list. Additionally, keep your navigation logical so frequent visitors can easily find their way to your best content.
What would you recommend for keeping your website optimized for PPC?