Website Design Ltd https://www.websitedesign.co.uk Tue, 19 Feb 2019 14:37:32 +0000 en-GB hourly 1 Back to Basics With Ad Extensions https://www.websitedesign.co.uk/back-to-basics-with-ad-extensions/ Thu, 14 Feb 2019 08:47:03 +0000 https://www.websitedesign.co.uk/?p=10805 Back to Basics With Ad Extensions What are ad extensions? If you don’t already know, ad extensions are things you can add to your PPC ads to give additional pieces of information about your business or product. It can include things like phone numbers (call extensions), links to specific parts of your website (site link... Read more »

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Back to Basics With Ad Extensions

What are ad extensions?

If you don’t already know, ad extensions are things you can add to your PPC ads to give additional pieces of information about your business or product.

It can include things like phone numbers (call extensions), links to specific parts of your website (site link extensions), additional text (callout extensions) and more.

They are really useful snippets that can help you bypass Google’s ad character limit, and best of all, they’re also free (apart from the usual charge you incur from a click).

This is all great, obviously, but other than this, why should you bother with ad extensions?

Benefits

Other than what we’ve already explored, here are the main reasons why you should consider using Ad Extensions and giving your PPC campaigns a boost:

OK, firstly, they give your ad more prominence on the search engine results page and help you provide relevant information to prospective customers.

As well as new information, you can also provide additional calls-to-action which will be really beneficial.

What’s the benefit?

Well, these changes will likely improve your clickthrough rate (basically, more people will be clicking your ad) which is great for two reasons: more customers (assuming your landing pages can convert them into customers) and increasing your ad’s Quality Score. This is a crucial component of your AdRank and will also contribute towards you getting a lower cost per click.

“According to Google, ad extensions will improve your clickthrough rate, on average, by around 10 to 15%”.

Now, you may be reading this and thinking “I’ll add all extensions to all of my campaigns” and based upon what I’ve just said, why wouldn’t you?

Well, despite all the benefits, there are a few problems with ad extensions if they are not managed properly.

Universal Ad Extensions?

While ad extensions can greatly improve your ads, applying them universally can actually negatively affect your clickthrough rate and your Quality Score (which will result in a higher cost per click).

Again, why?

This is because it is very unlikely that universal ad extensions will be relevant to all searches related to your business. Instead of supporting your ad with extensions, you’ll be sending mixed messages and actually doing damage.

So, now you may be wondering “OK, should I apply for ad extensions or not?”

The answer is: yes, you definitely should but you need to tailor your ad extensions at the AdGroup level and relate them to the user’s search (of course, there may be some exceptions, but this is a good rule of thumb).

For example, imagine if you are a sports retailer and somebody searches for the term “NIKE shoes”. Now, imagine if they look at your ad extensions and see site links related to “basketball clothing” and “men’s golf”.

What relevance does this have to the user’s search?

It’s completely alienating for the user and you may have failed to get this traffic (that was potentially very close to converting) to clickthrough.

This is because the extensions lack context. It lacks an understanding of the user and what they’re actively searching for.

They’re interested in seeing NIKE shoes – so show them that. It’s the perfect opportunity to highlight all of your shoe-related products.

Take a look at this ad.

Don’t you think they’re much more likely to engage with this?

By tailoring your ad extensions to the ad group level, you’re setting yourself up for success. If you fail to do this, or do it, but don’t do it in a considered way, you’re going to be hurting your campaigns and probably wasting some money.

Interested in what you’ve read? For more information on how ad extensions could be beneficial for your website and PPC campaign, please contact us, we’ll be happy to help.

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What Website Do You Wish You Made Yourself? https://www.websitedesign.co.uk/what-website-do-you-wish-you-made-yourself/ Wed, 30 Jan 2019 14:46:25 +0000 https://www.websitedesign.co.uk/?p=10770 “What Website Do You Wish You Worked On?” Recently, I was inspired by a Net magazine article which posed the question: what website do you wish you made yourself and why? This question stuck with me and made me consider what my colleagues would say and why (we design and build websites after all!). So,... Read more »

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“What Website Do You Wish You Worked On?”

Recently, I was inspired by a Net magazine article which posed the question: what website do you wish you made yourself and why? This question stuck with me and made me consider what my colleagues would say and why (we design and build websites after all!). So, with this in mind, I sat down with some of our team to find out what website project they would have liked to be a part of and why!

1. John Lewis & Partners

Oddly enough, our Senior Project Manager, Daniel, had been considering this recently when he was using the John Lewis website.

John Lewis & Partners, known more commonly as ‘John Lewis’ is a high-end department store that sells homeware, furniture and fashion. As you would expect, in addition to their brick and mortar stores, John Lewis also operates an e-commerce website.

Q. What are your immediate thoughts?

Immediately, you realise that the website is not only beautifully stunning but functional, too. It is incredibly easy to navigate and find the key things that you need.

Q. Is there anything you like about the design and functionality in particular?

Essentially, what really works well is the combination of the two. The design is simple and aesthetic: it combines beautiful product photography and light fonts with a well-considered composition in order to highlight key areas of the website. When this is paired with an equally simple, bug-free build, you end up with a website that has a smooth user journey and (from a business perspective) makes the conversion process easier.

Q. Is there anything else you would like to add?

I actually don’t mind paying full price for something from them because I enjoy the whole buying process and the service you receive.

2. Basecamp

Basecamp, formerly named 37signals, is a web-based project management & team communication tool that allows users to easily manage projects and collab with clients all in one place. In addition to this, it is also a personal favourite website for our New Business Consultant, Rob, and one he would love to have been involved with.

Q. What are your immediate thoughts?

Basecamp work really hard on simply promoting the Basecamp brand and it is well known within the circles (essentially, professional services!) that may be interested in using the product. As a result, you expect visitors to know about Basecamp and what it is. You can see this on the website as it immediately displays CTAs to encourage sign-ups.

Q. Is there anything you like about the design and functionality in particular?

Basecamp’s design has always led with a personal, human approach. They try hard to not come across as ‘webby’ or ‘too techy’ but aim to be approachable while maintaining their business focus. They achieve this by using illustrations on the website which add softness and move the brand away from that overly technical light (that may be off-putting for some users!). They also use a bold typeface which gives the brand authority and credibility to their business-focused approach.

In terms of functionality, there isn’t much to say as the website is essentially a marketing site that promotes the Basecamp product and encourages users to sign up.

Q. Is there anything else you would like to add?

I really like the graph graphic at the bottom of the website. While it could be perceived as slightly arrogant, I think it actually validates the product really well. If over 2 million users have signed up for the product, then surely that means it’s a fantastic product worth trying out?

3. Beavertown Brewery 

Beavertown Brewery is a British brewery based in London that was founded in 2011 and has an iconic eye-catching design that sets them apart from the competition. Despite also being a popular beer, their website is also a personal favourite for our Senior Digital Marketer, Andy.

Q. What are your immediate thoughts?

The website is eye-catching, nicely animated, and on-brand – everything Beavertown is known for.

Q. Is there anything you like about the design and functionality in particular?

The use of illustration really stands out, and is something that a number of competitors have started to imitate. It helps the brand seem fun, personal and something that people can relate to (everything that is inherent in their product!). The functionality, for me, is really my favourite part about the website as the parallax draws attention to the product and gets the user to focus on it, helping generate brand awareness (which seems to be the ultimate goal of the website).

4. Airbnb

Founded in 2008, Airbnb has now become widely known as the no. 1 online marketing for short-term lodging in residential properties. It is available in over 191 countries, 34,000 cities, and has over 2.5 million listings worldwide. Their website is paramount to their business as it is regularly viewed by thousands of users, and (unsurprisingly to those who know him), is a personal favourite of our Senior Designer, Richard.

Q. What are your immediate thoughts?

At first glance, you can see how form and function work together to create a site that is on trend with the lifestyle and promotes their product through the use of holiday photography. Overall, the site is a genuine pleasure to both use and view.

Q. Is there anything you like about the design and functionality in particular?

Immediately, the design evokes holiday nostalgia through beautiful destination imagery and desaturated imagery to create a style that users can relate to. In addition, this imagery also creates a strong desire to travel and visit the destinations on offer (subltly encouraging users to use Airbnb’s service).

In terms of the functionality, it truly is second to none for me: you have a clear form where you input the relevant information for your travel needs and immediately you are provided with home listings. This is aided with the addition of a simple filter which lets you specify your own criteria to help find the perfect home in your search.

Essentially, everything feels effortless and intuitive to use, and finding properties via the map is actually fun to use. It makes you want to come back again and again even if you don’t have a holiday to book.

Q. Is there anything else you would like to add?

Everything is done so clearly and concisely which is a real testament to how functional and clear the design is. Since user added content from millions of users can vary, the layout of the design manages to make each individual home listing work in such a uniform way that you can find the info you need whether its a 1-bed apartment or a 10-bed castle on its own island.

5. Neon Adventures

Neon Adventures is a venture capital firm that has investments in finance, property, lifestyle and an arm in philanthropy. It focuses particularly in consumer sectors and businesses with an online angle, so as you would expect, their online presence is pretty important.

Q. What were my immediate thoughts?

The website is visually stunning with its video and greets the user with powerful copy: “thinking makes so”. It immediately evokes powerful positive emotions of ‘can do’ which is something that resonates with their client base and makes them want to delve further into the website.

Q. Is there anything I like about the design and functionality in particular?

For me, I was grabbed by their fresh, modern design which places a strong emphasis on the user imagery which typically features people. This helps the website and company seem approachable and gives them a down-to-earth feel. In addition, the functionality is unique with swift transitions in-between pages which gives you an engaging user experience and makes the website feel alive (and not static).

So, with that all being said, let’s extend the question to you: what website do you like the most and which do you wish you could have been a part of?

Are you interested in having a website developed? Get in touch with our team to find out how we can help.

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Do You Need To Be In Position 1? https://www.websitedesign.co.uk/do-you-need-to-be-in-position-1/ Fri, 04 Jan 2019 14:17:13 +0000 https://www.websitedesign.co.uk/?p=10691 Is Position 1 The Best Position For You? It may seem straightforward to assume that you should always bid for the highest possible position when running paid search campaigns. After all, we’re always told that if you’re not first, you’re last.  The assumption most make is that a higher position with a higher bid will... Read more »

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Is Position 1 The Best Position For You?

It may seem straightforward to assume that you should always bid for the highest possible position when running paid search campaigns. After all, we’re always told that if you’re not first, you’re last.  The assumption most make is that a higher position with a higher bid will often lead to other higher metrics, and ultimately, a higher return on investment (ROI). However, as many will know, this is often not the best strategy for your clients and lower positions can often return a greater ROI.

Why?

There’s a multitude of reasons as to why this might be which I will explore further later, but generally, as digital marketers, we should accept that often we are going to struggle to correlate one metric with one independent variable.

What Is Average Position?

Google defines average ad position as “the order in which your ad appears on a page in relation to other ads”. If you have a position between 1 – 8, you generally appear on the first page, while any position between 9 – 16 typically appears on the second. It is determined by a formula called Ad Rank which calculates a score based on your bid and quality score.

Admittedly, there are benefits to being in a top position. For instance, your ad will likely have greater prominence and the chances for your ad extensions appearing are greatly increased. While this benefits may seem great upfront, it is important to consider how you can best achieve your KPIs and obtain the best ROI.

Determining The Best Average Position

You can export your Google Ads data (yes, Google Ads, not AdWords) into your spreadsheet software and format a Pivot Table to quickly determine what your optimal average position is. We would recommend pulling in a keyword report over at least a 6 month period to ensure you have a good reliable source of data.

Once you have done this, you can set up your Pivot Table and easily compare aggregated average metrics (like Average Position) to other pieces of data which you consider most valuable (e.g. CTR, Avg. CPC, Conv. Rate) to better optimise your campaigns.

For instance, based on our findings, we determined that position 3 was our client’s optimal position. So now what do we do with this data?

Adjusting Your Ad Position

One of the most efficient ways to ensure you maintain your optimal position is by creating an automated rule within the Google Ads system. We can create two rules, one to increase our bid whenever it falls below position 4 and another position to decrease our bid whenever it rises above position 3. As you can see, by creating this automated rule we were able to implement positive changes, such as:

 

  • As our position fell, so did our CPC, allowing us to extend our budget and pull in a higher volume of [qualified] web traffic
  • By extending our reach, we were able to pull in more qualified traffic and increase our conversion rate
  • Ultimately, delivering a stronger ROI for our client despite no longer being in a ‘high position’ on Google

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The Best Digital Christmas Experiences https://www.websitedesign.co.uk/the-best-digital-christmas-experiences/ Thu, 13 Dec 2018 15:02:33 +0000 https://www.websitedesign.co.uk/?p=10722 The post The Best Digital Christmas Experiences appeared first on Website Design Ltd.

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What Makes The Perfect Christmas Card? https://www.websitedesign.co.uk/blog-what-makes-the-perfect-christmas-card/ Tue, 27 Nov 2018 11:13:58 +0000 https://www.websitedesign.co.uk/?p=10695 The post What Makes The Perfect Christmas Card? appeared first on Website Design Ltd.

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Custom Landing Pages For Your PPC Campaigns https://www.websitedesign.co.uk/custom-landing-pages-for-your-ppc-campaigns/ Fri, 19 Oct 2018 10:02:40 +0000 https://www.websitedesign.co.uk/?p=10659 The post Custom Landing Pages For Your PPC Campaigns appeared first on Website Design Ltd.

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The Importance of Professional Web Design https://www.websitedesign.co.uk/the-importance-of-professional-web-design/ Thu, 18 Oct 2018 09:57:34 +0000 https://www.websitedesign.co.uk/?p=10617 Why is it important to have a professional website? According to a 2017 study, 94% of web users make their first impressions of a website based on the design. Even more surprising, is that 94% of web users have used design as a reason to reject or mistrust a website. These figures reiterate just how... Read more »

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Why is it important to have a professional website?

According to a 2017 study, 94% of web users make their first impressions of a website based on the design. Even more surprising, is that 94% of web users have used design as a reason to reject or mistrust a website. These figures reiterate just how important it is that your website portrays your company professionally.

“94% of web users have used design as a reason to reject or mistrust a website”

Information Architecture

Simply put, IA (information architecture) is the blueprint for a website. You can liken it to an architect’s plans for a house. Most IA projects will include the building of a wireframe prototype. The IA suggests design layouts, the types of content that can be included and how the website will function. For example, the links in the menu will function, and a hero image may be shown through a greyed out box and text.

How does IA affect professional web design? Well, web design isn’t just the look and feel of a website, but how it functions. Just because a website looks good, doesn’t necessarily mean it’ll work well (which I’ll cover later on in Functional Design).

Coming back to IA… IA maps out the design, suggesting where the content will sit, and the different types available. It allows designers to plan where key content will sit based on how important it is. For instance, you’re not going to put an important call to action (CTA) to a sale landing page in the footer.

IA allows us to distinguish the users’ key journeys. A really good example is e-commerce websites. When we design an IA for one of these, we want the user to have a seamless experience. So what’s needed? Firstly, a functioning menu and CTAs between pages in a methodical order such as home -> product category -> subcategory -> product page -> basket -> checkout -> order summary.

You need to make the user journey as simple as possible in order to ensure user retention is high. This ensures that users find the site easy to use (meaning they are more likely to return and use the website again).

High-Quality Imagery

It’s cliche but they say “a picture paints a thousand words”, which despite some protesting, you can’t really disagree with. The same statement applies to web design.

But why is it important to have high-quality imagery?

Firstly, you want to look good, don’t you? But more importantly, first impressions matter and high-quality imagery will present your business as professional and caring. In addition, it also creates a sense of trust because people notice that you have taken the time and effort to get high-quality imagery. This will give prospective customers a sense that you’ll do a good job for them, too, even if photography isn’t the service you’re providing.

In most cases, images on websites are of products and teams. I’ve picked out the Nikon website, which one could argue, needs professional looking imagery more than most. Think about it. If a brand like Nikon, Canon or Hasselblad had poor quality imagery, would you really purchase their products? After all, you would assume whoever took their photos, was using one of their own products.

That being said, what is ‘professional imagery’? Is it a RAW pixel perfect image? Or is the subject matter and composition that makes a company appear professional? Well, it’s actually both.

As a business striving to appear professional and stand out in the market, you cannot afford to have one without the other. You could have a really sharp and technically amazing photo, but at the end of the day, if you have a wonky horizon and poor lighting, you’re going to appear unprofessional and potentially turn customers away.

In addition, the images you use can even have an impact on your sales, since, research has found that images of human faces have been shown to double conversion rates.

Typography

A great design needs great typography. You may have heard that ‘content is king’ but you present that content is equally as important. Typeface usage and choices make up a key asset of typography. Typeface usage and choices make up a key asset of typography. There are no real ‘rules’ as such here, but you want to avoid using too many typefaces as this can often appear clumsy and unprofessional. Using one typeface family can be just as successful as using four, especially as you’ll find most modern fonts come in numerous weights.

Using a mixture of font weights to divide up content and make key content stand out helps make information easier to manage and skim-read if necessary for the user.

Referring back to typeface choices, using contrasting fonts can be effective, but it all depends on what your branding allows for and how you want your business to be portrayed.

If you use a classic serif font like (boring) Times, you’re going to appear a lot more traditional than if you used an (overly) popular sans font like Helvetica (every designer’s first love). You also have to consider your industry as there are type styles that relate and suggest particular industries, and you don’t want to look out of place. While you may look professional, it may not reflect your brand and what a user would expect, so you may turn some away.

However, typography isn’t just about choosing a font, you can go to Hell[vetica] if you think otherwise. Kerning, spacing, and line height all play a part in legibility, and at the end of the day, how professional you come across. Something that is equally as important is font size. Obviously, you don’t want to make the text too small as it won’t be readable, but you also don’t want to make it too big because you might appear amateur.

That being said, you need headings, pulled quotes and the like to stand out, which can be achieved with a change in font size and weight.

Most of these principles will only apply to content and paragraph sections on a website. In some instances, typography can be used as a graphical asset or a branding element, and in which case, the rules will change to suit. At the end of the day, your branding and idealistic portrayal of your business will determine the usage of typography on your website.

Functional Design

While it’s important that you follow these principles if you want to have a professional looking website, you must ensure it works. You should walk before you run. Make it work before making it look good. If your website has a specific purpose or function, you want to ensure that the actions you want the user to take are clear and obvious. A great example of this is Amazon – it may not be the most aesthetically pleasing website in the world, and up until quite recently, had an even more basic design, but it does what it needs to do.

The checkout process on Amazon is robust and straight to the point. No distractions, obvious CTAs, and clearly displayed information make for a stress-free checkout experience.

To provide you with a metaphor (who doesn’t love a metaphor), functional design can be likened to video game characters. Consider something like Destiny or Assassin’s Creed (a few office favourites). The best gear doesn’t always look the nicest, but it works better than the glittery ones. It’s about finding the balance between looks and functionality that make you successful. It is very much the same when it comes to websites.

As you can see, your website is an important gateway between you and your customers, and it’s important that you get it right. Our expert design team at WDL has years of experience, creating unique websites for clients throughout the UK. We know what it takes to make a website stand out, and can help you establish your online web presence. Contact us today for more information.

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Why You Should Avoid Website Builders https://www.websitedesign.co.uk/why-you-should-avoid-website-builders/ Thu, 04 Oct 2018 14:26:26 +0000 https://www.websitedesign.co.uk/?p=10595 Should you be building a website from scratch? Wix. Weebly. Squarespace. There are a plethora of website builders available now, that supposedly make it really easy to build a website. Above all, they pride themselves on being cheap, simple, and quick. Sounds perfect, right? Well… not quite. They might be affordable, and easy to use,... Read more »

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Should you be building a website from scratch?

Wix. Weebly. Squarespace. There are a plethora of website builders available now, that supposedly make it really easy to build a website. Above all, they pride themselves on being cheap, simple, and quick. Sounds perfect, right?

Well… not quite. They might be affordable, and easy to use, there’s a pretty high chance they’re not right for your business.

So, why then, should you NOT use a website builder?

1. You Want To Stand Out

When you use website builders, you’re going to be provided with a list of templates that everyone else has access to. While you may be able to customise these templates and put your own content in them, you’re not really going to get the same experience as a bespoke website. Surely, you want that additional functionality and edge to help your business stand out from the competition?

2. Custom Functionality

As mentioned, with website builders you’re going to be stuck with template websites that are pretty basic. If you want to add additional functions or features, you simply cannot do this in web builders.

3. Customer Service

When you use a website builder, you rarely receive any additional support, besides the occasional newsletter or question posted to a support forum. What if your website goes down? What if something stops working? If you don’t know how to tackle these issues, you could potentially be missing out on customers and losing revenue when these problems arise. When you use professional web developers, you can actually talk to a person, to ensure they understand your issue – allowing them to easier solve it. It’s better having somebody beside you to help you through things, rather than dealing with any issues yourself (especially if you’re not ‘techy’).

4. Personal UX

With a professional web agency, you’re going to get a supportive, professional team that wants to help your business grow. They will create a tailored user experience to fit your product and brand, ensuring users have a smooth, and optimal, experience.

5. No SEO

If you have a website, you’re probably (unless for some reason you don’t want it to have traffic) going to want to optimise it for search engine result pages (SERPs). The main way to do this is by optimising your website for search engines, better known as SEO. When you use a website builder, your website is going to consist of a jumble of code that has no structure, which means you’re going to struggle to increase your SEO. With a bespoke build, the website can be structured in a particular way, or aided with plugins to ensure that you appear in Google rankings.

Overall, it’s probably a bad idea to create your business’ website using a DIY website builder. Instead, you should enlist the help of a professional agency who can design you a website adhering to the latest industry standards, and help grow your presence online.

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Taking Advantage of Voice Search https://www.websitedesign.co.uk/taking-advantage-voice-search/ Fri, 28 Sep 2018 08:00:05 +0000 https://www.websitedesign.co.uk/?p=10558 “OK, Google”. How can I incorporate Voice Search into my marketing strategy? “Hey, Siri” and “OK, Google” have now become a normal, everyday part of our lives. While they may have not functioned as well as some would have expected when they launched back in 2011, they have become more accurate and useful. From the iPhone’s... Read more »

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“OK, Google”. How can I incorporate Voice Search into my marketing strategy?

“Hey, Siri” and “OK, Google” have now become a normal, everyday part of our lives. While they may have not functioned as well as some would have expected when they launched back in 2011, they have become more accurate and useful.

From the iPhone’s voice assistant Siri to the Amazon Echo, they now can easily understand human instructions and deliver relevant information. As a result of this, voice search is on the rise, but what actually is voice search? According to a voice search, voice search can be defined as:

“Voice search, also called voice-enabled, allows the user to use a voice command to search the Internet, or a portable device”.

In other words, by combining natural language processing and text-to-speech technology, certain devices like the Amazon Echo can understand a user’s search request and provide a relevant answer. For example:

Me: “OK, Google, can you help me find X?”

Google: “Hi Andy, is Y what you’re looking for?”

Me: “No.”

Google: “What about X?”

Me: “Yes” (to which Google proceeds to read out the information).

How Popular Is Voice?

As you would expect, voice search is more popular and publicised than ever before. For example, a survey found that in 2017, voice commerce sales generated $0.2bn in the UK and analysts have predicted it will rise to $5bn by 2022.  In addition, according to Alpine Ai, there have been an estimated one billion voice searches per month so far in 2018.

Naturally then, as you would expect, there are a lot of opportunities for brands to make use of voice search. How, then, can you take advantage of all these searches and use them to benefit your marketing campaign?

Optimising for Voice

According to Google, you should follow these guidelines if you’re looking to optimise for voice search:

  • Your content should have concise headlines and summaries that provide people with useful, easy to understand information.
  • You should adjust your copy so it reads more clearly for text to speech (TTS).
  • In order to ensure an optimal user experience, have 20 – 30 seconds of content per section of speakable structure data.

In essence, don’t stuff your content with as many head keywords, just write how you would speak. By doing this, you’ll naturally optimise for keyword phrases popular in voice search that users will likely search for without realising it.

While voice search is starting to change the marketing industry, it has created significant opportunities. If you’re adaptive, you can use it to your advantage and win.

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Optimising Your Landing Pages https://www.websitedesign.co.uk/optimising-your-landing-pages/ Thu, 06 Sep 2018 07:25:13 +0000 https://www.websitedesign.co.uk/?p=10476 Optimising Your Landing Pages   Your PPC campaign is generating web traffic, people are visiting your website, and you’re guiding prospects into the conversion funnel, great! But are your landing pages letting you down? Are you generating awareness and interest but struggling to close the deal? You see, it’s one thing to have people visit... Read more »

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Optimising Your Landing Pages

 

Your PPC campaign is generating web traffic, people are visiting your website, and you’re guiding prospects into the conversion funnel, great! But are your landing pages letting you down? Are you generating awareness and interest but struggling to close the deal?

You see, it’s one thing to have people visit your website and another to actually convert those leads. As you know, if you want to make money online, you need to be converting your web visitors.

This is where landing pages come in. According to unbounce.com, a landing page is a standalone page designed to convert visitors into leads by taking the desired action – a purchase, a click, a contact form submission. If you’re setting a landing page up, we recommend following these tips to ensure they’re completely optimised.

1. Simplicity

Keep things simple. Consider what action you want your visitor to take and plan accordingly. The landing page should be free of clutter that will distract the visitor and your CTA (call-to-action) should be clear. You don’t want the visitor to be navigating the site and searching for what you want them to do.

In addition, make sure your copy is simple, straightforward, and to the point. Microsoft Research found that users will spend a maximum of 10 seconds deciding if they want to stay on the site. Make sure your message relates to your audience and captivates them.

2. Say Why, Don’t Describe

Make sure you stress the benefits of your product or service rather than blankly describing it. This will help your website visitors understand how your product or service helps them and give your message a personalised tone. For instance, you might say that “these tennis shoes will help you achieve XYZ” as opposed to “these shoes are affordable”.

3. A/B Test Everything

If you don’t know what A/B testing is – it’s an experiment between (generally) two pages that are different to see which converts better. By doing this, you can ensure that you’re directing prospects onto a fully optimised landing page that will most likely lead to a conversion.

4. Loading…

Loading time matters. Not only does Google rank websites based on their loading time, but at least 40% of people abandon a website that takes more than 3 seconds to load. It may seem obvious but you can create the world’s most perfect landing page with compelling CTAs and unbeatable offers, but if your landing page takes too long to load, it will be pointless!

5. Give Value

One of the best ways to secure conversions is to give something valuable to your web visitors in exchange. If you want people to become incoming leads, give them valuable content as a reward for signing up or as an incentive to get in touch. On the same note, if you’re selling a product, consider a discount or a free gift in order to get them to complete the purchase.

If you’re interested in finding out how fully optimised landing pages can improve your PPC campaign, get in touch with WDL, we’ll be more than happy to help.

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