PPC Friendly Web Design Tips

Consistent Content with advertising

1. Repeat keywords and ad copy on landing page
2. Provide clear access to information that will be promoted in advertising
3. Do not break promises. If you want to go after certain keywords, make sure the information provided matches the information sought
4. All tags should relate to PPC keywords

Deep Site Content

1. Keep single page content to a minimum. If the content can be broken down into different subjects, create a new page
2. The more content the better. The deeper the site, the more keywords it can contain
3. Interlink site pages. If you have deep content but the pages are not linked to each other, the search engines won’t even know

Style of Text Content

1. Text content should be written “inverted pyramid” style similar to that of a news story
2. Write in order of importance. Headline first, then the details. Chances are a user will not read the details, so you want them to know the important stuff early and quickly
3. Avoid paragraph text. Instead, use phrases and short bullet point lists

Easy Navigation and site layout

1. Avoid unrelated graphics
2. Create a clear separation of content and navigation
3. Avoid Popups
4. Don’t compete with the call-to-action
5. Remove colorful page elements and animation
6. Replace generic photos with specific relevant images

Call-to-Action

1. Call to action should be clear and draw the eye and be placed prominently on the page
2. Placement of call to action should be above-the-fold
3. Competing calls-to-action should be de-emphasized
4. Color scheme and placement should make the call to action pop. It needs to be obvious.

Form Fields

1. Ask only for absolutely-required information
2. Collect additional information at a later time or date
3. Don’t present detail too early in the process
4. 4Group choices into a small number of categories
5. Short labels and uncluttered form layout

Build Trust

1. Add third party endorsements or testimonials
2. Trust symbols or logos should be prominent
3. Assurances are presented early in the process
4. Use trusted client/brand names prominently on the site

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