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ALI: Hi.
It's Ali with AdWords, here with the next video in our series
about online marketing basics.
Previously, we explained how AdWords ads can help get people
to your website.
But how do you know if your website
is designed to encourage people to do business with you?
Let's find out with this.
SPEAKER: You're investing in AdWords to reach new customers.
Your ad may bring people to your site.
But does your website keep them there?
Here are some basic website design
tips to help turn visitors into actual customers.
Tip 1-- provide relevant and useful content.
Maria owns a clothing boutique that also sells clothes online.
She's promoting a new collection of designer shoes in an ad
campaign.
So she makes sure her website is ready for the customers that
click on her ad.
First, she makes sure that her ad
links to a page on her website that's directly related
to the content of her ad.
When someone clicks her ad and goes to her site,
she wants to make sure they know they're in the right place.
So she makes sure that the page has
a clear, eye-catching headline that
directly connects to the ad the customer clicked on.
She also wants these potential customers
to quickly see why they should purchase her shoes.
She includes high-quality photos of the shoes
so that her customers can easily see the product.
She even has a video to make the web page all the more engaging.
By adding these little design details, including
a prominent call to action, like a Buy Now button,
Maria makes it easy and appealing
for her customers to find what they're looking for
and make a purchase.
Tip 2-- make your site easy to navigate.
Tom owns Main Street Flowers.
His website isn't set up for online orders.
So he really wants people who come to his website
to call his business to place their delivery orders.
He keeps the design of his website simple,
but professional.
And he makes sure that the page loads quickly when people
arrive there.
He makes sure his site prominently displays his phone
number and clearly encourages customers to call the shop.
Tom keeps his navigation links to a minimum
so customers can easily find important information.
He puts the most important information
towards the top of his page so people
don't have to scroll down in search of what they want.
He gets rid of any annoying pop-ups
and adds a search feature so customers can easily
find what they're looking for.
Tom hasn't forgotten about the customers on mobile devices.
He optimizes his mobile site for smaller screens.
He includes a prominent Call Now button
and an easy-to-see Search field.
Now when people go to Tom's website from any device,
it's easy for them to find what they need
and call to place an order.
Tip 3-- offer transparency and build trust.
Hiro owns a sushi restaurant.
He wants to use his website to build positive relationships
with his customers and encourage them to book reservations
online.
When a customer comes to his site after clicking his ad,
he makes it easy for them to find out
how to book their reservations.
Hiro adds a personal touch by including
photos of happy customers and staff
and featuring his weekly blog about trends in the sushi
industry.
To keep customers connected, he encourages
people to subscribe to his blog for regular updates.
To reassure his customers, he lets
them know he won't share their contact information.
Hiro also showcases quotes from happy customers on his site.
And he makes it clear to his customers what content is his
and what is made up of ads.
With his new web design, Hiro's customers
feel more connected to him and his restaurant
and have an easy time making a reservation
for their next meal.
ALI: Hopefully, now you've got a good sense of what
makes a winning website.
But the web is a big place, which
is why your business also needs a strong online presence
beyond just your website.
This can expand your business's visibility
and help you reach more customers.
Take advantage of free social media sites and services
that allow you to create a page or listing for your business.
If you have a storefront location,
you'll also want to make sure you create a free Google My
Business listing.
This will help make sure your up-to-date business information
is available on Google Search, Google Maps,
and Google+ so that customers can find and connect with you
no matter what device they're using.
To learn more and sign up for Google My Business,
go to Google.com/business or click the button to check it
out now.
Once you've got your business's online presence polished up,
you're ready to start pointing potential customers
to your website from your online ads.
So let's get familiar with AdWords,
Google's online advertising platform,
and how it works to bring you new customers.
Click the button to continue.
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