Have you ever asked yourself “Why Isn’t My Search Advertising Working?” First off you’ll want to clarify what you mean by “Isn’t Working”. If the traffic you’re driving from your search advertising or other sources is failing to convert into business, then keep reading.
Often times what we see is that a search advertising campaign will have excellent performance; high click through rates (people find the ads relevant), top page placement, high market share, and so forth but yet the website traffic isn’t converting into paying customers. So where is the disconnection between people having a need, finding your ad, deciding your ad is the most relevant to their search, clicking on your ad, visiting your website, but ultimately leaving your site without purchasing?
Website design is a key factor in purchase decisions and it has been shown that cutting your content in half can greatly increase results. But not everyone has the budget to invest, or the technical expertise to design, a new website. Sound familiar? If you’re struggling with conversions follow these five valuable tips to help get your website on track for a better user experience and better ROI from your search advertising by improving your content.
1. Keep Your Content Concise
- Get to the point as quickly as possible.
- Keep the content short.
- Break up long content with bullet points.
- Keep each page focused on relevant information (avoid tangents).
- Use customer friendly language for easy readability (generally a 7th-9th grade reading level is best: you can test your content’s reading level here).
- Avoid unnecessarily long sentences.
- Keep paragraphs short, usually three to four sentences long.
2. The Most Important Information Should Be Easy To Find
- Explain pricing tiers, details, and/or benefits with bullet points if possible. Keep it simple. More complex questions can be answered after an inquiry.
- All Phone numbers should be in text. Prospective customers can click text based phone numbers leading to greater conversions; this is especially advantageous with mobile traffic.
- Have a contact form built into your site; you can’t track email conversions from just an email address, plus contact forms show professionalism and give you more detailed information.
- Use your keywords throughout the site. There’s a fine line between being relevant and being obnoxious, but it’s okay to use keywords multiple times throughout your website. You want your prospects and search engines (like Google and Bing) to know your content is relevant to your targeted searches and the needs of your customers.
3. Use Headings to Break Up The Page
- Be respectful of your customers time; short, clear headings make it easy for them to find what they’re looking for. If information isn’t highly relevant in the first three words or so, prospects move on, growing less and less engaged as their eyes move down the page.
- People read in snippets, they compartmentalize and search for specific blocks of relevant information, headings make it clear what a section is about.
- Keep the heading short, simple and concise.
4. Use Bullet Points and Bold Text
- Using bullet points makes content easier to digest and to remember.
- 70% of people look at listed information with bullet points.
5. Give Text Blocks Sufficient Spacing
- Generally three spaces between each paragraph.
- Add margins on each side to keep everything uniform.
Track Results and Adjust Accordingly for Better Search Advertising ROI
Using tools like Google Analytics will help you understand your user behavior best. See how long people generally stay on the site, how many pages they visit, and what percent are exiting the website (“bouncing”) without looking any further than the page they landed on. Relevant, well organized, easy to read content results in the best user engagement. Make adjustments, track changes in your results, and soon you’ll see your search advertising ROI begin to climb.
If your website is lacking content or is packed full of content, perhaps so much so that it is not easy to find information quickly or easily, it could be effecting your conversions and driving down your ROI for search advertising campaigns; consumer attention spans are very short. If so, it’s time to update your website and reorganize your content. Your customers and your wallet will thank you.