Build a Website that Delivers Results

00:03 You’re investing in AdWords to reach new customers. Your ad may bring people to your site, but does your website keep them there?

00:12 Here are some basic website design tips to help turn visitors into actual customers.

00:17 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.

00:32 First she makes sure that her ad links to a page on her website that’s directly related to the content of her ad.

00: 39 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 page has a clear, eye-catching headline that directly connects to the ad the customer clicked on.

00:52 She also wants these potential customers to quickly see why they should purchase her shoes. So she includes an easy-to-scan list of what her customers will get if they make a purchase.
She includes high-quality photos of the shoes so that her customers can easily see the product and know that her business has high standards. She even has a video to make the web page all the more engaging.

01:05 By adding these little design details, including a prominent “Buy now” button so her customers know exactly what to do next, Maria makes it easy and appealing for her customers to find what they are looking for and make a purchase.

01: 16 TIP #2 Make your site easy to navigate

01:19 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 makes sure to design his website to encourage phone calls.

01: 30 He keeps the design of his website simple but professional. And he makes sure that the page loads quickly when people arrive there.

01:35 Because phone calls are what he’s after, he makes sure his site prominently displays his phone number and clearly encourages customers to call his shop.

01:42 Tom keeps his navigation links to a minimum so customers can easily find important information like prices and delivery details. He puts the most important information towards the top of the page so people don’t have to scroll down in search of what they want.

01:54 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 that reach him from their mobile devices. He makes sure to optimize his mobile site for smaller screens. He includes and incorporates a prominent “call now” button that pops off the page, and an easy to see search field to help people find what they want quickly.

02:11 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.

02:18 TIP #3 Offer transparency and build trust

02:23 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.

02:31 When someone comes to his site after clicking his ad, he makes it easy for customers to find out how to reach him and to book their reservations.

02:38 Hiro adds a personal touch by including photos of happy customers and staff, and featuring his weekly blog about trends he sees in the sushi industry. To keep customers connected, he includes a feature that allows customers to subscribe to his blog for regular updates.

02:51 To reassure his customers, he lets them know he won’t share their contact information.

02:55 Hiro also showcases quotes from happy customers on his site, and encourages his website visitors to write in. Because Hiro runs ads on his site for related businesses, he makes it clear to his customers what content is his and what is made up of ads.

03:04 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.