Our Goal:
Getting Quality Website Traffic for Your Business

The Relationship Between Good Web Design and Google Adwords Performance

What Is Good Web Design and How Do We Know?

So, what is good web design and how do we know what works best when coupled with Google Adwords? The short answer to this question is experience. 

If you found this article as a result of a paid search listing then our experience and skill at delivering this information to you using Google Adwords probably speaks for itself.  Now, whether you perform an action that ultimately generates revenue for our company is not something we can predict with certainty (no one can!). 

But if we've presented enough compelling information that convinces you to call us, fill out one of our web forms, or bookmark our site for a return visit later on then we're probably on your “short list”.  There's a chance you will consider us as your provider of online marketing services to your company.

On the other hand, if we haven't delivered good, valuable, and compelling information to you in an easy-to-understand way then you probably will not  consider our company any further.  If the statistics we collect from Adwords and elsewhere about our site tell us that is happening too often then we carefully test new ways to become more relevant, compelling, and valuable to visitors. 

Eventually, the conversions start to trend back up as we test for new ways to deliver information to website visitors.  More revenue is generated as we continue to add more high-quality content to the site.  In the meantime, our search ranking also continues to rise with the regular addition of newer and better content that is designed to effectively communicate to our visitors.

Good Web Design Should Never Be on "Auto-Pilot"

Good web design practices must be incorporated into any website to generate conversions from paid traffic. But good web design involves making sure that the site does not appear to be on “auto-pilot” – that is, appear as though it is never updated with fresh information.

There are two very specific reasons why you should not "design it and forget it".  First, Google awards a website with a “Quality Score” that influences the actual price you will pay when competing for keywords in Adwords. In short, this Quality Score is a reflection of your site's relevancy to the keyword(s) you're bidding on.  A low Quality Score for your website, for example, would likely cause you to pay more for a relevant keyword than you would if your site had a high Quality Score. So, it definitely pays to keep your website design fresh and updated up to maintain a high Quality Score.

The second reason why your website should never be on “auto-pilot” is because paid visitors are turned off by what appears to be outdated information. They are all looking for the most recent information available on a topic and have little patience for “yesterday's news”. They will simply click away. Unfortunately, by this time you have already paid for the traffic and have no chance for a conversion.

For more information about how good web design affects search marketing performance please click here.

Summary

There is no substitute for good web design at a company's website.  Good website design compliments PPC advertising campaigns by taking your paid traffic and converting a high enough percentage of those visitors to pay for the campaign.  Good web design, however, is not static – no “design it and forget it” – because online competition for your customers gets more fierce every day.  Keeping your site's design fresh and compelling on an ongoing basis is the price of success in the competitive online marketplace.