4 Top Tips that allow the PPC Manager and Website Design to Work Together
If you want to have a website that has a fantastic design, which is not only easy to navigate but also very clean and attractive in design, whilst also having a website that is search engine friendly (one that will be picked up well in organic search as well as one that will fair highly in Google rankings based on keyword rich content, up-to-date content, authoritative information and more) you will need to follow the four pieces of advice below…
The PPC Manager should be part of the design team
Too many times the PPC Manager is left out in the cold and is not part of any team or any place in the business. He or she is a loner and works privately, whilst the design team are there doing everything they can with graphic text and images in order to ruin all the hard work that the lonely PPC Manager is putting into place in order to optimize the website to the best of their ability.
The answer lies in the inclusion of the PPC Manager on the design team. It must be made clear to all that each and every team member has a huge amount of responsibility regarding the development of the website.
A bad situation could arise if one member of the team believes that one of them has more power than the others; the PPC Manager demanding that the homepage be full to the brim with text and the designers battling it out to have one clean image with a cute, little button in the middle that says “ENTER” as two simple examples.
Giving everybody clear responsibility and accountability will not allow this to happen. Instead, a healthy debate amongst the entire team will be encouraged with everyone listening to the ideas and needs of the rest. This will give the PPC Advertiser an incredibly well optimized website that will draw in business and a healthy ROI.
Use “The Fold”
Firstly, what is meant by the term, “The Fold?”
The Fold is the dividing line on the computer screen. It splits up the section of the webpage that can be seen immediately upon arrival and the other parts of the page that cannot be seen unless the internet user scrolls down to read them.
It is important to make good use of The Fold in order to make both PPC Managers and web designers happy. PPC Managers complain that webpages don’t have enough text / content to drive search engine traffic successfully and designers complain that websites have too much text and that screens look cluttered.
Well, what does the internet user want? Ask yourself this.
The internet user wants a bit of both; a happy medium and The Fold can give the internet user exactly what they want.
The webpage can look very clean with lots of images and little text at first glance, but after a quick scroll down the page, textual information can become more and more detailed to satisfy the worries of the PPC Manager and provide internet users with information as and when they require it with ease.
Encourage Click Navigation
Drop-down menus may look neat and tidy, but they are an PPC Manager’s nightmare. With so many clickable links going out and little coming in the website ends up losing its authority and therefore search engines, like Google for example, start to reduce the quality score for that website. This can cause all kinds of problems in terms of PPC Advertising.
However, if the homepage menu is a lot simpler, without any drop-downs, leaving only the main categories in play, the internet user can click on a main category from the menu and be carried to a secondary page with lots of images and text excerpts that are clickable.
The advantage of creating clickable links on a page, instead of using the drop-down menu, is that more content rich pages can be created, giving more information to the internet user before they choose to click on a link. Attractive landing pages with images and text excerpts to make can also be created in order to keep internet users, PPC Managers and web designers happy at the same time using this link system.
CSS Typography vs Graphic Text
Don’t allow the designer to talk you into converting the text on your website into graphic text. It will destroy lots of the work that your SEO and your PPC Manager are doing.
Even if you really want to use a particular font and you are not sure that every single browser on the Internet is going to support that design, you should still avoid shifting from CSS typography to graphic text. There are ways around these design problems.
CSS typography is more advanced than many web designers are aware of. You can change color, style and font with great attention to detail without having to resort to using graphic text and losing out on more of the work achieved by the fantastic content that you have on your website for search engine purposes.
Be Prepared for More Work
PPC Managers and web designers will have to work a little more, communicating more with each other and being more creative in order to get the effects that they are each looking for without making the job of the other impossible.
The most important thing to do would be to consider the needs of the internet user. Do this and keep reminding your PPC Manager and web designer of this important focus and you will always be on the right track.