Good website design is an important part of a successful pay-per-click (PPC) campaign, according to an industry expert.

Writing for SEO Chat, Stephen Davis said that the effort put into designing an effective internet advertising campaign could all be wasted if visitors find the website they click through to difficult to use.

He explained that first impressions were crucial and that potential customers must be able to see an immediate link between the ad they click on and the website they arrive at.

"The landing page of the website offers a reality check to the consumer. If it does not line up with the ad text, the consumer may click off the site immediately," said Mr Davis.

However, there is far more to converting visitors into purchasers than simply having a landing page which the target demographic finds appealing.

The website must also be easy to navigate to allow potential customers to find the products they want and contact details for queries, otherwise they may simply choose to start their search again, Mr Davis said.

Faction Media's Stephen Riegel recently told BtoB that websites with clear navigation are favoured by search engine spiders, which means they are likely to be higher in the Google rankings. 
 
 

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