Internet Marketing Blog

Having an all singing all dancing website is great, but the most important factor in having a successful website is that people can use it and easily find what they are looking for.

We recently worked with a company who we ran a test PPC campaign for. The campaign was very successful in that it attracted a lot of new visitors to the site, but it seemed that after the user got to the site they either had a quick look around or simply dropped out of the site all together.

The problem, in short, was with the site navigation and the fact that the enquiry process, which is what the client wanted visitors to the site to engage with, was hidden away and quite time consuming to complete. In addition the site was quite cluttered and untidy, with an array of unrelated adverts, which only worked to distract instead of enhance the visitor’s enjoyment of the site.

When you design a website think about what you want the user to do; be it place an order, make an enquiry or buy a product and make those things accessible. You should also consider the navigation and make sure that it is clear and actually aids the user in their navigation of your site. Pages that are buried don’t get read, so if it is important then make sure it can be found. You might think that something is straight forward but this doesn’t mean that everyone else will too. Ask a colleague or a friend for their thoughts. You know what they say, ‘two heads are better than one’.