September 14, 2023

Pay-Per-Click (PPC) and Web Design: A Powerful Conversion Combo For Your Business

Strategize Now


PPC is a great digital strategy for any business, especially if:

  1. You want to ramp up your website traffic and leads
  2. You want to convert more web leads to customers

Both are fantastic goals. With how fierce the competition is in the virtual business arena, it’s smart to have multiple digital touchpoints to attract and retain your people.

In this blog, we’ll discuss how PPC is a driver of people to a virtual destination such as your landing page or website and how web design and PPC work together to increase lead generation and conversion.

So, what is PPC?

When you enter a query into a search engine such as Google or Bing, say for a “yoga class near you,” you will often see two or three ads related to your search at the very top of the results page.

Those ads under the Sponsored text are called PPC or pay-per-click ads.

How it works is a PPC specialist or advertiser bids on keywords they believe will best match your audience’s search queries as well as the solution your business offers.

Based on several factors, including the bid amount and the quality of the ad creative, the search engine will choose the best ad for the page and place it above the organic results.

The advertiser will then be charged a fee for each click on the ad.

PPC is on a mission to do one thing: drive people interested in what your business has to offer to your website or landing page.

That being said, PPC is still just one half of the high-conversion equation. The first part is a knockout website a la web design.

Start with web design

Done right, your website should bring in people who find exactly what they need and take the desired actions; whether that’s to purchase a product, schedule a service, join your email list, or download an ebook.

Many assume that web design is all about aesthetics — how it looks. But it’s actually the process of creating a website that is visually appealing and functional.

A well-designed website will make it easy for visitors to find the information they’re looking for at the snap of their fingers. It’s quick, helpful, pretty, and memorable. All things which make up a winning user experience.

This kind of website only works for you when it works for your customer. After nearly thirteen years developing and designing websites, this is what M Agency has collected on what exactly goes into creating high-converting web designs:

  • Design for Engagement and Conversions
    To keep visitors engaged, your web design should anticipate their expectations. A user-friendly website with easy navigation, compelling visuals, and well-placed Call to Action (CTA) buttons ensures a smooth and enjoyable experience, leading to higher conversions.
  • The Importance of Website Speed
    Three seconds. That’s how much time a website has to load before users lose interest and move on. Ideally, a website should load in even less time than that.Slow websites not only frustrate users but can also lead to high bounce rates, hindering your PPC campaign’s effectiveness.
  • Reaching All Devices with Responsive Design
    Mobile is global. It’s the dominant way people are surfing the web and making purchases.A responsive design ensures your website looks great and functions seamlessly on any device. This ultimately improves user experience, encourages return visits, and even boosts your search engine rankings.
  • Trust and Credibility
    As mentioned earlier, web design is not just about aesthetics; it also influences how people perceive your business. Imagine your website as the storefront of your online business. A well-maintained, modern, and professional storefront builds trust and credibility with potential customers, enhancing the success of your PPC efforts.

Check out this before and after for one of our web design clients, Merchant Du Vin.

Which website are you more likely to want to explore and spend your money on?

Aligning PPC and web design

PPC is there to help your website achieve its goals.

Need to generate more website leads? PPC can help.

Need to convert leads better? That’s your web design’s job.

Your PPC campaign attracts the right audience, but it’s the web design that guides them toward conversion. A seamless partnership between the two ensures optimum results and a strong return on investment!

Here are some specific ways that PPC and web design can work together to improve your results:

  • Your PPC ads can be tailored to your website content. When you create your PPC ads, you can use keywords that are relevant to the pages on your website. This will help to ensure that your ads are seen by people who are likely to be interested in what you have to offer.
  • Your website design can be optimized for your PPC keywords. When you design your website, you can use your PPC keywords throughout the content on your pages. This will help to improve your website’s ranking in search results for those keywords.
  • Your website design can include a call to action that is relevant to your PPC campaign. Your call to action should be clear and concise, and it should encourage visitors to take the desired action, such as signing up for your email list or making a purchase.

To summarize

PPC advertising and web design are two powerful tools that can be used to drive traffic to your website and generate leads and sales. By understanding how these channels work together and by optimizing your website for PPC success, you can improve your results and achieve your business goals.

To make the most of your efforts, optimize your website for mobile, get a third-party audit, and ensure your design supports your PPC goals.

Digital marketing strategies have a lot of moving pieces, so if you would like a second eye on your web design or help with a PPC campaign, we’re happy to get you where you want to be!