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How Strong is Your Website?
Facebook – still a powerful game changer despite its recent woes with Cambridge Analytica – recently issued a warning for companies who aren’t paying attention to their websites: ads that contain clickbait ad copy or direct users to poor websites will be disapproved.
No matter how much money you’re spending on Facebook or Google advertising, if the landing pages you’re sending visitors to aren’t strong, two things are going to occur:
1. Facebook will penalise you, through rejecting ads or down-ranking organic posts.
2. Your bounce rate is going to be stratospheric. That is, people will leave in under 60 seconds.
Think of your website – and every single landing page on it – as a shop.
Particularly in the lifestyle industry, if people don’t like what they see or feel almost immediately, they’ll hightail it out of there.
Three areas are key to improving your landing page and – ultimately – your business.
Easy, Intuitive UX
UX – or User Experience – is integral. If your website takes too long to load, people are gone. According to Google, 53% of users abandon a site if it doesn’t load within three seconds.
Don’t succumb to the temptation to overload your site with graphics or animations that are too large.
Delays can also be caused by outdated coding or a range of other issues, so make sure you have a reliable webmaster at your beck and call who can fix anything quickly.
It’s your shop, so you want it to look impeccable and reflect who you are. A beautifully designed and visually appealing website will tempt visitors to stay longer and get to know your product.
Rather than DIY, it’s worth investing in a skilled graphic designer who will be able to translate your vision.
High Quality Content
People are there for specific information. If you are feeding through to a landing page via an advert, it needs to do what it says on the tin. Consumers are now wary of clickbait, and there will be more and more penalties for advertisers directing users through to a page via deceptive copy. Your copy should be targeted, clean and clever.
Rather than rushing a website – or launching an ad campaign before your landing pages are ready – the best way to get traction is to ensure your ‘shop’ is truly ready for business!
We’re a full service creative agency based in Alexandria, Sydney. Talk to us about how to build a website that best represents your brand and gets results.