Maximizing the value of your website
A brand's website typically represents a significant investment. After all, it's the face of your company -- and one of the primary means by which you hope to convert consumers, whether that conversion is represented by a sale, a sign-up, an endorsement, or some other desirable action.
But is your website garnering the traffic levels you had hoped it would? And when visitors do come to your site, are they staying and behaving how you'd like?
In this article, we'll first look at how marketers can drive more qualified traffic to their websites by properly structuring their paid search campaigns. Then (starting on page 6), we'll move on to examine best practices in site design, with an eye toward holding on to visitors and maximizing conversions.
Every step of the conversion process -- from paid search keywords to website design -- is an opportunity to build a cohesive user experience. If marketers can do this, they can create a quality user experience and guide traffic to conversion.
Let's get started.
