Increasing your reach online involves a series of strategies and tactics that are interdependent with each other. The process is simple—potential clients search for the products or services they need, they find your website, they like what you have to offer, they then choose your business and you close the sale. It’s simple, at least when you read it.

What actually happens inside this “simple” process is a series of efforts to get PPC and user experience right. Bidding, making rank, and improving quality score—these are just some of the words that are associated with tweaking pay per click advertising services until they bring in the desired results. But even after those efforts, the work is not yet done.

When they get to the landing page, how is the potential client handled through the process? How can you be sure that they don’t leave without making a purchase? Much like every corporate strategy, this takes time to settle in and bring the ROI. So instead of tiring themselves out, businesses often outsource these priorities.

Here’s a quick breakdown of what happens from the time potential clients click on your ads to the time they get to your business’ website.

Come for the PPC

PPC or pay-per-click is an advertising mechanic that enables advertisers (or businesses) to buy their way into getting more website visitors. Throwing bundles of money into PPC won’t cut it, by the way. What you have to offer has to be relevant and useful to users. When you got both your bid and your quality mixed right, your ad ranks better in the search results.

Your next efforts should be focused on coming up with relevant keywords that users will probably use. This will only be difficult when you don’t know your target market. If you’re like one of those responsible business owners, you’ll familiarize yourself with your target market. When your ad is crafted in a way that looks as if you’re what the user is actually searching for, there’s a huge chance that they’ll click on your ad. But what happens after they click?

Stay for the User Experience

Wait up! If you’re thinking of creating a solid web presence, you need a solid website. If you don’t have that already, you might need a hand from a top web development company.

These companies know how important it is to create a captivating user experience. It’s not enough for users to click through, they have to find it within themselves to look around, like what you have to offer, and decide to do business with you. To achieve this, the web developers have to create a website that is aesthetically captivating, responsive in nature and is easy to use that even a kid won’t get lost in it.

There’s a need to emphasize the responsive characteristic of a website. A responsive website adjusts automatically to the device where it is accessed. Whether it’s on a desktop, smartphone, or tablet, the website must be equally captivating. Most websites lose their audience’s interest because they fail to address this important characteristic. Don’t be part of that statistic, get a responsive website.

How was the tour?

The journey of closing the sale with a potential customer has taken a new form after the digitization of business. From offering free coffee in physical shops to offering valuable content in any device, the forms may have changed but the principles are the same. User experience still reigns supreme, whatever the form may be.

Once the user goes through a pleasing experience going through your website, you’re closer to closing the sale. Through good user experiences, your business can establish a piece of real estate in the minds of your target market. Every time they need the products or services that you offer, you will be their go-to.

Good PPC and web development may be a one-two punch, but the fight is not over. You may need to push through a bit more, but you’re definitely on your way to knock that sale down.