Your 2022 Guide to Website Success - Adpearance

Your 2022 Guide to Website Success

Your business’s website is the foundation of your digital presence and vital to your success. An effective website organically attracts relevant users, is easy for the user to navigate as intended, and promotes conversions.


The ease with which a user navigates your website can determine whether they find what they are looking for or get frustrated and leave your website altogether. Navigating menus and layouts should be straightforward and provide users access to the desired content in as few clicks as possible.


At the end of the day, the primary goal for any business is to generate conversions which should be reflected in clear, actionable calls-to-action (CTAs) featured on your website.

Category Pages

Category and subcategory pages that group related posts together are not only a great way to navigate through related content on your website, but they also add deeper layers of SEO information to increase your search visibility. If users go to Google and search for a keyword related to your products or services, pages that have been grouped under a category page are more likely to show up in the results and drive organic traffic to your site. Capitalize on traffic to your category and subcategory pages with a clear, actionable CTA. 

Category pages also benefit your paid advertising performance as they add contextual relevancy for searches and can better align a search with a highly relevant ad and landing page.

Location Pages

Getting an in-market user who is browsing your website to visit the dealership is a major step in a buying journey that you don’t want to disrupt with an ineffective website. Make sure that users can easily access your location pages no matter what page they are viewing on your website. Successful location pages effectively communicate all available locations, the location nearest to the user, and the services offered at different locations.

Mobile Readiness

The majority of searches take place on mobile devices, so if you’re not catering to mobile users on your website and in your digital advertising, you’re missing out on a big opportunity. 

Make sure your landing pages load quickly.  Each landing page should be responsive to the dimensions of a smartphone or tablet without unnecessary pinching or zooming. Use images when necessary, on inventory pages or similar, but for other landing pages, don’t waste precious space on large files that will take extra time to load. And be sure to optimize the image files to the smallest size possible without losing quality. Keep key details like contact information above the fold to reduce scrolling. 

For mobile users who land on your website, think about calls to action that are easy to execute on a mobile device. Use CTA buttons that are large enough for thumbs and add mobile-friendly features such as click-to-call phone numbers and integration with Google Maps to easily pull up directions. 

SEO Onsite Factors

Effective SEO provides organization and context to search engine crawlers, which take all of your website content and information and translate it to the search engine results page for relevant searches. 

Once you have created relevant content featuring your priority keywords, maximize the SEO impact with title tags and meta descriptions. Implement schema markup to optimize how search engines categorize and index your website in search engine results pages by adding structured data tags to your HTML. Use internal links to connect highly relevant pages together and encourage users to follow the hyperlinks to other pages on your site.

What’s Next?

Optimizing your website can seem daunting, but with a clear and organized plan, it will be a success. Built for the needs of your business, Adpearance websites include clear calls-to-action, smart landing pages, and mobile-optimized templates to help you compete and sell. Reach out for free website analysis to learn more.

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About the Author

Marisa De Maria

Marisa tackles our clients' most difficult website projects. As a program manager, she uses the latest technological solutions to find successful, efficient, and budget-friendly solutions.

Adpearance is the digital marketing company obsessed with generating quality leads. Our solutions combine cutting-edge technology, premium tracking, and an expert team to transform business results.

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