How to have a killer website: Relevancy

To have a killer website, there are five fundamental keys that often get overlooked. One of these crucial elements is relevancy. Matching user expectations with compelling content and design is essential for creating an awesome website.

I’ve seen around suggestions on what a good website looks like but, in my view, there were important elements that were missing.

There are 5 fundamental keys to have a killer website:

  • Relevancy
  • Value Proposition
  • Frictions
  • Design
  • Distractions

Today we’ll revise and discuss:


What makes a website an awesome website? it begins with a promise:

A good website is one which fulfills its promise with a beautifully crafted marketing experience
We need to match the user expectation with compelling content and design.

I haven’t seen or heard much about relevancy when it comes to good websites, and yet is one of the most fundamental problems we see in today’s digital marketing.

Why is such an issue? Because an audience that comes to your site under different expectations won’t ever have a good experience, no matter how ‘well designed’ your site is, and therefore won’t convert as much.

I’ll give you examples (there are plenty to find around).

In New Zealand, I just searched for ‘dog toys’ and this is what I’ve got:

Great! Animates is a nice pet store (I recognize the brand). Also… not only they have dog toys but also, they have a 25% discount for some of them! Free deliveries, loyalty points, videos and more. Quite a compelling ad.

Of course, I clicked it immediately.

This is what I found:

Where are the dog toys with a 25% discount? Why do I see cat & dog food products instead?

Way down below this page, after intensively scanning through the percentages, I finally get to see the ‘dog toys’ but it’s too late. The expectation and the journey are now broken, losing a vast majority of people that have clicked and used your marketing spend already.

How to fix it: always check the ads your agency is running and their destination URLs. Provide content that matches the ad and, if you have a huge number of ads, look for the best options you have available (in this case, we could have left users on the ‘dog’s items category section’ where perhaps they can see the toys around).

Let’s see a good example of relevancy:

Straightforward: what I expect to find as a user is a 24-hour emergency electrician service in Auckland.

Anything else the site shows me won’t be relevant for what I’m searching.

Let’s see their landing page:

Pretty clear. I can match the keywords I used and the ones from the ad to this site. It doesn’t need to be fancy or even have an awesome design to fulfill what my expectations are.

Can we improve this even more?

We could have seen the following: “24 Hour Emergency Electrician in Auckland – Call 0800 786 533”, and then as a subheader: “Weekends and weekdays – we’ll be there on time for you”


Always match the ‘promises’ you make with a landing page that mirrors the message (and this apply to Adwords but also to EDMs, Facebook or any other source of traffic).

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