Advertising can bring people to your website, but it can’t make them enquire. If your site is confusing, slow or hard to use, you may be paying for visitors who leave without doing anything.
Before you increase your ad budget, check these seven basics.
1. Make your offer clear
Visitors should quickly understand what you do, who you help and why they should choose you. Replace vague statements with plain language.
2. Show one clear next step
Tell people what to do next, such as request a quote, call you or send a message. Too many competing buttons can make that decision harder.
3. Check your site on a phone
Open your website on your own phone and try to complete an enquiry. Check that the text is readable, the buttons are easy to tap and the forms work.
4. Test your forms and phone links
Submit each form and confirm the email reaches the right inbox. Tap your phone number and WhatsApp links too.
This takes minutes, and it can reveal a problem that has been costing you leads.
5. Send ads to the right page
Don’t send every visitor to your homepage. If your ad promotes a specific service, send people to a page about that service.
The page should match the ad’s wording and offer, so people know they are in the right place.
6. Add reasons to trust you
People are more likely to enquire when they can see proof. Add client logos, reviews, examples of your work or real results where you have permission to use them.
Also make sure your contact details are correct and consistent.
7. Set up tracking before you launch
You need to know which ads lead to enquiries and sales. Set up your tracking first, then test it before any campaign goes live.
Without that data, it is much harder to tell what is working or where to spend your budget.
The bottom line
A small website improvement can make your advertising budget work harder. Fixing the basics first gives every campaign a better chance of turning visitors into customers.
Not sure whether your website is ready for ads? Ask Brandtag for a free 30-minute consultation.
