Clients want to order contextual advertising setup in Yandex Direct or Google Ads. I ask for a link to a website or landing page and after 15 minutes I say: “The website doesn’t sell.” Many people don’t like it. The website has already cost a pretty penny, we hired a copywriter, a designer, and it doesn’t sell.
The director will bring traffic to the site, but the sale is made on your side. Will the visitor be able to figure out where he came? Is this exactly what he was looking for? How to get it, leave a request or buy it?
I am of the opinion that it is better to immediately warn the client about the problem with conversion to the key action, and most likely the advertising budget will be wasted.
If you still have doubts, I suggest you walk through the customer’s journey. It’s best to do this in the presence of those who are not familiar with your business.
The goal of the advertising campaign
Let’s take a niche as an example – metal construction buildings . The key goal of advertising is to get contacts of a potential client or an application.
A person has a need – he needs to find a manufacturer-contractor for production or to get an idea of the cost of building construction. He formulated a request in the search, saw your ad and went to the site.
First screen
Imagine that you are a potential client and you go to a specific database by industry website. What do you see on the first screen?
- Is it clear where we’ve come?
- What do they sell here?
- Why should you order or buy here?
- What is the next step – what do more saleswith optimizationfrom the rodojacto funnel you need to do to get the CP?
Landing page
The visitor has a few seconds to understand where he came and whether the page matches his request. If the person leaves, you spent money in vain.
Scroll down the page. Is it clear in the first 5-10 seconds what the company does? Now do the same on your phone.
Target action
What is the target action on the site to solve japan data your business problem?
For example, if you manufacture metal structures, the key action could be: calling, sending an email, filling out an application form, technical specifications and the ability to attach a file.
Try to perform the key action.
Order processing
The visitor wants to place an order.
The phone number and email should be links. The client will go to the site from the phone, click on the number and call. Clicking on the email will open the mail client and he can immediately send a request. If the phone number and email are specified in text, this will not happen. At this stage, people often leave – they need to copy, open the application, paste, but there is no time.
Click through phones, emails and see what happens.
The application form or technical specifications should contain a minimum of fields to fill out, be in a visible place and contain a specific call to action. After sending the form, it should be clear that everything has gone, and ideally, a redirection to the “Thank you” page occurs, where it is indicated what will happen next.
Submit a test application and check where the request goes.
Site navigation
Check what is on the site so that the visitor can learn more about you. Navigation should be obvious and convenient. If the client got to the wrong page, it was easy to return or find the right section.
Main pages
- About the company
- Contacts and directions
- Payment methods, delivery options and regions
- Frequently asked questions and reviews
If you have any difficulties or don’t have time to do it, I’m ready to analyze your website or landing page. I’ll prepare a report and give recommendations on what needs to be improved before contacting a contextual advertising specialist. I’ll help you create a technical task for a copywriter and designer.