The website checklist to run through before spending on ads
Sending paid traffic to a site that isn't ready just makes the leaks more expensive. Check these first.
Running ads to a website that isn't ready doesn't just waste the ad spend, it makes every existing weakness in the site more expensive, because now you're paying for the visitors who leave without converting, not just getting them for free from search.
Check the page speed on mobile data specifically, not wifi. A three second load time on your office wifi can be eight seconds on a customer's phone outside a job site, and paid traffic is unforgiving of slow pages since the visitor has no loyalty to your brand yet.
Check that the enquiry form actually works and actually notifies someone promptly. It sounds obvious, but broken or unmonitored forms are one of the most common, most expensive faults we find, quietly losing every enquiry an ad campaign paid to generate.
Make sure the page a specific ad links to matches what the ad promised. An ad for shutter installation that lands on a general homepage forces the visitor to go find the right information themselves, and many won't bother.
Have a clear, singular next step above the fold: call, message, or get a quote, not three competing calls to action fighting for attention. Paid traffic converts best when the decision is made easy, not when it's given options to weigh.
None of this is complicated, but it's the difference between ad spend that pays for itself and ad spend that quietly subsidises a website that was never actually ready for visitors who don't already know and trust you.
Want help with something like this? See how we approach this work or get in touch.
