Ads send people to your website. If the website cannot turn visitors into calls, bookings, or inquiries, the ad budget goes to waste. Before you spend, run through this checklist.
1. A clear offer in the first screen
A visitor should understand what you do, who it is for, and what to do next within a few seconds, without scrolling. If the first screen is a slogan or a stock photo, rewrite it.
2. One main action
Choose the action you want: call, book, or request a quote. Make that the most obvious button on the page. Secondary actions can exist, but they should not compete with the main one.
3. It works well on a phone
Many people search for local businesses on their phones, so open your site on one. Check that text is readable, buttons are easy to tap, and nothing is cut off. See our post on mobile-friendly websites for details.
4. Easy to call
Your phone number should be visible and tappable. A click-to-call button removes a step for people who are ready to talk.
5. A form that works and reaches someone
Submit your own form. Check that you receive the notification, that the customer sees a confirmation, and that someone is responsible for replying. A form that fails silently is the most expensive problem on this list.
6. A landing page that matches the ad
If the ad promises a specific service, send visitors to a page about that service, not your homepage. The message should continue from the ad.
7. Trust signals
- Your real business name, location or service area, and contact details
- Genuine customer reviews, shown with permission and not invented
- Real photos of your work or team where possible
- Clear information about prices, process, or guarantees only if you can honor them
8. Reasonable speed and basic security
Pages should load without a long wait, and the site should use HTTPS. Our post on SSL certificates explains why.
9. A way to know what worked
Decide in advance how you will count results: calls, form submissions, and bookings. At minimum, note where each new customer says they found you. Our post on Facebook Pixel and Google Analytics 4 covers tracking basics.
10. Privacy basics
If you collect personal data or use tracking tools, display a privacy notice and a cookie notice where the rules in your region require them. Requirements vary, so confirm what applies to your business.
Want a second opinion?
Our Free Marketing Audit reviews how your website captures and converts visitors. For a broader list of issues, read 14 Website Problems That Are Costing Local Businesses Customers.
Before you pay for traffic, make sure every enquiry has somewhere to go and someone to answer it. The Lead Capture & Follow-Up page describes how that handoff can be organized.
