"Advertising is on, but there are no calls" - a phrase from which the eyes of experienced specialists begin to twitch nervously. In such a situation, instead of taking a sedative, we suggest that specialists check the site.

 

 

Here's what you need to check before launching advertising campaigns:

 

The site works stably, loads quickly, an SSL certificate is installed.

 

There are no domain redirects.

 

The site is not under the sanctions of search algorithms.

 

The site has a responsive version for mobile devices. If not, create a Turbo page for mobile visitors.

 

On the landing page, the user can understand in five seconds whether he got there. The landing page is relevant to the interests and requests of the attracted target audience.

 

Convenient navigation. The header of the site contains the name of the company and the logo, a clear menu (in the mobile version of the hamburger menu), and a clickable contact phone number. It's good if the header contains the address of the company and the email for communication.

 

All pages on the site have the same header and footer. Keep in mind that it will be more convenient for the user to navigate if the site sections, contact information, clickable phone number and email are duplicated in the basement.

 

Headers and meta tags are correctly filled on the landing page - then the algorithms classify the page as of better quality. The higher the quality of the page, the more likely you are to win an auction, rank high, get more traffic, and increase your click-through rate - all of which increase your chances of getting conversions.

 

Google Analytics web analytics systems are connected. Additionally, goals are configured, Webvisor is enabled. For online stores, e-commerce is connected, test applications have been issued, test and it has been confirmed that the specified data is transmitted correctly.

 

Added ad system pixels for targeted ads. This is necessary for remarketing to work properly.

 

If the goal of launching advertising campaigns is to get leads, then the site must be connected and correctly configured with a chat with an online consultant, multichat, call tracking and email tracking. If necessary, end-to-end analytics is connected: it should be configured for sites with high traffic - from 500 unique visitors per day - and for high-margin products. End-to-end analytics is an expensive service, and the cost of it can “eat up” most of the margin from online sales, and advertising will be unprofitable.

 

On the first screen when loading a website on a computer, there are several communication options: order a call back, a button to go to the application form, buttons for instant messengers.

 

Up-to-date information about the product is posted, the actual prices are indicated in the currency of the country of location, under each product or service there is an order button (or "Add to cart"), or "More" with a transition to the product page. This recommendation on the form of product information is closely related to the next paragraph.

 

The information about the product on the landing page contains high-quality images, clear and informative text, relevant key phrases, the exact price - we are talking about the quality of the product offer.

 

In some industries - for example, in the wholesale of chemical products - business owners like to write on the website "Negotiated price" or "1 ruble per tonne", explaining that the buyer will still call to find out the price, and it depends on the volume of the order.

 

This is not worth doing: the visitor needs information about the cost here and now, he will look for it from competitors.

 

It is better to indicate the minimum price or two cost options - wholesale and retail, and indicate in the product description that the final price must be clarified by phone.

 

All feedback forms, shopping cart and personal account used for ordering work correctly and are tracked in web analytics systems. Be sure to check this with test applications before launching ads !.

 

Sections "Payment" and "Delivery" for goods are filled. If the customer works throughout the country, then it is worthwhile to separately register the conditions for remote work, the conditions and cost of delivery to different regions, the address of the representative office and the phone number if the advertisement is shown in another country.

 

For example, if a client is in Russia, but wants to find wholesale buyers in Kazakhstan, then the presence of even a formal address of the point of issue of goods and a telephone number of this country will increase the confidence of potential customers.

 

The site has a "Privacy Policy". This is a requirement of the law, which is sometimes forgotten.

 

The page "Contacts" contains up-to-date information, several communication options, a contact person, a callback form is available.

 

For certain types of activities, it is necessary to post on the site data on licenses, certificates and registration certificates for products (medical, chemical products, etc.). They can be posted on a separate page - this is necessary for moderation.

Completed section "Reviews", "Recommendations" or "Examples of work", if the content of the section can affect the decision to purchase.

These points are universal and applicable to sites on any platform and with various paid promotion options. The condition of the site influences sales more than the banal USP in the ad like “Low price! Stock! Huge discounts. "

 

Prepare your site for calls and sales even before setting up and launching ads, and you will be happy - effective paid promotion.