Fix your website before you spend on ads: a 10-point check
Ten quick checks that make sure the visitors you pay for actually turn into enquiries.
Paid adverts send people to your website. If the website doesn't answer their questions and make the next step easy, you pay for every visit and get very little back. Ten minutes with this checklist can save a lot of budget.
The 10-point check
1. Does the first screen say what you do and who it's for?
A visitor should understand your offer within a few seconds, without scrolling. If your headline is clever but vague, make it plain.
2. Does the page match the advert?
If your ad talks about emergency boiler repairs, send people to a page about emergency boiler repairs, not your home page. The closer the match, the more likely they are to stay.
3. Is there one clear next step?
Call, book, buy or enquire. Pick the main action and make it obvious, with a button that is easy to see and easy to tap on a phone.
4. Does it work properly on a phone?
Many ad clicks happen on mobile. Check text size, buttons, menus and forms on your own phone, and on someone else's.
5. Is it fast?
Slow pages lose people before they've seen anything. Large images and unnecessary plugins are the usual culprits.
6. Is there proof?
Reviews, client logos, case studies, photos of real work and short testimonial videos all reduce the risk a new customer feels. Put some near the top and some next to your call to action.
7. Have you answered the obvious questions?
Price guidance, areas covered, timings and what happens next. Every unanswered question is a reason to click back.
8. Do your forms actually work?
Fill in every form yourself and check the message arrives. Then check where it arrives, and who is responsible for replying.
9. Can you measure results?
Set up analytics and conversion tracking before you spend, so you know which ads lead to enquiries rather than just clicks. Our guide to the end of spray and pray marketing explains why that matters.
10. What happens after someone enquires?
A quick, friendly reply wins more work than a perfect advert. Have a standard response ready, and a simple follow-up if they go quiet. Our guide to mapping your customer journey shows where this fits.
Score yourself
Give yourself a point for every check you pass. 8 to 10: you're ready to advertise. 5 to 7: fix the gaps first, and your budget will go further. Under 5: start with the website, then come back to ads.
Want a second pair of eyes?
Our fixed-price Website Health Check gives you a prioritised list of fixes and a walkthrough call. If you're ready to grow, see our digital marketing service.
Want a second pair of eyes? Our fixed-price Website Health Check gives you a prioritised list of fixes.
Start the Conversation
