We often get calls from individuals looking to improve their website visits and wish to discuss a quick fix to improve traffic – and ask about Google Ads.
Makes sense, until I perform a website audit. And then this familiar phrase rings in my head, “You can lead a horse to water, but you can’t make it drink.” I then walk them through what is lacking on their website and how this can be addressed to improve the user experience. Then I ask, “Do you really want to spend money now to get them to the front door only to turn around and leave?”
So what’s the issue?
Lack of a compelling value proposition
A value proposition crafted into a headline addresses the prospect’s pain points. This is a critical part of every website’s messaging as it will immediately communicate that you “get” them and that is the first step in building trust and separating you for the competition.
Other considerations to ensure the authentic you:
- Does your home page clearly state: what you do, for who, and why they should care
- Are your services effectively represented with user-centric content with a focus on benefits and supporting visuals
- Are your images stock or professionally taken that truly represent your environment and people
- Does your home page include visual entry points (containers, buttons) to key content (i.e. services, about), Google Reviews
- Are you utilizing Call-To-Action (CTAs) throughout the site
- Is your Google Business Profile optimized to its full potential
- Is the site design and styling on point with your brand
Realign your website to the authentic you to clarify what you do, build trust and resonate with prospects to feel confident and comfortable to take the first step and reach out to you.
Google Ads do work at getting visitors “to” the door, but you want visitors walking “through” the door, and Google cannot help you with that.