7 Website Fixes That Stop Your Ad Traffic From Leaking
If your ads get clicks but your website gets few enquiries, the problem is usually on the page, not in the ad account. These seven fixes are the ones we check first.
Paying for traffic and sending it to a page that doesn't convert is the most common way marketing budgets get wasted. Before you change the ads, audience or budget, check the page. These seven fixes are the ones we look at first, and most of them cost far less than more ad spend.
1. Make it load quickly on a phone
Most paid social traffic arrives on a mobile connection. Compress and correctly size images, remove scripts you don't need and avoid heavy sliders or autoplay video above the fold. Test on a real phone, not just on your office Wi-Fi.
2. Match the page to the ad
If the ad promised "free quote in 24 hours" and the page opens with a generic company slogan, visitors feel lost and leave. Repeat the ad's headline and offer at the top of the page so people know instantly that they're in the right place.
3. State one clear offer above the fold
A visitor should understand three things without scrolling: what you offer, who it's for and what to do next. Put a single, obvious call to action there, and repeat it further down the page.
4. Cut the form down
Every extra field lowers the number of people who finish. Ask only for what you need to follow up, usually a name, a phone number or email and one qualifying question. You can collect the rest on the call.
5. Add proof near the decision
Real customer reviews and short testimonials
Logos of brands you've worked with, only where you have permission
Guarantees, certifications and clear pricing where you can share it
Photos of your team and work, so visitors see real people
6. Design for the thumb
Use readable text without zooming, large tap targets, a sticky call button and forms that bring up the right keyboard for each field. If the page is awkward to use one-handed, you're losing enquiries.
7. Track what happens after the click
You can't fix what you can't see. Make sure form submissions, phone calls and booking clicks are tracked and passed back to your ad platform, so campaigns optimise for real enquiries and not just visits. Check that the tracking still fires after every site change.
How to prioritise
Fix speed and mobile problems first, since they affect every visitor.
Then tighten the message and the offer.
Then shorten the form and add proof.
Finally, run one A/B test at a time and keep what wins.
Want a second opinion on your website? Book a free strategy call and we'll tell you what's costing you enquiries.