Before you pay for clicks: Step 1

Begin with the end in mind

– Stephen Covey

 

DIY Digital Audit: 10 steps to get your house in order before paying for ads

 
More often than not, when we start advertising for a new client – whether they have advertising in place or not, we need to spend time to ‘fix their funnel’ at the same time their new advertising goes live.

This is less than ideal for the client for multiple reasons:

So to save future clients time, money and hassle, we’ve decided to write this 10 part series of steps you can take to get your digital house in order – before you start paying for advertising.

This way, when it does come time to start advertising, you can hit the ground running!

Without any further ado, lets get started!
 
 

Clarify your Business objectives

If your website was your sales team – would you fire them or give them a promotion?

Many Brands still have what we refer to as a ‘website as brochureware’ – it’s passive and is only going to be read by someone who’s probably already made up their mind.

But your website can be more than that – in fact, if could be your very best sales team.

If your website was to ‘sell’ for you (whether that’s a product, service, or even Brand attribute) – how would you know? If you could throw incredible prospects at this website, how would you know if they converted? If your website sales funnel was out-performing (or even broken) – how would you know?

Your first step – away from the website (!) – is to sit back and consider:

Defining the main objectives for your website and the signals you need to know about is the most important work you can do on your website – and should then (after your Brand Styleguide) inform everything else about your site: structure, navigation, layout, page depth, user journey.

That’s it for Part 1 of our “Before you pay for clicks” series. In Part 2, let’s Calibrate Your Measurement Platform.

 

No Comments

Leave a Reply