Is Your Website Ready for Google Ads? Fix This First or Waste Your Budget
If your website isn’t built to convert, running ads is a waste of money.
I’ve seen businesses burn thousands on Google Ads, only to wonder why the leads aren’t coming in. The problem? Their website isn’t doing its job.
It’s time to fix that - before you spend another penny on ads.
The Costly Mistake That’s Killing Your Leads
Many businesses assume that once they start running ads, customers will just start rolling in. But here’s the truth:
👉 If your website doesn’t clearly explain what you do
👉 If your contact details are hard to find
👉 If you lack proof that you’re the right choice
People will leave. And you’ll be paying for those wasted clicks.
A strong website isn’t just about looking professional - it’s about making it as easy as possible for visitors to take action.
Before Running Ads, Your Website Needs These Essentials
1. Clear Positioning (Make It Obvious in Seconds)
✅ Who do you serve?
✅ What specific problems do you solve?
✅ Why should they choose you over a competitor?
If a visitor can’t answer these in 5 seconds, your website is losing you leads.
💡 Fix it:
Use plain, direct language: “Same-Day Emergency Roof Repairs – Call Now” is better than “Quality Roofing Services”.
Put your core offer in the main headline, not buried in a paragraph.
2. A Strong Offer (Make Them Want to Choose You)
A vague “Contact Us” won’t cut it. Your offer needs to address real customer concerns.
💡 Fix it:
❌ “We offer professional electrical services.” (Too generic)
✅ “Certified Electricians, No Call-Out Fee, Same-Day Service.” (Specific & valuable)
People don’t want services - they want solutions.
3. Social Proof & Trust Signals (Eliminate Doubt)
Potential customers are skeptical. They need evidence before they reach out.
💡 Fix it:
✅ Google Reviews: Showcase top reviews prominently.
✅ Project Photos: Real work builds trust - ditch stock images.
✅ Guarantees: “No Hidden Fees – Fixed Price Quotes Before Work Begins”
If your website doesn’t prove you’re the right choice, people will go elsewhere.
4. A Frictionless Contact Process (Make Taking Action Effortless)
Your website should guide visitors to contact you immediately.
💡 Fix it:
✅ Tap-to-Call Button – Make it one click to call.
✅ Short & Simple Contact Form – Name, phone, service type. That’s it.
✅ Big, Bold CTA (Call to Action) – “Get a Quote in 60 Seconds – Call Now”
Every extra step or hidden contact button loses you leads.
Mobile Optimisation: If It’s Not Easy on a Phone, You’re Losing Business
Most of your potential customers are searching on their phones. If your website isn’t mobile-friendly, you’re handing leads to competitors.
What to Check Today:
✅ Tap-to-Call Buttons – No copy-pasting numbers. One tap should dial you.
✅ Fast Load Speed – If your site takes more than 3 seconds to load, people will leave.
✅ Easy Navigation – No zooming, pinching, or hunting for contact details.
💡 Fix it:
Tell your web team: “Make sure our site loads in under 3 seconds, and the call button is always visible on mobile.”
What’s Hurting Your Website Right Now? (Fix These Right Now)
If your website has any of these, you’re driving away leads. Remember, your best customers are going to be looking at your website on a phone, so check it on a phone!
❌ Sliders & Auto-Scrolling Banners
Why It Kills Leads: Distracts from your offer and slows load times.
🚀 Fix It Like Steady Bow:
Replace sliders with ONE headline + subhead that screams your offer and social proof:
“Emergency Roof Repairs in 2 Hours or It’s Free
(Trusted by 250+ London Contractors – See Our Reviews →)”
❌ Huge Paragraphs of Text
Why It Kills Leads: Your best customers don’t have time to read novels. They scan for proof and promises.
🚀 Fix It Like Steady Bow:
Use bullet points to flaunt guarantees and outcomes:
✔️ “24/7 Plant Hire – Deliveries in 90 Min or 50% Off”
✔️ “See How We Saved XYZ Engineering £12k/Month [Case Study Video]”
❌ Stock Photos
Why It Kills Leads: Fake visuals = fake trust.
🚀 Fix It Like Steady Bow:
Replace stock with video testimonials from site managers or before/after project shots. Show smiley happy people wearing your logo on a uniform!
Add captions like: “Actual HGV Repair for FleetCo UK – 100% Uptime Guarantee”
❌ Long, Complex Forms
Why It Kills Leads: Every extra field = 10% fewer leads.
🚀 Fix It Like Steady Bow:
Ditch the form. Use a TAP-TO-CALL button with a risk-free offer:
“Call Now – First Hour Free If We Miss Your Deadline”
❌ Weak or Hidden Offers
Why It Kills Leads: No offer = no reason to act.
🚀 Fix It Like Steady Bow:
Lead with a promise:
“We Fix Mechanical Failures in 60 Min – Or Cover Your Downtime Costs”Back it with project-specific reviews:
“Saved our £50k pour – these guys are lightning.” – J. Smith, Site Manager
How to Measure if Your Website is Actually Working
You don’t need fancy analytics - just track these key numbers:
📌 Call Volume – Are you getting more inbound calls after making changes?
📌 Form Submissions – Are more people filling out your contact form?
📌 Customer Feedback – Are new customers saying “I found you online and it was easy to contact you”?
📌 Lead Quality – Are you attracting the right kind of jobs?
👉 If these numbers are improving, your website is doing its job. If not, keep tweaking.
But here’s the thing - fixing your website is just step one. Even with a high-converting site, if you’re not tracking leads properly, you’ll never know what’s working and what’s wasting your budget.
(In part two of this series, I’ll walk you through how to set up tracking so you can see exactly where your leads come from - whether it’s Google Ads, organic search, or another channel. You’ll learn how to ensure every click and call is attributed correctly so you can scale what’s working and cut what’s not. Stay tuned!)
The Cost of Ignoring This
Let’s put real numbers to this.
Say you spend £2,000 a month on Google Ads. If your website converts at just 1%, you get 20 leads.
Now, if you fix your website and improve your conversion rate to 5%, you get 100 leads for the same budget.
That’s 5X more leads - without increasing your ad spend.
📌 The takeaway: Fix your website first. Then run ads.
Your 5-Step Action Plan
Review your website – Is your offer clear? Is it easy to contact you?
Test your site speed – Use Google’s PageSpeed Insights and fix any red flags.
Simplify everything – Cut anything that doesn’t directly lead to more enquiries.
Add proof – Get customer reviews and project photos up front.
Check mobile usability – If it’s not perfect on a phone, fix it immediately.
The Bottom Line: Fix Your Website Before Running Ads
Most businesses waste ad spend because they skip this step. Your competitors are figuring this out. The longer you wait, the more business you hand to them.
Your website isn’t just a brochure - it’s your hardest-working salesperson. Give it the right tools, and watch your leads (and revenue) grow.
What’s your next move? Keep losing leads - or fix it today?