Website promotion promises a flow of clients, but often turns into a black hole for the budget: you replenish your advertising account with 50,000, 100,000, 200,000 rubles, everything is beautiful in Yandex.Direct - clicks are coming, CTR is excellent, traffic is flowing, but there are no applications. In the best case scenario, a spammer calls with an offer to “promote the site.”
You write to a marketer: “Where are the customers?!” - and you hear the stereotype: “The traffic is excellent, the clicks are cheap. It’s the managers who don’t know how to sell.” Let's figure out why this happens and how to make sure that clicks turn into customers.
Anatomy of a black hole: why website promotion doesn’t give you applications
In Internet marketing, everything works as a single organism: advertising attracts attention, the site turns it into desire, and the offer forces you to leave contacts. One link breaks and the budget burns. Here are four reasons for low conversion rates.
1. Advertising promises one thing, the site shows another.
A person clicks on the ad “Sofas in stock, delivery tomorrow,” and on the website there is a general phrase “We produce upholstered furniture,” without prices or a catalog. Tab closed in 3 seconds. Effective website promotion begins with the matching of advertising and the first screen.
2. A website that is impossible to read
If the site is not mobile-friendly, takes longer than 3 seconds to load, and has confusing navigation, you are losing up to 70% of your traffic. Competent SEO optimization and UX are not buzzwords, but your money and positions in Yandex and Google.
3. No one to close the deal
The “Buy” button does not work on mobile phones, the phone is inserted with a picture, messengers are not connected. If you cannot contact in one click, the client will go to a competitor.
4. No trust
The client will not leave contacts without cases, reviews and details. Therefore, real cases and transparency directly affect conversion.
How agencies disguise the drain of advertising budget
- They show reach and clicks, not CPL and ROI. Traffic comes “for the sake of the report”, and not for the sake of sales.
- They shift responsibility. The advertiser blames the site, the developer blames the advertising. Business remains the last priority.
- No end-to-end analytics. You can’t see the customer’s path from click to transaction in CRM, which means you are managing blindly.
What should website promotion be like to bring in applications?
- Funnel audit. Where the client falls off and at what step closes the tab.
- Usability review. We simplify forms, make large clickable phone numbers, connect instant messengers.
- Custom web development. Fast websites with clean code are the foundation for website promotion in Yandex and Google.
- End-to-end analytics. Call tracking, goals in Metrica, a combination of advertising and CRM - you see every ruble.
How to order website promotion for results
At Dom Marketing we promote websites as a system for generating applications: from creating a website that can sell to setting up advertising and analytics. And we are responsible for the result, not just the process.
Telephone: 8 961 784 22 90 · Telegram: @dkrasilnikov