How to improve conversion rates and maximise your marketing budget

It’s easy to assume that to bring in more leads to your business, you need to spend more money on ads. But the truth is, more ad spend doesn’t always mean more sales. In fact, if your website, messaging, or follow-up lead process isn’t working, you could just be throwing money down the drain.

So instead of increasing your budget, let’s talk about how you can maximise the traffic and leads you’re already getting. Because the mistake many business owners make is trying to get more leads when really that visibility doesn’t mean anything if nothing is converting.

Step 1: Get your website to convert visitors into customers

Your website is the online heart of your business and while your ads might be going a great job at driving traffic, if the website isn’t converting those visitors into customers, all that effort and money on ads is wasted. Here’s what you need to check:

1. Clear messaging: When someone lands on your website, do they immediately know who you are, what you offer, and why they should care? If they have to think about it or look hard to find it, they’re already halfway to clicking off.
2. Strong call-to-actions (CTAs): Every page should guide your visitors to take the next step. Whether that’s booking a call with you, signing up for a newsletter, or making a purchase, your CTA needs to be clear and compelling.
3. Fast load speed: People don’t wait around for slow websites, so if your site is taking more than a few seconds to load, they’re gone. Use tools like Google PageSpeed Insights to check your speed.
4. Mobile friendly: Over 50% of web traffic now comes from mobile users, so if your site isn’t mobile-friendly, you’re losing leads before they’ve even read a word.

Step 2: Nurture your leads the right way

For a lot of businesses, the main focus is always on ‘getting new leads’, whereas the key to successful conversion is nurturing your existing ones the right way. The reason being is because leads hardly ever convert right away – it takes time, trust, and multiple marketing touchpoints before any purchasing actually happens.

But how do you turn those ‘maybes’ into paying customers?

1. Use email marketing: It’s crucial that you collect those leads’ emails and follow up with them because it’s one of the easiest ways to stay in front of people. By creating a carefully-made email sequence, you can build trust and keep your business at the top of their minds.

2. Use retargeting ads: The majority of people don’t convert the first time they visit your website, but with the right push and reminders, you can easily convert them. The best way to do this is to use retargeting ads. These ads follow those visitors around on social media to keep your website fresh in their mind.

3. Create content that provides value: Instead of constantly pushing sales, focus on giving your audience something useful. Whether it’s blog posts, social media tips, or how-to videos, the more value you provide, the more trust you build.

Step 3: Improve the quality of your leads

Look, there’s no point having all these leads if they’re not the right audience for your business. Quality over quantity always matters when it comes to marketing, but it’s easy to overlook that and think that the more leads you’re getting in, the more successful your campaigns are, but that’s simply not true. No amount of money you spend is going to give you an ROI if your ads are targeting the wrong people. Here’s what you need to do:

1. Refine your targeting: If your current ads aren’t working, have a look through the back-end and make sure that you’re targeting the right audience. The more specific you can get, the better your results will be.

2. Speak directly to your ideal customer: Your messaging alone can filter out the wrong people when you use messaging that speaks directly to your target audience. When you make your copy niche, you’ll find that the leads that do come in fit your customer profile.

3. Pre-qualify your leads: If you still find after doing the above two that you’re getting in a lot of leads that aren’t converting, consider adding a short questionnaire or quick qualifying step to weed out those who aren’t serious.

Remember, it’s about working smarter, not harder.

The most successful ads aren’t necessarily the ones with the most money behind them, so before you think about increasing your ad budget, focus on these simple but powerful steps:

• Make sure your website is built to convert
• Have a clear plan for how you’ll nurture your leads
• Attract better leads, not just more leads

If you get this 3-step formula right, we can guarantee you’ll start seeing more leads with more sales without spending an extra penny for it.

Still need help finding an ad strategy that’ll work and bring the most ROI? Get in touch! We help businesses of all sizes get better results just by implementing smarter strategies.