Shownotes
Running ads on a bad website is like pouring water into a leaky bucket. But fear not! In this video, Kasim shows you ten key elements every advertising-ready website should have. Follow these best practices to make sure your site is ready to rock and attract more customers.
0:00 10 Key Elements for an Advertising-Ready Website
0:08 Check that everything is working properly
1:55 Accessible across all devices
3:29 Speed is critical!
4:48 Contact information is in the header or footer of your website
5:47 Clear call-to-action (CTA) on every page
6:30 Make sure your content is clear and easy to understand
7:04 Make sure every conversion action you want to track has a separate "thank you" page
7:31 Verification badges
8:07 Privacy Policy
9:06 SSL certificate (https vs. http)
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Transcripts
There are 10 key elements for an advertising ready website,
2
:and we're gonna go over them right
after this quick promotional break.
3
:I'm just kidding.
4
:We'll do it now.
5
:the first one, check that
everything's working.
6
:Now you might be like, Dude, I can't
believe I'm watching this video and this
7
:idiot just told me that one of the most
important things is to make sure that
8
:everything on my website is working.
9
:But it is.
10
:It is because I cannot begin to tell
you how many clients we bring on.
11
:It's like, hey, the form is
broken, the link is broken, the
12
:blog is broken, blah, blah, blah.
13
:Do this.
14
:Go to Fiverr and search for website.
15
:And for no money.
16
:You can get a comprehensive search
done for literally next to nothing.
17
:And they go through and they check every
single form, every link, every page.
18
:and then I don't know, do this
once a quarter at a minimum check
19
:to make sure your site is working.
20
:It's not up to your agency to do
this, by the way which is really
21
:frustrating in some instances because
they should be catching some things.
22
:But the line of demarcation
is very blurry, right?
23
:It's like, well, do I own
this or do you own this?
24
:Cause I built it, but you use it.
25
:So we put uptime monitoring on all of
our clients sites, but we have 200.
26
:clients.
27
:We can't afford to go through and have
our employees check every single page
28
:of every single site every single day.
29
:And you don't need to do that.
30
:But make sure that things are working
and then put in a standard operating
31
:procedure for regular website checks.
32
:Whoever it is that you hire, say,
hey, can we do this once a quarter?
33
:And, and then now they've got a
subscription continuity client.
34
:They'd love that.
35
:This is actually a good
little business, by the way.
36
:If somebody wanted to launch an
agency that did nothing but this, I
37
:think that'd be a rock solid model.
38
:And it's simple, it's understandable and
everybody would want it and they'd all
39
:want it because it's like, we've all had
that thing where I was like, gosh, I just
40
:spent two days setting traffic to a page.
41
:It's down.
42
:So for anybody that wants a business
idea, this is a really good one.
43
:And it's one where if you white labeled,
I think you'd have, as much opportunity
44
:in the agency space as you would just in
the, direct to, other businesses spaces.
45
:Cause people would start
reselling your stuff.
46
:So check to make sure
everything's working properly.
47
:And then have a recurring
cadence for those checks.
48
:Number two, accessible across all devices.
49
:this is easier said than done.
50
:It's not a point that I'm
going to try to defend anymore.
51
:remember as early as two years ago,
people challenging me on the fact that
52
:they needed to be mobile, you know,
like, no, my customers only use desktop.
53
:And I was like, Oh my
God, you sound so stupid.
54
:You're so stupid.
55
:Oh, your face bugs me.
56
:I hope you get egged in the.
57
:You have to be mobile, but what's
interesting about this is it's
58
:not just about the browser,
it's about the device, the OS.
59
:I should say, it's not
just about the screen size.
60
:again, going back to your website,
check, make sure that if you're checking
61
:on a Mac, somebody checks on a PC.
62
:If you're checking on iOS, somebody's
checking on Android and just take a
63
:look at how your website resolves.
64
:This is also one of the
reasons that websites need to
65
:get Simpler not more complex.
66
:I can web browse on my smartphone Not
well But I can follow links and kind of
67
:like, you know engage with content and
the simpler the website the better and
68
:then you know now Apple's got its glass
and Whatever that thing's called the
69
:new fangled whiz bang go daddy gadget.
70
:I don't know Make sure that your site
is working across all devices, and
71
:if that means simplifying things, by
the way, brand guidelines be damned.
72
:I do not care what gradient you think has
to be in the background across everything.
73
:Like, just make the damn thing work.
74
:That's number two.
75
:Number three, speed is critical!
76
:This is one I can beat up all the time.
77
:As a matter of fact, if you want
to embarrass me, go check the
78
:Solutions 8 website speed right
now, because I bet you it's subpar.
79
:because we're constantly, always,
Yvon's rolling his eyes at the moment.
80
:He's our CTO.
81
:We're always beating up our site speed,
and then it's always, there's like, I
82
:don't know why, I don't understand it.
83
:I'm like, I did this work.
84
:it's like code degeneration or something.
85
:Here's the other thing too, is you have
to use Google's PageSpeed Insights if
86
:you're going to be using Google Ads,
because developers will tell you that
87
:Google's Insights It doesn't measure
properly and I agree with him because I've
88
:heard the argument and it makes sense.
89
:It doesn't take into consideration things
like latent loading There's a way that
90
:the site would resolve for a human in
a way that the site resolves for the
91
:computer and there are two different ways.
92
:And Google decides it's going to...
93
:Ignore some of the rules that are
assigned in order to allow people to
94
:experience a faster website, even though
things are loading in the background.
95
:Google still judges you
for the background loading.
96
:It's the way that it was
explained to me, the dummy.
97
:That said, it doesn't matter, because
ostensibly, your quality score is
98
:based on user experience, which
includes, relies very heavily on.
99
:Page speed.
100
:So make sure your page speed is fast.
101
:Super fast.
102
:Desktop is a lot easier than mobile.
103
:Goes back to having a simple website.
104
:Simple, simple, simple.
105
:Number four.
106
:Contact information is Exists somewhere.
107
:First of all, you have to
have this for compliance.
108
:Second of all, nothing
more frustrating than...
109
:I'm actually...
110
:I'm ready!
111
:I want to go.
112
:I want to do this.
113
:Let's do it.
114
:How do I get a hold of you now?
115
:You get to decide what contact information
you put up I've deprioritized the
116
:phone number on my website because
I just noticed phone call leads
117
:Just run as good and we got so much
spam and it was managerial, very
118
:difficult and we've got a waiting list.
119
:And so, we decided to
prioritize the calls.
120
:If you're hardcore, that's, it's always
funny to me for clients are like, we
121
:need more leads, we have to, fill up
the pipeline and then we said, well, you
122
:know, we could prioritize phone calls.
123
:And I'm like, no, no, no,
we don't want to do that.
124
:And I'm like, well, then you don't
really need more leads that much because.
125
:it's the balance of risks.
126
:Regardless, you have to have
contact information somewhere.
127
:I like to make sure that no matter
what, there's either a phone number or
128
:an email on the footer of your website.
129
:Don't make people dig for contact info.
130
:Number five, clear call
to action on every page.
131
:One of the easiest things to do is
just anchor a CTA into your header.
132
:We've got free action planned basically
everywhere across our entire site.
133
:Your CTA might be different.
134
:It might be page dependent.
135
:I prefer that, by the way.
136
:Especially if you have
multifaceted variant, multivariant.
137
:Service offerings, but give people
the ability to do something even if
138
:they're at the top of the funnel the
tippity top They're on the press.
139
:They're not even in the funnel.
140
:They're on the precipice of the
funnel looking down Give them the
141
:ability to subscribe make it more
compelling than just subscribe.
142
:No, let me spam you But you know
give them something Have a clear
143
:call to action use a contrast color.
144
:This is called the isolation
effect so that it stands out
145
:at least do some list building.
146
:Number six, make sure your content
is clear and easy to understand.
147
:I know you're laughing at me right now,
like, oh, that's another obvious one.
148
:I bet you if I looked at your website, I
bet you're using, like, multi syllabic,
149
:quadruple PhD required understanding,
Do you see why you need simple content?
150
:The average adult has an
eighth grade reading level.
151
:An eighth grade reading level.
152
:Here's a pro tip, by the way.
153
:Jasper or chat GPD and say, rewrite my
content for an eighth grade reading level.
154
:And if it elevates your
content, then you're in trouble.
155
:Number seven, make sure that every
conversion action you want to
156
:track as a separate thank you page.
157
:No matter what.
158
:I don't care what other
people tell you is trackable.
159
:The separate thank you pages is the most
reliable, because it's the simplest and
160
:the most archaic, to be honest with you.
161
:It's just brute force.
162
:It's like, they went here, they
did it, they didn't, they didn't.
163
:All the other tracking mechanisms
throw false positives, lose tracking.
164
:Separate thank you page for
every conversion action.
165
:No matter what.
166
:Number eight, verification badges.
167
:It's shocking how well these work.
168
:Anything you've got, secure
payment, BBB, SSL, guarantees,
169
:free returns, make your own badges.
170
:Make your own badges that have
all the things that you offer.
171
:This is especially true for e commerce.
172
:it increases conversion on e
commerce sites, especially low
173
:ticket e com really significantly.
174
:I don't love BBB by the way, but you
can dance with the devil if you want to.
175
:you can turn free shipping.
176
:if you offer free
shipping, make it a badge.
177
:If you offer free
returns, make it a badge.
178
:Go badge crazy.
179
:Privacy policy.
180
:You have to have one on your site.
181
:Easy to find templates.
182
:This is one where I'd actually say like...
183
:It might be worth having an attorney
look over the documentation that
184
:you're using things for like
privacy policy, return policy.
185
:I used to not believe that I
was like, just put it up, get
186
:a template from everywhere.
187
:It doesn't matter.
188
:But somebody taught me sin.
189
:I'm spacing on Cyn's last name, I'd
give her proper citation, but she was
190
:one of the members of the DM elite
community and she was an attorney,
191
:or recovering attorney by her words.
192
:And what she said that I thought was
brilliant is she goes, look, throw
193
:1, 500 in an attorney and have them
review all your documents him or her.
194
:And then what's nice is for the rest
of your professional life, attorney
195
:has to defend those documents.
196
:And if anything ever goes wrong, you
can sue their malpractice insurance.
197
:That's a hell of an insurance
policy to have for:
198
:privacy policy.
199
:And then number 10 SSL
certificate has to be secured.
200
:I think you're hard pressed
to find a website builder
201
:that doesn't do this for you.
202
:But just in case, especially if
you're doing custom builds, make
203
:sure you're HTTPS, not HTTP.
204
:And I want to know what I'm missing.
205
:What do you think I'm missing?
206
:The promise was 10 things that
your website has to have in
207
:order to be advertising ready.
208
:What do you think a website
has to have before it can be
209
:advertising ready that I missed?
210
:Call me out, shame me, make
me feel bad about myself.
211
:Help me juice the algorithm
so I get a bunch of comments.
212
:I shoot a video every day.
213
:I hope this one's been helpful.
214
:I look forward to seeing you tomorrow.
