Guide
Before you run ads, get your website ready for the clicks.
Paid traffic shows every weak spot of a website at once. What to check before the first campaign goes live.
Updated 12 October 2026
Send people to a page that matches the ad
If the ad is about a chatbot for clinics, the click should land on a page about chatbots for clinics, not your home page. The first screen should repeat the promise of the ad in plain words.
One page, one main action. A visitor from an ad decides in seconds whether they are in the right place.
Check it on a phone first
Most clicks from Facebook and Instagram ads come from phones. Open the page on a phone with a weak connection and check that the headline and the main button appear quickly, the text is readable without zooming and the buttons are easy to tap.
Then look at it as a stranger would: is it clear what you offer, for whom, and what happens when they tap the button?
Make getting in touch effortless
Keep the form short: a name, an email and a line about what they need is often enough. Offer a second route for people who would rather ask a quick question first, such as a chat.
Reply fast. An enquiry answered the same day is worth far more than one answered next week. Automation can send an instant confirmation and alert your team.
Measure what matters
Tag every ad link with utm_source, utm_medium and utm_campaign, so you can see which campaign brought each visitor and each enquiry.
If you use the Meta pixel, ask for consent first where the law requires it, and send a Lead event when an enquiry arrives, so the ad platform learns which clicks become enquiries.
Show who you are
Visitors from ads have never heard of you. A clear business name, real contact details, a privacy policy and examples of your work answer their first question: is this real?
Do not invent reviews or numbers. A few real details convert better than polished claims nobody believes.
Plan the follow-up, then start small
Decide who replies to an enquiry, how quickly and what the next step is, and write the first reply in advance.
Run a small campaign first, read the enquiries and conversations it brings, and fix the page before you spend more.