Get Your Website Lead-Ready Before Spending a Dime on Ads
Spending money on ads before your website is ready is a waste. If visitors land on your site and don’t know what to do next, you’ve already lost them. Here’s exactly what needs to be fixed or added before running any paid traffic to your MSP site.
1. Put a Clear Call to Action (CTA) at the Top
What to do:
Place a bold, action-driven CTA above the fold on every page.
Examples:
- “Book a Free IT Consultation” button that links to a calendar.
- “Get a Free Cybersecurity Risk Assessment” with a simple form.
Why it matters:
People won’t scroll if they don’t know what you do or what action to take. Make it obvious.
2. Make Navigation Stupid-Simple
What to do:
Use a clean top navigation bar with 4–6 max options.
Example structure:
- Services
- Industries
- About
- Resources
- Book a Call
Why it matters:
Visitors don’t want to hunt for info. Confused users don’t convert.
What to do:
Offer something valuable in exchange for a name and email.
3. Add Lead Magnets That Actually Capture Emails
Examples:
- “6 Reasons to Fire Your IT Guy” eBook
- “Free Network Security Checklist”
- “Instant IT Budget Planning Template”
- “Quiz: How Vulnerable Is Your Business?”
Placement tips:
- Add pop-ups or slide-ins on blog posts.
- Embed forms mid-page on service pages.
- Use exit-intent pop-ups to catch abandoning users.
Why it matters:
Not everyone is ready to book a call—but they may give you an email. That gives you a second shot through email follow-up and retargeting.
4. Integrate a Calendar Booking Tool—No Excuses
What to do:
Use Calendly, Microsoft Bookings, or similar, and embed it directly on your site.
Where to place it:
- On the homepage
- On every service page
- On thank-you pages after form submission
Why it matters:
Back-and-forth emails kill momentum. Let people instantly book while they’re interested.
5. Use a Chatbot to Capture After-Hours & Passive Leads
What to do:
Set up a live or AI chatbot with canned answers, basic qualification, and lead capture.
What it can do:
- Greet users with “Need help? Ask us anything.”
- Offer quick answers to common IT questions.
- Capture name/email for offline follow-up.
Why it matters:
Visitors often bounce if no one is available. A chatbot bridges that gap and works 24/7.
6. Track, Tag, and Follow Up
What to do:
- Connect forms, calendars, and chat to your CRM.
- Tag leads by interest (e.g., “Cybersecurity Download”).
- Trigger follow-up emails or sales tasks automatically.
Why it matters:
If you’re not collecting contact info and following up quickly, your ads are flushing money.
Conclusion
Don’t run ads until your site:
- Has a CTA in the header
- Offers clear, useful lead magnets
- Lets people book calls without friction
- Engages visitors through chat and forms
- Automatically captures and tracks leads
Fix your foundation first. A well-built site turns visitors into leads. Then you can scale it with ads.
