Why You Should Have a Proper Online Presence Before Investing in Paid Marketing Channels

Paid Growth #2

First of all, according to Juniper research, 22% of clicks are fraudulent. That means those aren't real people who are genuinely interested in your ad. You get 22% less real clicks than you expect. Your 'real' CPC is 22% higher than the platform says.

Then, even with a well-optimized website, only 60-80 percent of those who click a link will convert into visitors. Sometimes, people open links in a new tab and never return to them, or they have other issues.

There's not much you can do about it. But that means optimizing what's under your control becomes even more critical. Every percentage point matters.

Some of what's left will leave because the website loads slowly or has errors.

Then, many of your visitors will bounce after a few seconds because the information on your page didn't meet their expectations for various reasons. Two examples:

1) They googled 'estate planning in Boise, Idaho'. They were genuinely interested in your ad, but it took them to your general homepage, which doesn't mention this specific service.

2) They googled 'financial advisor in Jersey City' and clicked the link, but the copy of the page didn't resonate with them—they were actually looking for a financial advisor for small business owners, not the general public.

Boom, you've lost them.

Most of those who stayed on the website are in research mode. They aren't ready to buy yet. Not even ready to book an intro call. They might spend some time on the website, read an article or two, and then again, leave. A few months later, when they are more ready for the transaction, they most likely won't remember your website.

Then, a tiny percentage are ready to actually book a call. They realize their needs and are looking for a solution. They are comparing you to other options.

What they need to see is credibility.

They'll look for the trust signals: high-quality services descriptions, reviews, authority content, your social media or Google Business Profile. They might try searching your name again on google to find reviews on third-party platforms.

Then, finally, part of them will book a call.

On the day of the call, expect 20-50% no-shows.

Not because they're evil. People forget to add calls to their calendars, plans change, urgent things pop up, Zoom doesn't load, whatever.

So, out of 100 clicks, just a small portion will result in successful intro calls.

Now that we understand what actually happens after someone clicks your ad, let's sum up how you can maximize your conversions for each group of visitors at each stage.

Website

It should have a crystal clear message and load fast. And the content should be super relevant to the search term or ad that you use to generate traffic. Otherwise, it's game over before it even begins.

Fresh Authority Content

Fresh content proves that you're legit and still in the game. Posting regularly says you're active, you know your stuff, and you care about staying relevant. This is important both for those ready to buy and those in the research mode. Plus, Google loves it, and this works well for SEO.

Testimonials

When people see others backing you up, it's instant credibility. It's the shift from "Maybe they know what they're doing" to "They definitely know their stuff." Make testimonials as real as possible—client videos and verified Google reviews beat plain text.

Social Media

Social media isn't just about appearances; it's a way for people to see who you are and what you stand for. When they see you're consistent, authentic, and engaged, they're more likely to trust and connect when the time is right. Be real, not robotic.

Lead Magnet and Nurture Engine

Give them something valuable immediately, and bring them into your ecosystem for long-term trust-building. Most people take time to decide, sometimes weeks, sometimes even years. But when they've been reading your stuff for a while and they come ready to buy—most likely, it's going to be a 'shut up and take my money' kind of deal.

Appointment Booking Funnel + Pre-Call Reminders

Keep the booking process simple and smooth—don't ask for 20 fields of info. Then, make sure they remember the appointment. Send a reminder email 48 hours before the call, and one 1-2 hours before. If you got their phone number, send an SMS too.

Make those reminders valuable by including what to expect and how to prep. It shows you're on top of things, making it way more likely they'll show up.

Analytics Tools

Website analytics, Google Search Console, session recording, and visitor identification tools—these tell you where people drop off, what they engage with, and where you can improve.

When you use data, you go from guessing to knowing, which is how you shift from hoping things work to making sure they do.

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So, let's wrap it up.

Next time someone pitches you on paid ads, cold emailing, or any lead gen service promising instant results, take a beat and ask yourself: Am I actually ready for it? Do I have the above-mentioned tools to make sure the ad budget is spent wisely?

Shortcuts rarely pay off.

It's the solid groundwork, strategic adjustments, and steady persistence that ultimately win the race.