10 Key Elements for an Advertising-Ready Website

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There are 10 key elements for an advertising ready website,

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and we're gonna go over them right

after this quick promotional break.

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I'm just kidding.

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We'll do it now.

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the first one, check that

everything's working.

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Now you might be like, Dude, I can't

believe I'm watching this video and this

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idiot just told me that one of the most

important things is to make sure that

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everything on my website is working.

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But it is.

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It is because I cannot begin to tell

you how many clients we bring on.

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It's like, hey, the form is

broken, the link is broken, the

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blog is broken, blah, blah, blah.

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Do this.

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Go to Fiverr and search for website.

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And for no money.

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You can get a comprehensive search

done for literally next to nothing.

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And they go through and they check every

single form, every link, every page.

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and then I don't know, do this

once a quarter at a minimum check

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to make sure your site is working.

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It's not up to your agency to do

this, by the way which is really

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frustrating in some instances because

they should be catching some things.

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But the line of demarcation

is very blurry, right?

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It's like, well, do I own

this or do you own this?

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Cause I built it, but you use it.

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So we put uptime monitoring on all of

our clients sites, but we have 200.

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clients.

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We can't afford to go through and have

our employees check every single page

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of every single site every single day.

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And you don't need to do that.

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But make sure that things are working

and then put in a standard operating

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procedure for regular website checks.

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Whoever it is that you hire, say,

hey, can we do this once a quarter?

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And, and then now they've got a

subscription continuity client.

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They'd love that.

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This is actually a good

little business, by the way.

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If somebody wanted to launch an

agency that did nothing but this, I

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think that'd be a rock solid model.

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And it's simple, it's understandable and

everybody would want it and they'd all

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want it because it's like, we've all had

that thing where I was like, gosh, I just

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spent two days setting traffic to a page.

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It's down.

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So for anybody that wants a business

idea, this is a really good one.

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And it's one where if you white labeled,

I think you'd have, as much opportunity

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in the agency space as you would just in

the, direct to, other businesses spaces.

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Cause people would start

reselling your stuff.

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So check to make sure

everything's working properly.

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And then have a recurring

cadence for those checks.

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Number two, accessible across all devices.

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this is easier said than done.

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It's not a point that I'm

going to try to defend anymore.

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remember as early as two years ago,

people challenging me on the fact that

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they needed to be mobile, you know,

like, no, my customers only use desktop.

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And I was like, Oh my

God, you sound so stupid.

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You're so stupid.

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Oh, your face bugs me.

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I hope you get egged in the.

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You have to be mobile, but what's

interesting about this is it's

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not just about the browser,

it's about the device, the OS.

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I should say, it's not

just about the screen size.

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again, going back to your website,

check, make sure that if you're checking

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on a Mac, somebody checks on a PC.

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If you're checking on iOS, somebody's

checking on Android and just take a

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look at how your website resolves.

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This is also one of the

reasons that websites need to

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get Simpler not more complex.

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I can web browse on my smartphone Not

well But I can follow links and kind of

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like, you know engage with content and

the simpler the website the better and

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then you know now Apple's got its glass

and Whatever that thing's called the

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new fangled whiz bang go daddy gadget.

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I don't know Make sure that your site

is working across all devices, and

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if that means simplifying things, by

the way, brand guidelines be damned.

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I do not care what gradient you think has

to be in the background across everything.

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Like, just make the damn thing work.

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That's number two.

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Number three, speed is critical!

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This is one I can beat up all the time.

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As a matter of fact, if you want

to embarrass me, go check the

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Solutions 8 website speed right

now, because I bet you it's subpar.

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because we're constantly, always,

Yvon's rolling his eyes at the moment.

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He's our CTO.

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We're always beating up our site speed,

and then it's always, there's like, I

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don't know why, I don't understand it.

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I'm like, I did this work.

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it's like code degeneration or something.

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Here's the other thing too, is you have

to use Google's PageSpeed Insights if

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you're going to be using Google Ads,

because developers will tell you that

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Google's Insights It doesn't measure

properly and I agree with him because I've

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heard the argument and it makes sense.

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It doesn't take into consideration things

like latent loading There's a way that

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the site would resolve for a human in

a way that the site resolves for the

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computer and there are two different ways.

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And Google decides it's going to...

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Ignore some of the rules that are

assigned in order to allow people to

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experience a faster website, even though

things are loading in the background.

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Google still judges you

for the background loading.

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It's the way that it was

explained to me, the dummy.

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That said, it doesn't matter, because

ostensibly, your quality score is

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based on user experience, which

includes, relies very heavily on.

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Page speed.

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So make sure your page speed is fast.

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Super fast.

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Desktop is a lot easier than mobile.

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Goes back to having a simple website.

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Simple, simple, simple.

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Number four.

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Contact information is Exists somewhere.

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First of all, you have to

have this for compliance.

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Second of all, nothing

more frustrating than...

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I'm actually...

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I'm ready!

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I want to go.

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I want to do this.

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Let's do it.

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How do I get a hold of you now?

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You get to decide what contact information

you put up I've deprioritized the

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phone number on my website because

I just noticed phone call leads

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Just run as good and we got so much

spam and it was managerial, very

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difficult and we've got a waiting list.

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And so, we decided to

prioritize the calls.

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If you're hardcore, that's, it's always

funny to me for clients are like, we

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need more leads, we have to, fill up

the pipeline and then we said, well, you

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know, we could prioritize phone calls.

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And I'm like, no, no, no,

we don't want to do that.

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And I'm like, well, then you don't

really need more leads that much because.

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it's the balance of risks.

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Regardless, you have to have

contact information somewhere.

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I like to make sure that no matter

what, there's either a phone number or

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an email on the footer of your website.

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Don't make people dig for contact info.

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Number five, clear call

to action on every page.

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One of the easiest things to do is

just anchor a CTA into your header.

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We've got free action planned basically

everywhere across our entire site.

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Your CTA might be different.

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It might be page dependent.

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I prefer that, by the way.

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Especially if you have

multifaceted variant, multivariant.

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Service offerings, but give people

the ability to do something even if

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they're at the top of the funnel the

tippity top They're on the press.

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They're not even in the funnel.

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They're on the precipice of the

funnel looking down Give them the

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ability to subscribe make it more

compelling than just subscribe.

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No, let me spam you But you know

give them something Have a clear

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call to action use a contrast color.

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This is called the isolation

effect so that it stands out

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at least do some list building.

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Number six, make sure your content

is clear and easy to understand.

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I know you're laughing at me right now,

like, oh, that's another obvious one.

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I bet you if I looked at your website, I

bet you're using, like, multi syllabic,

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quadruple PhD required understanding,

Do you see why you need simple content?

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The average adult has an

eighth grade reading level.

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An eighth grade reading level.

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Here's a pro tip, by the way.

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Jasper or chat GPD and say, rewrite my

content for an eighth grade reading level.

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And if it elevates your

content, then you're in trouble.

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Number seven, make sure that every

conversion action you want to

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track as a separate thank you page.

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No matter what.

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I don't care what other

people tell you is trackable.

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The separate thank you pages is the most

reliable, because it's the simplest and

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the most archaic, to be honest with you.

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It's just brute force.

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It's like, they went here, they

did it, they didn't, they didn't.

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All the other tracking mechanisms

throw false positives, lose tracking.

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Separate thank you page for

every conversion action.

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No matter what.

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Number eight, verification badges.

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It's shocking how well these work.

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Anything you've got, secure

payment, BBB, SSL, guarantees,

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free returns, make your own badges.

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Make your own badges that have

all the things that you offer.

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This is especially true for e commerce.

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it increases conversion on e

commerce sites, especially low

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ticket e com really significantly.

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I don't love BBB by the way, but you

can dance with the devil if you want to.

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you can turn free shipping.

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if you offer free

shipping, make it a badge.

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If you offer free

returns, make it a badge.

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Go badge crazy.

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Privacy policy.

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You have to have one on your site.

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Easy to find templates.

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This is one where I'd actually say like...

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It might be worth having an attorney

look over the documentation that

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you're using things for like

privacy policy, return policy.

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I used to not believe that I

was like, just put it up, get

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a template from everywhere.

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It doesn't matter.

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But somebody taught me sin.

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I'm spacing on Cyn's last name, I'd

give her proper citation, but she was

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one of the members of the DM elite

community and she was an attorney,

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or recovering attorney by her words.

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And what she said that I thought was

brilliant is she goes, look, throw

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1, 500 in an attorney and have them

review all your documents him or her.

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And then what's nice is for the rest

of your professional life, attorney

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has to defend those documents.

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And if anything ever goes wrong, you

can sue their malpractice insurance.

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That's a hell of an insurance

policy to have for: 1500

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privacy policy.

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And then number 10 SSL

certificate has to be secured.

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I think you're hard pressed

to find a website builder

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that doesn't do this for you.

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But just in case, especially if

you're doing custom builds, make

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sure you're HTTPS, not HTTP.

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And I want to know what I'm missing.

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What do you think I'm missing?

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The promise was 10 things that

your website has to have in

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order to be advertising ready.

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What do you think a website

has to have before it can be

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advertising ready that I missed?

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Call me out, shame me, make

me feel bad about myself.

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Help me juice the algorithm

so I get a bunch of comments.

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I shoot a video every day.

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I hope this one's been helpful.

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I look forward to seeing you tomorrow.