Most business owners think the click is the win.
Someone sees your Facebook ad.
They tap.
They land on your website.
Happy days, right?
Not quite.
Having a great ad is really important.
But having a good, converting website is where the sale is made.
If you get this wrong, you can lose the sale before they even see your website!
One of the biggest mistakes I see business owners make is obsessing over the cost per click.
And then they’ll say:
“People are visiting the website, but nobody is buying.”
And that’s the clue.
Because clicks are not customers.
You don’t need more visitors.
You need more conversions.
Let’s talk about the 3 BIG mistakes business owners make that end up flushing their ad spend down the toilet.
- SuckyWebsite
I know. Harsh.
But honestly, some websites look like they were built during the dial-up internet era and then abandoned emotionally sometime around 2009.
Here’s the thing:
Your website literally has seconds to convince the visitor that they should care about you.
If people land on your website confused, overwhelmed, or hunting for basic information, they leave.
If they have to wait more than a second for your site to load, they leave.
If your site doesn’t grab their attention and give them what they want, they leave.
Fast.
- Sending People to the Wrong Page
This one happens constantly.
Business owners spend money running ads… and then send people to the homepage.
The homepage!
That’s like inviting someone to buy a coffee and then dropping them in the middle of a shopping centre with no directions.
Your ad and landing page should feel connected.
If your ad talks about:
✔ Weight loss
✔ Bathroom renovations
✔ AI marketing
✔ NDIS support
✔ Dog grooming
✔ Whatever your offer is…
…then the page people land on should continue that exact conversation.
Every extra click creates friction.
Every millisecond of confusion loses buyers.
And confused people do not convert.
- Bad Funnel
This is the big one.
Because sometimes the website itself is perfectly functional.
It says the right things, but it says them the wrong way.
If you look at any of the big players in your industry, I guarantee you they have tested the funnels that their leads have to go through.
Which variation of copy converts best?
Should I put a picture or a video?
Free gift or book a call?
So many businesses I see have no plan, no testing, no measuring.
❌ There’s no follow-up.
❌ No lead nurture.
❌ No email sequence.
❌ No retargeting.
❌ No strategy.
Just:
“Here’s my website.”
And when I ask them what they’re doing to convert their landing page viewers, the answer is an awkward silence and a lot of excuses.
People need reminders.
Trust.
Proof.
Reassurance.
A reason to come back.
That’s what a funnel does.
A good funnel keeps the conversation going after the click.
It helps people move from:
“I’ve never heard of you before…”
To:
“Okay, this person gets me.”
To:
“Yep. I’m ready.”
Without that process, even the best ads fail.
Your Facebook ad is not the finish line.
You can send the best leads in the world to your website, but if your website sucks, nothing is gonna happen.
Good luck!
Kerry x
P.S. If you just discovered that your website sucks, and need some help, message me! xx
