Sandy Wardenburg Waggett explains why ads fail: your landing page has to say what problem you solve and what to do next, fast. She calls it the caveman test. If analytics show people are clicking in but not converting, your homepage above the fold is the problem.
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The thing is, though, ads are only as effective as where you send them with the power of the calls to action and the value and benefit that's there for them to see, and they need to see it quickly. That would include, in my mind, some work on your website. I'm not saying a redesign at all. I'm just saying some work on the messaging on the homepage. So let's just say ads in the first 30 days is going to be what you need. But if you don't mind, I'm just going to share my screen and just walk through a couple things on your website that I think will help the conversions. Is that okay with you guys? Yes. Okay. So I have a very wide monitor. So that's why your website's going to look a little funny, because you've got this screen all the way across. And on most monitors, this is going to look a little more normal. But besides that, everything up here is all about day spring. So it's DaySpring Arts and Education. Welcome to DaySpring. Now, in the 30th year, that's all fine and dandy. You're featured on HECTV. That's great. The thing is, is that nothing up here really calls me to action or speaks to me about an academy or after school programs or weekend programs or cancer productions or things like that. When I think about a website, it has to pass the caveman test. And up above the fold, which is where most people immediately make a judgment, is this for me or is this not for me? And they rarely go any further than that. If it's not for them, if they make the judgment, if it could very well be for them, they just don't know it. And so they leave. Now, I'm speaking off the cuff without actually seeing your analytics, so if we work together, I would want to deep dive into your analytics. But based on my 25 years of doing this, this holds true in almost all cases. Above the fold, you really need to speak to what it is that you solve the problem you solve for your audience, and then what steps they need to take to get involved, and that is really it.
