One of the biggest pay-per-click advertising mistakes that people make is that they pony-up a bunch of money to drive traffic to their site only to find out that the site isn’t designed very well. Never spend a fortune on your paid traffic until you’ve tested and modified your site to increase your conversion rates. It’s a waste of money to drive anyone to your site if you don’t have a site that gets people to act. They need to either purchase something, call you, leave their email address (so you can market to them again in the future) or perform some desired action. If you don’t know what that action is, then you’d better back up and start there.
When someone comes to your site, do you have a desired action. What are you trying to get them to do? If you’re just providing them with more information, you’re mission out on the power of the Internet. 15 years ago, the Web was great for just telling people about your company but these days, in the age of Web 2.0, websites are gathering data, simplifying processes, connecting people, increasing rapport, shortening sales cycles and more. You can leverage your site by first determining what you want your site to do for you, making the needed modifications and then testing it to improve your rates of conversion. Only then should you begin driving large amounts of paid traffic to the site.