I looked at the ad and it seemed to be doing its job. It was well-written, compelling and directed prospects to click-through. The problem became apparent once I did. Nowhere on the home page was there an address, phone number or e-mail address that site visitors could use to contact the client. In fact, I had to click through three or four more pages before I found the first bit of contact info, an e-mail address.
There's the problem, I told the client. They're making their prospects work to hard. Most people will give a website 30 seconds to make an impression before they move on. If you haven't used your home page to clearly state what you do and your value proposition and provide a way to contact the you, you've lost a sales opportunity.
Before you decide your advertising or promotion program is ineffective, take a critical look at your home page or landing page and evaluate whether you've give prospects a reason and the ability to contact you.
It seems like a small thing, but if you're relying on your website for leads, it's huge.