Introduction
This checklist will help prepare your site for the launch of an advertising campaign, ensuring technical readiness, improving user experience, and optimizing for conversion. Applying these steps will enhance the effectiveness of your advertising and improve engagement with your target audience.
1. Organizing the Buyer’s Journey on the Site
- Defining the Buyer’s Journey: Develop a clear route that a buyer should follow on your site to make a purchase or perform another important action. This path should be intuitive and easy, preventing visitors from encountering difficulties on their way to the goal.
- Solving the Client’s Problem: Ensure that the site clearly demonstrates how your product or service solves the client’s problem or task. This is a key element that convinces of the usefulness and necessity of the purchase.
- Target Action: Specify the key action that the visitor should perform, such as placing an order or subscribing to newsletters. Simplify this process by removing any unnecessary steps and speeding up the execution of the target action.
2. Technical Preparation
- Site Functionality Check: Ensure that all pages load quickly and correctly on different devices and browsers.
- Responsive Design: The site should display correctly on mobile devices, tablets, and desktops.
- HTTPS Setup: Using a secure connection not only builds user trust but is also a ranking factor in search engines.
- Eliminating Technical Errors: Check the site for broken links, 404 errors, or other technical issues.
3. SEO Optimization
- Meta Tags: Set up title and description for main pages to be attractive and contain keywords.
- Content Optimization: Ensure that the content on the site is unique, useful, and well-structured.
- Internal Linking: Having internal links helps search engines better index the site and increases its authority.
4. Enhancing User Experience (UX)
- Site Navigation: Ensure that users can easily find the information they need and navigate through the site.
- Loading Speed: Optimize images and use modern caching technologies to speed up page loading.
- Feedback Forms: Check that all forms are working correctly and data is being sent without errors.
5. Analytics and Tracking
- Setting up Google Analytics: Install and configure Google Analytics to track visits and user behavior on the site.
- Goals and Conversions: Set up goal tracking in Google Analytics to analyze the effectiveness of advertising campaigns.
- Pixels and Tracking: Install pixels from social networks and other platforms for retargeting and conversion tracking.
6. Legal Preparation
- Privacy Policy: Ensure that the site has an up-to-date privacy policy that complies with current legislative requirements.
- Terms of Use: Provide users with clearly formulated terms of use for your site.
- Cookie Notice: Add a clear and understandable cookie notice on the site.
- GDPR Compliance: If your site is used in Europe, ensure it complies with GDPR requirements to protect user data.
- Impressum: Include a page with legal information about the company (Impressum), especially if your site is intended for users from Germany or other countries where this is required.
7. Preparation of Promotional Materials and Landing Pages
- Landing Pages: Create or optimize pages to receive traffic from advertising campaigns, with a clear call to action and minimal distractions.
- Advertising Materials for Social Networks: Develop a variety of creatives, including visually appealing images, short informative videos, persuasive texts and headlines, and banners that match the visual strategy of your brand.
- Message Testing: Conduct A/B testing of different versions of advertising materials to determine the most effective for attracting attention and improving conversion.
This checklist provides a comprehensive approach to preparing your site for an effective advertising campaign, taking into account technical, user, and legal aspects for optimal operation and compliance.
