New website

[Ivanzyt]

So we had our website redeveloped and it went live a couple of months ago.
It's not getting the results I wanted just yet. It could just be timing, it could be other things, as there is lots going on with our marketing mix. I am, however, starting to worry that the new site might not be engaging prospects enough and getting them to enquire. The objective of this site is to generate inquiries via the form.

So any objective opinions would be welcome.

People-powered Fulfilment & 3PL | B2B & B2C | Fulfilment People

People-powered, caring ecommerce fulfilment and 3PL services to unleash the potential of your SME and delight your customers.

www.fulfilmentpeople.co.uk

 

[finleydesign]

It gave me a headache! Personally not a fan of the colour scheme

 

[antropy]

So any objective opinions would be welcome.

I'm not saying our website is the best there is, actually even as a web agency it's far from it and needs a redesign, but honestly yours looks truly awful - from the nasty cookie popup at the top to the colour scheme and layout it literally looks like someone's vomited on the page.

I'm really curious about who designed and built such a monstrosity?

Going back to being objective with some numbers, have you looked at these stats over a time period such as the last month?:

• Unique Visitors
• Contact Form Submissions
• New Clients that Went Ahead

If you're not getting enough unique visitors then you need to work on your SEO and off-site marketing.

If you're getting visitors but a tiny percent of them are contacting you (<0.5%) then your website itself is the problem in either its design, message, or something else.

If you are getting contacted but no one is going ahead then perhaps your pricing or pre-sales process isn't great.

Hope that helps.

Paul.

 

[fisicx]

When you did your market research who did you identify as a target customer?

What marketing plan did you then develop?

Both of the above will define the type of website you need.

All I see is lots of glaring colours and very little useful substance. There doesn’t appear to be any clear calls to action. No details of your warehouse, no galleries, no testimonials.

 

[antropy]

from the nasty cookie popup at the top to the colour scheme and layout it literally looks like someone's vomited on the page.

Wait a sec. I was viewing in Chrome on Linux (Version 96.0.4664.45 (Official Build) (64-bit)) and everything was broken and all over the page, but viewing in Firefox it appears to display as intended. It's still not great but it's better.

The fact they've modified how it scrolls is so nasty. But it's not as bad as initially expected - you do need them to fix it in Chrome though.

Paul.

 

[Ivanzyt]

When you did your market research who did you identify as a target customer?

What marketing plan did you then develop?

Both of the above will define the type of website you need.

All I see is lots of glaring colours and very little useful substance. There doesn’t appear to be any clear calls to action. No details of your warehouse, no galleries, no testimonials.

Webbedfeet have sold you a pup.

Target customers we defined 4 key personas

Mark & Maria

Often a husband and wife team but could be friends who have started a small business. Things are taking off but are becoming increasingly hard to handle. Things are getting chaotic, fraying around the edges and they feel they are dropping balls. Space may also be becoming tight. They need to outsource fulfilment to enable them to continue to give good customer service but also to grow the business. They will be price sensitive as they take their first steps into outsourced fulfilment.

What do they want to know/care about?

• What’s it going to cost?
• Why TFP over another supplier?
• How does outsourced fulfilment work?
• Will we lose control?
• How can we be sure it won’t harm our relationships with our customers?
• Will our packages arrive safely, on time?
• What does support / account management look like?
• Who is our day to contact? Who can I call if things go wrong?
• What about customer returns? How are these handled?

Alex & Stuart

Partners or a single owner. May have started out like Mark & Maria but are a few steps ahead. They have possibly been in business longer and may have already outsourced their fulfilment but are now looking about because they feel their current provider isn’t delivering a good enough service. They want to scale up/expand their business and know they need (decent) fulfilment. May have experience running businesses, if not their own, and may generally be a bit more savvy. They are less price sensitive because they are already convinced of the importance of good fulfilment and are prepared to pay for a good partner.



What do they want to know/care about?

• Why should I go with TFP? What’s different about TFP’s service?
• What’s it going to cost?
• Are there set up fees (what are these – my warehouse mentions them)
• What systems do you use?
• How do you manage my stock?
• What about customer returns? How are these handled?

Samantha

She is the operations manager of an established company. She is not hands on with customers and is actually quite low maintenance as a client. Fulfilment is just another part of the business to her and she wants to get the job done and done professionally. She will be price sensitive because she should be from a business perspective. She will be talking to a number of different fulfilment houses.

What do they want to know/care about?

• How much does it cost?
• What software /FMS do you use?
• Can you deal with more business as we scale up?
• (Do you deal with returns?)
• Are we professional, organised, businesslike?
• What about customer returns? How are these handled?

Johnny

He knows best. He’s casual, chaotic, no plan, talks a good talk and is usually a friend of a one of our clients. Promises a certain number of orders a month. Doesn’t deliver. His products end up languishing on our warehouse shelves, taking up space.

Best avoided. How do we deter him? We need to look closely into his business and ensure we are very clear on our terms/whether he fits our ICP.

Business demographics

And these would all fall into

• SME up to £15 million
• B2C and B2B (mixed)
• 2 years plus in business
• Product should be
• Small
• Not heavy
• £10-£500 in value
• Order volume: 200-10,000 per month

Marketing strategy is, broadly speaking, a They Ask You Answer Strategy (Inbound Content driven).

 

[Ivanzyt]

I'm not saying our website is the best there is, actually even as a web agency it's far from it and needs a redesign, but honestly yours looks truly awful - from the nasty cookie popup at the top to the colour scheme and layout it literally looks like someone's vomited on the page.

I'm really curious about who designed and built such a monstrosity?

Going back to being objective with some numbers, have you looked at these stats over a time period such as the last month?:

• Unique Visitors
• Contact Form Submissions
• New Clients that Went Ahead

If you're not getting enough unique visitors then you need to work on your SEO and off-site marketing.

If you're getting visitors but a tiny percent of them are contacting you (<0.5%) then your website itself is the problem in either its design, message, or something else.

If you are getting contacted but no one is going ahead then perhaps your pricing or pre-sales process isn't great.

Hope that helps.

Paul.

We are getting traffic but no conversions. The traffic has increased because I upped our adword budget but the actual number of enquiries has dropped even though traffic is up! Adwords is doing its job i.e. getting traffic. That is what concerns me.

 

[antropy]

We are getting traffic but no conversions. The traffic has increased because I upped our adword budget but the actual number of enquiries has dropped even though traffic is up! Adwords is doing its job i.e. getting traffic. That is what concerns me.

Are you using something like Hotjar to see what people are actually doing on the site? It can sometime be obvious if they are turned off by a certain thing like the pricing or a big form they just don't want to fill out?

Paul.

 

[Ozzy]

Hi ya @Ivanzyt
My first impressions with a few seconds of clicking the link, as these would be someone similar to me their first impressions.

• The cookie pop-up was too intrusive, I thought it was part of the menu and confused me for a second.
• The colour scheme I would politely suggest creates the first impression of the site being a trades wholesaler. I'd think I'd come to a company who would be selling me sand and cement.
• The opening large text then made me think I was about to view a site selling business coaching or a similar marketing course. It does jump out a bit as old-fashioned American pressure selling get-rich courses.

Those were my very first impressions. Sorry, I won't be as blunt as some of the earlier comments, but the site didn't hook me within the first few seconds of opening the page.

Once you get into the site and the actual content itself, I think it's fine. I'm not a fan of the scrolling method used for the site; it makes me feel like my laptop is freezing or lagging, but I think the style of images (ignoring the colours used) and the tone of the language are good. If I were someone looking for outsourced fulfilment and I'd got past the initial 'put me off,' I'd start to feel a level of confidence to make an enquiry - however, I wouldn't get past those first few seconds, so I believe you need some work there on first impressions.

 

[finleydesign]

We are getting traffic but no conversions. The traffic has increased because I upped our adword budget but the actual number of enquiries has dropped even though traffic is up! Adwords is doing its job i.e. getting traffic. That is what concerns me.

No one will ever think they have an ugly baby! Although everyone else can

 

[DontAsk]

Wait a sec. I was viewing in Chrome on Linux (Version 96.0.4664.45 (Official Build) (64-bit)) and everything was broken and all over the page,

Chrome/Windows is fine.

 

[AlanJ1]

The biggest issue I have with your business is you don't give me a price. Not even a rough price.

If I am looking for fulfilment I don't want to contact 10/20 companies and ask for a price to find out if you sit in the low/medium/high bracket.

I feel you may be getting traffic in a similar aspect where they are on but want to know how much is this going to cost me.

 

[Ivanzyt]

The biggest issue I have with your business is you don't give me a price. Not even a rough price.

If I am looking for fulfilment I don't want to contact 10/20 companies and ask for a price to find out if you sit in the low/medium/high bracket.

I feel you may be getting traffic in a similar aspect where they are on but want to know how much is this going to cost me.

Yes we are working on that we will have proper pricing on there soon. Its a bit more complex than you might think as there are lots of if's buts and maybes when it comes to pricing 3PL. But I agree broad general pricing structures should be there.

 

[AlanJ1]

Yes we are working on that we will have proper pricing on there soon. Its a bit more complex than you might think as there are lots of if's buts and maybes when it comes to pricing 3PL. But I agree broad general pricing structures should be there.

I understand there is and I have done 3pl and our own warehousing but you need to think from a customers perspective.

I could go to your site and you sit at £200 per pallet because you have every bell and whistle possible but company B could be £50 per pallet but do a lot less. As a customer I would want to know for X price I am going to get X services (and can mention this may change based on several factors) but it at least puts you in a ballpark range.

 

[fisicx]

If the website is generating traffic via Google Ads you need dedicated landing pages. All I can see is a loads of waffle. The site goes round and round saying the same marketing fluff but doesn't lead anywhere useful.

Google ad landing pages needs to be highly aligned with the adverts. They needs to meet the expectation of the potential client.

You have 4 personas which suggest you should have 4 different ad campaigns and at least 4 different landing pages. Is this the case?

Other issues with the site (apart from the dreadful colours) are the pointless graphics. What are they supposed to mean? Where are all the case studies? Where is all the detail about saving you have made for your clients? Google says you close at 4pm. Does this mean no overnight operations?

Where is the list of services? Where is configuration form that lets me define what I need so you can quote.

Where are the details about shipping arrangements? What's the maximum truck size? Do you have a level loading bay for 60T trucks?

It seems like webbedfeet have focused on the design of the new site instead of making sure you have the proper landing pages for your adverts.

And your site only scores 48/100 for performance. Which sums up how poorly the agency you used have built your site.

 

[Ivanzyt]

I understand there is and I have done 3pl and our own warehousing but you need to think from a customers perspective.

I could go to your site and you sit at £200 per pallet because you have every bell and whistle possible but company B could be £50 per pallet but do a lot less. As a customer I would want to know for X price I am going to get X services (and can mention this may change based on several factors) but it at least puts you in a ballpark range.

Yep that the plan we need to get the caveats worded correctly because some current customers with really complex needs have some of their costs bundled into higher pick rates or storage rates. So we need to explain this otherwise they might think we are over charging them! We are not, but we sometimes charge more per pick rather than having a flat management fee to accommodate the complexities of their business (which is the other way we could charge). Once we have worked out the words and caveats I want to have a clear "standard" price structure on the site so everyone can see roughly what it will cost.

 

[fisicx]

Once we have worked out the words and caveats I want to have a clear "standard" price structure on the site so everyone can see roughly what it will cost.

Or set up a proper mutli-step form with conditional fields so you can provide a quote. These are easy to build.

And if you are using Google Ads to drive traffic you would know what the visitor wants so can give a guesstimate on the landing page.

I often start with hundreds of adverts and sometimes as many landing pages. You can then whittle this down to a handful of profitable adverts/landing pages.

 

[Ivanzyt]

If the website is generating traffic via Google Ads you need dedicated landing pages. All I can see is a loads of waffle. The site goes round and round saying the same marketing fluff but doesn't lead anywhere useful.

Google ad landing pages needs to be highly aligned with the adverts. They needs to meet the expectation of the potential client.

You have 4 personas which suggest you should have 4 different ad campaigns and at least 4 different landing pages. Is this the case?

Other issues with the site (apart from the dreadful colours) are the pointless graphics. What are they supposed to mean? Where are all the case studies? Where is all the detail about saving you have made for your clients? Google says you close at 4pm. Does this mean no overnight operations?

Where is the list of services? Where is configuration form that lets me define what I need so you can quote.

Where are the details about shipping arrangements? What's the maximum truck size? Do you have a level loading bay for 60T trucks?

It seems like webbedfeet have focused on the design of the new site instead of making sure you have the proper landing pages for your adverts.

And your site only scores 48/100 for performance. Which sums up how poorly the agency you used have built your site.

Where does the 48/100 figure come from

 

[fisicx]

Where does the 48/100 figure come from

PageSpeed Insights

pagespeed.web.dev

And look here as well:

Pingdom Tools

Full Page Test Analysis

tools.pingdom.com

GTmetrix | Website Performance Testing and Monitoring

GTmetrix is a free tool to test and monitor your page's performance. Using Lighthouse, GTmetrix generates scores for your pages and offers actionable recommendations on how to optimize them.

gtmetrix.com

But this is a minor issue. Improving performance won't fix the lack of conversions. You need to pretty much start all over if your marketing campaign relies on Google Ads or even direct communications.

 

[AlanJ1]

Or set up a proper mutli-step form with conditional fields so you can provide a quote. These are easy to build.

I would advocate for this.

 

[Shopclicks]

Of all the colour palettes available, that is possibly the worst I've seen in a long time. Who looked at that and thought 'Yes that's us'. The font choices are also terrible.

And where are the photos??? Surely if you've been in business for a while, somebody has taken photos of real people, doing real jobs in a real warehouse??? Graphics just don't cut it. You mention 'human connections 'on the site but don't show any humans (aside from stock photos).

If any keyword research was conducted, it hasn't been used. Your titles and meta are not in keeping with best practice (lists of words don't make great titles and you're title tagging the wrong headlines)

Plus everything said by others above.

 

[Ivanzyt]

Of all the colour palettes available, that is possibly the worst I've seen in a long time. Who looked at that and thought 'Yes that's us'. The font choices are also terrible.

And where are the photos??? Surely if you've been in business for a while, somebody has taken photos of real people, doing real jobs in a real warehouse??? Graphics just don't cut it. You mention 'human connections 'on the site but don't show any humans (aside from stock photos).

If any keyword research was conducted, it hasn't been used. Your titles and meta are not in keeping with best practice (lists of words don't make great titles and you're title tagging the wrong headlines)

Plus everything said by others above.

Hmmm well that would be me, my web dev from the design company and one of my fellow directors who said “that’s us”. I actually like the colours but to be honest that’s just a personal taste thing and not my concern main on the website.

I do think you are right that not using photos was an error and we will correct that soon. We do have good stock of these and our old site featured them heavily. But I need some more taken.

Fonts again are a taste choice and not really a priority concern. But thanks for your input anyway.

Titles and metas I agree do need work but to be honest decent organic rankings are a long term goal as it’s a competitive market with loads of big players. So we are relying on ppc and socials for driving traffic. I’ll sort them out later.

 

[Shopclicks]

Titles and metas I agree do need work but to be honest decent organic rankings are a long term goal as it’s a competitive market with loads of big players. So we are relying on ppc and socials for driving traffic. I’ll sort them out later.

If you're using PPC, it's in your best interests to optimise your pages now. The quality of your landing pages directly impacts the price you pay per click. Regardless of your ability or inability to convert traffic.

 

[fisicx]

Hmmm well that would be me, my web dev from the design company and one of my fellow directors who said “that’s us”. I actually like the colours but to be honest that’s just a personal taste thing and not my concern main on the website.

But it is. What you like is irrelevant. You need to build the site for potential customers. Everyone in the thread has commented on the palette. That should tell you something.

There are numerous fundamental issues with the site. Fiddling with meta data and adding some pictures isn't going to suddenly change the lack of conversions. You need a major rework of the site structure and content. Especially as you are relying on PPC.

 

[Ivanzyt]

But it is. What you like is irrelevant. You need to build the site for potential customers. Everyone in the thread has commented on the palette. That should tell you something.

There are numerous fundamental issues with the site. Fiddling with meta data and adding some pictures isn't going to suddenly change the lack of conversions. You need a major rework of the site structure and content. Especially as you are relying on PPC.

Ok fair enough. I’ll take this feed back to Webbed Feet. They came highly recommended as developers and have a good body of work so to hear all this highly negative feedback is very distressing for me, and somewhat embarrassing as I signed off on it.

 

[Ozzy]

so to hear all this highly negative feedback is very distressing for me, and somewhat embarrassing as I signed off on it

Don't stress about it. I've made some costly decisions over the years that didn't work out, some costing millions, based on personal or gut feelings. I needed to take others' feedback on board and move on.
The crux of the feedback, though, is to base decisions on data and what your customers expect. It's very rare to find a situation where your customers don't know what they want (the old people would have asked for a faster horse analogy).

 

[fisicx]

@Ivanzyt you posted the 4 target personas early on in this thread. Go back to your site and try to identify which pages align with each of the personas.

Then look at each of you adverts and see if the landing pages match the expectations of the advert.

Effective web design isn’t about colours and fonts. It’s about meeting the needs of your prospective customers. Get this sorted and the theme you use becomes far less important.

And don’t forget, every site will need rework post launch. If you are lucky it’s just minor tweaks but many times the changes are more fundamental. In some cases you end up starting all over again.

 

[Paul Kelly ICHYB]

It's not getting the results I wanted

What are you doing to get the results you want? Creating a website and not getting traffic is like printing a leaflet and not handing them out!

The traffic has increased because I upped our adword budget but the actual number of enquiries has dropped even though traffic is up

Maybe your targeting is wrong?

The objective of this site is to generate inquiries via the form.

What form? Nothing on the first page - Maybe a better call to action?

we are working on that we will have proper pricing on there soon. Its a bit more complex than you might think

Amazon make it relatively easy to work out pricing - get people to work out estimated costs themselves! If you nee something bespoke, I am sure @fisicx can write a plunging for you!

Re the website, in general, I am not hung up about the colours, but everything is so big!

 

[Nathanto]

Re the website, in general, I am not hung up about the colours, but everything is so big!

I agree, the huge graphics are really not very attractive.

The fact they've modified how it scrolls is so nasty. But it's not as bad as initially expected - you do need them to fix it in Chrome though.

+1 to this, there appears to be a serious issue with the scrolling of the web site pages and general navigation of the site. Why any web developer thought it was a good idea to mess about with the most basic aspect of navigation is beyond me.

Using the latest Firefox (128.0) on Windows and a normal wheeled mouse it seemed to work when I first accessed the home page but a subsequent visit has the page locked up, I am unable to scroll down the page using the browser scroll bars or by using the mouse wheel - I've never before encountered such a fundamental error in 30 years of being online.

Similarly, initially clicking the "Find Out More" button seemed to work but subsequent clicks flashed the page and it was stuck showing just the top of the page and would not allow me to move further down the page to see any content. Eventually after say half a dozen click attempts it did start working again - many potential customers would have given up by then...

In your shoes I would switch off Adwords until this fatal problem is resolved - you are currently paying for clicks and some of those customers are unable to respond to any calls for action even if they wanted to! It's no wonder your customer enquiries haven't increased in the way you expected.

 

[Ivanzyt]

I agree, the huge graphics are really not very attractive.



+1 to this, there appears to be a serious issue with the scrolling of the web site pages and general navigation of the site. Why any web developer thought it was a good idea to mess about with the most basic aspect of navigation is beyond me.

Using the latest Firefox (128.0) on Windows and a normal wheeled mouse it seemed to work when I first accessed the home page but a subsequent visit has the page locked up, I am unable to scroll down the page using the browser scroll bars or by using the mouse wheel - I've never before encountered such a fundamental error in 30 years of being online.

Similarly, initially clicking the "Find Out More" button seemed to work but subsequent clicks flashed the page and it was stuck showing just the top of the page and would not allow me to move further down the page to see any content. Eventually after say half a dozen click attempts it did start working again - many potential customers would have given up by then...

In your shoes I would switch off Adwords until this fatal problem is resolved - you are currently paying for clicks and some of those customers are unable to respond to any calls for action even if they wanted to! It's no wonder your customer enquiries haven't increased in the way you expected.

I can't seem to replicate these problems on firefox or any browser. Very strange.

 

[fisicx]

I can't seem to replicate these problems on firefox or any browser. Very strange.

It’s not important. What is important is to fix all your landing pages, add the necessary content and calls to action. Then add all the case studies and do everything else mentioned in this thread.

You have a lot of work to do over the next few weeks.

 

[Ivanzyt]

It’s not important. What is important is to fix all your landing pages, add the necessary content and calls to action. Then add all the case studies and do everything else mentioned in this thread.

You have a lot of work to do over the next few weeks.

I agree. Been busy writing today. Luckily copywriting is something I can bash out fairly quickly. The annoying thing is that our old website had what, I think, were lots of good words on it that seemed to work. I was advised that this was "boring" and against making the new site "too wordy". It needed to be snappy and tell everyone everything in a few sentences. Now I like words, I like to write, but I also know I'm not the target audience so I put aside my preference for the written word and went with what I was advised. A snazzy, distinctive, design.

From an analysis of form submissions I conducted the morning it looks like the "too-wordy" content was about 4 times as effective as the new design. I counted the number of genuine inquiries and filtered out all the job seekers and SEO "experts" spamming me and it turns out that half the traffic generated about twice the number of real inquiries on the old site. The traffic increase we have had has just been by upping google ad spend using the same ads. The pen is mightier than the supposedly snazzy design it seems..............................

 

[fisicx]

But is the new content aligned with the 4 personas? Have you created landing pages for each ad campaign?

It not about just writing content. It reconfiguring the whole site.

And nothing wrong with being too wordy. It just needs to be properly structured. What you want to achieve isn’t easy. It’s probably going to take many iterations and almost certainly a new theme.

 

[Ivanzyt]

But is the new content aligned with the 4 personas? Have you created landing pages for each ad campaign?

It not about just writing content. It reconfiguring the whole site.

And nothing wrong with being too wordy. It just needs to be properly structured. What you want to achieve isn’t easy. It’s probably going to take many iterations and almost certainly a new theme.

Sort of. The personas don't really marry to specific keywords searches so I've come up with 6 different ad word adverts coming at 3PL from different angles. Then we will have 6 landing pages that speak to those different angles. For example "e-commerce 3pl" and then a separate page for "SME 3pl" different customers will search in different ways depending on how they see themselves. Some people will identify as needing e-commerce 3pl and others as 3PL for sme's and will search accordingly. They will then go to the "e-commerce 3pl" landing page from the corresponding advert.

Each landing page will go through the whole customer journey and so will have a fair chunk of words, with good calls to action. Each landing page will be a mini website with pretty much everything a prospect needs to know on one page, guiding them to that call to action. This way I can take some more time to deal with the main website structure and content whilst, hopefully, leads are coming in on the landing pages via their corresponding adverts.

This is the plan anyway. I'm 3000 words in but, luckily, the landing pages are variations on a theme talking about the same service from different angles so the back is already broken on the words. Should have them all polished off this week.

 

[fisicx]

How do you know people are looking for 3pl? Maybe they will be searching for fulfillment.

If it takes 3000 words to convert a warm lead you are doing something wrong. You really need help with this as you are leaping into content wring without planning a proper marketing strategy.

 

[Paul Kelly ICHYB]

Sell
The
Sausage

 

[Ivanzyt]

How do you know people are looking for 3pl? Maybe they will be searching for fulfillment.

If it takes 3000 words to convert a warm lead you are doing something wrong. You really need help with this as you are leaping into content wring without planning a proper marketing strategy.

I used 3PL as a generic term for brevity in my post. Of course, we will include fulfilment and other equivalent search terms.

The 3000 words is the total. Each landing page will probably contain around 750-1000 words in the end.

I appreciate the concern but we do have a marketing strategy and content marketing is one thing we are very good at. The Fulfilment People business is only one part of our small group. It turns over just over one million a year. We are looking to expand that as we have taken on a new site that needs to be filled with customers, we have grown to one million purely by word of mouth and have never actually needed to market that business, indeed up until getting the new site we were literally full and could not take on new customers. So the marketing for that business unit is new, however, the rest of my businesses generate 3 million of high-margin business, all that was built through content-driven marketing over the years. So we have done this well before!

The problem in The Fulfilment People website was, now that I have thought about it, that we actually deviated from the written Inbound content-driven marketing strategy in favor of listening to nonmarketing experts (web designers) tell us how we should design the new website. We went with "fitting in content to the design" rather than making the "design fit the content". And I knew all this but hey sometimes we get our heads turned by shinny things.

Now that I'm back on familiar ground and have confirmed that this was the case I'm good to go. I know what to do now. A big thanks to everyone here for helping confirm that. It's quite a good resource this forum!!

 

[fisicx]

750-1000 words on a landing page for a warm lead is way too many.

They already know what you do so all you need to do is describe the service on offer with a CTA backed up with case studies. Leave the long copy for the supporting pages.

One of my best converting pages has under 50 words and one image.

 

[fisicx]

And change the theme! Get rid of the fonts, colours and graphics. Show me real people doing their job.

 

[webdesignbycar]

As other people have said on here, if you're spending money on AdWords you absolutely have to have landing pages. Two key things here is 1. Ensure that instantly the potential client knows they're in the right place e.g. header/title that corresponds with the Ad, and 2. Contact options so clear that a blind man could see them e.g. a sticky header or footer with 'request a quote'. You should also get the page load speed improved - people don't like to wait after clicking.

I agree that there are issues with the colours, font, layout etc, but if your primary source of new enquiries is via AdWords, get those landing pages sorted first and then let them guide any redesign of the rest of the site.