The 2 Biggest Mistakes I See Businesses Make with Social Media & Social Ads

(And How to Fix Them)

Let’s be honest: social media is not magic. It’s powerful, yes. But it’s not a silver bullet that will save your business from poor strategy, bad targeting, or a website that hasn’t been updated since 2011. I’ve worked with dozens of businesses—big and small—and the same two mistakes keep showing up.

If you’ve ever thought, “We post all the time but nothing’s working,” or “We tried ads once but they didn’t do anything,”—keep reading. This is for you.

Mistake #1: Skipping the Foundation—Your Website

Here’s the thing: if your social media strategy doesn’t lead to a strong, high-converting website, it’s like building a house with no foundation. You can hang the cutest art on the walls paint the front door your brand colors, and fluff all the decorative pillows—but if the floorboards are sinking and there’s no structure underneath? That house isn’t standing for long.

Social media is meant to attract attention. It’s the hello, the first impression, the flirt. But once someone clicks that link in bio or swipes up on your ad, they’re expecting a clear next step. And your website is where that magic should happen.

So many businesses get this backward. They dump time, money, and energy into content and ads, hoping it’ll turn into leads or sales—but when customers land on the site, it’s either:

• Outdated

• Hard to navigate

• Has the WRONG information

• Too slow

• Lacking any clear calls-to-action

• Or worst of all, not mobile-friendly (a crime in 2025, frankly)

Imagine inviting someone to your housewarming party and when they walk in, the lights don’t work, the stairs are missing, and there’s no furniture. They’re turning right back around. That’s what happens when a customer lands on your site and doesn’t know what to do—or doesn’t trust what they see.

What a solid website foundation actually looks like:

• It’s fast. Three seconds or less. Anything more and your visitors bounce.

• It’s mobile-friendly. Over half of web traffic comes from phones. If it doesn’t look and feel great on mobile, it doesn’t work.

• It’s easy to navigate. No one wants to hunt for your menu, contact info, or booking button. Keep it simple.

• It has clear direction. Whether you want someone to book a service, buy a product, or schedule a consultation, your site should gently—but firmly—guide them there.

• It builds trust. Quality photos, testimonials, clean design, and up-to-date info go a long way in making people feel confident clicking “Buy Now” or “Schedule Today.”

Bottom line: you can’t expect social media to carry your business if your website is working against you. Before you pour money into Facebook ads or hire a content team, make sure the party people are being invited to is actually worth attending. I have been telling clients more and more that if your website isn’t built to convert there is no point in dumping money into social media - it just doesn’t work! The data proves it.

Fix It With These Steps:

• Mobile matters. Over 50% of your traffic is coming from mobile devices (usually more like 70%). If your site isn’t responsive or feels clunky on a phone, you’re losing half your audience right out of the gate.

• Speed is everything. People don’t wait around for slow websites. If it takes more than 3 seconds to load, most visitors are already gone.

• Clear CTAs. Want people to book, buy, or call you? Tell them! Loud and clear. Every page should have one clear next step.

Your website doesn’t need to win design awards. But it does need to function well, communicate quickly, and guide visitors where you want them to go. Otherwise, your social media efforts are just... decorating the outside of a house that’s falling apart inside.

Mistake #2: Treating Social Media Ads Like a Gamble

Another big one: social media ads. They’re incredibly powerful—but only if you know what you’re doing.

I see so many businesses boosting random posts or throwing together a quick ad without a strategy, targeting, or follow-up. That’s not marketing—that’s just donating money to Meta.

Here’s What to Do Instead:

• Be intentional with targeting. Stop trying to talk to everyone. Focus on your ideal customer, and use the targeting tools available—like custom audiences, retargeting, or even lookalikes based on past buyers or site visitors.

• Don’t “set it and forget it.” Ads need testing. Different creatives, different copy, different calls-to-action. You’re not going to get it perfect on the first try (and that’s OK). Most importantly looking at the data to make sure it IS doing well!

• Use retargeting. If someone visited your website but didn’t convert, that’s not a loss—it’s an opportunity. Retargeting keeps your brand top of mind and brings people back when they’re ready.

Paid social media can be your best friend if it’s built on good strategy and paired with a site that’s ready to close the deal. Otherwise, it’s just expensive noise, that being said it doesn’t work for all industries or all companies due to external factors such as poor landing page experience, customer experience etc. So paying attention to the data is the most important thing you can do!

The Takeaway: Social Media Is Not a Solo Act

You can’t expect your Instagram grid to carry your whole business. Social media, ads, your website—it’s all connected. Each part needs to do its job so your marketing works together to actually grow your business.

Want more engagement? Great. But also make sure your site is fast, functional, and conversion-ready. Want more leads from ads? Perfect. But only if you're targeting the right people and following up properly.

Need a partner to help you get all of this right? That’s where Wave Marketing Co. comes in. We build strategies that connect the dots—so your social media actually leads to real, measurable growth.

Contact us today: https://www.wavemarketingcompany.com/contact-us