Just checked your site. It's well put together but the language is far too technical for AdWords. Engineers don't usually make the kind of business decisions to buy these things at larger companies, it's VP level people.
Find your kinds of customers and tailor a landing page with stuff that they want, instead of having the site explain everything like a users manual.
Ex: Calls centers do not care at all about the other uses for your product, so for ads for "call center phone systems" don't show them any of that.
You can leave the existimg content there, it will help with SEO and people that want to look deeper. Just make sure the first few pages from ads are exactly what they're looking for and nothing else. They will read more into it if they're interested.
The big thing you're running into is bounce rates because most visitors spend 30 seconds or less deciding if your product is what they want. If you can't convince them "yes, it's perfect" in three sentences most will leave. The easiest and surprisingly effective way to do this is to make the title of the page huge and make it match their search query exactly.
Your sales site should focus on uses, not features. Nobody cares about anything technical so take off the stuff about being built in Node etc... The people looking to buy this don't even know what that is. Too many words they don't know is scary, maybe this isn't what they're looking for.
Dumb down everything so that moronic managers will forward a link to your site to the guys that actually know wtf you're talking about :)
Find your kinds of customers and tailor a landing page with stuff that they want, instead of having the site explain everything like a users manual.
Ex: Calls centers do not care at all about the other uses for your product, so for ads for "call center phone systems" don't show them any of that.
You can leave the existimg content there, it will help with SEO and people that want to look deeper. Just make sure the first few pages from ads are exactly what they're looking for and nothing else. They will read more into it if they're interested.
The big thing you're running into is bounce rates because most visitors spend 30 seconds or less deciding if your product is what they want. If you can't convince them "yes, it's perfect" in three sentences most will leave. The easiest and surprisingly effective way to do this is to make the title of the page huge and make it match their search query exactly.
Your sales site should focus on uses, not features. Nobody cares about anything technical so take off the stuff about being built in Node etc... The people looking to buy this don't even know what that is. Too many words they don't know is scary, maybe this isn't what they're looking for.
Dumb down everything so that moronic managers will forward a link to your site to the guys that actually know wtf you're talking about :)