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If you have already owned a website, you may be wondering why it is not generating leads. I’m sure you must be frustrated for not seeing the results you want. Actually, many businesses, regardless of their size, faced the same problem as you.
Many people use their website as a platform to showcase their products and services. Unfortunately, this idea is wrong. Your website is a powerful tool that has the potential to generate a great number of leads for your business. Simply put, if you make good use of your website, it can be the best salesperson for your business as it is always there to serve your potential customers.
Before unlocking this potential, you have to know that the quality, design, ease of use, and other key criteria of a website affect its impact on generating sales. Many businesses do have some shortcomings on their website, whether their sites are too slow to load or full of interruptions and broken links. All these issues will create a bad user experience and will eventually drive the potential customers away.
Well, don’t worry, this problem can be resolved easily. Here are the five reasons why your website is not generating leads. If your website is struggling to get leads, take a look at this post. It’s not too late to fix your website now and make it the best arm of your business.
1. Your Website Content Is Bad And Insufficient
Your website should be full of useful content to retain visitors or generate leads. People usually do not spend too much time on a website, hence, your website needs to be written with good content in order to leave a strong first impression on visitors in just a few minutes.
It is important to create compelling content to resonate with your visitors and make them feel like these content are targeted at them. Poor or insufficient content is just bad for a website. A website written in poor grammar and sentence or with very little details makes it look unprofessional and will normally drive your valuable customers away. I believe this is not what you want to happen on your website.
The main reason people visit a website is to get the answers or services they are looking for. However, many websites only offer the information that the owners want people to know, not the information or answers that people are interested in or looking for. This usually results in content misaligned. For instance, if your website only posts the awards received or a range of beautiful pictures of your past projects, you may attract visitor’s attention, but will not generate leads. This is because your website misses the key information that people actually want to know or look for, which is the price of your services.
In the end, people only care about the value you provide and what you can do for them. What you should do is to understand your potential customers, consider what they might be interested in and provide them with this information in a technical and professional way. Remember, well-written content is a key to driving leads to your website. So, don’t let these fundamental errors or mistakes appear on your website.
2. Your Website Ranking Is Poor
The most common reason why a website does not generate leads is that it is not visible in the online world. Think about this, if your website is invisible to potential customers, how do they know you and become your customers? So, your website must be visible in the online world and you need to drive traffic to your website in order to generate leads.
Most people will only browse the first page of search results on Google to find what they are looking for. The higher the website ranks, the higher the likelihood that people will visit your website, which ultimately increases both your business’ online visibility and the organic traffic to your website.
One of the best ways to rank high on Google search results is to work on improving SEO. Although there may not be a direct relationship between lead generation and SEO ranking, SEO can complement lead generation efforts to increase the awareness of your business via organic traffic to your website. Hence, you need to strategically combine keywords and various types of content in your website to improve your SEO ranking and rank high in specific search results to increase visibility.
You can also have a blog for your website. Blogging is indeed a great way to improve your website ranking on Google, and this is often overlooked and underestimated by people. In fact, blogs can not only create organic traffic to your website, but also generate qualified leads for your business. This is true as blogs help to increase the likelihood that your website gets found by searchers who are actually looking for the services you provide.
You have to make your website appear in the eyes of potential customers. Otherwise, no matter how much effort you put into your website design and content, it will be useless in the end.
3. Your Website Design Is Too Complicated
The design of the webpage is definitely the most important factor which determines whether the website is good enough for lead generations. Because people tend to attach great importance to vision and user experiences, the first impression of the website decides whether the viewers will stay on the website.
When you create your own website, you might search for the recent website design trends to help inspire the idea. If you try to incorporate every single trending design into your website, it might cause the website to look too complicated and it is not visually appealing. Every single element on your website should reflect your professionalism and your customers’ preferences instead of following the crowds.
However, many people believe that they should have everything on their website to make it informative for viewers. Although it is not totally wrong to put critical information on the website, it should be managed in an easy-looking way for them to catch the objectives of the website. Having too many features such as video, ads, or pop-ups on the website can cause undesirable outcomes. This is because there are too many interruptions for viewers to focus on the contents. Website visitors will leave the website if there is no valuable information that they are looking for or things are too complicated.
To generate leads, your website has to stand out and look totally different from your competitors. Rather than using the website builder tools to build a website with a unified design, hiring a web designer to help build a website with a custom design is definitely a must for your website. Considering the factors such as background colour, quality of images and video, fonts style, and the flow of your website, all these need to be incorporated well and concisely throughout your website. Keep in mind that keeping your website clean, concise, and simple might be better than the complex one.
4. There Are No Calls-To-Action On Your Website
A call to action is a button, graphic, or banner which takes visitors toward getting more information and shows their interest in the brand, usually through landing pages or conversion pages. So, what does a call to action look like? The most common examples are ‘Add to cart’, ‘Subscribe now’, ‘Request a quote’ and ‘Contact us’.
A call to action is more like a direction for visitors to take their next step if they are interested in the contents and wish to know more. Calls to action should be placed strategically throughout your website and it has to be prominent, eye-catching and easy to follow. You can make the buttons with contrasting colours instead of using grey colour because it is barely visible or, design an attractive request form to arouse the attention of visitors.
If there are no calls to action on the website, it will not generate leads as this converts to conversion rate and thus, every click is a lead. For this reason, calls to action should be placed in a visible place and catch the eyeballs of visitors. In other words, it is not recommended to have your calls to action on the bottom of your website.
For instance, when a prospective customer wants to download an ebook from your website but can’t find any way to download it. Do you think that customers will stay on the website or visit the website again in the future? Obviously, the outcome will be the customer leaving the page and looking for other websites. As said previously, every click is a lead, you lose the leads because of not providing a ‘next step suggestion’ for them. You have to clearly tell them what you want them to do by providing clear calls to action, and then your website will surely generate convertible leads.
5. Your Website Doesn't Have Landing Pages
Many businesses think that homepage and landing page are the same and wonder why they need a landing page on their website. The easier way to differentiate these two is that the homepage is used for bringing in visitors while landing pages help generate leads. Of course, you can retain visitors to your website through an attractive homepage, but without the landing pages, your website can’t generate any leads.
A landing page also called a conversion page, is a standalone web page on your website for marketing or advertising campaign purposes. The form that allows the visitors to fill in and submit is deemed as a marketing tool for you to capture the contact of visitors and at the same time promote your offers. It is undoubtedly that the importance of having an ease of use landing page will help generate leads for your website. Visitors are more willing to provide their information in return in exchange for the products’ information or whatever you offer if your landing pages are well-designed.
Landing pages can be click-through and direct the visitors to a specific page where they can have all the information they want to know. For example, if the visitor wants to know the pricing of your services, then through clicking on the CTA button, the visitor will be directed to the pricing pages. It is better to use landing pages rather than having all your services and respective pricing lists on your homepage because visitors might feel they are wasting time scrolling through the website.
The design of landing pages should be simple, easy to use, and most importantly, make sure it works all the time. Generally, it is better not to have more than 5 fields on the landing page. If there are plenty of fields that need to be filled, it might cause the prospects to be frustrated and give up the task. Thus, simply ask for the relevant contact details and keep the most important information in front to catch the attention of visitors.
What To Do Next?
A website can be a powerful tool for your business, but it must be nurtured and tended to. It won’t work just because you have built it.
The use of a website is to generate leads for your business. It is not just a place to show your products or provide information to people. If your website is full of defects, it is even worse as this will bring negative user experience to your visitors.
Therefore, what you should do is to resolve these problems on your website, make visitors take the next step and eventually become your customers.
If your website is not generating leads and you’re struggling with it, maybe it’s time for you to change your website.