UPDATED: Why your website isn’t generating any leads
In the digital world, there is a misconception that once a website is launched the leads are going to funnel right into the website. However, this is not always the case. There are so many different factors that a company has to take into consideration when it comes to their website, and without these considerations, it can be frustrating.
As a creative management firm, we have heard this phrase a time or two, “why isn’t my website generating leads?”
There are a few things that might be to blame. Your website is not only the face of your company, it needs to be a significant marketing tool that brings customers in.
Here are a few possible reasons your website isn’t generating leads:
You aren’t following up
A great example of this is with a client who constantly wanted to make changes to their website because they assumed that it would bring in more leads. What did it do?
Well, constant changes means Google has to reindex that page and every other page. If content changed or even if it was redirected, that is like a brand new page that Google has never seen before.
Not only because of this, but how competitive the industry is. This same client has an extremely competitive industry who not only competes with local companies, but national ones too
The thing is, the website was generating leads. It was! There were over 15 pages of “Contact Us” form filled out on the website, but no one ever followed up. Yes, your agency is there to help you, but the agency cannot follow up on leads for your company!
You have the login information, tutorials, how-to’s and your agency at your fingertips, but if no one is following up with the forms that are being filled out, that could be the exact reason why the company is asking “why isn’t my website generating leads.”
You have no clear call to action
The consumer found your website, so now they simply just go to the form to fill it out or the “contact us” page. It is not that easy. Never assume your website visitors know “what to do next.” A clear call to action encourages your users to do something. Be it visiting another page, downloading information, booking a session, sending contact info, etc.
A good call to action is easy to see and conveys exactly what your user needs to do.
You are not offering your users anything
A good business is a helpful business.
If your content isn’t informational, helpful, educational or entertaining in any way, this can be part of the difficult reason you aren’t getting the website leads you were expecting.
Potential customers want to know the business or products they are researching are worth its value, trustworthy and experienced. On the other hand, the content that they are searching for needs to have the same values. If a consumer lands on a blog, FAQ page or other spaces on the website, what are they getting out of it?
Your website isn’t human enough
Plain and simple, humans relate to humans. Does your website only use stock photos? Does your content showcase the team members of your company?
While deciphering the best way to humanize your brand can be difficult, it truly can make a huge difference in the lead generation you get or don’t get. If putting the real faces of your brand isn’t in the cards, consider using client testimonials or other user-generated content.
Bringing a real human element to your website ensures that a real person, somewhere, is trusted within your company.
You don’t have a blog
You need a blog on your website! Regardless of the industry you serve, blogs are a must-have.
It is a huge misconception that blogs are only for fashion gurus and food lovers. Sure, we love a good ski gear review and crockpot recipe, but a blog can do everything from build that trust with current and potential customers, share news about your company to building brand awareness.
Having a “boring business” is no excuse! Every business has an audience. You just have to find the right information to bring them!
Moreover, a blog is the easiest way to rub elbows with Google’s search algorithm.
The wrong SEO strategy
This is a common reason that customers come to us and say, “why isn’t my website generating leads.” First, do you have an SEO strategy in place? If so, what is the current strategy?
The goal behind on-page and off-page SEO strategies is to create brand awareness, trust and authority in your industry and with said search engines. The keyword phrases that your company is implementing in this process is what your company is known for in SERP.
A company that constantly targets the wrong keywords in their SEO strategy will not bring in the leads they are searching for because this is not qualified website traffic that is coming to the current website. Sure, you have 1,000 website visitors, but how is the goal page looking?
No goals? Not even one filled out? The thing is, this could be due to a lack of SEO or the wrong SEO strategy is in place. From there, another reason that your website is not generating the dollars that you are searching for could be because of the design.
It’s not mobile friendly
A mobile friendly website is nothing to ignore. A mobile friendly website is the difference between a website having that one spot higher ranking in Google than a website that is not mobile friendly.
A bad or old website design hurts a company in more ways than they realize. This is because potential customers and consumers are making their very first impression of your website based on the design alone. What is their first impression of yours?
If it is old or not responsive to their mobile devices, it can bring negative consequences to your lead generation. Search engines will also start to take note of this old or bad design and start to put other modern, properly optimized websites into your spot on Google.
While that does not happen overnight, it does start to happen over time and it does hurt ranking.
These are the most common reasons why a company might start to say, “why isn’t my company generating leads?” Generating leads from your website is a hearty task that can be accomplished through assessment, research, trial and error. When working with a creative management firm like Denver Media Group, your company can ensure that all of these notions are in place and we will work our tails off to ensure you are set up for success!