There’s perhaps no feeling worse than putting the time, effort and money to creating content and building traffic to your website only to find that it’s not converting visitors into leads. Your website has a first page ranking and you find that you’re not generating any more leads than you were before the rise in the ranking!
It’s difficult to keep calm, collect yourself and put all the more effort in continuing you’re your SEO efforts when you don’t see any real results.
Trust us, we know that feeling. It’s a frustrating situation but it’s not unsolvable. And more often than not, the solution is far simpler than you thought.
In this post, we look at some of the most common reasons why you are not generating leads despite the traffic.
Your Contact Forms are Complicated
Your site could boast of fabulous content but if you are not backing it up with a good web form, you are losing valuable leads.
You might be tempted to procure as much information you can capture from your visitors. However, minimalist contact forms do far better than complicated forms.
Make sure your lead capture form contains as few fields as possible. Retain only those fields that are necessary.
Why alienate your visitors with a complex form when procuring an email address can keep the window of opportunity open? You can always get back to them to fill out a much complex form once they are primed and ready!
Follow these tips when building a contact form:
- A headline that makes the offer crystal clear.
- A brief explanation of how you will use the contact information.
- The least number of fields.
- A bright CTA.
- Information about data security.
Weak or Vague Calls to Action
One big reason your site is missing out on leads is that your CTAs are weak. Take a good look at the CTA buttons on your website and landing pages.
If you are not giving your visitors a good idea of what you expect them to do – i.e. a strong CTA – they will leave your site no sooner than they landed!
A generic “submit” button won’t cut it! This word not only has a subconsciously negative connotation but it’s also extremely boring and passive.
Your CTA should have an active voice, clearly tell your visitors what they must do next. If your goal is to generate a sale, your CTA could be “Buy Now”. If you are asking for their email address in exchange for a free download, your CTA could be “Yes, I want my free report”.
Your Website isn’t Offering a Solution
A website that’s aimed at generating leads should deliver value. Sure, some sort of self-indulgence is fine but if your website is about nothing else but you, you and you – it will alienate your visitors, leaving them wondering how you can help them.
You might be offering a world-class product. However, if you don’t tell people how you can help solve their problems; how your product can help relieve them of their pain points, they won’t be convinced! As a result, they won’t convert.
Address prospects in a friendly tone, establish that you recognise their pain points, show that you can provide a solution and you will see a spike in conversions!
Insufficient or Poor Content
Analyse your website’s engagement metrics.
Are your visitors spending sufficient time looking at your content, images and videos that communicate your message?
Is their stay too short or long?
If your visitors are leaving your website soon, it’s a sign you lack sufficient content. The good news is that it’s easy to add content. Simply brainstorm some ideas and get the entire team involved. Better yet, hire a copywriter!
If you have more than sufficient content, then audit the quality of your content. Perhaps your visitors can’t find the information they’re after? Is it possible that the content isn’t engaging enough?
Here are some pointers to help improve your content:
- Be on-point. Do not beat around the bush lest your visitors get frustrated and leave your page.
- Use a range of media to grab visitors’ attention: images, text, videos, games, interactive elements, etc.
- Make sure that you are writing content that resonates with your audience. If your target customers are laypersons, steer clear of jargon that they’d have a hard time to understand.
- Be clear and direct when talking about how your offerings will solve their pain points. Let them scroll down to find out specific features. This way, you are neither distracting them nor diverting their attention by feeding too much information than they’re prepared to take in!
Poor Web Design
An outdated or poorly performing website can dramatically reduce your conversions. Even little details such as typeface and colour choice can make or break your conversion rate.
Here’s what you can do to begin with:
- Take the time to define your target audience. Who is your target customer?
- Implement A/B testing to identify which colour-scheme or layout delivers higher conversions.
If your website still doesn’t deliver results, it needs more work.
Perform a thorough site audit to identify the weak points. See if your site has any of these signs of a bad website design:
- Your website is not mobile-friendly.
- The design is inconsistent.
- The imagery used is of poor quality.
- Readability is awkward.
- Slow website load speed.
- Lacks whitespace.
- The user journey is not clear.
Want to Improve Your Website Conversions?
If your website isn’t generating enough leads, it’s a huge cause for concern. Your website is delivering poor or worse yet, negative ROI. And that’s the last thing you want!
It’s especially frustrating when your website has a first page ranking but is not poised for lead generation. Follow these tips to fix some of the most common problems with conversion and you will be on the right track.
At Numero, we have many years of experience putting together winning lead generation campaigns for our clients. Get in touch with us today to speak to a lead generation specialist!