Website not generating leads, this might be why… Learn why your website visitors aren’t converting to enquiries and how to fix it
Having a great-looking website that is generating traffic but not leads, is really frustrating. The good news is it could be easier to fix than you think.
Your website may be lacking in Conversion Rate Optimisation, which is a common reason why your website might not be generating the leads you expect.
What is conversion rate optimisation?
We will assume that you are ranking in search engines and generating regular traffic to your site (If not have a read about our SEO services and helpful blogs on how to do that). There can be several reasons that are holding visitors back from getting in touch or making that purchase.
- It just isn’t obvious what they need to do next.
- They don’t have enough information to make a decision and get in touch
- There aren’t enough demonstrations that they can trust your business to do what you say or convince them they will be happy with the outcome.
- They got stuck and gave up finding the information they needed or getting through the process needed to enquire.
Let’s break these down a little more…
It just isn’t obvious what they need to do next.
We know it may seem blatantly obvious to you, but in reality, many website visitors have no idea what to click on, or what they need to do next. To make this as simple as possible, your website should lay out the next steps and the exact action they need to take, then you need to remind them to do it.
Having regular call-to-action buttons throughout the pages, not just at the bottom is really important. Some visitors may read the first paragraph, and know that they want to use your services and want to book. You do not want them wandering around your website at this point as they may get distracted or change their mind. A call to action near the top of the page that takes them to the contact form, booking page or checkout is perfect.
Other visitors may need a little longer and will scroll through the page. So adding Call to Action Buttons ( or CTA’s) throughout your page’s content will enable them to ‘checkout’ at any point that suits them.
It is also useful to give them examples of what to expect. This could be in the form of a graphic or simple text bullet points. Such as, 1. Complete the enquiry form below 2. We contact you within 24 hours to book your appointment. 3. We start work immediately doing XYZ so you can get on with enjoying your day.
Doing this gives them peace of mind, and reminds them of the benefit of using your services etc.
Another point to remember about making it obvious what a website visitor should do next, is to ensure key information is easily accessible and in a logical place. For example, adding your contact page link to the left of the header can cause it to be missed. Most users will look for it in your website’s top right area.
With details such as your phone number, keep this easily visible at the top and bottom of your website pages, in the header and footer area.
Website visitors don’t have enough information to make a decision and get in touch
We all have different requirements for how much information we need to make a decision. Some people, require a great deal more convincing before they will take action.
In order to satisfy all website visitors and help them make a the decision to use your services or buy your products, you should aim to answer as many possible questions as you can on the relevant page. A good way to do this is to break the content down, utilising headings for each question. This helps draw readers’ attention down the page to the information they are most interested in. Doing this is also beneficial to your website’s search engine optimisation.
You may feel like you are adding content that no one will read or find useful, but, this is where it is important to remember that your website is for your visitors, not for you. Your website will rank better in search results, and you won’t have the problem of your website not generating leads!
There aren’t enough demonstrations that visitors can trust your business.
Nobody wants to be the first to try something, so convincing your website visitor that you are a trustworthy business that they can rely on is vital if you want to get that enquiry.
The great news is, that this is easy to do.
How to build trust on your website
- Add testimonials to the main key pages.
- Add logos of businesses you have worked with.
- Add accreditation logos if applicable.
- Add as much relelvent information on your about us page as possible.
- Include Case Studies if relevant.
- Limit the use of stock imagery and use images of the people in your business.
- Can you provide a guarantee? That could be as simple as a response time guarantee, a satisfaction guarantee etc.
Visitors get stuck and give up finding the information they need or getting through the process needed to enquire or purchase your services
Keep it simple, stupid. This is the motto your website should live by. Do not over complicate anything. From your enquiry form having multiple fields to submit it, or a checkout process that is confusing. These issues will lead to visitors abandoning their enquiry or purchase and moving on to your competitor instead.
A great way to check this isn’t occurring on your website, is to complete user experience testing. This could be done professionally or by asking friends, colleagues or even potential customers.
As your website can be your pride and joy, it can be difficult to take criticism of it positively. Many a business owner has discounted feedback and carried on regardless. If you truly want to stop your website not generating leads, and instead be excited by the number of incoming enquiries, you need to take the feedback onboard. Make these simple changes and you will be the happy owner of website that generates you the leads you deserve to grow your business.
Website not generating leads – Get the help you need today
If you are interested in a website review that can highlight potential opportunities to improve your conversion rate optimisation or search engine optimisation then here’s what you need to do next…