Your website has the potential to be the most valuable tool in your arsenal.
Many brands understand the value of using their websites as marketers, salespeople, customer support and ambassadors to the world around them. Easy to navigate and full of valuable information, these websites provide amazing experiences for prospective customers.
However, for every brand that recognises the importance of its website, there are several that don’t. Unfortunately, these sites fail to deliver their message to visitors and can send potential customers to their competition.
To help ensure you turn your website visitors into customers, we have identified 6 issues that may be stopping your site from getting leads.
More traffic doesn’t guarantee more leads but getting more traffic certainly increases your chances of converting more visitors, it’s a simple rule of averages.
Generally, conversion rates are pretty low, let’s say 1% – if you have 1,000 visitors per month you could expect 10 leads per month. Now if you triple your visitors to 3,000 per month, you should expect 30 leads per month.
Makes sense right? But how do you get more traffic…
There isn’t a magic potion to getting more traffic, it takes a commitment of finances, time, resources and plenty of patience.
There are two ways to increase traffic to your website.
Earned traffic, generally, comes from search engine optimisation (SEO), referral traffic and from social media.
Paid traffic comes from pay-per-click ads (PPC) such as Google Ads, Facebook Ads and many more.
Each strategy has its advantages. Paying for traffic can help when sales are needed quickly however the cost-per-acquisition will be higher than that of earned traffic, resulting in a smaller ROI.
Earned traffic, such as an SEO campaign, can take months to see a return on investment however the returns typically last for a long time unlike paid for traffic which tends to stop immediately once the money has been spent.
It is important to decide what is right for your business and whether you need a quick ROI or not. If money is no object, you can run PPC and SEO campaigns alongside each other.
For more ideas about getting more traffic to your site, check out this article – 5 tips to get more website traffic.
You’re getting traffic to your website – fantastic, but visitors aren’t converting. One reason for this could be trust.
Visitors look for trust signals such as reviews, accreditations and social proof such as Facebook likes. If your website doesn’t demonstrate trust signals, visitors are less likely to enquire or make a purchase because there is no indication that others have used the business and had a good experience.
Consumer trust is essential for building a successful business. Customers need to have confidence in a brand to work with or make a purchase from them.
To be trustworthy a brand must:
How to demonstrate trust on your website:
Further reading: 10 tips to build and maintain consumer trust.
There is nothing more frustrating, online than failing to find contact information for a business. You browse every page, scan the footer, even try a Site: command search – nothing! 😡
Don’t be that business! Be easy to contact, make your contact information easily accessible and visible. Have a contact page with an email address and contact form, if you have a business number and are happy to share it then display that too. You can also share your contact information in the footer section of your web pages.
If you want to go the extra mile add a chatbox to your site, just ensure that there is someone available to respond during office hours. Add a notice to the chatbox informing people of office hours so they don’t get frustrated when not getting a response if it’s after closing time.
Nowadays, mobile traffic accounts for more than 50% of all website traffic. Having mobile-friendly web pages is a necessity to any business wanting to succeed in 2021 and onwards.
Your website needs to be accessible and easy to view on every device. If not, visitors will simply go elsewhere. To your competition.
You must make sure your content is fit for mobile as well as desktop. For example, you have a long contact form on your site; this is fine for desktop users but could be frustrating for mobile users. Therefore, you need to ensure there is an alternative for mobile visitors such as an email address or a shorter form.
Not sure whether your website is mobile friendly? Run it through this Google tool.
SEO can help bring visitors to your website but if your web design is poor then users will bounce, they’ll leave and not interact with your site. If your valuable pages are hidden behind menus and submenus, most visitors aren’t going to explore your site to find what they are looking for. They will look for the information elsewhere – probably a competitors site.
To make it easier for visitors to navigate your site you need to have a clear navigation structure with easy to understand links. Every page should have a purpose and give value to the user.
The user journey is critical, you want visitors to start by landing on a web page and finish with their final click being a conversion. Poor web design can stand in the way of a smooth user journey.
Nobody likes waiting for things to happen, this is especially true when it comes to web page’s loading. We have the luxury to go back and try another result – one that’ll load faster.
Therefore, it is integral to ensure your web pages load fast. According to an Unbounce report, almost 70% of consumers say page speed impacts their purchasing decisions. The bottom line, consumers don’t like slow pages.
You can test your page speed using the Google Page Speed tool or GT Metrix or Pingdom. Each of these tools provides you with a score and some suggestions to fix the issues found. Improving and maintaining page speed are technical, so you may need help from professionals. But you can start by running the tests and seeing your performance scores.
If you want more leads from your website – let’s face it who doesn’t? – then start by implementing the tips shared in this article. It’s really important to maximise your website to ensure you get the best possible return.
If you need more advice or help, email firstname.lastname@example.org.
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