1. Doesn’t have any testimonials, reviews or success stories
When potential customers and clients want to learn about your business, they tend to focus on third party opinions rather than only trusting what your company has to say about itself. Review websites and social media have become a very important part of the buyer’s journey. Including testimonials, reviews, case studies and success stories right on your website is the best way to educate your leads on the value of your business and help guide them through the decision making process. Don’t force them to leave and search for another website to find the important opinions and feedback about your services. Highlight customer stories and include real life examples and quotes within your web pages and even create a dedicated section for this. Third party validation increases your credibility and without it you may be losing out on business.
2. Your website is only about you
Does your website only talk about your company, team and services? Do you have any educational information on your website geared towards your customers? If customers and potential leads can’t depend on your website as a resource, you are losing out on a lot of business. A website shouldn’t just be an online brochure about your business. You have the opportunity to engage your current, past and future customers by creating valuable content and providing them with information that they will come back for again and again. Blog articles, downloadable offers and events are all opportunities to add value and generate new leads.
3. Your content is confusing and not targeted
Don’t try to be everything to everyone. Many business websites make the mistake of trying to become a worldwide resource and are not focused enough on their target audience. Don’t confuse your visitors with a blog that has 50 topics and categories. Stay focused on who you want to attract and who you’d like to return to your website again and again. Utilize your content as a tool for educating your target audience. This means that you need to create content that they need and will want to read. Buyer persona research is essential in order to achieve this. Your blog and resources should stick to 3-5 topics and clearly align with your buyer personas. Confusing your readers by addressing too many topics that are not within their buyer’s journey will cause them to leave your website and visit a competitor.
4. Your website is out of date
Does your website require plugins or downloads? Do you have images from 5 or 10 years ago across your web pages? Are your testimonials and reviews from recent years? If your website needs updating, your visitor can tell. Today’s users are online researching throughout the majority of their buyer’s journey and are well aware of the modern trends. If a website doesn’t
load fast enough or requires too much work in anyway – your visitor will leave. When was the last time you published a new blog or posted an updated review or case study? If your content is dated months or even years in the past, you could be losing out on many leads. Customers want new and improved information at their fingertips at all times. If they return back to your website a month later after reading an amazing article and see you haven’t updated any content since, they are unlikely to return another time. Keep your design, content and messaging up to date and in line with what’s current in the industry. Staying ahead of the game will increase your differentiation versus your competitors and attract better clients for your business.
5. You’re not asking for contact information
This tip may seem like a no-brainer but trust us, it happens. A main reason your website isn’t generating leads could be because you’re just not asking for them! Do you have landing pages with forms gating valuable downloadable content? Are you collecting emails for blog, updates or newsletter subscribers? Building your database is important for lead generation. Even a simple email address is an opportunity for you to engage with that person and bring them back to your website, making them more aware of what your company has to offer. To start, make sure you utilize a form on your contact us page. Also, add a subscription form asking for just an email address to your blog. Anytime you create an offer (a tool, template, guide, etc.) utilize a landing page with a form to ask the contact for email, first and last name and one other basic information question that’s helpful to qualify them as a lead.
Does your business need a lead generation strategy?
Your website should be your hardest working employee. You have the opportunity to generate new business through your website 24/7 using content, landing pages, calls to action and more. If you want to increase the return on investment (ROI) from your website – contact us today!