Your website is your most important marketing asset.
It’s how people find you, it’s how you get potential customers to trust you, and it’s an invaluable tool for generating leads. If your website is falling short in bringing you customers, here’s what could be going wrong.
It isn’t clear what you do
Your home page needs to make it clear, in no uncertain terms, what it is you do. If someone visits your website and is immediately unclear about what it is you’re offering, the likelihood is they’ll click off. Keep it concise and clear. You might understand the ins and outs of your business, so how you would explain it sounds clear to you, but a visitor probably wouldn’t. You want it to be accessible and digestible, not alienating.
It takes too long to load
Did you know that your website only has a few seconds of loading time before a potential customer clicks off your site, and onto your competitors’? The internet is a pool of instant gratification and people don’t like to wait. And neither does Google. Speed is a ranking factor and slow running sites do rank lower on Google search results.
Bounce rate is every website’s nemesis. According to studies, here is the probability of bounce rate, depending on website speed:
- 1s to 3s – bounce rate increases 32%
- 1s to 5s – bounce rate increases 90%
- 1s to 6s – bounce rate increases 106%
- 1s to 10s – bounce rate increases 123%
You don’t have a blog
Regardless of the industry you’re in, a blog is a must-have. The person visiting your website wants to know why they should choose your service over your competitors. An up-to-date blog with quality, engaging content positions you as an expert in your space. It’s a place where you can show off how much you know about your industry, as well as inform readers. It’s also a great way to rub elbows with the Google search algorithm!
No clear CTAs
What is it that you want your prospect to do when they land on their page? Is it requesting a proposal? Is it to upload a CV? Is it to book a demo? This needs to be clear as soon as they land on your page. What’s the point in having a great website if your prospect doesn’t know 1) what you want them to do, and 2) how to do it?
It’s confusing to navigate
Your priority with your website should be user experience. Sometimes the thrills that come with a fancy website look good, but hinder the overall experience. Sometimes, the design is just bad. If your most valuable pages are hidden behind menus and submenus, most people aren’t going to go looking for them. Keep visitors on your page by making it easy for them to navigate with a clear structure and sitemap. They’ve come to your website for a reason – help them find whatever they’re looking for quickly and easily.
It isn’t mobile friendly
“Hold on, let me Google it” – how often do you hear that sentence and then see someone whip their laptop out?
Did you know that…
- Over 80% of internet users use mobile devices to surf the web
- 83% of mobile users expect a flawless experience whenever they visit a website with any mobile device
- Up to 70% of web traffic comes from mobile
- Google is responsible for 96% of search traffic coming from mobile
- 53% of mobile site visits abandon the page if it takes longer than 3 seconds to load
That is an astronomical amount of people that you are excluding if your website isn’t mobile friendly. Another point to consider: people convert differently depending on the device. A mobile user is less likely to fill out a long form, whereas laptop users wouldn’t have a problem with it. Consider what you’re asking the visitor to do, and if it’s user friendly for all devices.
People can’t find you!
Of course, websites and SEO go hand in hand. A weak SEO strategy will make it really difficult for people to find you. If your website doesn’t include the relevant keywords on the homepage, it won’t appear in the right search results. That along with relevant blogs, a fast running site, and more, will hinder your chances of securing a lead.
Need help with your website?
Ultimately, if your website isn’t up to scratch, a potential client or customer will have no trouble finding one that is. When your goal is to generate leads and you want your website to convert customers, it’s really frustrating when you don’t realise what’s going wrong. There are many other reasons why your website isn’t generating or converting leads, such as long contact forms, outdated content, broken links, keyword stuffing, pages not working, and so on. At Forever, we design stunning, engaging websites, putting user experience and your brand at the forefront. If you’d like to find out more, get in touch with us today.