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Why your business website is not generating leads and how to fix it

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Is your business website bringing you business? Are you getting responses on your online forms or people providing you with their emails? If not, your website may be missing some key components that will generate leads.

The point of creating a website for your business is to inform viewers about your products, services, and company values and ultimately convert viewers to customers.
However, just getting someone to visit your website isn’t enough to convert them into a customer. You have to capture their attention, provide them positive user-experiences, and move them down the sales funnel.

Thankfully, there are a few easy ways you can optimize your website to increase generating meaningful leads with your customers.

Below are a few ways you can increase your website optimization for lead generation:

Conduct a site audit

Before you begin spending time and money to optimize your site, conduct an audit to gain a better understanding of where your customers are coming from and what pages they are visiting. You can determine if your customers are coming from email marketing, social media, live chat and blogs. In addition to this information, you can determine what pages on your website they visited and how long they stay on a specific page.

This data is important for customization because it allows you to gain an understanding of what pages are performing well on your page and can identify areas for improvement.  For example, on pages that receive a lot of traffic, you may want to include a contact form or a CTA (call-to-action) button.

Offer the user value

One of the most tangible ways to turn site viewers into customers is getting them to provide their contact information. However, often time’s people are hesitant to provide that information for fear of receiving hundred of pointless newsletters and special rewards. If you want to get someone to provide their contact information you have to provide them with something in exchange. Creating and sharing high-value content is a great way to encourage site users to sign up for newsletters. By sharing blogs, webinars, tutorials, podcasts and more, you are providing your customers with invaluable information they couldn’t get anywhere else. Make sure the content you are creating is informative, engaging, and most importantly, helps them solve a specific problem. Often times, it is more about what you know, than what you sell.

Check in with your leads

So you’ve convinced someone to provide you their contact information, but now what? It is important to distinguish a lead from a customer. Not all leads are going to turn into customers. But how can we make that happen? As mentioned, knowing and sharing information is a much more effective way to build trust than constantly throwing a sales pitch at someone. After you have generated a lead and received contact information, create a list of all potential customers. Frequently follow up with those leads by sharing high-value content, ask them how their business is doing, and encourage them to reach out if they need any help. People are more likely to react positively when they feel they are being cared for, and aren’t just another sale you’re trying to make.

Create effective, visible calls–to-action

Calls-to-action are exactly what they sound like. It is your way of encouraging a user to take a specific action on your website. Whether it be to “learn more”, “Contact us”, “Sign up for Services”, or “Get a Quote”, CTA’s are essentially tour guides, leading consumers through the sales funnel to the desired end point--becoming a paying customer. Make your CTA easy to find, valuable to the consumer, and related to your site information. For example, if you own a landscaping business and you want your consumers to learn more about your services, don’t link your CTA to an article discussing the best plants to ward off insects. Your CTA’s should guide visitors to the information they are looking for and encourage them to make a conversion.

Think about the user experience

When you design and build a website, who are you designing it for? Your customers, of course! The customer experience should be at the front of every decision you make regarding website design. It can sometimes be hard to decipher the most important information about your business. What belongs on the homepage or in the main navigation? To answer these questions, think from a customer perspective.  If you were visiting your website with no prior knowledge of your business, what information would you want to know, and, is it readily accessible on your site?

In addition to the layout of your website, keep the customer in mind when writing content. If your website is bogged down with technical jargon or wordy sentences, it may confuse customers. When you write for a website, brochure, billboard or any other marketing deliverables, you should write as if you were marketing to third graders. Although most of your customers are probably older, writing to appease that demographic ensures your website is approachable and easy to follow.

Test and track everything

Many tools exist to help you track and monitor how your customers are interacting with your website. One of the most popular being Google Analytics, which is a free software that allows you to track data such as site visitors, page views, bounce rate and more. To learn more about Google Analytics, check out our blog post here.

Using the data collected you can determine what pages of your site are performing well, and what pages may need to be optimized to improve leads. Google Analytics also allows you to determine what sources your traffic is coming from. For example, if you know you’re gaining many of leads from your social media traffic, you could allocate more money to social campaigns to further improve those numbers. On the flip side, if your traffic from organic ranking is doing poorly, you could update your keywords to improve your website’s SEO.

No matter what kind of business you run, or how you utilize your website, everybody has the same end goal...to generate customers and create growth for your company.

Simply creating a well-designed website isn’t enough. You must identify and highlight all your possible conversion funnels and guide users through these funnels when building your site.

If you don’t have a business website, or the one you currently have isn’t performing as well as you’d hoped give Robert Sharp and Associates a call at 605-341-5226.

We’ve got the talent, experience, and car for your needs to help you achieve your strategic objectives!

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