It could be one of several factors.
A website is judged on a number of criteria, including copy, design, quality, and ease of use. If something seems off to the visitor, he or she will not only not take the desired action—they probably won’t come back.
If you want to know why your website isn’t generating leads, the following 5 reasons could be to blame. If you'd like to speak with a specialist before reading on, you can reach us at 888-601-5359.
1. No calls to action
People come to your landing page and read the copy. Then what? They won’t stick around unless you give them a reason to do so.
If you don’t give visitors a clear idea of what you want them to do—in other words, a strong call to action—they won’t stay on your site for very long.
Be direct about what you want people to do when they come to your site. Tell them to “Subscribe Now” if you’re trying to attract more email newsletter subscribers or “Add to Cart” if you want them to buy something. Place the call at or near the top of the page.
It can be either a button with bold, contrasting colors or an interactive form they fill out and submit. Whatever it is, it has to be prominent and easy to follow if it’s going to bring in new leads.
2. Complicated landing pages and contact forms
Speaking of easy to follow, a landing page or form shouldn’t force visitors to figure out where they have to go to take the next step. If the call to action is tucked into the bottom of the text or if the contact form can’t be filled in, it won’t generate the leads you want.
Keep lead generating pages simple and make sure they work every time someone clicks it.
Stick with an uncluttered design, with minimal graphics and fields. Put the most important information in front of the visitor’s eyes and set it apart from secondary information.
If you include a contact form, only ask for the information you need to follow up. If it takes too long to complete, visitors may abandon the task and move on to another site.
3. Confusing navigation
One of the reasons your landing page or form needs a simple design is because a confusing layout can distract eyes from the key information. Numerous eye tracking studies have shown a tendency to scan a web page instead of reading every letter.
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If these areas don’t contain the call to action and other important details, you may lose the reader’s attention—not to mention a valuable lead.
One of the most effective layouts is the F shape, in which the most important information is found across the top of the page and along the left side. Format your landing page the same way.
Place your headline at the top with a call to action or form on the right, and then break up other information into sub-headers or bullet points so it’s easy to scan. This follows most people’s scanning habits and makes lead-generating elements hard to miss.
4. Poor or insufficient content
You only have a few seconds to convert a site visitor into a customer—and even less time to make a good first impression. If the copy doesn’t resonate with the visitor, either in tone or content, they won’t feel like it was targeted to them.
The impression made by vague details or poor spelling and grammar is even worse. Don’t let poorly written content drive away your most valuable leads.
When describing your product or service, talk about it as a solution to the problems prospects are facing. Mirror your market’s tone and style, and be as casual or as technical as they are.
Edit and proofread your work before publishing, or hire someone to do it for you. When content resonates with people, they feel more engaged with the company and, as a result, are more likely to want to learn more.
5. It's not mobile-friendly
Some potential leads want to convert, but they can’t because they’re trying to access a desktop site from a mobile device. More and more consumers and businesses are using their mobile devices to shop, read the news and get in contact with service providers. That means your lead generation efforts have to follow suit.
Start with responsive design on your website. This will ensure landing pages and contact forms load properly on multiple devices, including smartphones and tablets.
Instead of waiting for people to go home and access your site from their desktop computer, a mobile strategy allows you to reach them—and convert them—wherever they may be.
Want to generate more leads with your website?
If lead generation is one of your marketing goals, it can be frustrating when you don’t get the results you want. But if your site has any of the issues above, it may be an easy fix.
At WebFX, we have years of experience creating and managing successful lead generation strategies for our clients—and we’ll do the same for you! Contact us today to speak to a strategist.