The prime reason businesses have websites is to bring in more business and to generate leads online. However, it’s unfortunate to see that most websites are unable to actually bring in solid results.
There are a number of reasons your website might be underperforming, and today we’re going to go through some of the most common mistakes we see on a daily basis.
You haven’t defined your target audience
Your website works quite like other forms of sales & marketing – it’s vital for you to know who your target prospect is. Your website should speak to those in your target market(s), speak their language, and be full of benefits for them.
The best way to define your target audience is to create buyer personas – they help you know what your customers priorities are, what truly motivates them and what will make them choose you over your competitors.
Your content is not powerful
Be it blogs, white paper, case studies or your website copy – each has a role to play in attracting potential users. In order to secure a place in the search engines, your website must have informative content that users find interesting and helpful. Your content must be able to address user problems & offer possible solutions.
There are no calls-to-action
Once a user lands on your website, he or she needs to be driven to take some action. This is where a call-to-action helps – it is a link or graphic that takes people to more information about a topic, usually a conversion page. Calls-to-action should be strategically placed alongside, within or below content that is related to the premium content on offer.
You haven’t designed a proper landing page
For a lead generating website, landing pages or conversion pages act as the bread and butter. A good landing page is targeted to a certain stream of traffic and has an interesting offer behind a lead capture form – this allows you to convert a higher percentage of your website visitors into leads with which you can follow up.
Your offer is not understandable
No one likes guess work – and when it comes to website visitors, uncertainty is a total turn off. The user coming to your website wants to be shown a guided path at each step. If you have placed an offer ensure it is clearly readable as well as understandable. Your offers headline, image and call-to-action should be very precise & clear for the user to understand.
If you think your website is not generating any business for you, then there’s definitely something wrong! Set up a free strategy session with one of our experts to know more on how your website can be optimised to generate leads.