You hired an expert developer to build a website for your business, with the hopes and ambitions of driving thousands of unique visitors converting into leads, and possibly customers, every day. But, after putting in all the efforts you could, your visitors are bouncing off from your site and signing up to the lists and forms of your competitors, leaving you wondering, “how to increase website leads?”
It feels bad, but at the same time, it’s a clear indicator that you need to look back at your website strategy. Your website is one of your most critical marketing assets, and if you don’t have a well-devised approach for your site, it will not deliver the desired outcomes.
Here are 6 reasons why your website is not generating enough leads for your business.
Devise a robust website strategy
The purpose of your website depends upon your business model. If you are an eCommerce business, you want your site to make sales. If you offer subscription-based services, your site should convert your visitors. And if you are a brick and mortar store or a business that is not selling online, you’ll need your website to raise brand awareness and generate leads.
In any case, you need to have a clear purpose for your site. Not knowing what to expect from your website can lead to confused call-to-actions, which can puzzle your visitors. Your CTA should clearly state what the visitor needs to do and why. If you want to direct them to a product page, your CTA should mention the phrase “Buy Now,” and not anything else that tricks them into landing to the product page and then fleeing away because they were not expecting to be there.
Here’s a quick guide to building a powerful website strategy:
- Define your target audience
- Define your goals and prioritize them
- Determine a branding strategy
- Create a site map
- Build a professional-looking website
- Have a clear call to action on all web pages
- Develop an analytics strategy.
Produce premium-quality content
Content is king but in terms of quality and not quantity. If you are writing four blog posts a week that do not add any value to your visitors, they’ll be least interested in building a relationship with you. Your content should be informative and provide answers to your visitor’s questions. Good quality content that adds value to the lives of your readers will encourage them to connect with you.
However, most website owners are not writers, which can make it difficult for them to maintain the quality of their content. A quick fix to this hurdle is to hire niche-expert writers who will understand your audience and create content that attracts high-quality visitors and leads to your website.
A content marketing plan can accelerate your ROI
Let’s suppose you are a digital marketing agency that helps small companies and startups grow their business across digital channels. In this case, your target audience is small and medium-sized businesses looking for digital marketing services. And they are on your site because they are looking for ways and tips to engage better with their target customers. But if your website content talks only about the benefits of marketing online, your visitors will probably look for a better alternative that offers free actionable tips.
5:1 is a good marketing ROI, but most businesses struggle to achieve it. A well-planned content marketing strategy can double your ROI to almost 10:1 ratio, giving your business a significant edge over your competitors.
The key to effective content marketing is to position yourself as a thought leader and expert in what you do instead of trying to sell every time. Before putting out the first blog on your site, create a content strategy that includes topic clusters, pillar pages, response posts, and more to enable customers through their buyer’s journey.
Utilize branding and social media marketing
Social media marketing is no exception. More than 70 percent of B2B marketers claimed that social media marketing is their go-to strategy for increasing brand awareness and generating exposure for their company. Sharing content on social media helps you instantly drive traffic to your website. However, here’s where it gets tricky.
All social media platforms are different, and so are the people using them. If you sell smart home appliances, your followers on Facebook and LinkedIn will not be the same. On Facebook, a large share of your followers may be millennials looking for affordable ways to add smart home functionality to their houses.
On the other hand, your LinkedIn followers can be business owners looking for commercial automation solutions. Hence, it is alright to promote the same content on multiple social media platforms, but be sure to create a unique promotional strategy for each platform.
You need to promote your website content with a branding strategy in place. Here are five branding components to keep in mind.
Make sure your content marketing efforts align with your branding strategy to achieve a higher return on investment.
Step-up your SEO
Another reason why your website is not generating enough leads is because it is not getting enough traffic. You get 200 unique homepage visits every month, 20 navigate to a specific blog post, and 2 of them like your content and sign up for your newsletter. While 1 percent is a decent conversion rate, generating 2 leads per month is probably far from your desired goal.
It’s simple math – If 2,000 unique visitors come to your site every month, you’ll generate 20 leads, and so on. 1,000 unique visitors per month is a good number for a small business website.
To attract more unique visitors, your website needs to show up on SERPs. If you don’t have already, create a powerful on-page SEO strategy to prepare the pages on your site to be found by search engines. The higher your website ranks, the more organic traffic it will attract, which will result in more unique leads.
Optimize your website
A website should be optimized for both the visitors as well as the search engines. Here are a few tips to optimize your website:
- Improve the page load speed of your website.
- Increase backlinks by exploring lucrative collaboration opportunities.
- Employ responsive design to make your site optimized for all devices and screen sizes.
- Generate and submit an XML sitemap of your website.
- Have well-created forms and landing pages that provide a clear call to action.
If nothing seems to be working for you, check out your competitors. Find out what they are doing and what is working for them. The same strategy might not work for you, but you’ll get an idea of what your customers want. At the same time, consider what makes your brand unique and try maintaining that fresh and exciting persona to stand out of the crowd.