You’ve spent time and money developing a website for your business, and you can’t wait to see what kind of leads it attracts. But wait a second…it’s been months and you’re not seeing the ROI you’d hoped for. It’s frustrating when your website fails to bring in leads, but there are a few, easy-to-fix factors that could be contributing to the issue. They include:
When you’re crafting your content, you should be focused on what would draw someone to your brand in the first place. If you’re a moving company, for example, potential customers are looking for an affordable, easy way to relocate. While you may be proud of the heavy-duty engines found in your trucks, your customers don’t really care about this. Instead, they want to hear how those powerful engines will safely get their belongings to their new home as quickly as possible. If your website isn’t generating the kinds of leads you’d hoped it would, stop and make sure that your content is written with your potential customers’ concerns, wishes, and questions in mind.
You may think you know exactly who buys your product and why they buy it, but if your website isn’t generating leads, it could be because you’re missing the mark when it comes to identifying your customer base. If you’ve got a brick and mortar store, pay close attention to who comes in. What are they like? What are they purchasing? If you’re an online-only business, make it a point to collect as much data as you can from your customers. What zip code are they in? How old are they? Knowing as much information as you can about your clients helps you to target them more effectively.
For someone who’s been in the industry for years, specific terms about your business make total sense. For a customer who just stumbled upon your website thanks to Google, this isn’t always the case. If you’re packing your site with tons of jargon, you might be overwhelming potential buyers, causing them to hit X on your page. Make sure your content is easy to understand.
If you’re not sure why your website fails to appeal to potential customers, ask a friend or family member to take a look and give you their honest opinion. Having someone who’s not an industry insider peek around can often shed some light and help you make necessary tweaks to improve your website’s lead generating ability.
If you need more guidance on how to boost your site, email me for a consultation at firstname.lastname@example.org.