If your business has been devoting energy toward digital marketing, and social media and email marketing are not producing the follow-through you need to see on your company’s website, there are some typical reasons you should be aware of.
“Why is my website not generating leads?” If you’re asking yourself this question, read on for some of the main problems we see with business websites that are not producing up to par. Peppermonkey Media is a top digital marketing and website development company in NJ, and we can help your business get the value out of its website that it should.
Common Issues With Lead Generation on Business Websites
Several factors often directly impact a website’s power to generate leads.
Outdated or Unresponsive Websites
Outdated or unresponsive websites generally produce poor search engine optimization (SEO) and user experience results. Users in the modern digital environment expect websites to operate seamlessly across all of their devices. A website that functions poorly on mobile platforms has virtually no chance of success.
Potential leads never materialize when a web page fails to perform on mobile platforms because users simply will not stick around. Your business website should be easy to navigate, fast to load, and strategically capture visitor information.
Poor Content
Your website has a few precious seconds to make a favorable impression on visitors. If the tone or substance doesn’t immediately resonate with potential customers, they will often leave without engaging in any substantive way. Poorly written content, vague details, and grammatical errors are surefire ways to turn an audience off instantly.
Web content should be well written and speak directly to your target customers’ needs while positioning your product as the best solution. Professionally produced and edited content is always preferable when possible.
Strategic Planning and Target Audience
Effective business websites are part of a strategic marketing plan targeted at the right audience.
The Power of a Strategic Marketing Plan
Your business website is essential to an effective marketing and lead generation campaign — but it is only one component. Your website is often the first point of contact potential customers have with your business. As such, it should always reflect your current business goals and support them in the eyes of visitors.
Including your marketing team in maintaining your website can create more significant lead generation and engagement through your most important portal.
Identify Your Target Audience
No marketing strategy can be successful if it doesn’t effectively understand and target prospective customers. When a website is vague and uncommitted about who it is speaking to, other campaigns and efforts will suffer.
You should communicate clearly with your digital marketing team about the identity of your target audience so that your website will be custom-tailored to their needs and desires.
Traffic and Content
If you’re still asking, “Why is my website not generating leads?” know that fresh, relevant content and substantial traffic are essential for successful lead generation.
Insufficient Website Traffic
If potential customers never visit your website, they can’t engage with your content. If your website doesn’t rank on the first page of major search engines like Google and Bing, your company is essentially invisible to potential visitors.
A powerful digital marketing team can help with strategies to drive traffic to your website. Pay-per-click (PPC) marketing is a fast way to place your website higher in search results. A solid long-term SEO strategy improves your website’s organic search ratings.
Lack of New Content
Fresh and relevant content is essential for maintaining the website traffic you have worked for and attracting new visitors. Stale content that hasn’t been regularly updated leads to dropping relevance with search engines and lower engagement rates.
Continually reassess the type of new content your target market is most interested in reading. Your business website should always speak to changing trends and tastes that are relevant to your industry. Social media campaigns are solid methods for getting fresh content in front of potential customers.
Content Must Be Engaging
Publishing engaging content on your business website must go beyond simply reposting articles. Engaging content understands the needs of potential customers and puts them at the center of the narrative your company’s product addresses.
Engaging content focuses on the real-life benefits customers receive from your product and doesn’t just describe its features and technical details. Effective lead magnets that encourage direct engagement are useful for driving visitor interaction.
Calls to Action and User Experience
Strong user experience and clear directives are powerful in converting visitors into leads.
Missing or Weak Calls to Action
An effective business website always includes a clear and convincing call to action (CTA). Without a strong CTA, visitors often become disinterested or fail to see the benefit of interacting with your business. Buttons, forms, and simple instructions are great ways to guide visitors toward easily interacting with your business.
Without simple CTA strategies like buttons for “Subscribe Now” or “Add to Cart,” visitors often simply wander away from a website and never remember their visit later. CTAs should be prominent and make visitor engagement as easy as possible.
Complex or Ineffective Landing Pages Lead to Poor User Experience
Effective landing and services pages are focused, simple, and responsive to visitors’ needs. They must load effectively and quickly on all devices and easily and intuitively guide visitors toward the desired interaction.
Cluttered, confusing layouts distract visitors and cause them to tune out before engaging. A strong landing page asks for meaningful interaction but doesn’t overwhelm visitors by asking for extensive information that goes beyond the generation of an initial lead.
Call Peppermonkey Media for a More Productive Business Website in New Jersey
“Why is my website not generating leads?” Now that we’ve looked at that question, check out our blog for more on the importance of a responsive website. Look around our site for information on how we can assist with full-service web design and development that will get the most impact out of your digital marketing efforts.
If your business website isn’t generating leads, contact Peppermonkey Media online or call us at (732) 576-0171 today to schedule a free digital strategy consultation.
