If you’re like most of the business owners who initially turn to us for help, you’re dealing with two obstacles. The first is that your website isn’t actually creating any sales opportunities for you. And the second is that you don’t have any idea why that might be.
This issue is far more common than you might think. Everyone wants a website that will help them win new customers and create revenue, but most business owners don’t actually know how to build a workable sales funnel. That’s our specialty, of course.
What we often discover in working with new clients is that the first step to generating leads is actually removing the obstacles that get in the way. In other words, before you can do the right things, you have to stop doing the wrong ones.
In today’s post, we want to take you through a dozen of the most obvious and common errors we see when evaluating client sites. Here are some quick reasons your website might not be selling the way you want it to.
1. Your Website Has No Traffic
If no one is coming to your website and seeing your content, then you can’t be surprised that leads aren’t pouring in. While the relationship between web traffic and sales opportunities isn’t always as straightforward as business owners think, you do need one to get the other.
If you don’t have sufficient interest in your website to generate traffic, it might be time to look at search engine optimization, internet advertising, email marketing, and other tactics that draw visitors in.
2. Your Pages Load Too Slowly
Sometimes it can seem as if you have plenty of visits to your website when in reality no one is viewing your content. How can this happen? If your webpages take a long time (i.e. more than a few seconds) to load, then you might be losing visitors before you ever get the chance to sell.
Slow websites are usually a symptom of underpowered web hosting, coding errors, or issues with improperly formatted content. These kinds of problems are easily detectable with a website audit and should be easy to fix.
3. Your Website Layout Isn’t Mobile-Friendly
Did you know that more than half of all the visitors to most websites are using mobile-ready phones and tablets? If your layout isn’t configured to be compatible with these devices, then users might leave… Or they might not even get the chance to see your content in the first place.
There are plenty of ways to add mobile functionality to an existing business website. The technology is easy and inexpensive and can have a huge impact on your ability to generate sales opportunities online. Why wouldn’t you want half or more of your prospects to be able to see what your company has to offer?
4. Your Pages Have Technical Errors or Broken Links
There are a lot of things that can go wrong on a business website that aren’t apparent to the naked eye. You could have missing pieces of content, outdated plugins, or links that don’t actually go from one page or tool to another. This is especially prevalent on older websites, or those that have been created using DIY tools and templates.
An experienced web design team (using auditing software) can detect these kinds of issues and clean them up very quickly. If you never look for these kinds of problems, though, you might not realize they are preventing website visitors from turning into qualified leads.
5. Your Web Design Hurts Your Credibility
When someone arrives at your website for the first time, they have to make near-instant assumptions about the quality of your products and services. The initial impression they get from your designs and layouts can be all-important.
If you have a color scheme that doesn’t work, outdated low-res images to sell your products and services, or a generally disorganized feel to your content, then that’s going to tell a story that works against you. Remember, a lot of people who come to your website won’t know anything about you except for what they see right in front of them. Make sure it doesn’t convince them to take their time and money elsewhere.
6. There Are Obvious Typos on Your Pages
This can seem like a minor issue on your business website, especially if you spent a lot of money on design and development. What we want you to understand, though, is that no one will share their contact information with you if they don’t trust the credibility of your company. And few things destroy confidence in your professionalism faster than a whole bunch of obvious typos and grammatical errors.
It’s easy and inexpensive to have someone proofread the content on your website. That one investment of time and money can boost your lead generation results in a big way.
7. Your Content Doesn’t Set Your Business Apart
If your business seems like it blends in with all of your competitors, then why should anyone work with you? In other words, if you aren’t offering anything unique then there isn’t any reason to choose the products and services your company offers.
This shouldn’t be an issue in most marketing situations, but we frequently come across websites that have obviously been “inspired” by another more successful business. Being generic, blending in, or copying other business owners is no way to make a name for yourself, and it’s generally not going to help you attract new customers.
8. Potential Customers Don’t Trust You
Sometimes intentional customers won’t trust you even though your design and content are strong. It might be that they’ve been burned in the past or have seen your competitors overhyping their own products and services.
If you suspect that might be the case, then your best bet is to do whatever you can to make your business more trustworthy. That might include showing off verified reviews, pointing out that you are a member of the Better Business Bureau, or even highlighting a money-back guarantee. Any of these can help remove distrust and encourage conversion.
9. What You’re Asking Isn’t Realistic
Imagine for a moment you were trying to sell a mansion on your website. Would you put up some photos and a “buy now” button, or maybe include a downloadable brochure that invited visitors to an open house?
This is a ridiculous example, but it points to a bigger issue. What you ask for as a next-step working version of your website needs to be reasonable and realistic. If you ask visitors to give up too much, too soon, then you’re bound to be disappointed by the results.
10. There Isn’t an Obvious Conversion Option for Customers to Follow
In order for your website to generate leads, you’re going to have to ask visitors to take a step that goes beyond simply reading your content. You might want them to sign up for a webinar, download a buyer’s guide, schedule a phone call, or do something else. The specifics aren’t as important as the need to be clear in your invitation.
If website visitors can’t tell what they should do to let you know they are interested, then you can’t be surprised when they don’t ever follow up. And if they don’t follow-up, you aren’t creating any new sales.
11. Your Lead or Purchase Link Doesn’t Work
It’s amazing how often we see this kind of issue pop up. It only makes sense, if you want to generate leads for your website, that you would have working apps or features in place that allow people to share email addresses, download white papers, sign up for appointments, etc. However, lots of marketers never test these tools to ensure that they are working properly.
You need to check and double-check every part of your conversion process. Be sure they all work, and that they’re functional with a variety of browsers and devices. If you don’t, you could be letting sales opportunities slip away without ever realizing it.
12. There Aren’t Any Follow Up Mechanisms in Place
Even when you do have a strong sales funnel in place and don’t have any obvious errors on your website, many prospects simply aren’t going to become leads the first time you ask them. They might want to talk with a spouse or supervisor, for example, before submitting an inquiry or scheduling an appointment.
If you don’t have any follow up mechanisms in place – such as a retargeting an ad campaign or automated email autoresponder series – those opportunities might be lost forever. Make it easy for potential customers to stay in touch, or give them second and third chances to say “yes” to the next step in your sales funnel.
Could Your Website Be Doing More For Your Business?
It used to be enough to have a professional business website that told prospects all about your business and your products. In today’s digital marketing world, though, you need a tool that helps you establish your brand, drawing qualified leads, and generate finished sales. You might even want your website to process orders, automate mundane tasks, and help with recruiting.