The website of any business or enterprise is its digital outlet. Customers navigate through it and buy the products and services offered by the given business. However, running a website is trickier than running a roadside outlet. With websites, you need to use different marketing and persuasion skills to sell your business. Lead generation is a KPI to determine if your business website is doing well or you need to change anything.
According to HubSpot’s statistics, 61% of marketers believe that lead generation is the most challenging aspect of their job. Another report indicates that only 4% of all the website visitors are ready to buy. This stat indicates that it remains a tall order to convert web visitors into leads.
Generating leads on a website is no mean task, no matter how good-looking your website is. There are many instances when businesses manage to design and develop a professional-looking website with appealing copies and captions but still fail to meet their lead generation targets. It is essential to understand that having a professional website with appealing copies is not a sure-shot recipe for high lead generation and conversion.
Besides the website’s layout and content, you have to take care of various other factors to improve your web lead generation.
This post will walk you through the mistakes you might have made in operating your website for your marketing/sales funnel. By addressing those loopholes, you will be able to get more visitors converted into leads.
1. Difficult-to-Understand Landing Page Are Not Good for Lead Generation
Notwithstanding the aesthetics and tone of language on the website, if its landing page is hard to comprehend for users, you won’t be able to convert prospects into leads. Keep in mind that online consumers usually remain in a hurry with the divided mind and thin attention span. They don’t have the patience to read every line on the page to move to the next step.
If your landing page features a contact form, make sure that visitors can fill it up within a minute. Long-drawn-out contact forms that ask too many questions experience a very dismal conversion rate. Moreover, if the landing page features a CTA, it should be right there in the middle. Filling the landing page’s center with a copy and tucking the CTA in the header/footer is not a good practice. Make sure that the CTA on the landing page is placed right next to or below the copy.
In general, keep your landing page as lightweight as possible. By lightweight, we mean it should not be crammed with content. Also, the layout must not be sagging due to too many design elements.
2. No Definitive CTA Means Poor Lead Generation
Why do you need people to visit your website?
You want visitors to click on your website to know about your business and perform a specific action. This action could be subscribing to your newsletter, liking your social media pages, or buying a product or service from you. Call-to-Action (CTA) guides visitors in performing those actions.
However, many webmasters don’t understand the significance of having a definitive CTA on the website. No matter how engaging and persuasive your web copy is, if it is not topped off with a clear CTA, all its persuasion and engagement will render useless due to no lead generation. An online visitor needs business to tell them what to do and where to click explicitly.
In the absence of a definitive CTA, very few visitors interested in your business will turn into leads. Therefore, always use a clear and definitive CTA like “subscribe now,” “buy now,” “talk to our representative,” “add to cart,” etc. to your webpages.
3. Providing Too Many Choices
Spoiling visitors for choice might pay off in some cases. However, it usually proves to be counterproductive for your general lead generation efforts. Let’s suppose a prospect lands on a webpage that presents multiple offers centered on the same product. There are strong chances that instead of weighing these offers against each other, most visitors will bounce off. The good idea is to have a single offer on one page. This will ensure visitors who have clicked on the page for that particular offer don’t get distracted by other offers.
4. Targeting the Wrong Audience
A professional web layout with appealing content silos and widgets won’t generate leads if you reach out to the wrong audiences with your website. This usually happens when a business launches a website and invests in Google AdWords without the due homework. If you want to target the right audience on the online landscape, you first need to devise a digital strategy that will identify the target market your business needs to reach out to with its website.
5. Not Getting the Enough Web Traffic Mean Underwhelming Lead Generation
Having a good web design and compelling content is of no use if you don’t get enough web traffic on your website. Lack of sufficient traffic is one of the leading reasons why even good websites with valuable business propositions can’t manage to get a good lead generation.
Many companies only rely on PPC (Paid-Per-Click) to improve their web traffic. PPC marketing spikes their web traffic just for the time they have bought the top spot on google. As soon as their PPC investment ends, the traffic drops significantly. PPC can indeed provide some success with lead generation. However, it is not the best way to improve web traffic and increase the number of leads.
A more reliable way of improving web traffic is to invest in SEO and organically improve your rank on Google. When you manage to appear on the first and second page of Google for relevant keywords searches, your website experience more web traffic from all those visitors who are all set to become warm prospects and eventual leads.
If you want your business to boast a website that turns more visitors into leads, contact experts at Microsys. From web design and development to content creation and SEO, they will take care of every aspect of your website to turn it into your primary lead generation platform.