A website that fails to convert visitors into leads is leaving a trail of missed opportunities. You’ve invested time, resources, and effort into crafting a digital storefront, but the clicks aren’t translating into qualified website leads. This is understandably frustrating for companies who depend on their website traffic to engage new clients. Here, we’ll explore some of the most common pitfalls websites suffer and how to fix them.
- Responsive Design: We live in a mobile-first world, and if your website isn’t mobilized for smartphones and tablets, it becomes more difficult to attract potential customers. If your website isn’t optimized for these devices, you’re essentially waving goodbye to a lot of potential leads. Responsive design ensures a seamless user experience across all devices, keeping visitors engaged and making them more likely to convert.
- Pop-Up Ads: Intrusive pop-up ads demanding immediate action are almost always a turn-off for website visitors. Instead of trying to “buy” views for ads, your time would be better spent focusing on creating content visitors want to see. Think informative blog posts and gated content downloads with clear value propositions and subtle calls to action that encourage further exploration.
- Customer Journey Mishaps: A well-defined customer journey is important for guiding users to becoming clients. The framework should be easy for users to follow, shepherding from the initial brand awareness to conversion. This means you have to fully understand your customers and how they will use your website to avoid losing them at any point.
- The CTA: Looking to figure out how to get more leads? A call to action (CTA) is your website’s closer. It tells visitors exactly what you want them to do next, whether it’s subscribing to your newsletter, downloading an eBook, or contacting your sales team. However, a simple “contact us today” can feel demanding and clunky. Instead, make sure the CTA focuses on the benefits your customer will get. Many younger people aren’t interested in phone calls so offering options for email and text can help increase the number of people willing to hand over their contact information.
- Complex or Confusing Navigation: A confusing website navigation system can leave visitors feeling lost and frustrated. Your website should aim for a clear, logical, and consistent navigation structure that allows users to effortlessly find the information they’re looking for. This improves the overall user experience and increases the chances of converting them into website leads.
- Boring Stock Design: Generic stock photos do little to engage visitors or show your brand’s unique value proposition. Invest in high-quality, relevant images of your company and your people. Photos and videos that show off the real people who work there will resonate with your target audience and represent your brand personality.
- The 404: The dreaded 404 error page is a reality for all websites. First and foremost, you want to minimize its presence by monitoring your website for broken links. However, when it does occur it can be leveraged as an opportunity. A customized 404 page that redirects users to relevant content or automatically provides alternatives keeps users engaged while improving your website’s SEO.
- Boring, Stale Content: Informative, engaging content is the lifeblood of any lead generation strategy. A dedicated “Resources” or “Education” section with blog posts, white papers, and industry insights educates website visitors and establishes you as a thought leader in your industry. This builds trust and nurtures leads, making them more likely to convert.
Turning Website Visitors into Loyal Leads:
These are only some of the most common conversion issues you may encounter, and as you can see, many of them are surprisingly easy to avoid. All you need to do is dedicate the time and resources to ensure your website is up-to-date, runs well, and provides users with the type of online experience they expect. A well-optimized website with a clear conversion path will see a big increase in qualified leads.
Ready to Learn How to Get More Leads?
Unfortunately, the key here is to ensure you have the time, skills, and money to keep your website updated with Google’s current algorithm and a smooth customer journey. This is where companies find themselves struggling and may benefit dramatically from employing a digital marketing agency to help lighten the load.
At beMarketing, our team of experienced digital marketing professionals has a proven track record of helping businesses like yours turn website browsers into loyal leads (and ultimately, happy customers).
