Why Your Website Isn’t Attracting Leads
Your website isn’t leading the way
You’ve spent copious amounts of blood, sweat and tears on developing your brand’s official website. You’ve poured a healthy dose of change into the beautification of its front-end interface. Your business even has a prominent USP that your competitors demonstratively lack. All in all, you’ve sacrificed plenty to keep the website motors turning!
And yet, your digital presence is struggling to draw inquisitive eyes. Sparse unique page views seem to be a chronic illness afflicting your website’s visitorship. Moreover, the remaining prospects don’t seem to have the wherewithal to stay for long, unenticed and interested in what they are seeing.
Naturally, your business isn’t generating the amount of revenue it should be generating, with missed opportunities and overlooked oversights belying your business’s illustrious success.
There are numerous possibilities for why your website is failing to attract and qualify potential leads.
Leading the way with lead generation
Lead generation is the process of gaining the interest of potential customers in order to increase future sales.Hubspot
Lead Generation is the journey of attracting, qualifying and satisfying target customers. Any individual that expresses interest in your product or service offerings is categorised as a “lead”.
Essentially, your website’s inherent structure simulates the customer’s journey as he/she/they traverse the sales funnel. Everything that the customers see, hear and click within the funnel determines its efficacy in converting them.
In order to mend a faulty funnel, you must first implicitly identify and diagnose considerable shortcomings in your funnel, lest they fall into a state of disrepair!
Today, our web design team is here to draw your attention to the two most prevalent faults that tend to emerge at the top and bottom of the proverbial funnel.
Reason 1: visitors aren’t visiting
It’s no mystery that Google is the digital highway that powers the modern world. Customers search and receive results in sheer milliseconds. With an enormous database comprising 30 to 50 billion websites, your website is akin to a drop in a boundless ocean!
But that would be far too simple! SEO analysis by MOZ reveals that users tend to glean the 10 first search results that Google provides. Results past the second page remain unseen, unheard and untouched. Competition is fierce and fiery in the throes of search engine influence.
Maintaining website visibility and online prominence are hurdles in themselves. And with such a tiny margin of attention to work with, it should come as no shock if your website is suffering from a persistent lack of unique visitors and page views.
There are three common reasons why your website’s visitorship isn’t progressing:
1. Poor loading times
Google’s search algorithms index and rank websites based on an ever-evolving matrix of metrics and criteria. Loading times are one such unchanging variable.
Google’s PageSpeed Insights tool allows you to quantify your website’s load time optimality in both mobile and desktop interfaces. Google considers anything above 90 to be an outstanding score.
If your website struggles to load within Google’s recommended threshold of 1.5-2 seconds, Google’s proprietary code can’t crawl through your website’s pages hastily enough. Expect your website to be buried under pages of alternative results.
2. Broken subpages
No one likes to be greeted by the “Error 404: Page Not Found” disclaimer upon clicking on a broken hyperlink. In the eyes of Google, this hurts the visitor experience and navigability of your website. If your website is inundated with more 404 impasses than one, your website’s search ranking is going to plummet.
3. Keywords are key
Successful SEO starts with understanding your customer’s implicit behaviours through their explicit search queries. What they type into the search field determines their search intent. Embedding recurring words or synonyms coinciding with search intent and trends into your website increases its visibility on Google.
Given the data-driven and statistic-focused nature of keyword optimisation, it’s a dense and nuanced subject that requires in-depth research into popular keywords amongst your core demographic. A substantive lack of it reflects squandered chances for acknowledging customers’ concerns.
Concurrently, spamming keywords is not a gainful strategy. Google views keyword spamming as low-value and unhelpful content to the end user. And low-value content is penalised with a subpar ranking.
Keyword optimisation is more a delicate art form than it is an exact science. We recommend brands defer to the invaluable expertise and tutelage of Brisbane website designers or agencies.
Reason 2: bounce, bounce, bounce
Bounce Rate is defined as the percentage of visitors that leave a webpage without taking an action, such as clicking on a link, filling out a form, or making a purchase.Backlink0
Bounces rates are the bane of a brand’s existence. High bounce rates subconsciously notify us if our online strategy is working or falling through the cracks.
Industries notwithstanding, 26-40% is the average bounce rate. Bounce rates lower than that suggest that visitors are keen to continue that stay on your website. A high bounce rate signifies the opposite.
Why are digital visitors departing in droves after spending mere seconds on a webpage or webpages?
1. Your USP is not “obvious” enough
We’ve established earlier that your business has already carved a persuasive USP. Telling your audience about your USP, front and centre, forms the second half of the battle.
If your website’s UI and UX fail to convey the inherent value of your USP offering, be it through informative copy or captivating graphic design, the allure of the USP is instantaneously lost in translation.
2. Difficult to navigate
A poorly conceived sitemap. Subpages that lead to nowhere. A lack of a call to action. How online visitors navigate your website, moving from point A to point B, is equally important to what you are trying to sell them.
Your website’s UI plays a definitive role in the quality of the UX promised to online visitors. A website with awful navigation and multiple deadends discourages the long-term stay of users, inflaming already-high bounce rates.
3. Hard-to-read information
Generally, visitors lack the time and patience to properly screen through all the information present on your website. Realistically, they only have the time necessary to take a cursory glance.
High-quality website content should be constructed in a manner that maximises memory retention and ease of comprehension in the shortest amount of time possible. How this information is presented or displayed to the end user also determines its impact and memorability.
Failing to do either leaves a bad taste in visitors’ mouths.
4. Misaligned messaging
Excellent brand messaging connects to the target customer’s mindset. Grasping their outward perception allows you to craft a branding strategy that coincides with their preferences.
Some brands are guilty of embracing a “maximalist” approach, casting a wide net instead of narrowing it into a specialised niche or audience. Such self-sabotage only serves to guarantee your brand’s core message falls on deaf ears.
Your brand messaging, both verbal and visual, should be personalised towards the personas of your model target audience. The quality of your leads should always take precedence over their quantity.
Web assistance is the on the way
Raking up those leads and conversions requires the shared wisdom of seasoned marketing veterans. One such way is to consolidate an in-house team proactively dedicated to all brand-related activities. We’d wager that consulting a Brisbane web agency like ours would be more effective.
At our web design agency, we offer a full suite of traditional and digital branding/marketing services. Prioritising an evidence-based approach, our knowledgeable team conducts a site-wide audit, pinpointing fundamental strengths and weaknesses across your SEO and UI/UX strategies.
Examining your website’s front-end and back-end under a microscope, we evaluate how we can best optimise your customer-facing website for high search ranking visibility and exceptional UX.
Integrating headless technology for lightning-fast load times and WordPress design best principles, the end product is a resilient website optimised for longevity, visibility and adaptability. More importantly, the final website is one that delivers a strong impression on your audience.
As equal partners, we want your brand to build you a premiere website that delights and captivates generations of visitors for the indefinite future. Let’s schedule a meeting over a cup of coffee to discuss how we can help your online presence thrive and prosper.
Here’s to a productive partnership over the new year!
Let’s talk, don’t be a stranger.