When a client comes to us with the problem of their website not capturing enough leads it is usually down to at least one of two reasons.
Your website isn’t receiving enough traffic, and/or;
Your website is poor at converting the traffic you do get into leads and customers.
By looking at your website’s analytics you should soon be able to see which problem your website is suffering from and start to work out a strategy to improve it.
Lack of Traffic
If you can see that your website is not gaining many visitors each month it may be worth considering how you promote your website. If you are only promoting your website on your business cards and email signature, you’re not doing enough.
Identify buyer personas
There are many ways you can look to improve the amount of traffic to your website, such as using social media, blogging, SEO and paid advertising, but first things first, you must be sure you understand your buyers’ personas.
Buyer personas are semi-fictitious representations of your ideal customers, based on their demographic, interests, goals and challenges. Once you have these established, you can create tailored content aimed specifically at answering these personas’ challenges, problems and common objections.
Take a look at your website’s content: are you just talking about yourself or are you providing valuable information that your target market would be looking for? By performing keyword research based on what your buyers’ personas are searching for, as well as considering the known pain points of your existing customers, you will start to see a pattern of what is important to each one of your ideal customers.
Once you have the right content then you need to consider how you are putting it out there. Blogging is one of the biggest drivers of organic traffic for a website as it can address common questions and challenges experienced by a brand’s buyer personas. If you have created content that is valuable enough, you will be more likely to gain links, social shares and begin to rank organically for relevant search queries.
By making sure your blogs are properly optimised for SEO, as well as targeted towards your buyers’ personas, you will give your content the best chance of delivering a return on investment for all that time invested in writing them.
Next you should consider if you are on the right social media channels for your target audience and if you are sharing content that is going to appeal to your target audience.
Even a relatively small social media following can provide your business with an opportunity to get your website’s content out to a larger pool of potential visitors. By investing in social media advertising, you will be able to further your content’s reach to a more tailored audience. Each social platform allows you to target by their demographic, their interests, location and much more besides.
This targeting makes it much more likely that the content you’re promoting is going to resonate with the audience it reaches.
Poor Conversion Rates
If you are getting a good amount of traffic coming into your website, but you’re still not seeing leads come in, it is probably because it is doing a bad job of converting that traffic.
The design of your website can have a large impact on the likelihood of a visitor sticking around long enough to convert. For example, would a new visitor be able to easily navigate around your site to find the content they are looking for? Is your contact information readily available? Many people will be instantly turned off by a website that is difficult to read and navigate around so make sure you have considered the user’s experience at the design stage.
Consider what your calls-to-action are. Do you have a clear CTA on every page of your website? If not, you could be missing opportunities to convert many of your visitors.
Do you have any gated content? With every piece of high value content, you can create a landing page with a contact form on it for the visitor to fill out before they can view the whitepaper or brochure. This way, you will be able to capture those visitors who are researching their problems on your website and use this information to target them with personalised content to nurture them through the buying process.
Once you have all of the elements above you can begin to test your website’s conversion rates by trying different styles of CTAs, varying the forms on your gated content, and much more besides, but remember to only test one thing at a time to make sure you can isolate what’s making a difference.
By constantly testing and refining the different elements of your website you should be able to find the optimum design and user experience that appeals to your target market.
If you’re not sure if your existing website design is performing to the best of its ability then why not download our SEO audit worksheet to find out the things you should be considering to make sure your website is performing at it's best. Click the banner below to get started.