Do you ever wonder if you should be getting more leads from your website, seeing as though you spent all that time and effort creating it? Unfortunately, the fact is, if you’re asking that question then the answer is probably yes.
It may not be that your website “isn’t working”, as so many people commonly believe, but instead that it’s not primed to convert your customers.
In this article, we’ll cover 7 key conversion triggers that may be holding your website back from turning the visitors you’re already receiving into valuable warm leads.
The absolute first step is to put yourself in your customer’s shoes. We already know you believe in your business and brand but try to review your website from an objective, third-party standpoint. If that’s not possible, actually call in a third party.
Next, open this article and walk through each point. Take a pen and paper and make notes on how each heading applies to EVERY page of your site. There is always room for improvement and we’re here to help you find it.
1. People can’t find what they need
Whether you love it or hate it, these days most people go online when looking to find a solution to their problems. Your website is there to solve your customer’s problems. Whatever they may be.
Usually, they are either looking for something they want or need, or they have an issue or question that they need to find a solution to.
When they arrive at your site they instantly try to work out whether or not your business can help them. If they can’t find information that assists them with their problem, they will often click away to another site.
Industry stats used to show that people would spend around 15 seconds to find what they want before they’ll leave your site and find a competitor. That number has now been reduced to around 7 seconds. So your message needs to be super clear.
2. Your website is about YOU, not THEM
You now know that a website’s job is to solve your customers’ problems. The fact is, when someone is searching online, they are selfish.
If there’s a problem to be solved, a potential customer cares very little about you, your company or your reputation. All they want to know is can your business help them. So make sure that it’s clear to them that it can, from the first page.
An incredibly common mistake businesses make is making their website all about themselves. Mentioning things like how much experience they have, how many years they have been in business and what types of services they offer may offer credibility but it’s not what a customer is initially looking for.
Your website should be about the customer and their specific wants and needs. If they want to know more about you and your experience they’ll search for that credibility (most likely on the about page or through reviews) after they know you can solve their problem.
3. There is no clear path of action to take
There is a popular book amongst web professionals called “Don’t make me think” and that’s a great sentence to keep in mind when reviewing your website.
Attention spans are getting shorter and shorter. Brain capacity is needed for SO many things in day to day life. Don’t make your website one of them. To turn someone from a visitor into a lead, you have to show that person a clear and simple path to the action you want them to take. This is also known as a call to action and there should be one on EVERY page.
Again, the key is to put yourself in the visitor’s shoes. Determine what they have come to you for help with and then give them a clear next step that solves their immediate problem. People like problem solvers.
4. Your website overwhelms your visitors with too many choices
Have you heard of the phrase “analysis paralysis?” Basically, it means there are too many choices on offer to analyse and so instead your brain shuts down and refuses to make one. This can mean too many buttons, too many actions, too much wording or even clashing or inconsistent designs.
Your website should only have a primary goal, an action that you want your visitors to take. The message should be clear and concise. It’s easy for websites to both confuse and annoy customers by getting them to think about too many options, resulting in their decision becoming too hard, so instead – they just don’t make one. Goodbye, lead.
5. You aren’t clear how they can benefit from your product or service
When the Apple iPod first came into production, there were many other MP3 players on the market. So how did they rise so astronomically above the rest?
What Apple did differently was make the benefit of the iPod clear. Where other brands were spruiking the features of their products: how many gigs of storage, the materials used in production, and other fancy or technical jargon, Apple came out and said ‘1000 songs in your pocket’. Perfect. Clearly stating the benefit to the user.
Think of it this way, they don’t want to buy a builder, they want a new house. They don’t want to buy an accountant, they want to sleep easy at night knowing their taxes are done and everything is taken care of.
Don’t let your own ego put your customer off from making it to the end of your sales funnel. Remove the jargon and fluff to state up front and simply what your benefit is to them.
6. Your website doesn’t have a compelling offer
Have you ever run into an old friend and said something like “We should grab a coffee sometime”? Weeks pass, nothing happens and both of you forget? That’s because what you said wasn’t a specific or compelling offer.
If instead you had said ‘It was so good to see you. I have an extra ticket to a movie on Tuesday, do you want to come with me?’ You might have better luck.
Obviously, this isn’t a 100% conversion rate as other factors can come into play but you’re more likely to make a solid arrangement with a clear offer than an empty wishing washy statement. You may be making the same mistake with your website. Do you have a clear, strong, benefit-driven offer?
If you’re like most businesses your call to action is “Get a free quote” or “Contact us today” but are used to seeing that. A clear, specific, benefit-driven value offer is much more likely to convert, such as ‘Get your free Ways to Streamline Your Tax Guide’, ‘Download our Home Planning Guide’ or ‘Book your free 30 minute phone consultation’.
7. You haven’t created trust
Sometimes you can have a compelling offer and a clear path of action for your visitors to take but you still aren’t getting any leads. So, what does this mean?
It could be that visitors don’t trust you. Occasionally this can be because your offer seems too good to be true and your visitors think it’s a scam. But it’s more than likely that your website doesn’t look or feel professional or authoritative enough to back up your offer.
Poor website design causes visitors to leave. Having a professionally designed website can instantly make your business, and your offer seems more credible and increases visitor conversions into leads.
Does your website have testimonials from happy customers, reviews, case studies, logos of organisations you’re a member of and companies you’ve worked with? Is your website secure? All of these things are subconscious mental triggers of trust as a visitor browses your site.
There are also smaller subconscious elements that add to trust too. Did you know that online people are drawn to specific colours, fonts and numbers?
As you may have noticed, there’s a lot of psychology that comes into play when it comes to website creation. Our 7 step guide to working out how to get more leads from your website is a great place to start. If your website isn’t bringing you leads, run through each of the steps and identify any areas of improvement.
Having said this, if you’re left feeling overwhelmed and just want to hire a professional to help you with your website project, please contact us. We’ve been in the game a long time and have a wealth of experience.
We don’t just design pretty looking websites. We build websites that convert visitors into leads, generating new business for our clients.