Do you ever wonder if you should be getting more leads from your website? Unfortunately, the fact is, if you’re asking that question then you probably should be getting more leads.
In this article, we go over 7 key conversion triggers that may be holding your website back from turning those website visitors into valuable leads.
So next time you’re looking at your site, put yourself in your customer’s shoes and review each of the steps below.
1. People can’t find what they need
A good way to think of your website, is that it’s a way to solve your customer’s problems.
Someone arrives at your site because they need to solve a problem, either they are looking for something they want or need, or they have a problem that they need to find a solution to.
So they go online looking to solve their problem. When they arrive at your site, they try to work out whether or not your business can solve their problem. If they can’t find information on their problem, they will often click away to another site. Industry stats show a people spend around 7 seconds to find what they want before they’ll leave so your message needs to be clear.
2. Your website is about YOU not THEM
We just mentioned above how a website’s job is to solve your customer’s problems. When someone is searching online, they are very selfish. All they think about is themselves and their problem.
A potential customer cares very little about you, your company or your reputation, all they want to know is, do you provide a solution to their problem?
Many businesses make the mistake of 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.
They make the website about them. Instead, the website should be about the customer and their specific wants and needs.
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.
To turn someone from a visitor into a lead, you have to show that person a clear path. There must be a clear next step for them to take.
Hopefully, that step directly leads to solving the person’s problem. The key is to put yourself in the visitor’s shoes. Determine what they are thinking and then give them a clear next step that solves their immediate problem.
4. Your website overwhelms your visitors with too many choices
Have you heard of the phrase “analysis paralysis?”
“Analysis paralysis or paralysis by analysis is the state of over-analysing (or over-thinking) a situation so that a decision or action is never taken, in effect paralysing the outcome.” – Wikipedia
Your website should only have one primary goal that you want your visitors to take. Some websites both confuse and annoy customers but asking them to think about too many options, resulting in their decision becoming too hard, so instead – they don’t make one.
5. Visitors are unsure 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. 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 technical jargon, Apple came out and said “1000 Songs in your pocket” clearly stating the benefit to the user.
Don’t let your ego put “too many bricks on the slippery dip” or in other words don’t allow talking about yourself to put off your customer fro making it to the end of your sales funnel.
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.
6. Your website lacks a compelling offer
Have you ever run into an old friend and said something like ‘we should grab a coffee sometime’? Then weeks pass, nothing happens and both of you forget? That’s because saying ‘we should grab a coffee sometime’ isn’t a specific compelling offer.
If you instead 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, your friend may be busy or may not like the movies, but I bet you’re more likely to make a solid arrangement with a clear offer than an empty wishing washy “let’s catch up sometime.”
You may be making the same mistake with your website? Do you have a clear, strong, benefit driven offer on your site?
If you’re like most businesses your call to action is “Get a free quote” or “Contact us today” but every website has that. A clear, specific, benefit driven value offer is much more likely to convert such as “Get your free 10 Ways to Streamline Your Tax” guide or “Download our house planning Guide” or “Free 30 Minute phone consultation”.
7. The visitor doesn’t trust you
Sometimes you have a compelling offer, and a clear path of action for your visitors to take but you still aren’t getting any leads.
What does this mean?
It might be that visitors don’t trust you. Perhaps your offer seems too good to be true, and your visitors think it’s a scam. Or maybe your website doesn’t look or feel professional or authoritative enough to back up your offer.
Poor website design causes visitors. 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.
So there it is, your 7 step guide to working out how to get more leads from your website. If your website isn’t bringing you leads, run through each of the steps and identify any areas of improvement.
If you’re looking to hire a professional to help you with your website project, please contact us. We don’t just design pretty looking websites; we build websites that convert visitors into leads which generate new business for our clients.