No matter how you go about your digital marketing, your end goal is almost always going to be getting more people to your website and producing new leads for your business. Of course, you can’t do any of this if your site isn’t inviting enough to attract visitors and potential leads in the first place. The fact is that you have to really work at it. Let’s take a look at some of the most common explanations for low conversion rates.
Why Isn’t My Website Driving Revenue for My Business?
Possibility #1: You have no conversion path in place.
One common criticism of many business websites is that they don’t include a clear conversion path for their customers to follow, but if you want customers to take a certain action (your intended action, such as clicking “buy now”, for example), then you have to create a funnel that will clearly guide them to do so. You can’t just layout a bunch of pages and hope that they get to the point; you have to make it a clear and easy choice to get to your call-to-action (CTA)
To better produce leads, your conversion path can be as simple as a single landing page with a call to action button, or as complex as an entire secondary microsite.
Either way, by creating a clear conversion path you not only help customers feel more comfortable on your site, it gives you clear data to track so that you can see where people are clicking away, where they’re engaging, where they’re getting stuck, etc.
Possibility #2: There’s no sign of life.
Customers are deliberately discriminating. It’s how they choose who they can trust and who they can’t. Every time they click on your website, they’re going to kick things around for a bit in order to decide whether or not you appear trustworthy. They’re going to check your copyright date to see if things are up-to-date, just as they’re going to look for old statistics or other signs that you haven’t taken the time to update your content. They’re also going to check your company About page and blog to see how often it’s updated, whether you reply to commenters, if people are talking back, engaging etc. Essentially, they’re looking for signs of life and whether or not you are actively creating a dynamic website. So, look at your site from a visitor’s perspective – would you want to hang around?
Possibility #3: Your site is all about you – not the customer.
Customers don’t really want to spend their time on a site that only touts how amazing they are. It’s great that you’re the best in the business, but they want to know what you can do for them. They have clicked on your page specifically because they have a problem that they need you to fix or have a question that they need you to answer. Your website should be designed to help them quickly and efficiently achieve whatever it is that they came for. So, avoid using “I” in your copy (as much as is appropriate), as it will turn people away from your brand, and make it more about the “you” – your customer. Don’t try to sell them right off the bat; provide, instead, helpful information that addresses their wants and needs.
Possibility #4: People can’t find your website. If you’re finding that customers aren’t interacting at all with your site, then they may not even be able to find you. So, ask yourself these two key questions:
- Is your site accessible? Is your site mobile accessible? Remember, these days more users are searching with their mobile devices on the go, so don’t discount them and the need to make your website mobile-friendly. If they can’t load your page, they can’t find your business.
- Does your site maintain proper SEO? Are you making it easy for users and search engines to find your content? Are you using the right keywords, links, etc.?
Before you can see more traffic, you have to be able to break through the obstacles preventing visitors from seeing you.
Possibility #5: You have no point of differentiation.
With a more powerful POD you can attract the right target audience to your brand. It’s simple really – if you want to attract more people to your business, you have to give them more. You have to stand out from the crowd, and show them something that they’ll want to align themselves with. Just take a look at your website. Are you using your site to set yourself apart, or do you come off like everyone else?
If you’re having difficulty attracting leads to your website, then it’s time to ask yourself some hard questions. You can’t fix the problem until you identify it, so take these common pitfalls into consideration, and contact us today to learn how we can help!
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