Running your own business is tough enough work, but also having to keep your website up to date and proactively taking the steps to further your lead generation can be more than you bargained for. Whether your business is B2B or B2C, you want to make sure your website is always working for you, generating as many qualified leads as possible and converting them into clients and customers.
If you are finding that your leads are drying up or that you are having issues generating them at all, all hope is not lost. While there is no one magic button to fix every potential problem, there are steps you can take to motivate leads to flock to your page. Today, we will take a look at some of the reasons why you may not be generating leads like you used to and share some advice to help you get back on track.
Your Site’s UX Is Terrible
User experience has everything to do with turning leads into conversions. If user interface (UI) is the car, then user experience (UX) is how it drives, so remember that both are vitally important, but UX is what gets you across the finish line. To that end, if you can’t catch a customer’s eye in the first 15 seconds, then you’ve lost them and they will go elsewhere, so the harmony of the interface and the experience are integral to your success.
Solution: Provide visitors with easy navigation and a website that piques their interest at every turn. Make sure that your website is curated for your audience and it has relevant calls-to-action wherever their placement makes sense and is beneficial to the user.
No one wants the online version of a used-auto salesman begging them to “BUY” at every turn. With an easy to use UX and a fun, well-directed page, you can generate interest and decrease your bounce rate, both of which are crucial to revitalising your lead generation.
Your Site Isn’t Optimised For Search
Traffic and leads go hand-in-hand, but what happens when both go stale? Poor traffic is likely the combination of several factors, but there are a few common culprits that trigger Google’s wrath:
- Poor website speed
- Hosting large image or video files on your site
- Overuse of Pop-ups
- No SEO implementation at all
Solution: Now more than ever, it’s important to become proficient at the basics of SEO. You don’t have to be a whiz at technical SEO to know a few of the basics to get your page back to generating traffic.
Make sure your website is SSL certified. If it’s not, Google will mark it “unsecured” and notify visitors as soon as they visit your page. While it may not directly hurt your search ranking, it will absolutely keep you from generating quality leads, as users are far less likely to provide their personal information to an unsecured site.
As we previously touched on, you have less than 15 seconds to capture someone’s attention, and if that time is taken up with your page loading old flash (which is no longer supported by Google) or too-large photos, you will lose your potential customers much faster than your website can load. Google also penalises slow-loading pages in the search results, so ensure that you audit your site and eliminate cumbersome images, videos, or other large files that may slow down your page, and clean up sluggish re-directs or broken code that may be dragging down your performance.
You are Keyword Stuffing
There was a time when keyword stuffing (the act of shoving as many relevant keywords and phrases into a spot on your website as possible) worked well, and you could get away with having a bunch of word-salad paragraphs to get a higher rank in the SERP. That method of SEO manipulation is now frowned upon and Google will even penalise you if you use those tactics to try and generate traffic for your website.
Solution: Write interesting and relevant copy that speaks with authority in your niche, fits your brand’s authentic voice, and uses keywords where they fit, and you will find yourself climbing up the SERP again in no time.
You Aren’t Mobile Friendly
Mobile devices now make up more than half of all web traffic worldwide, with a whopping 54% of users coming from mobile devices. Ensuring that your site is properly viewable and readily accessible on any device is more important than ever.
Failing to make your website mobile responsive means that you are not only turning away more than half of the traffic coming to your page, but you are also running afoul of Google’s own search ranking criteria. Since July of 2019, Google has been using mobile first indexing to prioritise sites that are mobile responsive over ones that are not in the search results.
Solution: Google provides a mobile friendly test tool to determine if your page is mobile friendly or not. If you are web savvy, you can create a mobile conversion of your website. If you aren’t a web design guru,, consider consulting with a web design agency for assistance. Professional web designers can not only help you improve your mobile design and improve your SEO, but they can also help boost your conversion rate once the leads start rolling in.
Generating quality leads is not an instant fix, but with some patience, and the right knowledge on your side, your website can be optimised for search engines and better tailored to your potential customers with a better experience that converts more leads into sales.
Need Help Generating Leads?
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Whilst you can use your marketing budget on paid advertisements and spend all day every day on social media, that can be an expensive, time-consuming route that does not necessarily bring the kind of web traffic you desire.
There are countless marketing tactics and strategies out there all claiming to give you overnight success, but it’s all BS. These “gurus” are trying to sell you into the dream that digital space is easy. It’s not! It takes a lot of hard work.
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