June 15th, 2015
You can spend a lot of time and money attracting visitors to your website, but if you cannot then convert those people to potential customers, you've probably been wasting your time. An effective website should act as a powerful lead generator, enabling you to have valuable sales conversations. All too often, inferior web content limits your ability to generate the right volume of leads, and if you aren't seeing the results you want, it's time to start looking at what you are doing wrong. Check out these five simple web content mistakes that could mean your website is losing leads.
No call-to-action for the customer
When people start coming to your website, it's critical that they can quickly and easily see what you want them to do next. Do they need to fill out an enquiry form or send an email? Do you have a contact center for them to call or a web chat service to connect to? Choose the call-to-action method (and you can have more than one) and then focus your page design, so that's it really easy for the customer to follow these next steps. Online customers have a very short attention span. If visitors can't immediately see what to do next, they will click off and go somewhere else.
Your content doesn't connect with your target customers
You cannot effectively connect with people if you don't understand your target market. If you know who your target customers are, you can tailor your page content to cater for their needs and interests. The language and tone of your website content creates a voice, and it's vital that you speak to your customers in the right way. For example, a very formal, official tone will not work if you are targeting young people, so if you don't fully understand who your customers are, invest in market research.
If you want your website to act as an effective lead generator, you cannot expect to work with the same content for months or years at a time. Your customers expect to see fresh, interesting and creative content that regularly changes. If it's clear that you haven't updated your pages for months, you will lose your visitors' interest straight away. New website design tools continue to evolve all the time too, so it's also important that your site adopts new technologies. If your site design is very old, it may not even load properly on some users' computers anymore, which means that you have fallen at the first hurdle.
Poor quality content
Fresh content will still not connect with customers if there are problems with quality. Quality issues create a poor impression, and will not encourage further interest in your brand. Make sure that text is free from grammar errors and typos, and that the layout makes it easy to read. Keep on top of links, and remove any that don't work or that you no longer need. Where your site uses engagement objects like videos and audio files, you must make sure that they work correctly for users. Test new content thoroughly, and continue to spot check existing pages to find any new problems or bugs.
You have no follow-up marketing in place
For many products and services, customers are not always ready to enter straight into a sales conversation. These customers may choose to do further research, or talk to friends and family before making contact with you. A follow-up marketing plan creates the opportunity to capture these customer details and talk to them at a later date. An email mailing list is a great way to capture customer details because you can then send follow-up messages, according to the customer's preferences. Other methods include polls, newsletters or coupons, all of which ask for your customer's contact details, which you can then keep in a database for later use.
There's no point investing in a website to grow your business if your online content fails to generate customer leads. To create an effective online lead generator, you need to make sure that you consistently publish high-quality content that talks to your target customers in the right way.