If you decided to design a new website or redesign your existing one in the last year you’re in luck. This is because the tools for building a quality website are more accessible than ever before. From easy to use website builders to high quality templates you can easily modify, it doesn’t take much to look great online.
So with such a great looking website, why isn’t yours generating leads?
Typically this comes down to not having a clear direction for the visitors on your website, a lack of authenticity in its appearance, a lack of brand identity, missing credentials and a small but obvious bonus reason we’ve saved for the end.
Many of what we’ll cover below relate to having a good search engine optimization strategy in place for your website. If you don’t have a SEO strategy in place or can’t start one now, keep reading ahead.
Let’s take a deeper look at the real reasons you’re not getting leads from your website.
Lack of a Compelling Hero
On a website, the “hero” or “hero image” is the very first thing a visitor sees when they come to your website. Everything immediately visible before a user “scrolls down” needs to contain the single most important content on your entire website – the call to action.
A great call to action should present an accessible solution to your target customer’s primary problem.
That sounds simple enough right? Well let’s take a look at a restaurant example below:
A proper call to action:
- Understands the TARGET visitor and doesn’t try to cater to EVERY visitor
- Presents a visual representation of the problem being solved
- Features one or many keywords that a user may have searched for in search engines to find the website
- Has a button or link named for the action the visitor should take next
The hero displayed above understands the visitor is likely there for BBQ and particularly brisket. It’s using a great font that blends well with the image and colors used. Speaking of the image, they’ve added a great photo of their food to represent an “answer” to the visitor’s problem. (they want BBQ well here it is!)
Lastly, it wraps it all up with a button to see the menu or order online now.
This hero works well here because it caters to its target visitor and gives them what they want right away. It’s also pleasant to look at and creates the desired impression for the brand.
Taking a look at this other industry the concept is the same:
- A visitor looking for home organizing services will likely be impressed by a clean website design
- The website presents a simple message that speaks directly to the visitor’s problem
- Features a simple “Let’s Start” call to action which indicates the next step towards the visitor’s solution are doing when they
- A picture of the person you’ll be working with. Very important for establishing trust depending on the industry
The hero is extremely important in telling your visitors who you are and what they will get working with your brand.
The simplest way to come up with a compelling hero is to ask yourself, “If I could only say one thing on my entire website, what would it be?”
No Trust or Authenticity
Let’s talk a bit about trust and authenticity. These factors are very important. Not only do they differentiate you from your competitors, but they also have a direct impact on your website’s performance.
While the hero can establish good trust in your brand at the outset, your website should continue to build on it throughout your entire website.
The easiest way to do this? Tell the visitor who your brand is through authentic images and video.
Consider the image above. This is from a set of corporate team stock images that you can find at websites such as Pexels. It’s one of probably a few dozen photos involving the same people, and they’re really great pictures!
However, unless you are this company, this picture has nothing to do with your brand. While stock photos can work in certain areas on your website, you must include real images related to your brand.
Hubspot talks about this and more on their list of ways to create a more trustworthy website.
As mentioned above, including an image of yourself or your team goes a long way in establishing trust. Adding pictures of your location, services and products will help visitors recognize you as a real and established brand.
This goes further by producing a video. Having a small 30 second to 1 minute introduction to your brand builds instant trust in one of the most engaging ways. Place this video on your homepage to impress visitors coming to your website and humanize your brand.
We go into more detail on the importance of video in our previous article, Why You Need Web Video Production for Your Brand.
Your Brand Has No Voice or Identity
Speaking of humanizing your brand, copywriting is also important when it comes to driving leads. As we mentioned earlier, you want to cater to the user’s problem and clarify how you will help them solve it.
That being said, remember that your brand has a voice. How you say something is perhaps more important that what you are saying. The best way we can illustrate this is to look at the two pictures below.
Here is a Robot named Pepper:
And here is a woman, let’s say her name is Rachel:
The content on your website can either sound like it’s being delivered by a robot or by a human with personality.
“Our community events establish and cultivate a culture of learning through engaging activities and youth-friendly exercises provided free thanks to our sponsors. Sign up today.”
“Get the full experience! Our sponsored community events feature science workshops, outdoor activities and math games to engage youth and provide a better way to learn. Join us this weekend!”
Now, the two quotes above aren’t the best copywriting in the world, but the second is more specific and provides more information to the reader. It tells you what type of activities are available, when the event takes place and gives two small call to actions at the beginning and end.
Not to mention, it adds a bit of an excitement, somewhat making the sentence more “human” so to speak. The goal is to give the visitor an idea of what do business with your brand is like.
Reviews, Reviews, Reviews
Following up from testimonials, when was the last time you asked a past customer or client for an online review? Online reviews, particularly reviews from Google, tremendously help your website to generate leads.
Reviews are powerful and 84% of people trust them as much as their friends. If you own a restaurant, you will receive reviews naturally. This is likely because you will see more customers on an average day than other business types.
For other types of businesses that don’t see as many customers on average, it’s important to have a great review generation strategy in place. Seriously, those gold stars make a huge difference!
Gather more reviews across websites such as Yelp, Yellow Pages, BBB.org, Trust Pilot and more. Once you’ve earned enough reviews on one of these sites, many of them have badges that you can place on your website. Sometimes seeing these badges is enough for a visitor to pick up the phone.
You can use Pleper’s useful Google Review generation tool to get more Google reviews from your customers.
Additionally, place real reviews and testimonials on your website’s home page. You can even spread them on other pages throughout your website. It doesn’t take much but a few phone calls to your past clients.
Provided it was a great experience, they’d be happy to leave you an online review or give you a testimonial to place on your website. Including a picture of the person or even video of the testimonial makes it even stronger.
Bonus: You Aren’t Promoting Your Website
Now that you’ve built your new website, you can finally get those new business cards printed with your domain on them. The problem is, that’s often where the promotion stops!
How many business interactions do you have where you actively ask people to visit your website? How often do you share your website pages on social media? Do your peers even know that you redesigned your website recently?
Try to make it a habit to actively promote your website. One of the simplest ways to do this is by blogging and sharing the blog posts on social media. Additionally, you can share your website or its blog posts on forums, in Facebook groups, answer questions on websites like Quora and so much more.
Identify your website’s value, find out who it provides the most value to, find where those people are and get your website in front of them. Your audience might be on Facebook, but then again it could be on Pinterest or Linkedin. It could be in forums like Reddit or video websites like YouTube.
You can do this offline too. Always make it a point to mention your brand and website in person whenever possible. Don’t treat it as an afterthought!
Thanks for reading! You’re well on your way to cracking the code to bringing qualified leads from your website.