Why Is My Website Not Getting Leads? How to Fix It
Why Isn’t My Website Generating Leads? (And How to Solve This Problem)
You look at your Google Analytics. Traffic is there.
People come onto your website. They browse through your website’s content. And then - disappear. No form submissions. No booked consultations. No contact forms sent. Only people coming in, browsing and leaving.
If this sounds like your current situation, you are not alone. It is one of the most painful situations to be in for an entrepreneur - spending time and money building a beautiful website which does absolutely nothing.
Here is the thing - when your traffic isn’t turning into leads, it isn’t your traffic problem, but a website conversion problem. And even better - most website conversion problems are solvable, without rebuilding everything from scratch.
Let us go through all reasons why your website isn’t generating leads.
Reason 1 - Your Headline Is Not Addressing Anybody in Particular
Usually, websites start off with a headline that says something along the lines of "Welcome To Our Agency" or "Results Are What We Do". They do not really mean anything to anyone who sees it.
Once someone lands on your site, the only question they ask themselves is "Is it something for me?". If your headline fails to address this within five seconds, they go somewhere else. Not because they aren't interested in what you have to say. Simply put, you failed to provide a good enough reason to stick around.
A compelling headline on your lead generation website should either be addressing the right person, providing a solution or offering an outcome. Ideally, all three.
Solution: Change your main headline to speak to your ideal customer. A headline such as "Helping Real Estate Agents Get More Appointments Without Following Leads" beats any welcome statement.
Reason 2 - There Is No Clear Call to Action
This is by far the most common issue that causes websites to stop generating leads, and it is one of the most easily avoidable problems.
Each page of your website needs to have one specific action in mind for the visitor. No more than five different actions. No vague links to explore services. One clear action.
Solution: Choose one primary action that will be taken on your whole website. Whether that is booking a call, getting a free audit, or downloading a guide, choose one. Then make sure to add that action in three places on your website: the header, the middle of the page, and the footer. And make sure the text on the button is action-oriented and clear. "Get my free website audit" outperforms "Contact us" every single time.
Reason 3 - Your Page Takes Too Long To Load
A website that takes longer than three seconds to load loses a number of users even before they get to see your title. This is more than just a nuisance - it is an absolute killer of conversions that is costing you leads on a daily basis.
Google itself penalizes slow websites, and that means that in addition to losing out on your ranking position, you will lose conversions. Websites that are not converting normally have a speed issue underlying them.
Solution: Immediately test your website using Google Page Speed Insights. Large files that are not compressed, numerous plugins, and slow hosting could be the first things that you need to fix.
Reason 4 - People Don't Trust You
Can you picture going into a store without any positive reviews on display, without seeing anyone else that purchased anything from there? Of course you could, but you would hesitate to buy there. The people visiting your site have the exact same feeling.
Trust is the silent barrier preventing your visitor from becoming your lead. If your web page doesn't have testimonials, case studies, logos of happy clients and some definite results - then people won't trust you, because they don't see any reason why they should.
Solution: Place the real social proof next to your call-to-action button. Specific results will always work better than some general phrases like 'It's great agency, definitely recommend it.' If you're just starting your business and don't have any testimonials yet, a case study or a good guarantee can compensate for it.
Reason 5 - Your Website Is Not Structured Based On a Funnel
That’s the difference between an ordinary website and one built around lead generation and most business owners have never even seen that difference before.
The former provides visitors with information hoping they will contact the company. The latter helps visitors go through a certain funneled process - awareness, interest, decision, and action - and collects information about them at the proper stage of the process.
When there is no funneled structure of your website, people browse it aimlessly consuming content and going away from your website. There is nothing that pulls them to the conversion.
Solution: Plan the path your visitor should take. Which page will they visit first? What will they see there? Where will the call to action be placed? What will happen when they click on it? Reorganizing your website based on this particular flow – or creating a separate landing page - will help you achieve outstanding results.
Reason 6 - Your Lead Capture Form Requires Too Much Information
It may shock people to learn this but a form asking someone for their name, email, phone number, company name, budget range and even project description is likely to be abandoned all the time when the person filling it out hasn’t had any connection with you yet.
With each extra field you ask for on your lead capture form, the number of people filling out that form goes down. There is no opinion involved here. This holds true almost in all industries.
Solution: Reduce your lead capture form to the bare minimum. Name and email may often be sufficient to start a conversation with a potential client. Everything else can be asked for in a discovery call or follow-up sequence.
Reason 7 - Your SEO Strategy is Bringing in the Wrong Visitors
At times, the issue may not even be the lack of conversion at all. At times, the issue may be the wrong visitor altogether.
If your SEO campaign is using keywords that are broad and generic enough to bring in traffic, there is traffic - just the wrong kind of traffic. People who are searching out information and research rather than those who are ready to buy. You cannot expect them to convert because they have never been intended to.
Solution: Perform an analysis of the keywords that drive traffic to your website. Do they reflect commercial intentions, which are terms used by someone who is in the buyer mode? Or are they purely informational keywords that will bring in researchers whose purchase decision will be months away? Adjusting your SEO strategy towards keywords driven by intention will result in bringing fewer, but more relevant visitors to your website.
Website Lead Generation Check List
Check all of these before spending any more money on getting traffic:
Headline addresses ideal customer and his/her problem directly
One distinct call to action on each page
Call to action button uses specific language
Load time faster than 70 on Google Page Speed Insights (mobile version)
Three specific testimonials or case studies displayed
Social proof element located next to each call to action
Opt-in form contains three fields maximum
Website design reflects visitor path through website
Mobile responsive design tested on device
SEO keywords chosen according to buyer intent (not only popularity)
Tracking code installed to find pages with drop-offs
No conflicting links in website navigation on landing pages
Website Not Converting vs. Website Getting No Traffic
Conclusion
Non-converting traffic is a waste.
Each individual who comes to your website and then bounces without any conversion is a real individual who had a problem that you could have solved - but didn’t.
The reasons why your website is not generating leads are usually correctable without a complete rework of the site. Some tweaks like a good headline, a good call-to-action, faster page load times, more social proof, a simpler form, and improved SEO can turn an otherwise useless site into a consistent generator of leads.
What you don’t need is more traffic. What you need is to make the traffic you already have work.
Use the above checklist. Find your worst leak. Fix it this week. And then fix the next.
Or if you would like to know for sure what the exact reasons your website is not converting traffic into leads, get a completely free website audit today and find out exactly what is leaking your leads and how to plug it.
Website Conversion FAQs
Q: Why is traffic to my website fine but not turning into any leads or enquiries?
This is due to lack of call-to-action. There is nothing that directs the visitor on what to do next hence leaving without generating leads despite having a great service/content.
Q: Does a redesigning service help solve my website’s lead generation problem?
Redesigning helps where there are structural problems but many other conversion problems can be sorted out through optimization of the headline, call-to-action and trust elements without necessarily rebuilding the entire site.
Q: What’s the timeline of lead generation after optimization of the website conversion problems?
Businesses usually start to experience positive results within two to four weeks from the time of optimizing headlines, call to actions and speed problems. SEO optimization takes three to six months.
