Here are some reasons why a site may not generate leads or sales:
- New Website
- Poor SEO
- Poor User Experience
- Low Consumer Confidence
- Lack of Calls To Action
- Poor Quality Content
1. New Website
If you are a new business and have just launched your website, you will need to be patient whilst Google indexes your web pages. This can take weeks, and sometimes months for an entire site to be indexed.
Once the site is fully indexed, it can then take a few more months before you start to see your web pages ranking for keywords that are important to your business.
Because of the length of time it takes to index a site and gaining natural organic traffic from Google searches, it is strongly recommended that you invest in a paid (PPC) ad campaign as this will send traffic to your site immediately. You will have to pay for each click on your ads, however, this is a great way to get people landing on your website whilst you wait for your site to gain rank and search visibility.
2. Poor SEO
Whether your site has been live for just a few months or for many years, you will need to invest in SEO. SEO is important because it will help Google to find your content quickly and display your web pages for relevant search queries.
There are over 100 factors that correlate to page rank. Some are controllable, such as on-site SEO, gaining backlinks and gaining positive reviews. Others aren’t controllable, such as changes in market conditions, changes in user search behaviour, increased competition and algorithm updates.
A reputable SEO agency will be able to tick the boxes for all the controllable elements which will help to increase brand visibility and website traffic in Google. SEO isn’t, however, a one-off cost. It requires on-going investment in content creation that targets your most valuable keywords, as well as continuing to build on the internal link structure and applying Local SEO if you are wanting to reach a local audience.
Another important element of SEO is increasing domain authority and trust. Google sees linking to high authority domains, having quality backlinks, and having a lot of positive customer reviews as signals of trust and authority and your site will be awarded more rank as time passes, and these signals get stronger.
3. Poor user experience
A website that provides a poor user experience will see low on-site engagement, high bounce rates and possibly even a high number of basket and cart abandonments.
Google encourages all websites to embrace the needs of the mobile-user, in particular. With so many people searching on Google using mobile devices, Google has now made page download speed a core ranking factor. Not only this, but the site will need to be ‘mobile-responsive’ to provide the mobile-user with the very best experience. The site should be easy to navigate, fast to download, provide concise and quality content, clear call-to-actions, and be simple to take any action required.
4. Low consumer confidence
We touched on generating positive customer reviews as part of your SEO strategy, and this is because not only do positive reviews enhance trust with Google, but it also enhances trust of your customers and potential customers.
Customer reviews do, however, need to be independent reviews. There is little value in uploading selected testimonials to your website as this will hold no weight with Google, and also isn’t likely to have the impact on potential customers buying decisions that you may hope.
Instead, you may decide to opt for requesting Google reviews, or perhaps social media reviews – all of which are free, and posted by the customer. There are also many third party review sites such as TrustPilot and Reviews.io. which are chargeable platforms, but platforms that all consumers use and trust, rather than just those with a Google or social media account.
5. Lack of Calls To Action
Calls to Action (CTAs) are usually buttons or links that direct a user to take action. For example, ‘BUY NOW’ or ‘Contact Us’. CTAs need to be clear, concise and prominent.
If you are running a short-term promotion and are not generating any sales, it could be that you do not have enough CTAs through the website that attracts the users attention to that promotion.
The home page is often the most visited page of a website, so this is the perfect page to be creating prominent CTAs to pages you want users to visit.
Chatbots are also a really good way to increase engagement with your users. It keeps them on the site for longer, can help to answer any questions quickly, and this short interaction may just be enough to gain a lead or sale.
6. Poor quality content
If you feel you have ticked all the above boxes, and your website is still not generating leads or sales, it could be due to poor quality content, and this can affect your web page rank and visibility in Google search indexes.
Google uses E-A-T guidelines to determine whether webpage content is valuable to readers and whether it should rank well.
E-A-T stands for Expertise, Authoritativeness and Trustworthiness. E-A-T isn’t technically a ranking factor, but it can impact your content’s rank as it is used to determine whether your content is of high quality.
It is recommended to create a content marketing strategy that is focused on creating content to enhance user engagement and increase relevancy for the target keywords.
FREE Website Audit
Whizz Marketing is a leading SEO Agency in Hampshire. If you are wanting to generate more leads in 2023, we would love to help get your website up to speed and ranking better for your most important keywords. Take advantage of a FREE WEBSITE AUDIT which will identify any core issues that may be holding your site back. We will also provide some recommendations on what can be done to improve your site performance! What are you waiting for? Get your FREE WEBSITE AUDIT Today!