So, you've invested in a website you're not getting any leads?You're thinking about investing in SEO to get more traffic. That could be a big mistake.
In this article, I'll explain why most websites fail to generate leads and clients.
Where it all goes wrong (and it's right at the beginning)
The two people involved in your website were:
a) You, the proprietor
b) Your graphic designer.
To be frank, neither is a specialist in designing a buyer's journey that engineers a clear path to your door.
- The designer knows how to make it look pretty.
- The proprietor - well, they have their own unique areas of specialisation. (Now, if only we could get more people to appreciate that and enquire!)
Let's assume you have the following in place
Sometimes the problems are technical, but most websites function exactly as expected. Let's assume yours does too:
- Your website looks ok (this is less of a big deal than you think, but it just shouldn't look scruffy)
- The website loads quickly enough (1-3 seconds, and it's visible)
- The website looks fine on a mobile phone (fonts and images are all visible and legible)
- The navigation structure is as good as the average website
The gains from making adjustments to the above are marginal once the site is functional. For example, investing further in making your site look amazing will yield very little return. In fact, if you're getting zero leads and your site functions, we need to talk about something else.
Here's the fundamental mind shift you need to make.
--> Your website is a tool for your ideal client, not a billboard for you.
Let's explore this:
There are basically two types of websites:
1. The billboard (or broadcast)
The billboard displays information about the proprietor
2. The guide (or tool)
The guide helps a potential to take an action that moves them at least one step closer to solving a problem.
I'll use an analogy of a dental practice. (You should be able to see similarities to your website in either of these two businesses).
The tale of two dentists
Each dentist wants to attract more clients with toothaches.
Dentist A - The Billboard/Broadcast Approach:
- This website prominently features the dentist's qualifications, awards, and years of experience.
- There's a detailed biography, a list of services, and numerous testimonials praising the dentist's friendly bedside manner.
- The site is filled with professional photos of the dentist and the office.
- However, it lacks detailed information about specific dental problems or their solutions.
If you're suffering from a toothache, you might appreciate the dentist's credentials, but you're left without clear guidance on your issue.
You won't take action.
Driving more traffic to this website will take time and money, but still not improve the number of leads!
Dentist B - A Guiding Approach:
- Here, the homepage immediately addresses common dental issues, including toothache.
- There's an interactive symptom checker where visitors can select their symptoms and receive preliminary advice.
- The site offers an educational blog with articles like "Top 5 Causes of Toothache and How to Address Them" and "Emergency Toothache Relief: Steps You Can Take Right Now."
- There's a clear, easily accessible section on toothache treatments offered by the clinic, along with a simple online booking tool for emergency appointments.
The reader gets to associate the dental practice with a solution to a problem.
Driving more traffic to this website will be worth the investment of time, energy and money.
Comparing the Impact:
- On Website A, a visitor with a toothache learns about the dentist's qualifications and friendly staff, but they don't receive immediate help for their problem. The site appears more like a digital billboard showcasing the dentist's achievements than a resource for someone in pain.
- Conversely, Website B guides the visitor one step closer to solving their toothache. The content is focused on the visitor's immediate needs, providing actionable advice and easy steps to book an appointment. The dentist's qualifications and testimonials are there, but take a backseat to addressing the visitor's pain point.
Which Website is Likely to Receive a Contact Request? It's clear that Website B is more likely to receive a contact request from someone suffering from a toothache. The site directly addresses the visitor's primary concern and makes it easy for them to take the next step towards solving their problem. In contrast, Website A, while informative about the dentist's credentials, doesn't offer immediate solutions or guidance for a visitor in pain, likely resulting in the visitor continuing their search elsewhere.
What do you do if your site isn't getting leads?
To be fair, it's difficult to see the label when you're inside the jar. As a business owner, you're the product and you need outside help to figure out how to position your brand as the guide to you - the solution.
Here's what you can do.
Book a strategy call to view your website. During the call, I'll ask you about your business and we'll take a look at your website.
I'll be able to diagnose issues that are causing you to miss out on leads and I'll give you some guidance on where to start tackling these issues.
This call is free, and here's a link.
https://calendly.com/jonathanjensenza/50min
For more resources, visit Strategicmarketingcoach.co.uk
