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How to Tell If Your Website Is Costing You Leads
If a lot of people are visiting your website, but no one is calling or filling out your contact form, it's easy to think your marketing isn't working. The marketing might be fine. Getting visitors to your site and getting them to reach out are two different things, and they break down for different reasons.
What's usually happening is that visitors get stuck once they land on your site. Your marketing is doing the job of getting them there, but the site isn't making it easy for them to take the next step. Until that changes, more visitors won't make much of a difference.
This article walks you through how to tell the difference between a marketing problem and a website problem, the signs your site might be losing leads, and where to start when you're ready to fix it.
Traffic and Leads Are Two Different Things
When the leads stop coming in, most business owners look at their marketing first. The issue is that getting visitors to your site and getting them to reach out are two separate things, and they fall apart for different reasons. Treating them like the same problem usually means spending money in the wrong place.
Visitors Don't Equal Leads
Your site can get hundreds of visits a month and still bring in zero leads. If people are landing on your site and leaving without doing anything, the visitors aren't the issue. Something on the site is. We help our clients tell these two apart so they stop putting money into the wrong fix.
The Website Is Where Leads Are Won or Lost
Every channel you put money into eventually sends people back to your site. That's where they decide whether to reach out or move on. If your site doesn't make that next step easy for them, the lead usually goes somewhere else. We keep that in mind on every website project, because it shapes what your site needs to look like and say on every page.
4 Signs Your Website Is Losing Leads
Once you've ruled out your marketing, the next step is figuring out what to look at on the site itself. A few signs tend to stand out and noticing them is the first step toward knowing what to fix.
1. High Traffic, Low Conversions
This is the easiest one to spot. People are finding you, but they aren't reaching out, filling out forms, or making purchases. Something on the page is getting in their way.
2. High Bounce Rate on Key Pages
If people are landing on your most important pages and leaving right away, those pages aren't doing what you need them to do. Maybe the message isn't clear. Maybe the design is confusing. Maybe the page is loading too slowly. We look at the data with our clients to figure out which one it is, because what you do to fix it depends on the cause.
3. Outdated Design and Content
If your site looks like it was built five years ago, visitors might wonder if your business is five years behind too. Old copy, broken links, and outdated team photos all chip away at trust before someone ever clicks over to your contact page. Keeping your site current is part of keeping your leads coming in.
4. No Clear Path to Contact You
If a visitor has to hunt around for your phone number or click through several pages to find a contact form, you're losing people who were ready to reach out.
What's Actually Causing the Problem
The signs above tell you something is off. The next step is figuring out what's behind them. A few causes show up over and over in sites that aren't bringing in the leads they should.
Slow Load Times Push People Away
If your site takes more than a few seconds to load, a lot of visitors will leave before they even see what's on the page. Speed also affects where your site shows up in search, so a slow site costs you twice.
The Site Isn't Built for Mobile
More than half of the people visiting websites today are on their phones. If your site doesn't work well on a phone, you're losing most of your visitors before they ever get a chance to reach out.
Weak or Missing Calls to Action
A website without clear next steps ends up reading like a brochure. It tells visitors about your business but doesn't give them anything to do with that information. We add clear next steps throughout every site we build, so visitors always know what to do when they're ready.
Content That Doesn't Speak to Your Customer
If your site mostly talks about your business and not about what your customer is dealing with, it's harder for visitors to see themselves in it. People want to feel like you understand what they need before they pick up the phone. We write website copy with your customer at the center of every page, so it reads like it was made for them.
Turn Your Website into a Lead Generator with Legend
Your website is often the first impression your customers get of your business, and that first impression carries a lot of weight. When your site is designed with your customers in mind, visitors are more likely to pick up the phone or fill out a form instead of clicking away.
If your website is getting visitors, but no one is reaching out, you don't have to figure out how to fix it on your own. Let's talk about what you want your site to do, where it's missing the mark, and how we can help.
