While creating a website is a crucial step in gaining traction online (congrats on getting that far!), this does not necessarily guarantee that there will be an increase in traffic on your website. Search engines do not ensure your website will be visible when consumers search for your product or service. This lack of visibility on Google, or other search engines, prevents customers from seeing your beautiful creation.
Here’s the good news though, we have nine simple improvements that you can make to your website to show off your webpage and gain leads.
In this article:
-Why your website may not be appearing in search results.
-How technical website issues can cost you potential customers.
-How to compete with established businesses in your market.
Kingdon Marketing helps increase views and conversions on your website with SEO. Check out services and contact us when you’re ready to increase revenue for your small business.
1. No One is Searching for it
This is why doing keyword research is important when attempting to generate local leads. For example, when users go on a search engine to find a service they are looking for, they commonly search for a primary service like “power washing” and follow their request up with a service area or “near me.” If your website does not optimize for these keywords, there is a smaller likelihood that your website will be advertised to the public.
Including keywords in your titles, descriptions, and webpages, are what distinguishes your website from the rest. Think about how often you include “best” in your search engine. “Best restaurant in Austin TX” or maybe, “Best nail salon in Boone NC,” but does your website state that you are the best in your location? Most likely this aspect has not crossed your mind, but it makes all the difference in getting consumers to click on your page.
2. There are Technical Errors on the Site
Sometimes when making websites, there are slight mishaps that could potentially ruin a customer’s experience on your site. Often, it is easy to overlook broken links or forms that fail to submit. But, these things are the difference between getting a lead and losing one.
Although this does not define your company’s trust and ability to provide quality service to customers, it can send the wrong message to website goers. Even the strongest SEO and marketing strategies cannot keep consumers interested in the page if they are unable to access all the links and forms on your website.
Lack of ability to properly navigate, access, and provide credibility due to technical errors on your website can significantly impact lead generation. So always double check that your website is running smoothly and that all links, images, and forms are functioning properly.
3. There’s Not Enough Content on the Site or Keywords Aren’t Right
Allowing customers to understand what your business offers is crucial to a website’s success, but it is easy to unknowingly create thin content on your site. “Thin” content means there is a lack of useful information provided. This can range from not having an FAQ page to forgetting to mention where the business is located. These simple mistakes can make a huge difference in the amount of traffic a website receives. Including blog posts, customer reviews, FAQs, detailed service pages, and location-based content are all major steps toward creating a professional website.
When creating a website, understanding the difference between keyword stuffing and natural keyword placement also plays a major role in consumer appeal. Using different variations of keywords is far more effective in attracting users to a website than repeatedly using the same phrases. Additionally, search engines have become advanced enough to detect keyword stuffing and may rank a website lower because of it.
4. Competition is Too Tough
Dealing with tough competition does not make it impossible to rank on search engines, but it does require patience and strategy. Some companies are older and already rank highly on Google due to their credibility and long history of established customers. However, there are still ways to increase your website’s traction despite the competition’s strong presence. Strategic keyword usage and branding are essential to improving a website’s visibility.
Having strong content marketing and consistent SEO efforts will help make your website more competitive over time. Focusing on unique services, targeting local audiences, acquiring positive reviews, and emphasizing niche selling points are all important to a website’s success. You do not have to be a well-known brand name to generate leads — you simply need to be persistent and strategic in maintaining your website.
5. Not Enough Off Page SEO
Off-page SEO can be defined as the actions taken outside of building a website to improve rankings and marketability. A strong example of off-page SEO is the use of backlinks. Backlinks are links from other websites that direct users back to your website. They create a sense of trust and credibility for your site, especially when they appear on directory services or other trusted websites. Additionally, third parties are more likely to become leads if they discover a website through a reputable backlink.
Social media advertising is also a significant part of off-page SEO, along with local service listings and review blog posts. All of these elements help create a stronger sense of trust between consumers and a business’s services. Not only is it crucial to build relationships between businesses and consumers, but search engines also recognize this data and are more likely to promote a website when a company’s relevance and legitimacy are evident.
6. Lack of Analytics and Tracking
Being aware of the analytics behind a business’s website is important when identifying consumer behavior. While some webpages may capture a customer’s attention and generate numerous leads, others may fail to receive the same level of engagement. Monitoring what is working, and what is not working, can make a significant difference in a business’s online success.
There are many tools that simplify the process of performance tracking, such as Google Analytics and Google Search Console. Making decisions about website changes is much more effective when those decisions are supported by data. To encourage lead growth and support the long-term success of a company, decisions should not be made impulsively. Fortunately, there are a wide variety of analytics tools available today that make it possible for businesses to make smart, data-driven decisions related to their website.
7. No Trust Signals (Reviews)
Creating a trustworthy relationship with customers makes all the difference when it comes to consumer purchasing decisions. If a website doesn’t seem verifiable, this most certainly begs the question of whether or not someone should buy from the webpages.
But there are a few simple adjustments that can confirm that a website is credible. Most commonly customer testimonials, reviews, awards, and certifications are used to bridge the gap of trust in the buying process. Additionally, but a bit more unexpected, are the elementary aspects such as contact information (phone numbers, email, linkedin, etc.) and real photos of the entrepreneurs behind the business operations. Including this type of content in a webpage creates a sense of dependability that can bring in more leads.
8. Target Audience Isn’t Specified
When it comes to generating customer engagement, visitors need to know that they are the audience being targeted. For example, if someone located in Boone, North Carolina, is looking for a real estate company to list their home and finds themselves on a Los Angeles real estate website, they will likely conclude that they are not the target audience for that webpage.
To better target customers who are interested in a business’s services, it is important to clearly identify the intended demographic, community, and the products or services being offered. Vague information can confuse potential customers and may even result in lost leads. Ensuring that a business’s website clearly communicates its purpose and target audience can significantly improve performance compared to a website with overly general information that attempts to appeal to everyone.
9. Missing Call to Actions
The process of a customer making a purchase through a website involves numerous steps. If these steps are not clearly communicated, it is likely that a customer will leave the page and direct their attention elsewhere. This is where calls to action come into play.
Strong examples of calls to action include statements such as “Contact Us Now,” “Get a Free Quote Today,” or “Schedule an Appointment.” Using direct and clear language makes the conversion process much easier. These guiding statements should be placed throughout the website so that, at any point, a customer can transition from being a visitor to becoming a buyer.
Ready to implement this for your small business? Contact Kingdon Marketing today for a free strategy call.
