What's wrong with your website?
Get a website, they said. You’ll get loads of new leads, they said. It will help you win more business, they said. No more cold-calling, no more waiting for referrals from friends, no need to depend on that one solid client for 80% of your work.
So you took their advice.
You got a fancy new website – it cost you a small fortune and took weeks to get right, but it looks amazing.
And you waited for the business to come rolling in. But it didn’t. So what on earth is the problem?
Well, if you’ve got a website that isn’t working for you, then it’s probably down to one of two things.
- You aren’t getting enough visitors to your site
- Your visitors aren’t converting into customers
In this short post, we’ll look at both these issues in a little more detail. And I’ll show you how you can fix the problems, so that your website gets you the results you deserve.
Lack of traffic
Simply putting your website online and hoping people will find it isn’t enough. You’ve got to let them know it’s there. Otherwise, it’s like building a shop in the middle of a field and not putting a sign up or telling anyone it exists.
Check your Google Analytics to see what kind of traffic you are getting – if the numbers are low, then this is where you need to focus your attention.
The good news is there are several ways of driving more traffic to your site:
If you have the budget for it, paid advertising, using tools such as Google AdWords, can be a quick and effective way of getting visitors to your site. Just make sure you do your keyword research properly, so you maximise your return on investment.
Improve your SEO
Search engine optimisation (SEO) is about ensuring that your site gets found in searches. There are lots of technical things you can do to your site, which any good web designer should be able to help you with, but there are some easy fixes you can make yourself too.
Creating blog posts around key search terms will help you get found. And getting quality links back to your site will also help improve your rankings.
This article covers the basics of SEO:
Blogger outreach is about finding bloggers (or journalists) who share a similar audience to you and asking them to link back to your content.
Getting quality backlinks to your website not only helps with SEO, but it also drives extra visitors to your site. After all, if a site they trust is recommending you, then you must be good, right?
Look for blog posts that would logically link to your content, or create content that complements existing articles. The more value-adding your content, the more likely it is that people will agree to link back to it.
For more in-depth articles on how to do blogger outreach effectively, check out these articles:
- Blogger Outreach: How to do it (Ahrefs)
- Ultimate guide to blogger outreach and guest blogging (Neil Patel)
- Blogger Outreach: How to get influencers to promote your content for free (Smart Blogger)
Attract traffic from social media
Use social media to build up a following and then share links to blogs, vlogs or other content on your site. Think of your website like a shop, your blog like a shop window and social media as the high street. A good shop window will attract high street shoppers and draw them into your shop.
Monitor which content gets the most clicks, likes, shares and comments and then create more content along these lines.
Creating valuable content is an excellent way of generating traffic – as long as you are sharing that content. If it’s keyword-focused, it helps you get found in searches. If you share on social media, via email newsletters, and get others to link back to it, you’ll start to see an increase in visitors to your site.
Check out these articles for more guidance on content marketing:
Not converting visitors
If you’re already getting lots of visitors to your site, but your conversions are low, then the problem is probably your site itself. Issues could include:
- Slow to load
- Links not working
- Contact forms not working
- Not optimised for mobile
- Not clear about what you do
- No call to actions or contact information
- Poor content
Check that every page functions as it should, that all the links work and that any contact forms send information to the right place. If everything is working properly, then it’s time to take a look at your content.
If your website copy doesn’t do its job, then it doesn’t matter how well-built your site is or how amazing it looks, you won’t get those conversions.
Your website copy is your sales pitch and it should:
- Tell the visitor they are in the right place
- Explain how your products or services will benefit them
- Give them confidence in your business
- Make them want to work with you
- Convince them to take action
Read through your copy as if you are a new visitor that knows nothing about your company. Would your copy convince you to buy? Does it answer all the questions you would have? Is the information relevant and presented clearly?
For more information on how to create better website copy, check out these articles:
Is it really that easy?
Many marketers will tell you that it takes more than a good blog and decent website copy to win business, but nobody will deny that these two things will help. There’s loads you can do to generate leads and improve your marketing, but working on your copy is a great place to start.
There’s no point sending loads of people to your website if the copy is dull and uninspiring. And an engaging blog, packed with advice, tips and useful information will help you attract more readers.
Need some help?
If you need help with anything content or copy related, book a 90 minute consultation with me. I can help you generate ideas, plan a strategy or teach you some copywriting techniques.
Find out more here or book now for only £120 (inc vat).