07 Aug Not turning website traffic into leads? Six ways your home page is letting you down, and what you can do about it, starting today!
Hmm, you know the scene. You’ve been through the long and emotional process of building your dream website that defines your business to a tee.
You’ve spent a bucket load of cash, and the time to match. You’ve completed brief upon brief, and finally, you have an all-singing, all-dancing website that your entrepreneurial counterparts will envy.
But now, the analytics are in, and the results aren’t good.
Your SEO strategy is ticking all the boxes and you’re getting a steady flow of traffic, but you haven’t converted one single lead.
Your phone’s not ringing, no one’s completing your strategically placed ‘contact us’ form, and there is no proof in your website’s pudding.
What you’re experiencing is common and I hate to be the one to let you know that purely owning a fancy website doesn’t make it effective.
Fortunately, here at MediaShark, we see this all the time and whether you’re a website designer or not, you might find some common mistakes on your home page. Not wanting to be the bearer of all bad news, the good news is that you can rectify most of these yourself, starting today!
Keep reading to find out if your home page is letting you down and putting a block on your conversion rate.
1) Not enough copy.
While web designers across the globe are promoting the minimalist effect with websites, less is definitely not more for the words you use on your site.
You don’t have to go overboard and write a full-scale essay, but the power of good copy for drawing your audience in is something that is grossly underestimated.
Your website copy is your chance to identify with your target market at the point they’re at, and take them on a journey to get them to your call to action. Consumers have lots of choices these days so if you’re not giving them a point of difference as soon as they get to your website (which is impossible with images alone), they’re unlikely to stick around.
Fix it today: Engage with a content writer and request approximately 300 words of copy for your home page. This can be split into smaller blocks in line with a sleek design but unless you have those words, you’re missing a golden opportunity to make the connection needed to encourage your audience to take action.
2) It’s too cluttered.
You’ve got your images, your copy, and your call to action buttons but your home page is still not grabbing attention. While you need all those essential elements, a cluttered web page will overwhelm viewers and make them exit your site as soon as they get there because their attention isn’t aren’t automatically averted to where it needs to be.
Fix it today: Make sure that copy is presented in small blocks, call to action buttons are spread out and you have eye-catching titles which are displayed in an attractive font. Don’t be afraid of white space. Many people make the mistake of believing that every spot on their home page has to be filled, this isn’t the case.
3)Lack of a clear call to action.
Adding a solitary ‘buy now’ button at the bottom of a website isn’t going to cut it. Nor will adding complicated instructions in your main bulk of copy. Your audience, much as we love them, is lazy. They’re likely to skim through your content and they need you to make it easy for them.
Whether you want them to ‘buy now’, ‘sign up today’, ‘request a quote’ or ‘call you’, they need to be given ample opportunity to do this easily.
Fix it today: Add three or four call to action buttons at appropriate points and make sure the actions are all the same. Asking your viewer to do more than one thing on your home page will confuse them so choose the call to action that’s most conducive to your business goals, and stick to it throughout.
4) Your images are crap.
Sorry to be blunt, but this grinds my gears! Images are a personal choice. Personally, I can’t stand cheesy stock images that show people having a jolly time in their corporate attire. Seriously, no one has that much fun in the office! But that’s my taste. You know your market and you know what appeals to them.
Images are one of the best ways to engage an audience and appeal to the emotions that encourage them to take action and choosing images that are irrelevant or of poor quality, will put your audience off and definitely won’t turn your views into leads.
Fix it today: I get it, good quality, relevant images can be expensive but spend some time exploring the free images that are available. Sites such as Pixabay, Pexels, and FreeImages provide free images that are high quality and don’t have copyright regulations attached to them. Sign up for your accounts today and start a library of images that will really appeal to your target audience.
5) Your home page appeals to you, not your market.
This is so common and it’s something that a lot of, for a politer way of saying it, ‘less experienced’ web developers overlook. They design a website based on what you, the business-owner wants to own, not what your target market wants to see.
While to you, your website is perfectly streamlined and sexy; to them, it’s unappealing, uninviting and it doesn’t speak their language.
Fix it today: Go back to your buyer avatar and make sure your website works for your target market. If you haven’t already created this, do your research. Create a detailed buyer avatar that will tell you the language you should be talking, the images your market wants to see, and will help you create a brand that your future customer will identify with.
6) No contact details.
Your website flows, you have your call to action buttons in place, and your contact forms are plentiful. Sometimes though, people just want to pick up the phone and talk to someone. Contact forms shouldn’t be overlooked but the ‘we’ll contact you within 24 hours’ notification can be super frustrating for anyone who wants an answer now (that’s everyone by the way).
Fix it today: Always make sure you’ve included a phone number on your home page for those people who want a quick answer immediately. This phone call is your golden opportunity to catch a lead while they’re warm, and convert them into a sale, don’t let it go to waste.
If your website isn’t converting you can make these simple changes today. If you think your website needs a complete overhaul, chat with one of our web experts who can help your website reach its fullest potential and help your business grow.