How to Increase Website Leads Without Paying for Advertising

By Matt Goodwin / June 1, 2018 / Digital Marketing, Paid Search, Search Engine Optimization, Web Design and Development

Whether you own, manage, or are otherwise responsible for any business’s well-being, generally, there’s one phrase we’ve all found ourselves saying many times over: “I need more leads.”

Typically, what follows is the marketing team digging back into whatever campaigns it can to find more ways to optimize or increase spending levels across channels with the goal of satisfying this request.

But what if your campaigns seem to be maxed out of impression share or optimizing just isn’t cutting it?

When we think about optimizing our conversion rate, we need to start at the source. In most cases, the majority of our marketing campaigns are driving leads to one location: the website.

And if there’s a problem with the website, then no amount of marketing will get you the amount of leads your heart desires. Solving this problem can lead to a 69% increase in monthly website leads (more on this to come) and put smiling faces on you or our clients face (or both 😊).

Is Your Website the Problem?

Not much explanation needed for bad websites. There are plenty of examples out there. We’ve all seen them. Obvious red flags for a business regarding whether its website is a main cause for low lead volume include:

  • A bad/outdated design – GeoCities websites probably don’t convert too well in this day and age. Additionally, just like you wouldn’t want to shop in a shady, run-down store for a quality product, people don’t want to submit their information on a website that they have to question the trustworthiness of.
  • Not responsive – With most website traffic now being mobile, ignoring this audience not only has a significant SEO impact, but will negatively affect the user experience for mobile visitors —cutting leads from these visitors down tremendously.
  • Text-heavy – If it’s tough to digest the content on your website quickly and easily, then it’s likely deterring people from submitting information to you — or even getting information from you — because they’re simply not able to take away your key messages.

Sometimes It’s Not So Obvious

The scenarios above are not always the case for a problematic website, however.

Even websites with beautiful designs can have major flaws that contribute to a lower lead volume. These items are not as easy to catch but, if identified and fixed, can make a huge difference in performance.

They are problems like:

  • Conflicting/competing messages – Sticking multiple messages on one page with no hierarchy of importance can lead to confusion or indecisiveness from the customer, thus preventing them from doing what you want them to do — converting. One specific message for the right audience will also help you target keywords and stages of intent for your message.
  • Not enough call-to-action – Data has shown people want to be told what to do. And, if you tell them what to do they’ll be more likely to do it. Properly placed and designed CTAs can dramatically increase lead volume on a website
  • CTAs are lost on mobile – Even with a responsive website, time and time again I have seen CTAs go MIA when sizing down for mobile
  • Forms aren’t optimized – A lack of leads could ultimately come down to the fact that the form that generates those leads is just not ideal for filling out. This includes things like too many required fields or a bad mobile UX
  • Confusing navigation – If people don’t know where to find what they’re looking for, then we can’t expect them to give us what we’re looking for from them

Now that we understand some of the not-so-obvious reasons for a problematic website, how can we know for sure what the reason could be in your case for a lack of online leads?

Analytics Reports Can Tell A Lot

By understanding what is happening on a website, we can better understand how customers are using it to convert (or not), and ultimately make adjustments to improve the conversion rate, which results in more leads and happy faces.

But how do we know if our website has these problems? Enter, analytics reports.

A solid analytics report can be the doctor your website needs to see to determine what’s diminishing your number of business opportunity leads.

When done well, you’ll have all the insight you need to implement changes that increase the online leads coming in; however, far too often analytics reports are overlooked because a lot of the time they’re just full of numbers and no real insight. “Traffic was up this month” is a great, albeit vague, statement, but if we don’t know why traffic was up and why it was down previously then what’s the point?

What Makes a Good Analytics Report?

A good analytics report should check all the following boxes:

  • Be highly visual – The best reports allow you to easily see trends so that you can take away what’s happening at a glance
  • Tells a story – The whole report should tell you what’s going on. For example, you should be able to know what sparked a change, what that change was, and what were going to do now
  • Easy to understand and take away the big picture – This goes hand in hang with the top 2 items. If those are in place, this should be a result of that
  • Identifies insights that can be acted upon – As I mentioned above “leads were down” is not an insight; however, “83% of visitors who started filling out a credit application dropped off after page 2” is.
  • Most important: Include recommendations for what to do now that we have this information – In the example above, a recommendation could include “consider shortening the form to two steps” or “evaluate Page 3 of the credit application to reduce the number of required fields.”

These reports can be extremely powerful in recognizing prime opportunities for improvement. Want proof?

So, the next time you find yourself saying “we need more leads,” take a step back and consider looking at the website. It may be costing you more than you think.

Considering a new website? Find out how much one might cost.