Why doesn’t your B2B website generate leads?
I am not sure whether you are asking for your own website, or websites in general. Assuming it’s one of the two, I will continue this discussion. Lead generation, whether for B2B, B2C, or whatever, is the lifeline of any business model. Further, it helps in collecting the basic information of website visitors, and in the case of subscriptions, like an email list, it allows for regular contact and relationship building.
As far as I have experienced, a website does not generate leads due to the following five main reasons:
1) Complex lead capture form: Perhaps the lead capture form of your website is complex or has too many fields in it, which greatly reduces the conversion rate compared to only two or one entry fields. Web visitors are generally reluctant in fill up complex/lengthy lead capture forms. Like, recently I visited a landing page whose form sought my mobile number, even though I wasn’t booking for a phone webinar or anything. So I bounced. Just an email address is fine for email marketing lead gen, or an email and first name.
2) There is not enough content on your website: The dreaded answer, but it’s very often the case. For lead capturing, a website should have engaging, high-quality content in as much quantity as possible, without sacrificing SEO credibility. Let’s say your website has minimal content with just 4-5 pages and the content is not of much value to the visitors in terms of searchability. Then, it shouldn’t be surprising that your website does not capture enough leads, because just not enough people are looking up things that the pages clearly offer. Time to go back to basics in that case. Start adding more content, both in new pages and word count per page, to show relevance for hot but accessible keywords.
3) SEO is insufficient: The implementation of the best SEO practices on a website and its content regularly helps to get more and more organic traffic to a website. In fact, I’m of the opinion that off-page SEO is no longer optional for a serious online business. We cannot rule out the possibility of a website that isn’t generating enough leads due to a lack of SEO measures on its content, resulting in no indexing or very low result page rankings. If that’s the case with your website, look for better optimization measures.
4) CTA is unclear: A call to action button is a button or a graphic, or even just a hyperlink that tells the visitors to do something, such as click, buy, etc. It can be added onto lead magnets such as a free trial, free ebook, free book with paid shipping, etc. If the CTA is unclear or is not eye-catching, then that can cause you to get fewer leads. Multiple CTAs spread naturally throughout the content is ideal. To explain how important this is, I know a friend who changed the color of his buy button for his sales page to a slightly brighter shade of red, and it increased his conversions by 21 percent. Adding the button to the top of the page as well as the bottom? Another 35 percent increase after that.
5) Social media presence of your website is inadequate: Social media sites are a reliable source of web traffic and leads. Businesses rely heavily on social media websites for growth now. If the website isn’t using social media appropriately and seriously, that would be my first guess for why it’s not generating leads. It’s something most businesses put a lot of time and effort into, without knowing what actually works and what doesn’t. You can look for more creative ways of getting the maximum output from social media on your own time, as it’s too huge a topic to dive into here.
In addition to the above possibilities, there can be some other reasons too. But for the vast majority, this is where to start, and properly addressing these will fix the problem.
On the other hand, you might just mean that you are getting some leads, only not fast enough. If you are looking for a specialized method that improves lead generation massively if applied to a site that follows the tenets from above, List Warrior(LW) is the method I am using right now for email subscribers, but also social media followers, which feed into each other naturally. Honestly speaking, I was in a similar situation a few months back till a top-notch email marketing expert suggested LW. You can also explore the Knowledge Base section on my website for actionable tips on email list building and lead generation.
To sum up, to generate more and more leads, all possible efforts should be made. It is the most essential, holistic judge of whether a business website is working or not, so don’t be surprised if it takes a little trial and error, and a little waiting. While you wait for one thing to help improve your leads, do another. Keep planting more seeds to resolve the problem.
Please feel free to reply if you have any questions.