7. Ineffective, Vague, or Buried Call-to-Actions (CTAs)
The call-to-action (CTA) is a crucial element of your website, serving as a guide for what you want the visitor to do next. If CTAs are unclear, missing, or unconvincing, you're missing out on converting visitors into leads.
A compelling CTA should be direct and engaging, clearly stating the action you want the user to take. It's not just about the words used; the design, placement, and visibility also play a significant role in its effectiveness.
How to fix it
- Be specific and action-oriented: Use strong, action-oriented words. Instead of generic phrases like "Click here," use specific instructions like "Download our Free Guide" or "Schedule Your Consultation."
- Create a sense of urgency: Phrases like "Limited offer" or "Get started today" can create a sense of urgency and prompt immediate action.
- Stand out with design: Make your CTA visually striking with contrasting colors or design elements that draw the eye. Often a best practice is to include it in the upper right hand corner of the navigation and the button is a different (yet consistent) color than other things
- Strategic placement: Place CTAs in locations where visitors naturally engage the most, such as beside key pieces of content or at the end of blog posts.
- Test and optimize: While most things on your site can be tested, this is especially true with CTAs. Use A/B testing to try different CTA versions and see which one resonates more with your audience.
One last note: Too many CTAs can also be an issue so make sure you're not giving someone "too many options" to choose from, or they may stall out altogether.
8. Lack of SEO Best Practices (Google Can’t Find It!)
Search Engine Optimization (SEO) is crucial for making your website visible to a wider audience. Unfortunately, we’ve seen companies overlook the importance of SEO, focusing solely on aesthetics and content only to want to “focus on SEO after the site launches” (mistake).
SEO starts with the site strategy, site structure and your plan for how the content will be discovered. Without SEO, even the most visually appealing and informative websites can remain hidden in the vast ocean of online content.
SEO involves a range of practices, from technical aspects, like improving site speed and mobile responsiveness, to content strategies, like keyword optimization and creating valuable content that resonates with your target audience’s searches. While AI tools like ChatGPT can make the SEO process easier, make sure you avoid making these common mistakes.
How to fix it
- Create and publish quality content regularly: Publish relevant, informative, and engaging content that addresses the queries and needs of your audience. If you know nothing about SEO, focus on this above all else.
- Research what your audience is searching for online: Identify the keywords your target audience is using and incorporate them naturally into your content.
- Optimize website structure: Ensure your site has a logical hierarchy, clear navigation, and is mobile-friendly.
- Improve page loading speed: Use tools like Google PageSpeed Insights to identify and rectify elements that slow down your site. If your site is slow, Google doesn’t want to serve it to visitors because it’s a bad experience.
- Utilize meta tags effectively: Craft compelling meta titles and descriptions with relevant keywords to improve click-through rates.
- Build quality backlinks: Garner links from reputable websites to enhance your site’s authority and search ranking.
9. Not Addressing User Pain Points, or Being too Vague
We’ve mentioned this a couple times now, but it deserves its own section. One of the key reasons a website might not be generating leads is its failure to address the specific challenges and pains of its target audience.
Every potential client visiting your site is looking for solutions to their unique problems. If your content is generic and does not speak to these specific issues, it fails to establish a connection or resonate with the visitor.
The key is not just to showcase what your services or products are, but to demonstrate how they can alleviate the specific pain points of your audience. This approach shifts the focus from what you offer to how you can solve their problems, making your website more relatable and engaging.
How to fix it:
- Identify common pain points: Conduct market research or gather customer feedback to understand the common challenges your target audience faces.
- Tailor content to address these issues: Revise your website content to directly address these pain points. Use language that empathizes with the visitor's challenges and illustrates your understanding. Greg Alexander of Collective54 has a great video about understanding how you can speak to the customers’ problems.
- Showcase solutions effectively: Highlight how your services or products provide solutions to these problems.
10. Ignoring Website Analytics
Understanding website analytics can help you identify what attracts visitors to your site and what keeps them engaged. By not analyzing website traffic and user behavior, you miss out on valuable insights into your website's performance.
Analytics provide a roadmap to what your audience finds appealing and where they might be dropping off, allowing you to fine-tune your website for optimal lead generation.
How to fix it
- Implement analytics tools: Start by integrating robust analytics tools (such as in HubSpot or Google Analytics). These tools are often user-friendly and provide comprehensive data on traffic, user behavior, and more.
- Regularly review data: Set a routine schedule to review your analytics. Look for trends in visitor behavior, such as the most visited pages, bounce rates, and the paths visitors take through your site.
- Make informed adjustments: Use the insights from the data to make targeted improvements. This might include tweaking your content, redesigning navigation for better user flow, or enhancing pages that have high traffic but low conversion rates.
- Monitor changes: After making changes, monitor the analytics to see how they impact user behavior and lead generation, and be prepared to iterate further based on these insights.
11. No Follow-up Strategy for Leads
This is a surprisingly common mistake. We’ve seen this far too many times to count. When leads are not nurtured or pursued with a systematic approach, they can quickly lose interest or turn to competitors, leading to missed opportunities for your business. Many businesses falter here due to the absence of a structured follow-up strategy.
Remember, generating leads is only half the battle; what really counts is how you engage with these prospects post-conversion. A well-defined follow-up process is critical in maintaining the momentum and interest of these potential customers.
How to fix it
- Implement an automated email sequence: Set up an automated email campaign that triggers once a lead is captured (HubSpot sequences are the perfect tool for this). This sequence should thank them for their interest, provide additional valuable information, and gently guide them to the next steps.
- Personalize your outreach: Whenever possible, personalize your follow-up communications. Use the lead's name, reference specific interests they may have shown, and tailor your message to address their potential needs or pain points.
- Regular follow-up intervals: Establish a regular schedule for follow-ups. This could be a series of emails, phone calls, or even personalized offers, ensuring you remain at the forefront of their minds without overwhelming them.
- Track and analyze lead responses: Use CRM tools to monitor how leads respond to your follow-ups. Analyzing these interactions can provide insights into the effectiveness of your strategy and areas for improvement.
12. Dated Design or Poor User Experience
Have you ever landed on a website but decided not to buy anything because the site feels like it was made in 2003? An awkward website design or a bad user experience can significantly deter potential customers, in part because people tend to associate a clean website with trustworthiness.
How to fix it
- Update design elements: Ensure your website has a modern, visually appealing design that aligns with your brand, and is consistent throughout the site. This includes using appropriate color schemes, fonts, and high-quality images. Make sure it’s clear what the most important elements are, and which are lower priority.
- Simplify navigation: Streamline your website’s navigation to make it intuitive and user-friendly. Clear menus, a well-structured layout, and a logical flow of content guide users effortlessly to the information they seek.
- Look into site design norms in your industry - if your industry tends to be a late adopter of technology or behind the trends, go look at ones that tend to be leading the pack, such as SaaS tools like HubSpot. You’ll quickly realize what visitors expect from a visual experience.
- Test user experience: Run some user experience tests to identify and fix any issues that users may face. This can involve feedback from real users or employing tools that simulate user interactions.
13. Terrible Mobile Experience
A site that's not optimized for mobile usage tends to have longer load times, distorted layouts, and navigation difficulties on smaller screens. This can frustrate mobile users, leading to a higher bounce rate and a significant decrease in potential leads.
You’ve probably heard the stat that mobile traffic is making up more of user behavior, up to 57.8% of global internet traffic according to some studies. There are two caveats to this. First, Americans are still more likely to be on desktop (the global stat is basically reversed in the US). Secondly, B2B customers are much more likely to access your site on desktop (presumably because they’re at work).
So does that mean you can ignore mobile? Sorry, but no.
Even if most of your users are coming to your site via desktop, search engines penalize sites that aren’t mobile optimized, leading to lower rankings. And if 1 or 2 out of 5 users are checking out your site on their phones, you don’t want to scare them off with a broken mobile site.
How to fix it
- Implement a responsive design that adjusts seamlessly to different screen sizes.
- Use design mockups: You have to account for how people will use your site, and nailing this down in the design and development phase is critical.
- Optimize images and media to ensure they load quickly and display correctly on mobile devices.
- Simplify navigation to be easily usable on touchscreens.
- Minimize pop-ups and ensure any forms are easy to fill out on mobile.
14. Not Showcasing the Expertise or People Behind the Brand
Establishing a personal connection can be as crucial as showcasing expertise. Potential customers often seek not just a service provider, but a partner they can trust and relate to. A website that fails to introduce the team or reflect the company's culture may come across as distant and unrelatable.
By not humanizing your organization, you risk creating an impression of a faceless entity, potentially deterring customers who value interpersonal connections.
How to fix it
- Introduce your team: Create a dedicated section on your website to introduce team members. Include professional photos and brief bios that highlight their expertise, roles, and a bit of personal background.
- Showcase your culture: Share insights into your company culture through blog posts, behind-the-scenes videos, or a gallery of office events. This gives a glimpse into the working environment and ethos of your company.
- Client testimonials: Include testimonials that mention specific team members, demonstrating the impact of your staff on client satisfaction.
15. No Signs of Your Other Content (YouTube, Podcasts, etc)
Many businesses overlook the power of integrating other content and social media into their websites. Podcasts, shows, and social content help drive traffic and engagement, yet some websites miss out on this potential by not providing easy ways for visitors to share content or connect with the company's other platforms.
For instance, since our customers find our HubSpot Hacks YouTube channel such a huge help for using HubSpot, we make sure to display the videos throughout our website when it makes sense to.
How to fix it
- Link to your social profiles: Clearly display icons linking to your other channels and social media profiles, making it easy for visitors to follow you.
- Embed your content: Consider incorporating your third party content into your website to showcase your latest posts and increase subscribers/followers.
- Have a dedicated media page: Create a dedicated section or page on your website for your media content. This could be labeled "Podcast", "Videos", or "Media Center", providing a one-stop-shop for all your multimedia content.
- Promote it in a newsletter: If you have a newsletter, regularly feature your podcast or YouTube content in it. Provide direct links to the latest episodes or most popular videos.
Looking to turn your website into more of an asset?
Simple Strat specializes in harnessing the power of HubSpot to transform your website into a growth engine for your business. We’ll integrate HubSpot's scalable solutions — from SEO and advanced AI tools to integrated CRM capabilities — to ensure your website not only grows with your business but also maximizes lead generation effortlessly.
Speak to Simple Strat today and discover how we can tailor HubSpot’s all-in-one CMS to your unique business needs, with content that resonates with your audience and drives your business forward.