Marketing Services Adelaide.
Your website is the heart of your digital marketing strategy and often the first thing people see before they even meet you. So it’s super important to make sure that it’s in tip-top shape to turn visitors into customers.
There are (almost) a million reasons why a website isn’t getting enquiries. Sometimes it’s the product or service, and sometimes it’s because your industry is competitive. There are loads of explanations – BUT, in our experience, these are the top 5 reasons why websites aren’t getting enquiries.
It’s not coming up on Google (bad SEO)
Most purchase journeys start with need, desire or problem. And when that need, desire or problem arises, potential customers go to Google to find the solution. It’s for this reason that SEO or Search Engine Optimisation is super important.
Read: Web 3.0: What is it, and how will it affect your business?
Investing in SEO is crucial to ensure your website is getting a constant flow of traffic. There are three different types of SEO:
Content SEO
Text is the foundation of search. Google can only scan text to decide what is relevant to serve on their page. It’s for this reason that you need content on your website that not only tells the user what you do, how you do it, where you do it and who you do it for but that also contains keywords and phrases that you want to come up in Google for. Blogs are a great way to improve your content SEO.
Technical SEO
Technical SEO is things like your robot text file, site map, security certificate, site speed, and all that techy stuff search engines need to index your website. I would suggest hiring a professional to assist you with this.
Off-page SEO
YouTube, Podcasts and social media ALL help your SEO. Off-page SEO means content that is produced about your business outside of your owned media. For example, your business being interviewed on a podcast. That podcast is owned by someone else, but the link to your business will help your visibility in Google.
It’s not built or designed well
Ever visited a website that wasn’t optimised for mobile? Bet you didn’t stay there long. Yup, if your business’ website is not responsive (i.e: does not adjust according to the device of the user), people will simply leave the site.
Make sure that your website is optimised for multiple devices and that it is designed well. Tips for a well-designed website are:
- Structure the website in a way that puts the visitor at the centre of the experience. Donald Miller’s Story Brand is an excellent read that talks about how to put your customers at the centre of your brand story – which should translate smoothly into your web design.
- Make sure your menu and sub-menus are arranged well.
- Include images and videos to break up text and place text carefully to ensure it is not overwhelming to the reader. Try and find ways to represent words in icons or images where possible.
- Make sure the user experience is easy. If you have an e-commerce website, a visitor should be able to make a purchase in no more than four clicks. If they can’t, you are making it too hard for them.
- Weave your brand into your website. Your website should represent your brand’s look and feel, helping you capture interest, hold attention and engage visitors.
The copy is not clear or engaging
When a website isn’t generating enquiries, we often look at everything else except the copy. Copy plays an important role on your website. It isn’t just important for SEO but it is an important tool to engage and educate visitors. Go-To Skin is a great example of a captivating copy.
Oftentimes visitors don’t enquire because there is insufficient information to take the next step. Our tips for copy on your website are:
- Create compelling titles that tell visitors the benefits of what you do. A user should know in 4 seconds how buying or working with you will benefit their lives.
- Write three to five key messages for your business that address a problem, articulate a benefit and give a solution. Weave these messages into your website and marketing assets.
- Write values, a brand mission and brand vision. People want to do business with brands that share similar values, so this is important.
- Write at least 750 words per page. A higher word count is good for SEO. Weave in keywords and phrases that you want to rank for in Google.
The call to action is not clear
You’d be amazed at how many people don’t enquire through a website because they are stifled by choice. Think about the most important action you want people to take and keep that call to action throughout the website. For NINKI, our main CTA (call to action) is for people to book a discovery call. You will find this on almost every page of our website.
Your brand is not compelling enough
People buy brands, not products. Your brand is the soul of your business, and for your business to be successful it needs to act like a human through your brand. A compelling brand connects with people and excites them to work or buy from you.
NINKI is a content and strategy agency specialising in content marketing. If your business needs help with content marketing strategies to reach your business goals or with your website copy, book a discovery call with us.