Why Your Website Isn’t Making You Money
As the popularity of digital advertising grows, Internet lead generation is increasing in importance. However, if your website is impeding your ability to attract qualified leads rather than helping, it may be time to make some adjustments.
Your website is the center of all your online marketing activity. From search engine optimization to banner ads to email marketing to social media, the goal should always be for prospects to end up on your page, according to Business 2 Community. But unless your website has calls to action to convert leads, you could end up losing revenue in the sales funnel.
In many cases, your website may be the first impression your brand prospects get, particularly if they arrived on the site through SEO efforts. The article said visitors will only spend a few seconds on your site scanning content before they decide whether they want to stay on the page or leave. The stakes are high, and you need tools in place to capture prospects for more effective lead generation campaigns.
Uncertainty over what makes a qualified lead is impacting campaign effectiveness
Part of the problem with Internet lead generation is marketers have an unclear understanding of what a qualified lead really is. Sales professionals in many organizations may maintain a different picture of their ideal leads, and this can seriously damage the revenue funnel. Before you can hone your website into a lead-generating machine, it’s important to make sure sales and marketing are aligned and share the same definition and what constitutes the right kind of lead.
Marketers may view engagement as a determining factor of whether someone is a lead or not, but most sales representatives probably view it differently. Since B2B buyers spend so long in the purchasing journey, they interact with a number of brands before making a final decision. It would be unwise to assume every website visit, social media like or retweet has a deeper meaning.
The two teams need to have a shared understanding of qualified leads so marketers aren’t passing irrelevant prospects to their colleagues in sales.
Ways to boost website effectiveness
Marketing automation platforms have built-in analytics tools that can help you measure website performance. For example, you can use analytics to determine which pages on your site have high bounce rates, which can help you make improvements to the content to keep people there for longer.
One key area that may need to be reassessed is your homepage. Prospects should not have to search around for product information when they land on the first page of your site. Navigation should be intuitive to provide visitors with informative content that keeps them on the page.
A crucial component of an effective website that often gets left out calls to action, Business 2 Community said. It isn’t enough to offer a blog with relevant content. Visitors need to be given the next step, whether it is downloading a white paper or subscribing to your e-newsletter. Requiring an email address for content downloads can help you turn website visitors into leads.
While the website may not seem a critical part of lead generation efforts, it plays a role in all Internet marketing methods. Using marketing automation to measure website effectiveness and nurture leads can improve the qualification process. These tools build a greater understanding of the customer’s journey, and in turn, this can help the sales team improve how they communicate with qualified prospects. Improving the website can prevent revenue from leaking out from the middle of the funnel.