Is Your website performing well? Are you getting calls from the site?
Are you getting inquiries from the site? If the answer is no, then read on.
In this article, I will point out some of the reasons that websites are failing in their task of generating leads and sales.
Peak District SEO often get enquiries from business owners who tell me they have paid a lot of money for a website that just isn’t working well for them.
They all have very different websites, built on a range of platforms, almost without exception they are suffering from the same problem, they went “live” too soon.
Over the many years that I have been doing Search Engine Optimisation (SEO), I found this common issue time and time again. I can understand why businesses make this simple error, they want to get their website online ASAP.
Why your Website is Not Generating Leads
A new and exciting project like publishing your company’s website creates a buzz. Sadly this buzz can be short-lived if certain basic SEO steps are not followed.
If your website isn’t intuitive, customers get frustrated and leave. So you need a good plan first of all.
Plan Your Website
Before building your website. Plan it first!
Often, business owners look at me with a blank expression when I say “make a plan before you build“. Adding pages as you go is commonplace but it can lead to a messy and confusing site if not regularly reviewed.
It’s fine to approach an agency without a plan, but be aware that if you do so, you are likely to end up paying a lot of money for them to come up with the plan for you. You should be able to make a rough plan of what your website will need to look like. Of course, this plan can be tweaked in collaboration with your web agency, but try to formulate a basic plan.
If you plan your website well, your customers will be able to find what they are looking for easily, only then are they likely to make an enquiry or buy.
Putting a plan together isn’t just about the structure of the website,
It’s also about the content and what goes where and when to post it.
Content is King, Content is King, Content is King.
There is an old saying in the web industry “Content is King”. Many many websites ignore this mantra. But what does ‘Content is King’ mean?
It simply means that the content on your site is what impresses people.
If they are not impressed, they won’t be engaged. If they are not engaged, they won’t stay long enough to contact you or make a purchase.
That’s why content is the most important thing on your site. If you don’t build decent content for your website, you are likely to fail to achieve your goals. Ignore it at your peril.
Questions to ask when planning content.
- Who is it for? (Does it fit my audience needs)
- Where will the content go, will it be relevant?
- Why is it going on the site?
- What purpose does it serve?
- When to post it, are you talking to your audience…or the wall?
Everything you put on your site should be useful to your users. If the content doesn’t help users in some way, it doesn’t need to be there at all.
Writing Engaging Website Copy.
1) 300 words minimum for all articles.
2) Every product should have its own unique description where possible.
2) Do not fall back on the manufacturers’ descriptions.
300 Words Per Article
Three hundred words? I know, that’s going to put a lot of people off writing content. Most people struggle to write 100 meaningful words. It’s important to show your belief in the product/service, be descriptive not rambling and answer your clients’ questions.
By writing a decent amount of “relevant copy”, you give your customers confidence that they on the right page.
Start today. Once you have written one article, you’ll feel better about writing the next one. Just for context, this article is 1,027 words.
Not a writer? Get help.
Unique Product Descriptions
What makes your site different or better than the competition?
In the past, I have practically had to beg clients to write proper product descriptions. Time and time again, I was seeing websites with very little copy on category pages and virtually no copy on product pages. When I asked clients about this, I was met with indifference and complacency. The standard response was,
“People have found the site… so they’ll find the product” or
“I don’t have time to write product descriptions”.
I understand, really I do. You’re busy, I get it. Bear this in mind though, your competitors CAN and most probably WILL find the time to write product descriptions. Especially If it means beating your company to a bigger market share.
Delegate the work if necessary, or ask us to assist you. The site with the best images and product descriptions is the one delivering value to the customer.
Avoid Manufacturer Descriptions
Improving product descriptions can seem like a daunting task. Don’t be tempted to fall back to the easy options like adding manufacturer descriptions, or just importing the stock list. Don’t do it!
A few of years ago, you could get away borrowing other peoples descriptions.
A search on Google would find tens of sites selling the same products, with exactly the same product descriptions, word for word. Today, this tactic won’t perform well. Although I have seen instances of it still working in some niches, those instances are getting less and less.
Google frowns upon duplicate content. So, if you set up a site that sells the same products as every other store in your niche, write your own product descriptions. Make your sales pitch the best in the market.
If you take the “easy option”, more than likely, you’ll be rewarded with indifference by Google and other major search engines and that means customers won’t find your site.