Why Your Website Is Not Generating Qualified Leads

Website TRAFFIC Does Not Equal Qualified Website LEADS

Did you know that a good chunk of your website traffic may be bots? Another portion could be unique visitors who landed on the home page and quickly bounced. Still others may browse a bit and then leave with empty shopping carts and zero intentions of doing business with you.

Too many home services business owners fail to realize that website traffic is more of a vanity metric nowadays. Sure, it’s better to have a thousand visitors a month rather than zero. However, I bet you would gladly choose to have 10 website visitors that convert than a thousand visitors who bail without taking any action, right?

Getting Traffic With Few Qualified Leads? Your Website May Be Broken — Or May Be A Website Not Converting.

Your website may be broken without any clear signs. Just like a truly broken website, it yields nothing. No engagement. No qualified leads. No sales. No conversions.

Now that we’ve passed the quarter of a century mark, it’s no longer enough for a business website to function like an online brochure. Rather, your website should be built to engage, inform, sell, and convert. If it doesn’t, it’s your flashing red warning sign. It’s broken. And here are the 6 reasons your website is not generating qualified leads: 

Your Website Message Is Unclear

If your website visitors are bouncing quickly, rarely engaging, and never converting to a qualified lead, your website may suffer from unclear messaging.

Even the most interested prospects expect to get a clear message from your homepage in under 5 seconds. Vague headlines, industry buzz words, complex jargon, content overload, and missing next steps act as obstacles. These obstacles create friction and make it that much more difficult for your website lead generation.

Within seconds, your home services business’ website must clearly state WHO the company helps, WHAT problems it solves, and HOW to get started. Fix your website lead generation with clear messaging, and transform your website into a true lead generation website. This principle is also one of the foundation of effective local service website design, helping visitors immediately understand the value you provide.

Your Call-To-Action Is Weak or Hidden

Your goal should be to entice every website visitor to take the next step to do business with you. Perhaps that is to pick up the phone and call you. Or, it might be to download a free white paper, report, or e-book. Maybe you want them to watch a webinar or video. Or to book a free, no-obligation consultation with your team.

Whatever next step you want your prospects to take, you must TELL THEM. You need to drive them to take the very actions you want them to take. You do this through calls-to-action, or CTAs.

A CTA is simply an instruction to your website visitors that tells them what step to take next. Too often, home services businesses gloss over the importance of CTAs by:  

• Adding “Learn More” after describing their service
• Including a “Submit” button at the bottom of a form
• Putting “Click Here” throughout their website

Or worse, their calls-to-action are completely hidden. Weak or hidden CTAs rarely get clicks and rarely drive sales. Instead, the messaging in your calls-to-action must be clear to direct your prospects to an action that provides value to them.

Examples of strong website CTAs include: 

• Get Your Free Guide
• Book Your Free One-on-One Consultation
• Read the Full Case Study

Go through your website, and make sure you turn your weak or hidden CTAs into lead generation opportunities.

Your Website Is Not Optimized for Mobile

Fifteen years ago, if you optimized your site for mobile users, you were a marketing genius. Today, it’s absolutely mandatory. Here’s why: globally, 50% to 64% of all web traffic originates from mobile devices. Even more serious, 96.2% of the world’s internet users use a mobile phone to go online at least part of the time.

If your website is not optimized for mobile use, you are NEGLECTING more than half of your audience. Even worse, after visiting your mobile UN-friendly website, their impression of your home services company falls off a cliff. They immediately think you’re behind the times and probably question your products, service quality, team, and more.

Right now, go to your website on your smartphone. Can you easily scroll, view your content, navigate your pages, and complete any form? If not, your website is not mobile optimized. Make that a top priority today to improve your website lead conversion and overall contractor website conversion rates.

Your Website Doesn’t Build Enough Trust

This day and age, trust isn’t assumed. It must be earned. Yet, your prospects come to your website skeptical and guarded as if you’re going to sell them snake oil. It’s up to you to provide the content, imagery, and website experience that helps them to accept that your home services company does what it says it will do.

A website fails to build trust when it overwhelms visitors with friction, lacks transparency, or uses manipulative tactics. And that lack of trust will kill any chance of lead generation. Among the top trust killers on websites:

• A lack of third party reviews, testimonials, and case studies
• Generic stock photography rather than genuine photos of your team, your products, and your services
• A lack of contact information, including no office address, no email address, and a toll-free phone number
• Zero guarantee or warranty surrounding your services

Your website should reflect your business, your philosophies, and your style. It should feel human and warm, not generic and cold. It should speak to your prospects and customers as if you truly appreciate and respect them. That’s the way you turn your website into a lead generation machine.

Your Website Is Too Generic and Not Unique to What You Do

Here’s a fun exercise. Go to your website. Read a good chunk of your homepage. Take a look at your images and layout.

Now, think of your biggest competitor in your home services market. Could you simply replace their company name with yours and everything still works? Does the content speak to your services and theirs? Do the images fit with what you both do? If your current website could pass as your competitor’s site, you have a problem.

The problem is that your website is far too generic. As if AI wrote and designed it, it speaks to EVERY other contractor in your industry. Instead, your website should focus on:

• Your strengths
• Your experience
• Your people, your unique services, your products, and your approach

Not only will making your website original improve your website lead generation, it will go far to building trust that’s so important. Make sure you include your own statistics, your own results, your specific services, your guarantee, and your own style.

You Have No Compelling Offer on Your Website

Winning the lead generation battle on your website starts with a good offer that drives your prospects to take action.

Put yourself in your prospects’ shoes. They came to your website because they have a need for the home services solutions you deliver. Yet, it’s the natural human response to want a compelling reason to engage and do business with you. Maybe it’s a free resource, a targeted discount, or a low-risk trial. Your compelling offer should give your potential customers a reason to do business with you.

Clearly stating what your home services business does for your customers builds instant credibility. Plus, a compelling and time-sensitive offer motivates prospects to take action right now rather than put it off.

Spartan Digital Turns Your Website Into A Lead Generating Machine

Working 24/7 and selling to anyone in your area, your website should be one of your best sales tools. Not only should it be a lead generation website, it should help turn cold leads into both warm and ready-to-book leads.

The team at Spartan Digital Solutions has built, designed, recreated, and improved THOUSANDS of websites over the past decade, including projects focused on local service website design and increasing contractor website conversion rates.  

If your website is where prospects go to die, we know just what it takes to move them from curious to interested to engaged and to calling you on the phone.

We start with clear and precise messaging that speaks to your strengths. We provide multiple calls-to-action that drive leads. We integrate trust throughout while making your content and imagery unique to your home services business. Of course, every site is optimized for mobile use, and we include a compelling offer. It absolutely works. Many of our clients go from a trickle of leads to dozens of qualified leads.

Request your FREE Lead Generation Battle Plan, and discover how your website and all of your marketing can start funneling leads straight to you.