What could be more disappointing than putting in a great deal of time and effort and ending up empty-handed? You may be monitoring keyword performance and visitor count is going up, but if you don’t see the numbers convert into competent leads, it becomes frustrating.  

 

While there are plenty of reasons why your leads are not converting, here are some common mistakes when you are not generating qualified leads.

 

• You haven’t clearly defined your leads: This is a basic but crucial move that can not be missed while attempting to acquire eligible leads. If you haven’t established what your strategies are, then it’s almost difficult to attract leads effectively. Also, you need to be certain that all teams are on the same page on what defines a qualified lead. 

For a website, a lead can come from anywhere, then be it from an online form. But a qualified lead is one who makes more than one connection, such as filling up forms, downloading content from your page, subscribing to the newsletter, or purchasing your products and services.

 

• Targeting the wrong Marketplace: If you haven’t specifically identified your target demographic, you could be aiming to attract too big a crowd or the wrong audience. Maybe your target market has expanded since your company started or changed due to external factors. At such times, you need to go back to the basics of marketing and conduct market research and competitor analysis. You should be able to address the wants, expectations, and concerns of your target group. It’s going to tell you exactly what questions they have and how to help them accomplish their desired outcomes.

 

• Using the High Volume of Keywords: If a campaign is running on generic, high-traffic keywords, the issue may be the keyword itself. And if the problem arises due to the high volume of keywords then you need to rethink using those keywords. They may be too broad and maybe driving unnecessary traffic to your website, due to which your leads are not converting. In this situation you need to narrow it down, this may reduce the quantity, but your qualities of leads may increase.

 

• No proper communication between Sales and Marketing teams: One of the key reasons why leads do not turn to sales is the gap between sales and marketing. It is important for leadership to coordinate all teams while reminding them of the same objective: to raise sales. And when internal coordination is poor, a lack of awareness can lead consumers to fall through the cracks. Sales and marketing should convey the specifics of the customer within the organization, inform each other about new details, and build specialty teams around individuals.

 

• Poorly designed Landing Page and Site Structure: If the website and its related landing pages look outdated, it would be difficult to change leads to sales. If websites and landing pages look old, it creates a  perception in customers’ minds that the services and goods are just as obsolete. Make sure to offer the brand a modern look and sound that resonates with your identity and the ideal customers you want to do business with. 

Site structure is another aspect that leads are not converting, if your website has no proper navigation and cannot lead to the customer where it wants to go, customers will leave your site. Your homepage and your browsing interface must be user-friendly and easy. 

 

• Not providing a clear Call to Action: No matter how you attract leads, make it clear what you want your customers to do and tell them precisely what they will get in exchange for their time and effort.  Keep the Call to Action short, with something as straightforward as, “Contact us today,” “Create your website today,” “Grow your business today” or in return for their contact details, provide a valuable piece of material. 

 

Remember to avoid these mistakes and you’ll be generating leads in no time.