5 Reasons Your Website Traffic Is Going Nowhere
by Andrew Gibbins on 14-Oct-2019 15:54:00
Increasing the flow of traffic to your website is an important first step, but is not the end goal. Many businesses find that, although their total web traffic increases month on month, the number of qualified leads does not. What are the main reasons businesses continue to find it difficult to generate B2B sales leads, despite an increase in web traffic? Let’s have a look:
1) Low-Quality Leads
Let’s start with the leads themselves. One of the reasons they’re not converting may be because you’re attracting the wrong people to your website. No offence to them personally, but if a website visitor/lead is unlikely to purchase from you, they are a ‘low-quality lead.’ Investing time in nurturing them is a waste of time for both parties.
Careful use of keywords helps ensure the right type of visitor is attracted to your website. Google AdWords lets you be very specific in the keywords you target. You can also define negative keywords to exclude people searching for certain terms. Your website content should avoid ambiguity while providing valuable information to your target audience.
Unfortunately, the Internet is swarming with fraudsters, time-wasters and robots. According to HubSpot, only 25% of leads are genuine. Qualify your leads through a personalised, drip-feed email marketing campaign that responds to their behavioural triggers, and let them make the first moves. This excludes time-wasters and places genuine leads in control over the sales process.
2) Slow Follow-up Time
If you snooze, you lose. Leads go cold quickly, and the longer you leave it to follow them up, the greater the chance of them losing interest in you. Setting up automated thank you messages sets the ball rolling straight away and keeps you at the forefront of their mind. Nevertheless, it is essential to manually monitor messages received through your website and social media, as people increasingly expect responses within minutes, rather than days or hours. To avoid missing online leads, consider installing a chatbot on your website, programmed with answers to a range of commonly asked questions. This keeps your leads hot while waiting for a representative to get back to them.
3) Bad First Impression
When a lead calls you, or they request a callback, you have one chance to make a good impression. It’s remarkably easy to give someone a poor phone experience by not having the relevant information to hand, or by being unable to meet their immediate needs and concerns. Establish sales scripts and conversation guidelines, and share them widely among your team. By using a marketing automation platform, you can log engagement with leads and monitor the performance of your sales team.
4) Insufficient Personalisation
Failure to convert web visitors may be due to your content being insufficiently personalised. This is tricky because while it’s straightforward enough to personalise landing pages, blog posts, and emails to a specific audience, your core web content is fairly static. It’s hard to personalise it to multiple audiences without diluting the message. Once you recognise that your website content can’t be all things to all people, it allows you to avoid the trap of being too vague. Know who to personalise your website content for, and you can start answering specific questions and attracting high quality, qualified leads.
5) Fat Thumbs & Small Screens
When optimising your website design for mobile users (an absolute must for digital marketing), consider how easy your contact forms, navigation menus, and buttons are to use on small touchscreens. A considerable number of mobile users may be put off if your site is difficult to use on small devices, even if it looks great and loads quickly. Make use of easy drop-down menus and checkboxes, and keep typing requirements to a minimum.
Next Steps
For solid advice on the best ways to generate leads for sales, have a chat with one of our marketing experts today. Please call 01332 982022, or click here to arrange a free inbound marketing audit and consultation.
Image source: Pexels
- Inbound Marketing (SEO, PPC, Social Media, Video) (807)
- Strategy (350)
- Marketing Automation & Email Marketing (180)
- Sales & CRM (176)
- Website Design (157)
- Business Growth (145)
- Hubspot (123)
- Lead Generation (109)
- Google Adwords (97)
- Content Marketing (91)
- News (46)
- Case Studies (43)
- Conversion (43)
- Ecommerce (36)
- Webinars (30)
- SEO (22)
- Events (19)
- Video (17)
- LinkedIn Advertising (15)
- Video Selling (15)
- AI (13)
- Software training (13)
- Niche business marketing (11)
- The Digital Prosperity Podcast (10)
- Facebook Advertising (6)
- August 2025 (14)
- July 2025 (14)
- June 2025 (5)
- May 2025 (19)
- April 2025 (15)
- March 2025 (13)
- February 2025 (13)
- January 2025 (8)
- December 2024 (2)
- November 2024 (4)
- October 2024 (21)
- September 2024 (4)
- August 2024 (8)
- July 2024 (14)
- June 2024 (16)
- May 2024 (25)
- April 2024 (15)
- March 2024 (18)
- February 2024 (5)
- January 2024 (10)
- December 2023 (6)
- November 2023 (10)
- October 2023 (13)
- September 2023 (12)
- August 2023 (14)
- July 2023 (13)
- June 2023 (14)
- May 2023 (15)
- April 2023 (13)
- March 2023 (14)
- February 2023 (13)
- January 2023 (15)
- December 2022 (13)
- November 2022 (6)
- October 2022 (8)
- September 2022 (22)
- August 2022 (15)
- July 2022 (13)
- June 2022 (16)
- May 2022 (14)
- April 2022 (16)
- March 2022 (17)
- February 2022 (11)
- January 2022 (8)
- December 2021 (6)
- November 2021 (7)
- October 2021 (11)
- September 2021 (10)
- August 2021 (7)
- July 2021 (7)
- June 2021 (4)
- May 2021 (4)
- April 2021 (1)
- March 2021 (3)
- February 2021 (5)
- January 2021 (4)
- December 2020 (7)
- November 2020 (6)
- October 2020 (5)
- September 2020 (9)
- August 2020 (18)
- July 2020 (17)
- June 2020 (17)
- May 2020 (10)
- April 2020 (21)
- March 2020 (24)
- February 2020 (21)
- January 2020 (12)
- December 2019 (23)
- November 2019 (12)
- October 2019 (14)
- September 2019 (16)
- August 2019 (15)
- July 2019 (13)
- June 2019 (6)
- May 2019 (8)
- April 2019 (4)
- March 2019 (2)
- February 2019 (2)
- January 2019 (2)
- December 2018 (3)
- November 2018 (24)
- September 2018 (11)
- August 2018 (9)
- June 2018 (3)
- May 2018 (6)
- April 2018 (14)
- March 2018 (12)
- February 2018 (16)
- January 2018 (15)
- December 2017 (15)
- November 2017 (18)
- October 2017 (23)
- September 2017 (19)
- August 2017 (28)
- July 2017 (27)
- June 2017 (25)
- May 2017 (18)
- April 2017 (17)
- March 2017 (16)
- February 2017 (17)
- January 2017 (14)
- December 2016 (21)
- November 2016 (27)
- October 2016 (25)
- September 2016 (16)
- August 2016 (20)
- July 2016 (19)
- June 2016 (14)
- May 2016 (20)
- April 2016 (24)
- March 2016 (22)
- February 2016 (28)
- January 2016 (27)
- December 2015 (28)
- November 2015 (19)
- October 2015 (9)
- September 2015 (12)
- August 2015 (5)
- July 2015 (1)
- June 2015 (10)
- May 2015 (3)
- April 2015 (11)
- March 2015 (14)
- February 2015 (15)
- January 2015 (12)
- December 2014 (2)
- November 2014 (23)
- October 2014 (2)
- September 2014 (2)
- August 2014 (2)
- July 2014 (2)
- June 2014 (7)
- May 2014 (14)
- April 2014 (14)
- March 2014 (7)
- February 2014 (2)
- January 2014 (7)
- December 2013 (9)
- November 2013 (14)
- October 2013 (17)
- September 2013 (3)
- August 2013 (6)
- July 2013 (8)
- June 2013 (4)
- May 2013 (3)
- April 2013 (6)
- March 2013 (6)
- February 2013 (7)
- January 2013 (5)
- December 2012 (3)
- November 2012 (2)
- September 2012 (1)
Subscribe by email
You May Also Like
These Related Blogs

Seven Ways Google Sponsored Ads Will Benefit Your Business
We’ve all seen Google sponsored ads – those coloured ads that appear at the top of your search results. Pay-per-click advertising, or Google AdWords, …

7 Ways Google Sponsored Ads (PPC) Will Benefit B2B Companies
We’ve all seen Google sponsored ads – the ads that appear at the top and on the right of your search results. Pay-per-click advertising, or Google AdW …

A Guide To Social Media For Business To Business Marketing in 2016
2016 has seen some important changes in the way that B2B companies approach social media marketing. Social media has been used as an effective marketi …