What Does Valentine’s Day Have to Do with Why My Website Isn’t Getting Leads?
Happy Valentine’s Day, readers! And before any of you Valentine’s Grinches say, “Valentine’s Day is just a made-up holiday!” guess what? So is every other one! Prior to heading further down that rabbit hole, though, let me assure you from the start that this blog will not only be a defense of V-Day. Its primary purpose is to answer a top Google query: “Why my website isn’t getting leads.”
You see, sweet readers, I have said before that marketing is matchmaking and social media is bringing the woo. Today I’d like to discuss SEO for lead generation – or its first step anyway, and how the right strategies can get your perfect match to swipe right!
But first…
Valentine’s Day?
Valentine’s Day is one of my favorite holidays. The only other one in contention is Thanksgiving. It’s the holiday to celebrate something I’ve something I’ve chosen: my wife!
I love a day about celebrating the most important relationship in my life, but it’s true that it was not one of my favorite holidays when I was single. So if that’s your reason for not liking Valentine’s Day, I respect it.
I was single in a time before the swiping apps. Match.com was around, and I even had a stint on there, so though I’ve never had the experience of swiping on someone’s face, I do remember the experience of creating a dating profile.
And in many ways, creating that profile is a lot like building a website and using SEO for lead generation.
You see, just like in dating apps, everyone has certain things they look for, and everyone has certain things they don’t want.
They can be something superficial like height, weight, or location. In business, that may equate to things like price, how pretty your site is, and location.
They can also be deeper, like your values. In dating, you may want someone who looks at the world the way you do. And in picking a business to service your needs, you want one that meets the specific needs you’re looking for.
So, how do you use SEO to find the right customers?
SEO Gets You to Look
But what about when you have website traffic but no leads?
Traffic means people are looking at your website, but that’s not translating into them taking action. That means once they get there, perhaps they’re not compelled to do business with you.
Going back to the dating analogy, this is like when you’ve seen people browsing your profile, but none want to take it a step further and talk or go on a date.
You want your best customers to slide into your DMs!
So, let’s make sure that:
- You’re attracting the customers you want, the ones for whom you’ll be a perfect match, and
- Once you attract those right customers, you have the content that makes them want to swipe right.
Is SEO Bringing in the Right Suitors?
If you’re getting traffic (or views), that means your SEO (headline and profile pic – the analogy is no longer perfect) is getting you matches. But if they go no further, you may be getting the wrong matches.
So if you get traffic but no leads, and leads are your aim, stop asking “why isn’t my website getting any leads?” and start asking if the people your website is attracting are the same people who want what your site shows you offering.
Optimize your SEO to get those people who are looking for what you’re giving, and then ensure your website justifies that search.
Your Values Get People to Swipe Right – Optimization for Conversions
Ok, here’s the final key for website optimization for conversions.
Your website can’t just be clickbait. If you’ve adjusted your site so it’s coming up for the terms you want to come up for, now you need to ensure that if you get people who want to go deeper, you have the information that will confirm that you are indeed just what they’ve been looking for.
Use your site to answer their questions and allay their worries.
Share your values. What makes you the best choice? If you share that, then you’ll get people who will be happy once they do choose you.
Then make it easy for them to contact you. Remove any unnecessary steps to reaching you and give them a reason to pick up the phone (or send an email or whatever).
Taking It Off the Page – Don’t Catfish Your Customers!
Everything I’ve described in this blog, and indeed anywhere I write about marketing on the site or the web, rests on one vital assumption: You are who you say you are.
Not only should you attract the customers you want to be looking for you, but you must truly be what they’re looking for and what you claim to be.
In other words, don’t catfish your customers!
You may get that phone call, but if you don’t deliver, you get an unhappy customer. And an unhappy customer will share their experience.
Honesty remains the best policy, not just from a moral, but even a business perspective.
So don’t search, “why my website isn’t getting leads.” Be the company your customers have always wanted, and when they find you, sweep them off their feet by saying:
I’m just a business, looking at my perfect customer, and asking you to call me.
