In my work as a marketing strategist for contractors and the trades, I have met with countless business owners struggling to grow sales. Some were larger companies with elaborate websites, and some had simple websites. But regardless of size, they all faced the same problem: Their websites were not generating leads.

In talking to those business owners about their websites, they often had a misunderstanding of what a website entails. Many see websites as a commodity that they must have. They look to buy a website based on price rather than as an investment that will generate year-after-year returns. By basing a decision on price, the website’s design will go to the lowest bidder instead of a company that has experience in creating a lead generating system that takes businesses the distance.

Having analyzed hundreds of websites, I’ve seen the same mistakes over and over again. Here are five possible reasons your website is not generating leads.

1. Lack of Visibility
Perhaps the most common reason websites don’t generate leads is a lack of visibility, or lack of traffic. If your website doesn’t rank on page one of the search engines, Google and Bing for example, and you are not doing any kind of advertising to drive potential customers to your website, then your company is invisible. The only way people will find you or your website is if they know your company name or you hand them a business card.

To generate leads from your website, you need to be visible and you need traffic. Just like sales is a numbers game, so is online lead generation. When I trained real estate agents we used to say it takes 100 suspects to get 10 prospects to generate one sale. In online marketing, it is the same. A great conversion rate on the web is 5% or higher. The average conversion rate is 1% to 2%. So, if you want to make five sales per month, you need to get at least 500 people to your website each month.

The quickest way to generate traffic to your website is to use pay-per-click marketing. With pay-per-click marketing, ads for your company appear at the top of the search engines when customers enter keywords related to your business. When they click on your ad, you are charged a fee for the click.

Depending on the keyword, the cost per click will vary. For instance, today the cost per click for “home builders in Colorado Springs” is $5.23. The cost for “affordable home builders in Colorado Springs” is $3.25. The cost per click is dependent upon how many companies are competing for that keyword. […]

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