Why isn’t my website generating sales leads?
I don’t have a crystal ball but I’d say in 90% of the cases where a website is doing little to produce interest from qualified prospects, the reason is very simple –assuming you’re getting traffic.
Your website probably has no personality, it’s uninformative, hard to look at and does virtually nothing to help the reader in her efforts to solve her problem.
Think of it this way.
Imagine, for a second, you’re a business coach. Someone tells you there’s a trade show going on 24/7 for a whole week where almost everyone in attendance is looking for help to grow their business. That’s why they’re there.
You rent a booth. A gray curtain. Some bright lights. And a megaphone. The stage is set and the doors open.
And, for the next 6 hours, you stand there behind the curtain where no one can see you with the lights flashing and, in the dullest monotone voice you can muster up, drone on about being a business coach and you help people grow their business so they can live happily ever after.
Crazy, huh? You would never do it right? And yet so many business owners do EXACTLY this with their websites.
Talk about what they do. Overuse flash animation. Throw a few emotionless words (oh, no one wants to read longer copy…heavens no…) on a web page.
I have news for you. The people that have no interest in what you have to offer absolutely don’t want to read long copy. They don’t want to read ANY of your copy!
It’s the qualified prospects who showed some interest by visiting your website in the first place who are starving for a business owner who can tell a compelling sales story. That’s who the longer copy is for!!!
Who wants to do business with a company that forces them to fight through an iron curtain of boredom to try and figure out where the value is?