Many still remember the 1989 movie, “The Field of Dreams” starring Kevin Costner. It is the story of a farmer who builds a baseball field in his cornfield that attracts the ghosts of baseball legends.
This is the source of the famous quote (more accurately, misquote), “If you build it they will come.”
And that mindset has filled the thinking of many in the business world when it comes to their websites.
Then reality kicks in. They have built it, and no one is coming—or at least your inbox is empty.
If your website isn’t generating leads, you’re not alone. Many business owners think launching a website will automatically bring traffic and conversions.
Not true.
A website is more than a digital business card—it’s a 24/7 salesperson. If it’s not generating leads, there are key reasons why. Let’s break down the most common issues and, more importantly, how to fix them.
1. Your Website Lacks a Clear Value Proposition
Contrary to popular opinion, visitors won’t search your website to find what they are looking for. Research has shown that if they don’t discover what they are looking for in the first 9 seconds, they will leave.
And they won’t be coming back.
Fix:
- Craft a clear, convincing headline that states what you do and who you help.
- Add a subheadline showcasing the advantages of working with you.
- Use plain and customer-focused language—avoid industry jargon.
Example: Instead of saying “Innovative Solutions for Your Business Success,” try “We Help Small Businesses Boost Revenue with Smart Marketing Strategies.”
2. Poor Website Design & User Experience (UX)
Visitors won’t stay long enough to discover what you offer if your website is slow, hard to navigate, or unclear.
Fix:
- Ensure your website loads in under 3 seconds (Google prioritizes fast sites!). If your webmaster can’t help you with this, get a new webmaster.
- Use simple navigation—no more than 5-7 main menu items. This is one place that creativity will kill you.
- Use clear headings, short paragraphs, and bullet points for easy readability.
- Make CTAs (Calls-to-Action) stand out with contrasting colors and clear wording (e.g., “Schedule a Free Consultation” instead of “Submit”)
Pro Tip: Test your website’s speed with Google’s PageSpeed Insights and make necessary optimizations.
3. No Clear Call-to-Action (CTA)
Remember, your visitors come to your site looking for answers. They will want to move forward if you communicate that your offer is what they are looking for.
But they don’t know your business, so you must tell them what to do next.
A vague or missing CTA is one of the biggest lead-generation killers.
Fix:
- Place a strong CTA above the fold (the part of the page visible without scrolling).
- Repeat your CTA throughout your site (on landing pages, blog posts, and sidebars).
- Offer something of value in exchange for their contact info—like a free guide, consultation, or discount.
Example: Instead of “Contact Us,” say “Download Your Free Guide to More Sales!”
Or, “Order Now for Best Selection.”
Need to know more? Check out How to Implement a Strong Call to Action Strategy
4. Your Website Isn’t Optimized for Mobile
As of January 2025, 62.69% of global web traffic comes from mobile devices. If your site isn’t mobile-friendly, you are missing more potential customers than you are reaching!
Fix:
- Use a responsive design that adjusts to different screen sizes.
- Ensure text is readable without zooming.
- Make buttons large and easy to tap on a mobile device.
- Test your site on multiple devices to ensure a smooth experience.
Pro Tip: Run Google’s Mobile-Friendly Test to check if your site passes.
5. Weak or Nonexistent Lead Magnet
These days, people get so many emails and texts that they aren’t interested in giving away their contact info for nothing. Visitors won’t convert into leads if you’re not offering something valuable.
Fix:
- Create a high-value lead magnet (e.g., a free eBook, checklist, webinar, or discount).
- Make the offer hyper-relevant to your audience’s needs.
- Place the opt-in form prominently on your homepage, blog, and sidebar.
Example: If you’re a real estate agent, a lead magnet like “10 Mistakes First-Time Homebuyers Make (and How to Avoid Them)” will perform better than just saying “Sign Up for Updates.”
6. No Trust Signals
People don’t buy from businesses they don’t trust. If your site lacks credibility, visitors won’t take the next step. But proof has power in your website marketing strategy.
Fix:
- Add testimonials and reviews from happy customers.
- Place a testimonial, an award, or endorsement your company has earned “above the fold” (the homepage portion seen without scrolling).
- Display logos of reputable clients or media mentions.
- Include a clear About page with a personal touch. Include photos and information that paints your staff members as authentic, relatable human beings.
- Use secure, professional design—a dated or unprofessional look can kill trust.
Example: Instead of just saying “We’re great at what we do,” let your clients do the talking with real testimonials.
7. You’re Not Using SEO to Get Traffic
Even the best website won’t generate leads if no one can find it. SEO (Search Engine Optimization) ensures your site shows up when people search for what you offer.
Fix:
- Use targeted keywords in your headlines, content, and meta descriptions.
- Have an extensive FAQ page answering as many questions as possible.
- Write helpful blog posts that answer common customer questions in more detail.
- Optimize images with alt text so they show up in searches.
- Get backlinks from reputable sites to improve credibility.
Pro Tip: Use free tools like Ubersuggest or Google Keyword Planner to find what your audience is searching for.
Pro Tip: Longtailed Keywords are an effective way to compete in a competitive market.
8. You’re Not Following Up on Leads
You won’t get their business if people sign up but never hear from you. They’ll assume you are out of business or just don’t care about their business.
Fix:
- Set up an automated email sequence to nurture leads. Hire an experienced copywriter to help you design and craft your emails. It’s an investment that will pay for itself.
- Send valuable content before asking for a sale.
- Personalize emails with the lead’s name and relevant info.
Example: Instead of saying “Thanks for signing up,” send a welcome email with a quick-win tip and a CTA for the next step.
The Bottom Line: Fix These Issues and Watch Your Leads Grow
A well-designed website is a 24/7 salesperson. You wouldn’t keep a salesperson that’s not converting. You’d invest in training for them, or replace them with someone who can convert.
If your website is not generating leads, it may need improvement in one or more areas. The good news is that these fixes aren’t complicated—you simply need to take action.
Start by:
1. Identifying your weakest link
2. Implementing the right strategies
3. Tracking your results
Over time, you’ll see a significant difference in your website’s performance.
Ready to turn your website into a lead-generating machine? Let’s audit your site and pinpoint exactly what needs improvement. Contact me today for a free 30 minute initial website audit consult!