A great website can make all the difference between engaging potential buyers or losing them to a competitor. Maybe your website was once a huge lead generator for you, but it has become stagnant over the past few months. Or maybe you just haven’t dedicated time to updating it with fresh content. Whatever the case may be, now’s a good time to address why your company’s website isn’t performing as well as it could.

Jesse Kemmerer, the owner of Local Sight, has compiled a list of some of the most common reasons your site may not be getting traffic and leads. We share his insight in this issue of PromoPro Daily.

It hasn’t been updated. How would you feel if you walked into a shop and all the displays were dusty or all the items were past their freshness date? You probably wouldn’t stick around. It’s the same concept with your site. For prospects to click and engage, your site must be welcoming and appealing.

Your site doesn’t feature much content. To attract visitors and generate leads, Kemmerer says your website needs a veritable library of useful content and expert advice. This helps you gain trust and makes your website a great place to go for problem-solving and expert advice.

Your site is missing the right content. Potential buyers may look for you online because they need a promotional products expert. You should be using your site to showcase your expertise, from blog posts on trends to case studies from past clients. And make sure you use photos. Your website won’t be compelling without them, Kemmerer says.

You’re not listed in many (or any) directories. Your website could work better for you if you included it in relevant directories. This is the equivalent of your local phone book from previous years.

You’re not active on social media. You don’t need to spend all day on TikTok or Facebook, but Kemmerer says you should have a social media presence as part of your online presence. He says this extra web real estate extends the reach of your website and further establishes you as a reliable, knowledgeable, friendly and approachable expert, which can contribute to generating leads.

You don’t include social media links. If you’re taking the time to post on social media, make sure you connect all the dots by including social media buttons on your website. This can help you build a multifaceted relationship with your website visitors, Kemmerer says.

There’s no geographic content. Your website is a great way to show you know your local area and value local customers. Kemmerer says you can pull in more leads by targeting local communities with content that speaks to them. This also helps Google associate your site with the areas you serve, which can help you expand your pool of prospects.

You’re missing a CTA. When someone visits your site, what do you want them to do next? Kemmerer says strong CTAs come in the form of links or buttons and express the benefit and urgency of taking a desired action. For example, “Sign up for a free consultation” or “Download your marketing checklist.”

Your website should be working hard for you around the clock. The signs above indicate that you could benefit from making some changes to your site. It takes time and effort to create an effective website, but it’s always worth it.

Compiled by Audrey Sellers

Source: Jesse Kemmerer is the owner of Local Sight, a company that builds websites.