If you’ve been working hard to boost traffic to your website, it can be disheartening to see that an increased number of visitors isn’t correlating to new enquiries or leads. There are a number of reasons why your website may not be receiving enquiries, and a variety of tools and methods you can implement to start growing the proportion of visitors who enquire about your products or services.
Although enquiries are important, remember, it’s not the only way to interact with a website visitor. The main purpose for having enquiry forms is to gather data about a website visitor and start building a relationship with them. An enquiry or get in touch form is not the only method to do this – you can also capture data and get the same results through other kinds of forms and data capture opportunities too.
How to increase website enquiries
To grow the number of enquiries you’re receiving via your website – through enquiry forms (or any kind of form), consider whether you can improve the below areas to make sure your website is ticking all the right boxes.
Calls-to-action (CTAs) are important in encouraging website visitors to take action - in this case to get in touch and submit an enquiry. Effective CTAs help turn strangers into contacts by leading them to submit information about themselves, such as their name, email address or telephone number. Ideally, your CTA should feature as a button or stand-alone text.
Make your CTA easy for people to enquire - it should stand out from other text elements, and set out clearly what you are asking people to do and what they will receive in return – the message should be strong and clear.
Why not make submitting contact information or an enquiry form beneficial for website visitors. Make it worth their while – can you offer something in return that will encourage people to submit an enquiry? Could it be entry into a giveaway, a free ebook, a helpful whitepaper or even a free consultation?
The higher the value of your offer, the more information people will be willing to give but remember, only ask for information which is relevant to your marketing goals, otherwise you may find you deter potential contacts from getting in touch.
Another reason your website may not be receiving enquiries could be due to poor content. This can be related to various areas and potential issues.
Firstly, consider the language you’re using throughout your website. Is it the kind of language your potential customers use and can relate to? If not, consider re-writing the content to better complement the way your customers communicate so when they visit your website, they’re immediately engaged, open to reading more and more inclined to get in touch.
You should also assess how helpful your content is for potential customers and website visitors too. From service pages and product information to about us sections and your blog – every piece of content you produce should add value. Address the potential challenges, problems or concerns of your customers through relevant and supportive content. If you do this, you’re more likely to start building a credible relationship and encourage visitors to leave an enquiry to find out more about how your business can help them further with their problems or challenges.
Ease of use
Evaluate how easy your website is to navigate and browse. People are often looking for quick and easy to digest information, swiftly browsing through search engine results and multiple websites to find what it is they’re looking for. Your website needs to complement this way of browsing, with intuitive navigation and menus (and of course great content that makes them stick around).
From a design, user-experience and content point of view, your website should be simple, straightforward and easy to use. Equally, this should be the case no matter which device someone if using. Responsiveness is non-negotiable. If your website isn’t responsive you may be missing vital opportunities to generate enquiries and leads if people find it difficult to enquire or to submit a form.
They're not ready to buy right now
Finally, you can guarantee that segments of your visitors are not ready to buy or enquire. They may be conducting research, browsing for interesting content or simply seeing what’s out there. Sometimes you have to remain patient and continue publishing helpful content that is relevant, educational and interesting to your potential customers – that way they’re likely to keep coming back to your website - which means they’ll be on your website when they are ready to enquire and get in touch.
Have you ever wondered why your website isn’t receiving enquiries?
If you want support in improving your website or online activity, get in touch with our expert team - we're always happy to help. You can also download our helpful ebook - your guide to lead genenration - and learn all about improving your business' performance online.