5 Reasons Why Your Website Is Not Working

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Hi, Liza here from Content Maximiser, I just finished a marketing audit with Dr Richard who owns two dental practices in Sydney. He was sharing with me that he’s been growing his practices over the last 10 years, all through internal marketing. Now, obviously, he has got a very solid internal marketing strategy, and he gets a lot of referrals from his existing patients. But he wants to bring his practices to the next level. And he knows that he needs to get his marketing rights.

He shared with me that he’s changed many websites in the last 10 years, but he just doesn’t get many leads from his websites. And he said to me, Liza, why isn’t my website working? Why isn’t it generating more leads? From our experience, working with a lot of local businesses and a lot of dental practices, being a local business, you will get the majority of your list through people willing call in. But if your website is converting, then people should also fill in the enquiry form on your website. And from our experience, around 20 to 30% of your leads can come from the website, and that’s just not happening for him.

So I thought it was a great question and I decided to make this video going through the five top reasons why your website is not working.

Stock images, just like everyone else.

First of all, do you predominately use stock images on your website? Or are you using professional photos? 95% of websites out there just use stock images. So if you predominantly use stock images for your website, then you’re just like everyone else. When people are looking for a provider and they go from one website to another, what they’re looking for is one that they can connect with, one that they feel they can trust, one that they feel can provide the service and provide the value that they’re after. So you want to make sure that your website is helping you differentiate you from other businesses, your competitors.

For our clients in our Market Leaders Program, we organise a photographer to take professional photos for them, and this puts them ahead of their competitors.

Not Enough Content.

The second thing that you want to look at is your content. People say, oh, I want to have my website content short and snappy. Yes, that’s important. However, for your target audience, who are genuinely researching for a service provider that you’re offering, then they do want to read. They want to go in-depth because they’re doing their research, especially for high dollar value services.

Now while they’re reading, they could still be scanning, so you want to make sure that your content is not in big blocks of text, but they are broken down, so it is very easy to digest and to scan. At the same time, you want to make sure that you’ve got rich content. And when I say rich, what I mean is that for your services pages, you want them to have at least a thousand words, this is good not just for your visitors, but it’s also great for the search engine because they love content.

You also want to utilise images. Once again, don’t use stock images, use professional photos. Use videos where you can. So give people a multimedia, multi-sensory experience of your content is gonna help them to connect with you, build the trust, build the connection so that it will entice them to take action. And when I say take action, I mean, making that enquiry that you want.

No Case Studies to Validate Your Capability.

The third thing that you want to look at why your website is not working is that you don’t have any case studies to validate your capability. Once again, 95% of the websites out there, will just have the homepage, the about page, the services pages, the contact page, but not many of them actually showcase their capability.

So how do you showcase your capability? It could be through case studies, it could be through before/after photos, it could be through testimonials, video testimonials are very powerful. So you want to have case study types of content to validate your capability.

By the way, I’m not talking about just one or two, but I’m talking about continuously every single month building this library of case studies. Because then you’ll create a snowball effect that if your competitors want to catch up with you, and you’re already accumulated five years of content, you are so ahead of them, and it is a lot of work for them catch up to create the same content that you have. So you want to have a library of case studies and testimonials, and before/after photos.

No Blog.

The fourth reason why your website is not working could be because you don’t have a blog. Now, you might think, why do I need a blog? Well, the purpose of the blog, if you’re doing it right, is to showcase your IP. If you are going in-depth into each of the areas that you serve, for example, writing articles on Five reasons for this, seven mistakes for that, how to do this. So you want to showcase that you really know what you’re talking about and not just saying what you can do, but how do you do it?

So you want to have a blog on your website. Ideally, if it’s video blogs, even better, because videos are very, very powerful. Some people like to read, some people like to listen, some people like to watch. I mean, if you look at Netflix and how much it has grown over the years, especially during COVID, I think that gives an indication that people do like to watch videos.

No Funnel to Nurture Prospects.

And finally, your website is not giving you the results you want maybe because you don’t have a funnel on your website. So what do I mean by funnel? Well, let me share some stats with you.

Did you know that only 5% of visitors to your website are ready to buy. There are 95% of the visitors who are not ready to buy yet, but are in the research mode. So you want to have mechanisms in place to capture their details like their mobile and email in exchange for something valuable to help these visitors with their research. Now, did you know that of the people who gave you their details, 50% of these people are not gonna buy. But then what it means is that there are other 50% who will. From there, 15% of them will take action in the next 90 days. This means they will buy from someone in the next 90 days. But then what happened to the other 85%? Those 85% will buy from someone in the next year and half. So you want to have a system in place to keep nurturing these people consistently for at least 18 months until they are ready to buy. And if you are nurturing your prospects consistently and effectively, then you’d naturally become the first provider that they think of and make the inquiry with you. This is the job of a funnel.

So do you have a funnel on your website to capture someone’s details and then you have a strategy in place to nurture these people over time? If you don’t, then chances are your website is not working as well as it could.

Next Step

For the websites that we build for our clients, our conversion rate is between 20 to 30%, some actually go up to 50%. And that’s because we have got all of these elements in place plus more.

So if your website is not getting you the enquiries to the level that you’re happy with, we do offer a complement in marketing audit. We will spend an hour together, we will go through your website, your content, we’ll look at what is missing from your website. We’ll identify the reasons why your website is not working.

We’ll also show you our market leaders blueprint, which is the exact strategy and framework that we use to help our clients generate 20 to 30% of conversion rates. So if this sounds like something of interest for you, simply fill the enquiry form on our website or direct message us on social media. And we can organise a video call for your marketing audit session. I look forward to meeting you soon.

 

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In the 2nd month of launching the site, we have 10X our traffic and double the quality leads we are getting. It has been our biggest month in the clinic so far.

Dr. May Chan
Dentist & Co-Founder, BDS (Adelaide), FICCDE (Ortho), Dental Boutique
Content Maximiser is a full-service digital team of experts who not only creates and develops online strategies, but also helps bolster the company’s online reputation and works to optimize all online content for search.

Cecilia Chan
Marketing Manager, USANA Health Sciences

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