12 Hidden Obstacles to Online Lead Generation

If you’re like most of the business owners who initially turn to us for help, you’re dealing with two obstacles. The first is that your website isn’t actually creating any sales opportunities for you. And the second is that you don’t have any idea why that might be.

This issue is far more common than you might think. Everyone wants a website that will help them win new customers and create revenue, but most business owners don’t actually know how to build a workable sales funnel. That’s our specialty, of course. 

What we often discover in working with new clients is that the first step to generating leads is actually removing the obstacles that get in the way. In other words, before you can do the right things, you have to stop doing the wrong ones.

In today’s post, we want to take you through a dozen of the most obvious and common errors we see when evaluating client sites. Here are some quick reasons your website might not be selling the way you want it to.

1. Your Website Has No Traffic

If no one is coming to your website and seeing your content, then you can’t be surprised that leads aren’t pouring in. While the relationship between web traffic and sales opportunities isn’t always as straightforward as business owners think, you do need one to get the other. 

If you don’t have sufficient interest in your website to generate traffic, it might be time to look at search engine optimization, internet advertising, email marketing, and other tactics that draw visitors in.

2. Your Pages Load Too Slowly

Sometimes it can seem as if you have plenty of visits to your website when in reality no one is viewing your content. How can this happen? If your webpages take a long time (i.e. more than a few seconds) to load, then you might be losing visitors before you ever get the chance to sell.

Slow websites are usually a symptom of underpowered web hosting, coding errors, or issues with improperly formatted content. These kinds of problems are easily detectable with a website audit and should be easy to fix.

3. Your Website Layout Isn’t Mobile-Friendly

Did you know that more than half of all the visitors to most websites are using mobile-ready phones and tablets? If your layout isn’t configured to be compatible with these devices, then users might leave… Or they might not even get the chance to see your content in the first place.

There are plenty of ways to add mobile functionality to an existing business website. The technology is easy and inexpensive and can have a huge impact on your ability to generate sales opportunities online. Why wouldn’t you want half or more of your prospects to be able to see what your company has to offer?

4. Your Pages Have Technical Errors or Broken Links

There are a lot of things that can go wrong on a business website that aren’t apparent to the naked eye. You could have missing pieces of content, outdated plugins, or links that don’t actually go from one page or tool to another. This is especially prevalent on older websites, or those that have been created using DIY tools and templates.

An experienced web design team (using auditing software) can detect these kinds of issues and clean them up very quickly. If you never look for these kinds of problems, though, you might not realize they are preventing website visitors from turning into qualified leads.

5. Your Web Design Hurts Your Credibility

When someone arrives at your website for the first time, they have to make near-instant assumptions about the quality of your products and services. The initial impression they get from your designs and layouts can be all-important.

If you have a color scheme that doesn’t work, outdated low-res images to sell your products and services, or a generally disorganized feel to your content, then that’s going to tell a story that works against you. Remember, a lot of people who come to your website won’t know anything about you except for what they see right in front of them. Make sure it doesn’t convince them to take their time and money elsewhere.

6. There Are Obvious Typos on Your Pages

This can seem like a minor issue on your business website, especially if you spent a lot of money on design and development. What we want you to understand, though, is that no one will share their contact information with you if they don’t trust the credibility of your company. And few things destroy confidence in your professionalism faster than a whole bunch of obvious typos and grammatical errors.

It’s easy and inexpensive to have someone proofread the content on your website. That one investment of time and money can boost your lead generation results in a big way.

7. Your Content Doesn’t Set Your Business Apart

If your business seems like it blends in with all of your competitors, then why should anyone work with you? In other words, if you aren’t offering anything unique then there isn’t any reason to choose the products and services your company offers.

This shouldn’t be an issue in most marketing situations, but we frequently come across websites that have obviously been “inspired” by another more successful business. Being generic, blending in, or copying other business owners is no way to make a name for yourself, and it’s generally not going to help you attract new customers.

8. Potential Customers Don’t Trust You

Sometimes intentional customers won’t trust you even though your design and content are strong. It might be that they’ve been burned in the past or have seen your competitors overhyping their own products and services.

If you suspect that might be the case, then your best bet is to do whatever you can to make your business more trustworthy. That might include showing off verified reviews, pointing out that you are a member of the Better Business Bureau, or even highlighting a money-back guarantee. Any of these can help remove distrust and encourage conversion.

9. What You’re Asking Isn’t Realistic

Imagine for a moment you were trying to sell a mansion on your website. Would you put up some photos and a “buy now” button, or maybe include a downloadable brochure that invited visitors to an open house?

This is a ridiculous example, but it points to a bigger issue. What you ask for as a next-step working version of your website needs to be reasonable and realistic. If you ask visitors to give up too much, too soon, then you’re bound to be disappointed by the results.

10. There Isn’t an Obvious Conversion Option for Customers to Follow

In order for your website to generate leads, you’re going to have to ask visitors to take a step that goes beyond simply reading your content. You might want them to sign up for a webinar, download a buyer’s guide, schedule a phone call, or do something else. The specifics aren’t as important as the need to be clear in your invitation.

If website visitors can’t tell what they should do to let you know they are interested, then you can’t be surprised when they don’t ever follow up. And if they don’t follow-up, you aren’t creating any new sales.

11. Your Lead or Purchase Link Doesn’t Work

It’s amazing how often we see this kind of issue pop up. It only makes sense, if you want to generate leads for your website, that you would have working apps or features in place that allow people to share email addresses, download white papers, sign up for appointments, etc. However, lots of marketers never test these tools to ensure that they are working properly.

You need to check and double-check every part of your conversion process. Be sure they all work, and that they’re functional with a variety of browsers and devices. If you don’t, you could be letting sales opportunities slip away without ever realizing it.

12. There Aren’t Any Follow Up Mechanisms in Place

Even when you do have a strong sales funnel in place and don’t have any obvious errors on your website, many prospects simply aren’t going to become leads the first time you ask them. They might want to talk with a spouse or supervisor, for example, before submitting an inquiry or scheduling an appointment.

If you don’t have any follow up mechanisms in place – such as a retargeting an ad campaign or automated email autoresponder series – those opportunities might be lost forever. Make it easy for potential customers to stay in touch, or give them second and third chances to say “yes” to the next step in your sales funnel.

Could Your Website Be Doing More For Your Business?

It used to be enough to have a professional business website that told prospects all about your business and your products. In today’s digital marketing world, though, you need a tool that helps you establish your brand, drawing qualified leads, and generate finished sales. You might even want your website to process orders, automate mundane tasks, and help with recruiting.

The Marcom Group’s CEO, Dave Plivelich, Talks Branding on Our Two Cents Podcast


At The Marcom Group, we know from experience that clients are best served when they can call one phone number for anything–which is why we own all of our own hosting equipment and have on-site staff ready to handle everything from design and development, to management and marketing, to the ongoing security maintenance and hosting of your website.

Why It’s Time to Upgrade Your Web Hosting

Web hosting is an easy topic for business owners to ignore. After all, most don’t really understand how it works, never see the computers where their websites are stored. Also most are easily bored by details like server speeds.

So, rather than get into the technical minutia of different web hosting packages and configurations, today we simply want to remind our clients and readers that it’s time to review your hosting package. In fact, it’s likely that you could benefit from upgrading to a better plan.

Reluctant to spend money on something you don’t quite see the value in? Let’s look at a few things you get with dedicated web hosting…

Continue reading “Why It’s Time to Upgrade Your Web Hosting”

Is Your Business Website Ready for 2020?

We’ve flipped the calendar to a new year, and that has a lot of business owners thinking about what’s ahead in 2020. Many are thinking specifically about their websites, which have become crucial to sales and marketing and our digitally-driven world.

When you have a top-notch web presence for your business, you have an advantage over the competition. When your website isn’t keeping up, on the other hand, it’s hard to keep customers coming your way.

With that in mind, is your business website ready for 2020? Here are four questions you can ask yourself to find the answer…

Continue reading “Is Your Business Website Ready for 2020?”

Is Your Business Website Mobile-Friendly, or Just Mobile-Compatible?

You have probably heard by now that more than half of all web traffic originates from mobile devices. Experts agree nearly two-thirds of us will access the internet primarily through phones and tablets in the next few years. We agree that Google factors mobile compatibility into it’s search algorithm.

Many of the business owners and executives we work with are aware of these facts but don’t really incorporate them into their online marketing strategies. They do the bare minimum to make their websites mobile-compatible but don’t really go any farther.

That can be a big mistake in an increasingly mobile-dependent world. It’s always a good idea to give your customers more of what they want. If they’re using mobile devices to find you, then it makes sense to provide a better mobile online experience.

We think so. To help you determine whether your business website is mobile-compatible or mobile-friendly let’s look at three different levels of implementation…

Continue reading “Is Your Business Website Mobile-Friendly, or Just Mobile-Compatible?”

Why Premium Web Hosting Is a Smart Investment

Why Premium Website Hosting Is a Smart Investment

You see some peculiar things in the web design and website hosting industry. It’s not unusual for a business owner to visit our office in luxury cars, while drinking an expensive coffee. They usually inform us that they’ve selected the cheapest possible website hosting plan they could find.

We chalk these situations up to a lack of information. Most non-technical people don’t understand the ins and outs of web hosting. They tend to choose the lowest price option. However, that can be a big mistake.

Before we get into the reasons why choosing the lowest price website hosting plans can create future problems, we have to explain the issues you face with regular, bargain-basement shared hosting plans. When you sign up for one of these packages your website hosting company stores your website on a server with hundreds or even thousands of others. That digital overcrowding can decrease performance (i.e., the speed your website loads), especially if some of your “neighbors” send spam, have viruses, or are engaged in other unsavory activities.

Conversely, with the premium web hosting plan you get your own dedicated server, or virtual server space. That comes with a number of advantages that make premium website hosting a worthwhile investment. Let’s look at a few of them now…

Continue reading “Why Premium Web Hosting Is a Smart Investment”

Does Your Website Need SSL Certificate?

Even if you don’t follow the world of online marketing very closely, you have likely heard about SSL connectivity. The question that may have come to your mind is: “is that something I need on my website?” Secure Sockets Layer (SSL) certificate is a protocol for transmitting private documents via the Internet. SSL uses a cryptographic system that uses two keys to encrypt data.

Strictly speaking, most small business websites that aren’t processing financial transactions don’t need SSL. But, you should probably spend a few dollars to add it to your web presence anyway. Let’s look at a few of the reasons why…

Continue reading “Does Your Website Need SSL Certificate?”

What a Perfect Web Design Looks Like

When business owners and marketing executives turn to us it isn’t because they want an “average” or “great” web page design – they want the very best. But what exactly does that mean?

We hear versions of this question almost each and every day. So, we want to help our readers and clients by shedding a little light on what the perfect business web design looks like.

Continue reading “What a Perfect Web Design Looks Like”

The Underrated Value of Local SEO

There are a lot of online marketing tactics worth trying. Few are as universally valuable and powerful as local search engine optimization. Unfortunately, we regularly meet with business owners who don’t yet understand the importance of being visible in local searches. In today’s post, we break down the things you need to know in order to make it work for you…

Continue reading “The Underrated Value of Local SEO”

Why is Your Search Traffic Drying Up?

Is your search traffic from Google starting to dwindle? Have you noticed that your search rankings for important keywords are dropping… and that sales are falling at the same rate?

We meet with at least a dozen business owners and executives every year who are facing the same kinds of problems. The first thing they want to know is why their websites aren’t generating sales opportunities like they used to, especially if they’ve been using search engine optimization for years.

Every situation is different, but below are some of the common reasons we see search traffic dwindle or even dry up completely.

Continue reading “Why is Your Search Traffic Drying Up?”