So the website of your security guard company has been up for a while, but it doesn’t seem to be bringing in the leads you want. Especially when you have amazing security guard services to offer that are better than your competitors at a fair price. So what is the problem? To be honest, there could be several factors as a website is judged on a number of criteria. But don’t you worry, we’ve got it all covered for you.
But, before we dig any deeper into this matter, let’s briefly take a look into lead generation and understand what it means.
Understanding Lead Generation:
A lead is any prospective customer who has shown interest in the security guard services offered by your security guard company in some way, shape, or form. While lead generation describes the marketing process of generating customer interest for the services with the goal of turning that interest into a sale.
This process typically begins when a website visitor clicks on a call-to-action button located on one of your pages. That CTA takes them to a landing page, which further collects visitor contact information through a form to convert them into a customer.
Now that you are aware of what a lead and lead generation means, you might want to know why your website isn’t generating leads. The following reasons could be to blame:
Undefined Target Audience
A website is just like any other form of sales or marketing, that first of all needs you to understand who you are speaking to. Your website should be able to speak the language of your target market and be full of benefits for them. But first, you need to define who your customers are to sell your security guard services. If you don’t clearly define your target audience, generating leads is an uphill battle.
Outdated Website
Your professional security guard company has an online presence, to begin with, and that’s great! But did you ever take the time to update it? If not, this may be one of the reasons you aren’t getting any business because you haven’t invested the time to make it yours. Keeping your website fresh and up-to-date is crucial for search engine visibility and lead generation. Technology keeps changing, so should your website.
Missing Landing Pages
Also known as conversion pages, they are bread & butter of a lead generating website. They help explain the benefits, give context, and encourage the prospect to take action. Before you begin, you must benchmark your current state of lead generation. This will help your security guard company determine the areas where you need the most improvement.
Once you identify where your leads are coming from, make sure the security guard services pages they are landing on are doing everything they can to nurture a visitor’s interest.
No Call To Action On Website
Many web pages of a lot of security guard company websites talk about why their potential customers need their security guard services. What they don’t contain are the words that urge them to take immediate action such as “Request Free Quote” or “Hire Us Now” with a prominent link to it. And that’s where you might be losing your leads.
Ensure your CTA is clear, eye-catching, and prominent. Don’t bury them at the bottom of the page with small fonts. Highlight them everywhere. Every click should be lead for your security guard company.
Website Won’t Load Quickly
Website speed is a major factor taken into consideration when people browse the internet. When a website takes longer than 3 seconds to load, people tend to hit the back button and move on to the next site. In your case, they will most probably move on to your competitor’s sites. Optimize page load time to improve not only site traffic but also lead generation by:
- Reducing your image sizes to below 150Kb
- Reducing the number of scripts and plugins
- Compressing and minifying your use of Javascript and CSS
- Choosing the right hosting option that fits your needs
- Enabling browser caching and so much more
Too Many Redirects
Excessive redirects make any website seem untrustworthy to visitors. It also makes it difficult for search engines to spider and index the pages. After changing or removing a page from your website, update the links across the site in order to reduce redirects in one hop. Even better, update the link to the newest location to eliminate any hassle.
Website Isn’t Mobile Friendly
Having a mobile-friendly website shouldn’t be an afterthought. Today it has become a necessity for every security guard company. One reason for that is people convert differently based on devices. You would not want to miss any opportunity to do that.
Start with the responsive design of your website. It will ensure landing pages & contact forms are loading properly. So, instead of waiting for people to access your site from a desktop, a mobile strategy will enable you to reach them, wherever they may be.
Stay tuned for more information and ways to improve your website for lead generation. To know more about it and the Guardso guard tour system, visit guardso.com. Even better, register for 14 days free trial to get hands-on experience: https://app.guardso.com/register
