Inbound marketing is all about attracting new visitors and moving them along in the sales funnel until they pop out the other end dripping with confidence and delight in your brand – so much so that they’ll become champions of your brand by starting the attract phase all over again with somebody new.
It’s hard enough attracting potential leads on the web. What bites the big one even more is when that fish takes off with the bait before you can even convert them. Keeping people on your site can be a tough sell if you don’t have the content to support your brand promise and there are a variety of common problems that can lead to an early exit for users.
1. Poor navigation
If visitors are having a hard time finding what they have come for or if they can’t manage to navigate around your website in a timely manner, confusion will quickly set in and they will be quick to move on. Navigation and calls to action that provide a clear next step should be prominent, easy to follow, and grouped together in a strategic spot on every page. Also make sure that text links within your content are styled differently from normal text so that users can quickly identify them.
2. It’s all about the product
Potential leads are visiting your site because they’re hoping that you’ll solve their problems. They’re not ready to see all the features of your products or services. They want to first understand how your business can benefit them by solving a problem.