My website looks brilliant, but it doesn’t generate enquiries??
In recent times you have invested in an “all-singing, all-dancing” new website for your mortgage business?
You found a brilliant web design agency, who showed you examples of their other bright shiny websites. You entered a design process with them, and whilst you didn’t understand everything they were saying, it sounded tremendously impressive. You saw several flat visuals and excitement started to build. You signed off the design process and they proceeded to build your website. On completion, the finished article looked wonderful. You couldn’t contain your excitement even when they dropped off their invoice for the work. You show all your friends down the pub or in the gym your new site, and they are suitably impressed. You begin shouting about the site on social media, and you rave about the company that has produced your work of wonder. You wait for the mortgage enquiries to pour in. And wait…..and wait. And you are still waiting. Does this sound familiar?
The most common issue we encounter when prospective clients come to us is that they have already paid large sums of money for a website that looks good but doesn’t work. It doesn’t function, and by that we mean, it doesn’t generate new business which is its primary function. Any mortgage client will say a steady stream of good quality sales enquiries is paramount for continued business health. We ask the same questions each time….
Does your website work on all platforms? How are you encouraging visitors to put an enquiry in? Are you generating relevant website traffic? In most cases people look a little bit blank at us when asking these questions, so we have to break them down a little.
Question - Does your website work on all platforms?
Your website may look brilliant on your MAC but have you tested that it is working on an iPad, on a laptop, on a mobile phone. Not only that, have you tested it on different versions of these devices? Generally, clients will hesitate a little at this point and state something about their web developer said it was responsive to different platforms. This is normally not actually the case, and even if it is reasonably responsive it often doesn’t change per device to ensure optimum conversions of traffic. First major problem.
Question – How are you encouraging visitors to put in an enquiry?
Clients will confidently direct me to the “contact us page” on their site, where I will find the telephone number for the company, address and a contact form. You will think this is a perfectly reasonable answer and it is in many cases, but not in a lot of cases. Some people want a quick chat with an advisor, some want a callback, some want to be able to upload documentation before getting a call. There are several motivations for being on your website, and it is critical you can cater for all needs. Second major problem.
Question – Are you generating relevant web traffic?
Clients are generally emphatic on this point – we are constantly posting things on Facebook, Instagram and Twitter. [sighs] - so all your friends, family and connections can see what you are doing. Don’t these people already use your services? Do you have Google Analytics to check how many people are ACTUALLY viewing the website you spent a fortune on? Remember the one about the shop window that looks brilliant, but the door is always locked? Third Major problem.
If any of the above rings true, don’t just think you have to accept it. You can actually create a website that looks great, works for everybody no matter where or how they view it, and most importantly, converts the relevant people who are on your website into converted enquiries.
A good website should convert 10% of their web traffic into an online enquiry, most sites in financial services convert less than 1%. In literal terms this is the difference between 12 enquires a year compared to 120 – just think about that for a minute.
Once you have thought about it, fill in the form to have a chat with us. We are conversion led, web design specialists working in financial services.
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