Whatever the industry, the pressure to generate leads and make sales weighs heavily on most business owners. When you own or manage a marketing agency, that weight can feel even greater—after all, your own website and SEO should be conversion machines, right?
The truth is that creating a high-converting website takes time and, even if you’re a veteran of the industry, it’s not a given that your marketing agency site will perform like a champion from day one.
In fact, it’s fair to say that your website will probably always be a work in progress, because as a marketer you know that your job is never done and there is always another A/B test or conversion optimization tactic you can try.
Some landing pages just don’t convert as well as you thought they might. As a marketer, this is particularly galling as your own website should be the repository for your years of experience and have the benefit of all of the lessons you’ve learned over the years.
You may be tempted to log into your A/B testing tool of choice or grab your head content writer to overhaul the entire text, stat, but it’s often more valuable to rein in your instincts and, rather than dive straight in and start changing things, sit back and take time to analyze what’s actually going on with your landing page.
Whether it’s a local SEO service description or your social media marketing category page, you need to identify exactly why your page isn’t generating the leads and conversions you expect before you can start to take remedial action.
Bottom line? Don’t go on gut instinct. Employ the textbook marketing approach you present to clients. Most of the time, it will come back to a single root cause; that you need to do a bit more with what you have.
If this struggle is all too real, here’s how you can turn your marketing agency’s non-converting landing pages into lead generation powerhouses….