Is your website just sitting there, quiet as a mouse? If you've ever thought, "My website stinks at getting leads," you're not alone. But here’s some good news: it's not you, it's your website. And you can fix it.
The real problem is usually a few simple mistakes that are easy to fix. Think of your website like a bucket with holes in it. We're just going to patch up those holes.
Why Your Website Feels Like a Ghost Town
Let's be honest—you built a website to get more customers, not just to look pretty. But right now, it might feel like an empty store. You’re hearing crickets when you should be hearing your phone ring with a new customer.
This is a really common problem, but you can totally fix it. It's way simpler than you might think.
Your website has one very important job: turn visitors into leads. That's it. Imagine a customer walking into your real-life shop. You’d say hello and ask how you can help, right? Your website needs to do the same thing online, but most of them are terrible at it. It's like having a shy salesperson who hides in the back.
The Leaky Bucket Problem
People are probably visiting your website, but they leave before they ever call you. This happens for a few common reasons:
- It’s confusing. A visitor shows up and can't figure out what you do in five seconds. Poof! They're gone.
- It’s a dead end. There’s no big, obvious button to click or number to call. They don't know what to do next.
- It looks old or untrustworthy. The site looks like it was made in the 90s, or there are no customer reviews.
This is the "leaky bucket." People are coming, but they slip right through the cracks. You can fix this, and we can help you do it.
If you're not getting leads, you're just losing customers who are already at your front door.
And the numbers prove it. For every 100 people who visit a normal website, less than three will actually contact the business. That means most websites are leaving a lot of money on the table.
To help you plug those leaks, here are the most common problems I see and how you can fix them—like, today.
Common Website Mistakes and Their Simple Fixes
| The Problem (Why It's Broken) | The Simple Fix (What You Can Do Today) |
|---|---|
| No Clear Headline People have no clue what you do. |
Write a super simple headline: "[What you do] for [who you help] in [your city]." Example: "Driveway Repair for Homeowners in Columbus." |
| Hidden Phone Number They want to call you but have to go on a scavenger hunt to find your number. |
Put your phone number at the very top of every page. Make it a big button they can just tap to call. |
| Long Contact Form Asking for their life story scares them away. |
Make your form simple. Just ask for their Name, Email/Phone, and a little box for their message. That’s all you need! |
| No Proof You're Good Without reviews, you look like a gamble. |
Add a few real customer reviews with their first name and city. Even just two or three helps a ton. |
| Slow Website Your site takes forever to load, and people just leave. |
Use a free tool like GTmetrix to check your speed. Making your pictures smaller usually fixes this. |
Fixing even one of these things can make a huge difference. You don't need a whole new website; you just need to make it super easy for people to trust you and call you. You can do this!
Of course, you need people to find your site first. If you need more visitors, you can check out these 10 proven B2B lead generation strategies. And to make sure you've got the basics covered, our small business SEO checklist at https://cherubinicompany.com/small-business-seo-checklist/ is a great place to start.
Speak Plain English (Or People Will Ignore You)
Imagine you walk into a store and ask for help, but the person working there starts using a bunch of big, confusing words you don't understand. You’d probably just walk out, right?
Your website might be doing the same thing to your customers.
Here’s a secret: customers don't care about your company history or fancy awards. They only care about one thing: "Can you fix my problem?"
If your website is full of "we do this" and "our company is the best," you're talking about yourself too much. It's like that person at a party who only talks about themselves—boring! You need to make it all about "you," the customer. Talk about their problems and how you can make their life better.
The "Grandma Test"
Here's a fun, simple test. Can you explain what you do to your grandma in one sentence? If you start using confusing words or it takes forever to explain, you failed the test.
The very first thing people see on your website is the main headline. It must pass the Grandma Test. If it's confusing, they're gone.
Your website message should be so simple that anyone can understand what problem you solve in five seconds. If it's not super clear, they won't waste time trying to figure it out.
Think like your customer. They have a problem, they're probably stressed, and they just want a fast, easy solution. Don't make them think too hard.
From "We" to "You" in Action
Let's see what this looks like for real businesses. It's an easy fix that makes a big difference.
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A Plumber's Website:
- Bad (Talks about "We"): "We have been the top plumbing company in Columbus since 1998, offering many services." (So what?)
- Good (Talks about "You"): "Get Your Leaky Faucet Fixed Today. We help Columbus homeowners with fast, friendly plumbing." (Ah, that's what I need!)
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A Consultant's Website:
- Bad (Talks about "We"): "We use synergy to improve business operations." (Huh? What does that even mean?)
- Good (Talks about "You"): "Stop Wasting Time on Paperwork. I’ll handle the boring stuff so you can get back to growing your business." (Problem, solution, benefit. Perfect!)
See the difference? The "good" examples talk directly to the customer's problem. This is a huge part of great lead generation website design for home services contractors. You can do this right now. What's the biggest problem you solve for people? Start there.
Simple Headline Ideas That Work
Don't make this complicated. Just fill in the blanks!
-
[What You Do] for [Who You Help] in [Your City].
- Example: "Emergency Roof Repair for Homeowners in Newark."
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Get a [Good Result They Want] without the [Bad Thing They Hate].
- Example: "Get a Super Clean House Without Lifting a Finger."
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The [Easy Adjective] Way to [Solve a Problem].
- Example: "The Easiest Way to Get Your Taxes Done on Time."
Start with your main headline, then make sure the rest of your website talks this way too. When you start speaking your customer's language, they'll finally start listening—and calling. You've got this!
Make It Crazy-Easy for People to Contact You
Are you making people work hard just to give you their money? If they have to search for your phone number or fill out a super long form, they're not going to do it. They'll just go to your competitor's website instead.
When someone decides they want to talk to you, your only job is to make it as easy as possible. Every extra click is a chance for them to give up and leave. This is a huge reason why so many lead gen websites suck—they make getting in touch a pain in the neck.
Your Phone Number Is Your "Open for Business" Sign
Think about it. When your pipe is leaking, you're not trying to read a long story about a plumbing company. You're looking for a phone number. Right now. If you have to dig for it, it feels like they don't want your business.
Your phone number should be impossible to miss.
Put your phone number at the very top of every single page. No excuses. On a phone, it should be a button you can just tap to call. It's so simple!
This isn't a small thing; it's a game-changer. It tells people, "We're here, we're ready to help, and we're not going to waste your time."
Put Your Contact Form on a Diet
Long forms are where good customers go to disappear. Nobody wants to fill out their life story just to ask a question. If you’re asking for their address, fax number, and favorite color, you’re doing it wrong.
To start a conversation, you only need three things:
- Name: So you know who you're talking to.
- Email or Phone: So you can get back to them.
- A Message Box: So they can tell you what they need.
That's it. Anything else is just getting in the way. The goal of the form is just to get the conversation started. These are the simple website must-haves that actually generate leads.
This isn't just a guess. Studies show that super simple forms get way more people to fill them out. Why? Because they're easy and don't take a lot of effort.
If you really want to make it easy, give people an option like a dedicated 'Book A Call' page where they can just pick a time to talk. The less work a customer has to do, the more likely they are to become a lead. Your job is to make saying "yes" the easiest thing they do all day.
Show People You're a Pro They Can Trust
People hire businesses they trust. Your website is like your handshake. You want it to be strong and confident, not weird and suspicious. If someone lands on your site and it feels off, they're gone.
This is a huge reason why lead gen websites suck in leads. They don't feel trustworthy.
Think about it. Would you hire someone whose website looks like it's from the stone age? Probably not. It makes you think their work is probably old and sloppy, too.
You can fix this. It’s easier than you think, and you don't need to spend a fortune. You just need to show you’re a real, trustworthy business that people will feel good about hiring.
Show Them You're Real People
The fastest way to build trust is to stop using those cheesy fake photos. You know the ones—the perfect-looking people in a fake office, smiling at nothing. Nobody believes those people work for you. They just look phony.
Instead, show them the real you.
- Real Photos of Your Team: Take a quick, friendly picture of you and your crew. It doesn't have to be perfect. A real smile is better than a fake one any day.
- Photos of Your Actual Work: If you’re a painter, show walls you’ve painted. If you’re a landscaper, show some pretty yards. Pictures of your real work prove you know what you're doing.
This simple change shows there are real people behind the website. It instantly makes you more trustworthy. It's a small step that makes a huge difference.
Let Your Happy Customers Brag for You
What's better than you saying you're great? A happy customer saying it for you. Good reviews are like gold for building trust.
New visitors don't trust you yet, but they do trust other people like them. Putting real customer reviews on your website is like having your best customers give a personal recommendation to every new person who visits.
Don't be afraid to ask for reviews! A happy customer is usually happy to help. You can also just copy and paste quotes from your Google or Facebook reviews.
This is super important, and we have some awesome online reputation management tips that can help you get more great reviews.
Here’s a simple checklist. Go down this list and add as many of these to your website as you can. Each one proves you're the real deal.
Your Website Trust-Building Checklist
| Trust Element | Why It Works | Action Step |
|---|---|---|
| Real Photos | Shows real people do the work. | Add pictures of your team, your truck, and you doing your job. |
| Reviews | Proof from happy customers. | Put 3-5 of your best Google reviews right on your homepage. |
| "About Us" Page | Tells your story and helps people connect with you. | Write a short, friendly paragraph about why you started your business. |
| Visible Phone Number | Makes you look like a real, easy-to-contact business. | Put your phone number in the top corner of every single page. |
| Licenses & Awards | Proves you are a qualified pro. | Add any logos for licenses or awards you have. |
| Local Address | Shows you're a real local business. | Put your city or service area on your contact page. |
The more of these boxes you can check, the faster a visitor will feel good about calling you. Don't overthink it—just start adding these trust signals and watch what happens.
Turn Your New Leads Into Paying Customers
Getting a lead is like catching a fish. You did the hard part, but you can't just leave it sitting there! But that’s what a lot of businesses do.
A new lead comes in from their website, and then… nothing. This is where the most money is lost.
Your website did its job! It got someone to say, "Hey, I'm interested!" Now the real work starts. It’s all about how you follow up. This is the last step that turns a simple question into real money for your business.
Speed Is Your Superpower
Imagine you have a plumbing emergency. You fill out a form on a website and wait. An hour goes by. In that time, you contacted another plumber who called you back in two minutes. Who are you going to hire? The fast one, of course!
That’s how your customers think. The first person to respond often gets the job. It's that simple.
Calling a new lead within the first five minutes is a game-changer. If you wait just 30 minutes, your chances of getting the job drop like a rock. Being fast isn't just nice; it's everything.
This one thing—calling back right away—can be the difference between a busy business and a quiet one. When your lead gen websites suck in leads, a slow follow-up is often the real problem, not the website itself.
Here’s a crazy fact: almost 80% of website leads never turn into a sale. That means only about one out of five people who contact you actually becomes a customer. Your follow-up speed is how you can beat those odds. If you want to see some more numbers, check out these eye-opening lead generation statistics.
A Simple Follow-Up Plan That Works
You don't need a fancy, complicated system. You just need a simple plan that you use every single time someone contacts you. It’s not hard, and you can definitely do it.
Here’s a simple 3-step plan that works great:
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Call Immediately: The second you get a lead, stop and call them. Don't worry about what to say. Just be friendly: "Hi [Name], this is [Your Name] from [Your Company]. I saw you just reached out on our website and wanted to say hello." It's fast, simple, and people are really impressed by it.
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Send a Quick Email: Whether you reach them on the phone or not, send an email right away. It can be simple: "Hey [Name], just left you a voicemail. Let me know when is a good time to chat about [what they asked for]."
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Follow Up Again: If you don't hear back, send another friendly email or text the next day. People are busy, and a gentle reminder is usually helpful, not annoying.
This simple routine makes sure no customer ever gets forgotten. For more great advice on this, check out these awesome follow-up secrets from a pro.
It’s much easier than you think, and we can help you set up simple ways to make it happen without you even thinking about it.
Got Questions? Let's Get 'Em Answered.
You know what to do now. You're ready to fix your website and get more leads. Awesome! But it's okay to have a few questions. Here are some quick answers to the ones I hear all the time.
How Fast Can I See a Change?
Way faster than you think!
Many of these fixes, like making your phone number huge or simplifying your contact form, can start working in just a few weeks. You don't have to wait for months to see more leads coming in.
The trick is to just make one or two small changes and see what happens. You'll be amazed at how quickly customers respond when you just make things easy for them.
Do I Need a Brand New Website?
Probably not! Most of the time, the website you have is just fine—it just needs a little tune-up.
Think of it like a car. You don't buy a new one just because it needs an oil change. It's about making your current site work better, not spending a ton of money to start all over again. The changes we talked about are simple tweaks, not a giant, expensive project.
What's the #1 thing I should do first? If you only do one thing today, make your phone number impossible to miss. Put it right at the top of every single page. It’s the easiest fix that makes the biggest difference, fast.
You can absolutely do this. These fixes are simple, they work, and they're perfect for busy business owners who just want more customers.
Ready to turn your website into a machine that brings you customers? At The Cherubini Company, we make it simple. Let's build a website that works as hard as you do. Get in touch with us today!
