How Does Your Website Compare to the Average?
Ever wondered how your website compares to the average? Us, too. Here at Wheelhouse Digital, we work with technology integrators of all stripes. We selected nine companies across different regions of the United States, with varying target markets and varying levels of marketing investment. We then anonymized and aggregated the data.
Here’s what we learned.
So, what does this mean?
- There’s a big gap between companies that engage in online marketing, and those that don’t. Just putting up a website and letting it sit there does about what you’d expect: not much.
- On average, companies running online marketing campaigns got 4x more traffic and 6x more leads. The most popular marketing channels were Google Ads (Search and Display) followed by Facebook
- The most clicked-on pages are About and Contact. No surprise here. But for those companies running marketing campaigns, their service landing pages got more traffic, since ads run visitors directly there.
Benchmarking your digital marketing presence against others in your industry, using numbers like the above, may help you understand your company’s blind spots. But what does all this mean in the context of your website? That’ll take a little legwork on your part.
Here are some suggestions:
- Note your conversion rate. What’s your ratio of contact form submissions vs website visits? Likely, it’s in the 1-2% range. (If your website has call tracking, this number gets higher as it takes into account people who call the number on your website.) It’s good to take stock of this information, to help you project the possible impact of your marketing decisions.
- Make it hard NOT to submit a lead form. Make your contact form more appealing by (a) putting it on the home page, (b) putting it on EVERY page, and (c) attaching a compelling offer to it. Which would you be more eager to respond to? “Contact Us with any questions,” or “Get your free, no-hassle estimate in 24 hours!”
- Want more leads? Start by getting more (qualified) traffic. If you have a hundred visits to your website each month, the chances you’ll get more than one or two leads through your site is low. With 600-1000+ visits a month, you have a much higher chance of getting a healthy flow of leads (assuming this is valuable traffic). Not only that, but any improvements you make to your conversion flow apply to a higher volume of traffic, and have the potential to generate more leads.
- Focus on the pages that get the most traffic. Look at your website statistics, and take note of the pages that get the most visitors. Make sure lead forms are present on each of these pages, with clear, compelling offers.
If there’s one thing you take away: remember that an amazing website needs marketing, and marketing needs an amazing website. Neither succeeds without the other.
As you evaluate your marketing performance this year, you may find that your website isn’t producing the volume and quantity of leads that you’d like. A website exists as part of a larger marketing machine. It doesn’t attract clients unless you help them find it. Be open to evaluating how your website and marketing work with each other, and to identifying whether one or the other may be a weak link in your marketing machine.