If you’re running a business, you know the crucial role that marketing plays in generating sales by bringing in new leads. But oftentimes, finding the right leads – and finding enough of them – is easier said than done.
No doubt, SEO and inbound marketing are two important tools for lead generation. Even with these two in place, you could fall short. If you are not employing the right tactics and methodologies, your lead generation efforts could fail.
Here are a few possible reasons why your lead generation efforts are failing.
1. Poor Content
Content, even today, is king. Never underestimate the power of the written word. Your content should spark interest and draw prospects in – and then go on to explain. It should be in clear, concise terms, what your product, service, or deal is about. The story you are telling through your content should be compelling, authoritative, and most importantly, useful. It should never be confusing, but instead, elucidate how it can solve a problem and make life easier for the prospect. A catchy headline or cool graphics and imagery will only get you so far – the content needs to make an impact and an impression.
2. A Weak SEO Strategy
SEO is what drives discovery on the web and it cannot be ignored. Your page/content needs to rank for relevant keywords and show up in the first few links of search engine results pages (SERPS). Ranking on the upper limits of page one of Google will get you more clicks. Plus, organic traffic tends to have a higher conversion rate and customer lifetime value. That being said, you need to have an SEO strategy and the right amount of planning. Churning out content based purely on the most searched for keywords may not yield the best results – it needs to be a mix of search volume, keyword difficulty, keyword intent, keyword value in cost-per-click, along with creative content designed around it!
3. Poorly Constructed Landing Pages (And Not Using Them)
If all your prospects are being sent to the home page of your business, then getting them to convert may be a long time coming. If you’ve made the effort to create tailored content that uses effective, targeted keywords, you will get better results with a landing page that reflects that.
The content on your landing page should be able to bag the lead. The aim is to get conversions so stay away from content and information that deviates from this purpose. Include some bullet points about the product or service at hand, how it will benefit them, and why they should sign up. The form should be as short as possible and easy to fill out.
On the technical front, your landing page should be constructed well, load quickly, be easy to navigate, and give the user the feeling that it’s safe and secure. (A simple message like “your information is never shared with anyone” will often suffice.)
4. No Clear Call To Action
The only way you’ll actually get those leads on to your side is if you have a clear, easy to identify CTA or call to action! The people who land up on your page or ad should know what to do and where to go if they need to learn more about your product or service. It could be at the bottom of your email, in the middle of your newsletter, or at the end of your blogpost. The CTA should draw readers should encourage the reader/user to contact you through their preferred mode of communication.
Direct CTAs include phone numbers and email addresses. A direct connection to a point person the lead can get in touch with. Indirect CTAs include a hyperlinked phrase/word or button that takes leads to a separate page that provides more information or the option to make a purchase. Without a CTA, you lose the lead that it’s front of you and will experience higher bounce rates.
5. Lack Of Effective Follow Up
Leads don’t turn into sales and customers in an instant. If you want to turn them into customers, sales, and repeat orders you need to nurture them. You need to follow up using a strategy that suits the demographic you are targeting. With B2B leads, you may find success with a phone call. B2C customers are likely to respond better to emails or texts. Following up with timely messaging is what will keep you on top of the lead’s mind.
In conclusion, Now that you know some of the reasons why your lead generation may be in a weak spot. You can analyze your marketing set up and see what needs improvement, and implement some of these tips!
FAQs
1. What is inbound marketing?
Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization and branding.
It attracts customers to brands by creating valuable content and experiences tailored to them. The main difference between inbound and outbound marketing is this: outbound marketing often disturbs your audience with messages that they may not want, while inbound marketing lures them in with content related to the solutions of the problems they are facing.
You attract customers with valuable content that puts you in the position of an expert in your domain or a trusted advisor on the topic they are researching.
2. What are inbound marketing strategies?
Inbound marketing strategies are all about being discovered online organically rather than pursuing leads through in your face, interruptive tactics. Some common inbound marketing strategies include
SEO: SEO is the process of optimizing your website’s content and structure for search in order to receive organic placements on the search engine results pages or SERPS.
PPC: Paid search falls under the inbound marketing family since these search ads appear when a user is actively searching for something online.
Content marketing: This is in the form of blogs, articles, whitepapers and case studies that provide valuable, relevant and informative content related to what your audience is searching for.
Social media: The best way to attract new and returning users is by sharing your content on social media. Creating the content is only a the first step in engaging with your audience. Ensuring the content reaches relevant people is where social comes in.
3. What is seo in digital marketing?
You must have come across the term SEO, but if you are unsure about it, we are here to explain it. What is SEO in digital marketing? The term stands for Search Engine Optimisation, or the the process of optimizing your website’s content and structure for search in order to receive organic placements on the search engine results pages or SERPS.
It is the process of making a web page easy to find, easy to crawl, and easy to categorize. It is about helping your customers find your business from among a thousand other companies. SEO is an integral part of any digital marketing strategy.
SEO is important because it makes your website more visible, and that means more traffic and more opportunities to convert prospects into customers and get more sales. It is also serves as a valuable tool for brand awareness, building relationships with prospects, and positioning yourself as an authority and trustworthy expert in your field.
4. What are lead generation strategies?
Lead generation strategies are tactics that attract interested prospects and convert them into leads. What is the definition of a lead? Anyone who has shown an interest in your brand/company by taking some action – this could be clicking on your ad, following your social media page, signing up for your newsletter, etc.
They have shared their contact details or otherwise implied that they may want to do business with you. Lead generation can be useful for any type or size of business, and for both B2C and B2B spaces. Lead generation has been around for a long time, but the manner in which leads are captured and nurtured has changed drastically.
Today’s consumer has an abundance of information at her fingertips, so brands need to find new, creative ways to cut through the clutter and reach potential customers. Instead of finding customers through mass advertising and email blasts, marketers must rely on being found through content marketing, SEO, social media and paid campaigns to build relationships with potential buyers.
5. What are market leads?
Market leads are people who have shown interest in a brand’s products or services, making them potential customers. They have likely shared their contact details with the brand, implying they are interested in doing business or making a purchase.
The primary goal of any brand is to generate as many leads as possible, and then guide them down the sales funnel with relevant content and offers and nudge them towards making a purchase.
Depending on where the lead is in the sales funnel – the beginning stage of the buyer’s journey, the middle or at the bottom of the funnel where they are willing to make a purchase – content has to be tailored to push them to the next stage.
For Curious Minds
If your lead volume is flat despite high content output, the issue often lies in the quality and relevance of the material. Your content must clearly articulate a solution to a specific problem your prospect faces, establishing your brand as a useful, authoritative resource rather than just another voice.
To transform your content into a lead-generating asset, focus on a storytelling approach that connects with the reader. The core message must be compelling and directly address how your product or service makes their life easier. Ensure your writing is clear, concise, and avoids confusing jargon. Evaluate your content against these key points:
Clarity and Purpose: Does the content elucidate a specific solution without unnecessary deviation?
Authoritativeness: Is the information well-researched and presented confidently to build trust?
Utility: Does it provide tangible value or a new perspective that the prospect can apply?
Revisiting your content strategy with these principles in mind is the first step toward understanding its performance, as detailed further in the full article.
A powerful SEO strategy moves beyond chasing keyword volume and focuses on capturing user intent to drive qualified leads. This requires a deep analysis of not just what people search for, but why they search for it, ensuring your content aligns with their specific needs at that moment. This alignment is what leads to higher conversion rates from organic traffic.
A truly effective plan integrates several analytical layers to find the most valuable opportunities. Your goal is to find the intersection of what your audience needs and where you can realistically compete. A successful strategy balances the following factors:
Search Volume: The number of searches for a given keyword.
Keyword Difficulty: The level of competition for ranking for that keyword.
Keyword Intent: The underlying purpose of the search (informational, transactional, etc.).
Cost-Per-Click Value: The commercial value indicated by what advertisers are willing to pay.
Balancing these elements allows you to create creative, targeted content that ranks well and attracts prospects who are more likely to convert. Learn how to implement this balanced approach by reading our complete guide.
Sending campaign traffic to your homepage is a common mistake that dilutes focus and hurts conversions. A dedicated landing page is designed for a single purpose: to convert a visitor into a lead. It achieves this by presenting tailored, relevant information that directly reflects the ad or link the user clicked.
To construct a landing page that works, you must eliminate distractions and guide the user toward a single, clear action. A well-built page is quick, secure, and persuasive. Follow this implementation plan:
Craft Focused Content: The copy should mirror the promise of your campaign. Use bullet points to highlight benefits and explain why they should sign up now.
Simplify the Form: Only ask for essential information. A short, easy-to-fill form reduces friction and increases completion rates.
Ensure Technical Excellence: The page must load quickly and be easy to navigate.
Build Trust: Include a simple message like “your information is never shared with anyone” to reassure users about their privacy.
These foundational steps are just the beginning of optimizing your conversion funnel, as explored more deeply within the article.
The choice between a direct and indirect call to action (CTA) depends entirely on your campaign's goal and your audience's position in the sales funnel. A direct CTA, such as an email address or phone number, is best for prospects who are ready to engage, while an indirect CTA, like a hyperlinked button, serves those who are still in the information-gathering phase.
Evaluating the context is critical for maximizing effectiveness. Using the right CTA at the right time guides the user journey and improves lead quality. Consider these factors when making your decision:
Direct CTAs (Phone Numbers, Email Addresses): These are high-commitment actions. They work best on bottom-of-funnel pages, such as pricing or contact pages, where user intent to connect is strong. They provide a direct line to a point person.
Indirect CTAs (Hyperlinks, Buttons): These are low-commitment actions. They are ideal for top-of-funnel content like blog posts or newsletters, where the goal is to nurture interest by providing more information on a separate, dedicated page.
Understanding this distinction allows you to tailor your user experience for better results. The complete post offers more examples of how to apply this strategic thinking.
Authoritative content successfully converts prospects because it builds trust and demonstrates genuine expertise. It moves beyond simple product descriptions to tell a compelling story where the customer is the hero and their problem is the challenge. By positioning your product as the tool that helps them succeed, you create a powerful narrative that resonates deeply.
One of the most proven frameworks is the Problem-Agitate-Solve (PAS) model, which directly addresses the reader's pain points. This approach establishes your authority by showing you understand their situation intimately. Here is how it works:
Problem: Start by identifying and describing a specific problem your prospect experiences.
Agitate: Elaborate on the frustrations and consequences of that problem, making it feel more urgent.
Solve: Introduce your product or service as the clear, effective solution that resolves the agitated problem.
This method makes your content impactful and memorable, turning passive readers into engaged leads. Explore other effective content models and how they build authority in the full analysis.
As search algorithms evolve, a successful strategy must shift from a keyword-centric to an intent-centric model. This means your focus should be on creating content that provides the most comprehensive and useful answer to a user's underlying question, rather than just including specific keywords. This shift ensures long-term relevance and helps you attract more qualified leads.
To adapt, your content creation process should start with analyzing the 'why' behind the search query. This strategic adjustment will be critical for future success. Key actions include:
Topic-Cluster Content Models: Develop pillar pages on broad topics supported by cluster content that addresses specific, related sub-topics and long-tail keywords.
Natural Language Integration: Write conversationally and structure content to directly answer questions, making it more likely to be featured in SERP snippets.
Content Depth and Quality: Prioritize creating in-depth, authoritative resources that fully satisfy a searcher's needs, reducing bounce rates and increasing engagement signals for search engines.
Staying ahead of these trends is vital for sustainable organic growth. The full article provides more insight into future-proofing your SEO.
A poorly constructed landing page is a primary driver of lead generation failure, often due to a disconnect between the ad's promise and the page's content. Common mistakes include a cluttered design, a confusing message, and a form that asks for too much information. These issues create friction and cause potential leads to abandon the page before converting.
Successful companies avoid these pitfalls by adhering to the principle of message matching and a singular focus. The landing page should feel like a natural continuation of the link the user clicked. They build trust and guide the user with:
Clear and Concise Copy: The headline and body content immediately confirm the page's purpose and highlight the core benefits of the offer.
Minimalist Forms: They only request the information absolutely necessary to qualify the lead, making the form feel less intrusive.
Trust Signals: Simple security assurances, testimonials, or privacy statements (e.g., “We respect your privacy”) are strategically placed to alleviate concerns.
Correcting these common errors can dramatically improve your conversion rates. Dive deeper into the anatomy of a perfect landing page in our detailed guide.
Businesses that attract high-value organic traffic do so by strategically targeting keywords that signal strong commercial intent. Instead of focusing purely on high-volume, top-of-funnel keywords, they prioritize terms used by prospects who are actively researching solutions or are ready to make a purchase. This approach filters for quality over quantity.
Their strategy is built on creating a content journey that aligns with the buyer's decision-making process. This involves producing different types of content tailored to various stages of intent. Here’s how they execute this:
Targeting Long-Tail Keywords: They focus on longer, more specific phrases (e.g., “small business accounting software for retail”) that indicate a user is further along in their research.
Creating Comparison Content: They publish articles and guides comparing their solution to competitors, capturing users actively evaluating their options.
Optimizing for “Bottom-of-Funnel” Terms: Their content ranks for keywords including terms like “pricing,” “demo,” or “buy,” which attract visitors with high conversion potential.
This deliberate focus on intent is what separates successful lead generation from simple traffic acquisition, a topic explored further in the main article.
Directing campaign traffic to a dedicated landing page is superior for conversions because it offers a focused, distraction-free experience aligned with a single goal. Unlike a homepage, which serves multiple purposes like branding, navigation, and company news, a landing page is built exclusively to persuade a visitor to take one specific action, such as filling out a form.
This singular focus is its greatest strength. A landing page continues the conversation started by your ad or link, maintaining message consistency and guiding the user toward conversion. The core purposes it serves are:
Message Matching: It reflects the exact language and offer of the source traffic, reassuring the visitor they are in the right place.
Reduced Distractions: It typically removes site navigation and other links, keeping the user focused on the call to action.
Targeted Persuasion: All content, from the headline to the form, is crafted to support the single conversion goal.
Using your homepage for targeted campaigns is a missed opportunity. The full post explains how to integrate dedicated landing pages into your strategy effectively.
High traffic with low conversions often points to a failing call to action (CTA). The issue could be that your CTA is not visible, the language is not compelling, or it does not align with the user's intent at that moment. A successful CTA must be impossible to miss and must clearly communicate the value of the action you want the user to take.
To fix a weak CTA, you need to ensure it stands out and creates a sense of urgency or benefit. An effective CTA acts as a clear signpost, telling the user exactly what to do next and why they should do it. Key characteristics include:
Visibility: It should use a contrasting color and be placed logically within the content flow, such as at the end of a blog post or next to a product description.
Action-Oriented Language: Use strong, clear verbs like “Get Your Free Quote” or “Download the Guide” instead of passive phrases like “Submit.”
Clarity of Value: The user should understand what they will receive by clicking the button or link.
Systematically testing these elements is the path to improving your conversion rates. Discover more advanced CTA optimization techniques in the complete article.
When optimizing a landing page, both technical performance and content clarity are critical, but they should be addressed in a specific order. Technical issues like slow load speed should be tackled first, as visitors may abandon the page before your compelling content even has a chance to be seen. A fast, secure, and mobile-friendly experience is the foundation for any successful conversion.
Once the technical foundation is solid, the focus must shift to the content. Technical excellence gets users to the page, but a clear value proposition is what persuades them to stay and convert. The interplay is crucial; a brilliant message on a slow page will fail, as will a fast page with a confusing offer. Prioritize your audit by looking at:
Technical Health: Is the page fast, secure, and responsive?
Headline and Content Clarity: Does the headline instantly convey the primary benefit?
Form Friction: Is the form short and easy to complete?
CTA Prominence: Is the call to action clear and compelling?
Balancing these two domains is essential for maximizing lead generation. The full article provides a more detailed framework for auditing your landing pages.
As AI contributes more to content creation, the definition of 'poor content' will shift from poorly written text to generic, soulless material that lacks a unique perspective. While AI can generate grammatically correct articles, it often struggles to convey genuine authority, empathy, and a compelling narrative. This creates an opportunity for businesses that double down on human-centric elements.
In the future, your competitive advantage will be the ability to tell a story that AI cannot replicate, one rooted in authentic experience and deep customer understanding. To stand out and generate leads, you must focus on:
Building a Unique Brand Voice: A consistent, recognizable tone that reflects your company’s values will be a key differentiator.
Demonstrating True Empathy: Content that shows you deeply understand a customer's problems will build trust more effectively than generic advice.
Showcasing Firsthand Expertise: Sharing unique insights, case studies, and proprietary data will establish an authority that automated content cannot fake.
These human qualities will become the new standard for high-impact content. Preparing for this shift is crucial for long-term success, a theme we explore further in the complete guide.
Chandala Takalkar is a young content marketer and creative with experience in content, copy, corporate communications, and design. A digital native, she has the ability to craft content and copy that suits the medium and connects. Prior to Team upGrowth, she worked as an English trainer. Her experience includes all forms of copy and content writing, from Social Media communication to email marketing.
Growth Strategy and Planning
