Why Your Website Is Not Generating Leads (6 Critical Fixes)
Graham Lockett
July 15, 2025
Your website gets decent traffic, but visitors leave without contacting you, downloading anything, or making a purchase. If your website feels like a digital brochure that generates zero leads, you're not alone—78% of New Zealand small business websites fail to convert visitors into customers.
The 6 Critical Lead Generation Problems
1. Unclear Value Proposition
Common Mistake:
Generic headlines like "Welcome to Our Website" or "We Provide Quality Services" that don't explain what you actually do or why visitors should care.
The Fix:
- Create a clear headline that explains exactly what you do
- Focus on the specific problem you solve for customers
- Include the outcome or benefit customers get
- Make it specific to your location: "Auckland plumbers who fix emergencies in 30 minutes"
2. Weak or Missing Calls-to-Action
Many websites have weak CTAs like "Learn More" or "Contact Us" that don't create urgency or explain the value of taking action.
The Fix:
- Use action-oriented language: "Get Your Free Quote Today"
- Create urgency: "Book Your Free Consultation This Week"
- Make CTAs visually prominent with contrasting colors
- Place CTAs above the fold and throughout the page
3. No Social Proof or Trust Signals
Common Mistake:
Visitors need proof that you're credible and that other customers have had success with your business before they'll trust you with their contact information.
The Fix:
- Display customer testimonials with photos and full names
- Show Google reviews and star ratings prominently
- Include case studies with specific results and outcomes
- Display client logos, certifications, and industry awards
- Add security badges and guarantees to build trust
4. Complicated Contact Process
Common Mistake:
Long contact forms, hidden phone numbers, or unclear next steps create friction that prevents visitors from becoming leads.
The Fix:
- Keep contact forms to 3 fields maximum (name, email, message)
- Display phone numbers prominently with click-to-call functionality
- Add live chat for immediate assistance
- Clearly explain what happens after form submission
- Provide multiple contact options (phone, email, chat)
5. Poor Mobile Experience
Common Mistake:
Over 60% of website traffic comes from mobile devices, yet many business websites are difficult to navigate and convert on phones.
The Fix:
- Use responsive design that adapts to all screen sizes
- Make buttons and links large enough for thumb navigation
- Optimize page loading speed for mobile networks
- Simplify navigation with mobile-friendly menus
- Test all forms and CTAs on actual mobile devices
6. No Lead Magnets or Incentives
Common Mistake:
Most websites ask for contact information without offering anything valuable in return, making visitors reluctant to share their details.
The Fix:
- Create valuable free resources (guides, checklists, templates)
- Offer free consultations or audits
- Provide exclusive discounts for first-time customers
- Share industry reports or case studies
- Give access to exclusive webinars or training
The Lead Generation Framework
High-converting websites for New Zealand businesses follow this proven framework:
- Attract: Clear value proposition that speaks to your ideal customer's specific needs
- Engage: Compelling content that builds trust and demonstrates expertise
- Convert: Strategic CTAs and lead magnets that capture contact information
- Nurture: Follow-up systems that turn leads into customers
Essential Website Elements for Lead Generation
Above-the-Fold Essentials
- Clear Headline: Explain what you do and who you help in 10 words or less
- Subheadline: Elaborate on the main benefit or outcome customers get
- Primary CTA: One clear action you want visitors to take
- Hero Image/Video: Visual that supports your message and shows your service
- Trust Indicators: Reviews, testimonials, or client logos
Content That Converts
- Benefits-Focused Copy: Focus on outcomes, not features
- Customer Success Stories: Real examples of problems solved
- FAQ Section: Address common objections and concerns
- Process Overview: Show how easy it is to work with you
- About Section: Build personal connection and trust
Lead Generation Tools and Tactics
High-Converting Lead Magnets
For Service Businesses:
- Free consultation or strategy session
- Industry-specific checklist or audit
- "How-to" guide solving a common problem
- Free estimate or quote
For E-commerce:
- First-time buyer discount
- Free shipping on first order
- Product comparison guide
- Exclusive access to new products
Conversion Optimization Tools
- Exit-Intent Popups: Capture visitors before they leave
- Live Chat: Provide immediate assistance and capture leads
- Scroll-Based CTAs: Show offers based on engagement level
- Social Proof Widgets: Display real-time customer activity
- Urgency Timers: Create scarcity for limited-time offers
Frequently Asked Questions
What's a good conversion rate for a small business website?
Conversion rates vary by industry, but 2-5% is typical for most NZ small businesses. Service businesses often see higher rates (5-10%), while e-commerce typically sees 1-3%. Focus on improving your rate rather than comparing to others.
How many CTAs should I have on my homepage?
Have one primary CTA that appears multiple times, plus 1-2 secondary CTAs for different visitor types. Too many competing CTAs confuse visitors and reduce conversions.
Should I ask for phone numbers in my contact forms?
Only ask for phone numbers if you plan to call leads quickly. Each additional form field reduces conversion rates by 10-15%. Stick to name, email, and message for most lead generation forms.
How do I know if my website is mobile-friendly?
Use Google's Mobile-Friendly Test tool, check your site on actual mobile devices, and review your Google Analytics mobile traffic and bounce rates. High mobile bounce rates often indicate mobile usability issues.
What's the best way to display customer testimonials?
Use real photos, full names, and specific results when possible. Video testimonials are most effective, followed by written testimonials with photos. Avoid generic testimonials without attribution.
Ready to turn your website into a lead generation machine? FlowMedia helps New Zealand businesses create websites that actually convert visitors into customers.Get your free website audit today.
Graham Lockett
Conversion optimization specialist helping New Zealand businesses turn their websites into lead generation machines. Graham has helped 180+ Kiwi businesses double their website conversion rates.
Related Articles
Why Your Website Visitors Are Not Buying (6 Conversion Killers)
Discover the conversion killers that prevent website visitors from becoming customers and the proven optimization strategies.
Why Your Website Fails on Mobile (7 Critical Mobile Design Fixes)
Discover why users abandon websites on mobile and the critical design fixes that create mobile experiences customers love.