Why Am I Not Generating High-Quality Leads for My Web Dev Agency?

Getting new clients can feel a bit like a wild goose chase at times.

You put a ton of time and energy into trying to attract the perfect client for your web development company… and yet you just can’t get them to push the button and sign on the dotted line.

And even when you do manage to get some interest, too often, those leads are about as good a fit for your agency as David Byrne’s suit from Stop Making Sense.

Your client roster is what keeps your web design agency afloat, so it’s important to fill it with reliable clients who are great to work with, pay you fairly, and treat you with respect.

Trust me. A bad-fit client is most certainly not worth it. They can:

• Ruin the vibe in your agency and shatter company morale
• Make it nearly impossible to deliver work on time
• Bring down the quality of your website builds
• Drain your time, energy, and resources
• Impact your relationships with existing clients

If you want to learn more about recognizing and dealing with a bad-fit client, I go into more detail in this blog. If you’ve been experiencing a little too much difficulty with your clients lately, it’s a recommended read for sure!

One great way to avoid the dreaded bad-fit client and build up a solid collection of high-quality clients is to develop a robust lead generation strategy that focuses on quality over quantity.

It takes time and consideration to get right. In fact, 65% of companies report lead generation as their main challenge. But, if you want to achieve your growth goals (and preserve your precious sanity) in a sustainable way, an effective lead gen strategy is an absolute necessity.

Before I share my advice on how to attract high-quality leads, let’s first figure out why you might not be generating the kind of leads you hoped you would be at this stage of your digital agency journey.

Why can’t I generate quality leads?

1. You don’t know who your target audience is

It can be tempting to try to appeal to as many people as possible, especially when you’re under pressure. After all, attracting a higher volume of leads seems to make sense when you’re trying to generate more income for your agency.

I get it. You’ve got bills to pay and a roof you’d like to keep firmly over your head. But, I’m sorry to tell you, this approach simply won’t work.

It’s like they say, you’re not going to be everyone’s cup of tea. So why try to put yourself on everybody’s table?

When it comes to generating leads that are likely to convert into loyal, paying customers, you’ve got to get super specific about who you’re targeting.

Find your niche and speak directly to them, addressing their needs and offering solutions to their problems. This way, you’re much more likely to attract the right kind of leads – and more of them, too!

2. Your local SEO efforts are weak (or non-existent)

I’m sure you’re well aware of just how important search engine optimization is in helping you drive traffic to your company website.

But, again, optimizing your website for the global masses isn’t going to get you the kind of attention that reels in qualified leads.

You need to narrow down your parameters. Zero-in on the keywords and phrases your local niche uses to search for web development services like yours online. 

For example, do you build websites for brands within a specific industry? Do you serve a specific locality? Make sure your audience – and search engines – know exactly who you are and what you do!

This way, you can land yourself exactly where you need to be in those crucial moments – on the first page of their search engine results page!

If you’re worried about cutting yourself off from broader audiences by focusing on local SEO, don’t be. You’re much more likely to see positive results and gain quality leads when you focus on the people who need you most.

3. Your online presence leaves a lot to be desired

Running a web development agency is no easy feat. Between managing client relationships and maintaining their websites, you’ve got an awful lot on your plate.

But if you want to make the most of your lead generation efforts, you’ve got to show up in as many places online as possible – and doing it in style, might I add!

You’re building online profiles for your clients after all, so yours should be absolutely bulletproof if you want to get their attention and impress them. Make sure your own website is up to your high standards, and that your content marketing is consistent and on point.

Build as many online channels for lead generation as possible by taking the time to invest in:

• Perfecting your website’s functionality and aesthetics
• Establishing a following on all social media platforms
• Creating and executing a blogging strategy
• Committing to solid email marketing campaigns
• Building a solid online ad network
• Landing yourself quality guest post opportunities

I know it’s hard to find the time to invest in your own business. But if you want to generate high-quality leads, it’s an absolute must.

4. Your company branding falls flat

The digital agency world is about as competitive as it gets, second only to family board games during the holiday season.

There are tons of agencies out there providing web development services. So why should your dream clients pick you over your competitors?

Your company branding and unique brand personality are what help your target market really fall in love with your agency. Don’t let your branding be the thing that chases off high-quality leads that could convert to life-long customers!

Make your company branding so clear and compelling that it’s impossible for potential leads to look the other way.

Don’t be afraid to lean into your quirks, either. In fact, 80% of marketers say funny content performs best, so why not let your freak flag fly? If you want to learn more about building brand awareness and customer trust through personality-driven content, then this blog from my content agency is for you.

5. You don’t have enough glowing reviews

Did you know that a staggering 99.9% of people read reviews and testimonials when shopping for a product or service online? Essentially, that accounts for absolutely everyone.

Customer reviews and testimonials are an incredibly important part of the sales funnel – especially now, when it’s increasingly difficult to know what sources you can actually trust online (thanks for that, AI). It’s absolutely essential to make it clear to potential customers that you’re not just the real deal, but the best at what you do.

Kindly ask your existing customers to leave positive Google reviews or write testimonials about their experience working with your agency, the wonderful websites you created for them, and how your services helped their business overcome obstacles.

This way, when high-quality leads with similar goals and problems visit your website, they’ll see themselves in those reviews, making them more likely to trust your services and ultimately convert into sales.

6. You don’t have a clear value proposition

How can you go about lead scoring (grading leads based on how interested or qualified they are) if you don’t know what they’re really looking for, and how you can help them get it?

If you haven’t figured out your web development agency’s unique value proposition yet, I suggest you put it to the top of your to-do list.

Take the time to get to the root of your clients’ needs. Then, consider what it is about your web dev agency that makes it the perfect solution to their problems.

Do you have a team with diverse professional backgrounds? Does your agency offer additional website maintenance and management services? Do you have specialized skills that set your agency apart?

Whatever your USP is, communicate it clearly to potential leads to avoid losing them to your competitors.

7. Your follow-up process is lacking

You can spend all the time in the world coming up with expert lead generation marketing strategies. But if you don’t nurture leads, you’re going to stumble at the last hurdle. Simple as.

Just because someone has filled out a contact form doesn’t mean you’ve made a sale. Whatever you do, don’t let a qualified lead slip through your fingers because you forgot to follow up with them.

Not only does nurturing leads make them more likely to convert, but sales made from nurtured leads generally result in a 47% higher order value, too.

Make it your mission to check in with each one of your prospects. You never know how many quality leads you might be missing out on if you don’t!

How to give your lead generation strategy a much-needed makeover

1. Get super clear on your target audience and local SEO

No more beating around the bush. Cut straight to the chase and directly target your dream clients.

Want to improve lead quality and start attracting higher-paying clients? Position yourself in their field. Want to establish your agency as the go-to web developers for a specific niche? Speak their language and let them know you understand them better than anyone else.

By focusing on local SEO and the language you use across your company branding and content marketing efforts, you’re more likely to attract more new leads that fit the bill perfectly.

2. Let your unique brand personality shine through

How do you want your company to be perceived by website visitors?

Give it some thought, and don’t shy away from the thing that makes you different. Sure, your brand personality might put off a few leads, but if it does, are they really the kinds of clients you’d want to attract anyway?

Focus on capturing leads that share the same values so you can form long-term partnerships that set you both up for growth and success.

3. Expand your lead generation channels

Many lead generation strategies are too focused on one particular route. But the fact of the matter is that sales leads can come from a variety of avenues.

Put your explorer hat on and get out the compass, because it’s time to find new paths to explore!

Look for new ways to reach higher-quality leads. Whether that’s through creating a podcast or YouTube series (check out Kyle’s wonderful channel!), establishing a regular guest posting position on a reputable source, or building your reputation on LinkedIn, find avenues that feel authentic to your brand and go all in!

4. Fully commit to content marketing

As a content writer, content strategist, and owner of a content agency, I’m acutely aware of the impact content can have on any lead generation campaign.

You might call me biased, but a whopping 76% of digital marketers use content marketing as a cornerstone of their lead generation strategy.

So, if you haven’t established a content marketing strategy to help you attract more qualified leads yet, now’s the time. 

Planning your content in advance makes it so much easier to consistently publish high-quality content… even when your to-do list creeps onto a second (or third) page in your notebook.

5. Streamline your internal processes

We all have busy days. And on those days when it just feels like you’re chasing your tail, trying to put out multiple fires, important things can slip through the cracks.

The last thing you want is to lose the interest of a sales qualified lead.

Get to grips with your own internal processes. Where and how can you improve your approach to avoid costly mistakes, even on those busy days?

If you want to land high-quality leads, make sure you set aside time for lead nurturing to let potential clients know how much you value them. Think of it as giving them a little glimpse into the star-quality treatment they’ll receive if they work with you!

6. Generate leads with The Admin Bar

Building and running a web design company can be difficult at the best of times, but at the worst of times – we could all use a little support and help from people who know what we’re up against. 

Connect with other like-minded individuals in The Admin Bar Facebook Group. We’re an online community of digital agency owners and freelancers, all committed to helping each other grow and navigate the industry. You’re more than welcome to join us!