This covers a lot of issues. If your site is too slow, then it will be penalized by Google according to their PageSpeed algorithm.

That will mean lower rankings for you on the search engine, less visitors and less sales. And even those who reach your site will get impatient and give up if your site is slow.

Enter your website’s URL into this tool tools.pingdom.com/fpt/

What elements are slowing your site down? If there are points of concern, why haven’t your web guys addressed them yet?

There is another way in which your website could be viewed as being lazy, or passive. So many companies we see are running Adwords or Bing PPC campaigns and directing the ads to their home page.

What a waste of money!

Your website needs to be segmented out in the correct way that reflects how your business runs. And when you run PPC ads, the ads need to click through to a specific page that matches the ad copy.

In other words, the user sees your ad, has their interest piqued and then clicks on it. What they see next should ‘continue the story’ – it should further propagate the user’s interest in your product or service.

Again, on these pages there should be a clear call to action so the user is left in no doubt as to what they should do next. There is always a percentage of people who are not sure what to do next. Or their interest isn’t quite high enough yet to take action. Too many websites do NOTHING to cater for this large group of people.

Your website must have live customer support to offer help and advice, and convert a large portion of this group into actual leads who have left contact information. There are lots of third party programs that can add this feature to your site at a very modest cost.

These types of programs will turn more website visitors into actual LEADS. Go back and close these guys, and voila! Just a simple change to your website has increased your sales significantly.

Alternatively, you can have your website actively reaching out to people and building an invaluable database of leads by promoting a compelling free offer.

An offer is a free giveaway or download that will compel your prospects to give their information to you in return for the download.

To make your offer, take your answers from questions 4 and 5 above, and write a short report around that. When you can put that into words, you’ll know exactly what to offer.

We’ve put together some example headlines you might use in the Financial Planning niche:

  • 5 Ways to Avoid the College Debt Trap
  • How to Save for Retirement in a Down Economy
  • 3 New Tax Tricks for 2015 that Will Boost Your Savings

All you’re doing is taking your clients’ most likely frustrations and aspirations and making them into a free download. You most likely only need to do this once, and then you’re set!

Of course, you can create as many reports as you’d like for different markets. These reports only have to be 4-5 pages, max. The purpose is to position you as the expert in your field.

This report should be a PDF file for easy reading and downloading.

Promote it using Facebook ads or similar and you’ll get a lot of leads.

Ask yourself:

Has my website got a high converting page solely dedicated to doing just this?

Is it integrated with my autoresponder and CRM software so WE can follow up and close the deal within minutes?

Did my web designer really understand my business to enable me to work more efficiently in this way?

If you answer no to any of these questions, then your website is not assisting you to reach your goals. It is just in the way and is something to be managed. You need to turn it around into a tool that is working for you day and night.