What if you have a page on your website getting a ton of impressions in Google Search Console, but you aren’t getting much business from that page?
A question we recently came across deals with this dilemma. The page is focused on business objectives, (like a services page), and the page receive more impressions than any other page on the site.
However, those impressions are not culminating in new business or qualified leads. Impressions are counted whenever a search result appears on a user’s screen view. Since people are seeing the page in organic search results, it should be leading to new business, right?
If you have a page with tons of impressions, but you aren’t getting qualified leads or business from this page, it is usually one of three things:
- People are seeing the page in search results, but aren’t clicking the result.
- You are getting clicks, but people aren’t seeing what they expect to find for that query.
- You are getting page visits, but the contact form is not working properly.
Let’s examine each of these scenarios in more detail, so you can troubleshoot the issue.
1. People are seeing the page in search results, but aren’t clicking the result.
When a page on your website has more impressions than any other page, then it should be your top viewed page in Google Analytics. You can find this under Behavior > Site Content > All Pages in Google Analytics.
If the top impressions page is not the top viewed page, try changing the meta description to make the search result more enticing. You can also edit the title tag, though I would hesitate to change that too much, as the title tag has a big effect on SEO.
2. You are getting clicks, but people aren’t seeing what they expect to find.
Make sure your page aligns with what other pages in the search results show. Users should be able to complete the task they are trying to accomplish. Tasks may include: get info, request a quote, book an appointment, contact your company, place an order.
If the search results for a given query mostly have the same pattern “task completion” or search intent, make sure your high-impressions page fits that same pattern.
You may not be getting conversions because your page ranks high, but is the anomaly in the pattern of other ranking pages.
In other words, people are expecting to find something similar to the other pages in that search result, but your ranking page doesn’t fit that pattern.
3. You’re getting page visits, but the contact form is not working.
Make sure that you can properly receive messages from your contact form. If you haven’t received any emails from your contact form in a while, it could be a technical issue.
Walk through the contact form process, as if you are prospective customer. Did you receive an email when you filled out the form?
Sometimes the emails are going to your Spam folder. The form may be misconfigured, such as the “sending” email address is not the same as your domain name — like a Gmail or Yahoo email address. Some email clients will label this as spam, because it looks like a spoofed email address.
If you didn’t receive a contact form submission at all, you may not be sending via SMTP, a protocol which uses an external service (like GSuite, Microsoft 365, or Zoho) to send email. You may need to authorize your email service to send emails from your domain name by adding MX records to your domain name records. You may also need to add SPF and DKIM records to your domain name to keep these emails from going to Spam folders.
If you are in doubt, contact a web developer to help you set this up, and get your contact form working properly.
By process of elimination, you should be able to figure out why you aren’t getting qualified lead conversions from your high number of impressions for a given page. Usually it is either: poor click-through rate, mismatched search intent, or a technical issue with the contact form.