Follow Up, Follow Up, Follow Up: The Website Opportunity Most Businesses Ignore
- Novus
- 3 days ago
- 3 min read
Most businesses spend a huge amount of time and money trying to get people onto their website: ads, social media, SEO, content, and email campaigns. Everything is geared towards driving traffic.
And yet, once people arrive, show interest, and get close to taking action, many websites simply stop trying.
That is where a massive opportunity is being missed.
At Novus Marketing Solutions, we see this all the time when reviewing websites. The traffic is there. The intent is there. But the follow-up is not.
The Problem: High-Intent Visitors Who Never Convert
On average, a large percentage of website visitors abandon their journey before completing an action. This could be:
Leaving a shopping cart without checking out
Viewing key service pages and leaving
Starting a form but not submitting it
Clicking through pricing and dropping off
In many cases, these visitors are not cold. They are interested. They are just distracted, unsure, or interrupted.
The real question is not how many people leave your site. It is how many of those people you ever follow up with.
For most businesses, the answer is none.
Why This Happens So Often
Businesses often assume that once someone leaves the website, the opportunity is gone. In reality, the opposite is often true.
By the time someone reaches a checkout, booking page, or enquiry form, they have already shown intent. In many cases, they have also shared information such as:
An email address
A login
A previous enquiry
Cookie or behaviour data
That means the door is still open.
The Missed Opportunity in Website Builds
This is where website design and automation should work together.
A website should not just look good. It should:
Understand user behaviour
Respond to interest
Continue the conversation after someone leaves
Simple automations can do things like:
Send a follow-up email when a form is started but not completed
Remind users about items left in a cart
Trigger emails based on pages viewed
Offer reassurance, answers, or next steps
And the key part is this. Most of these systems can be set up quickly when a website is built properly from the start.
Automation Does Not Have to Feel Automated
One of the biggest misconceptions about follow-up automation is that it feels robotic.
It does not have to.
When done properly, automation feels:
Timely
Relevant
Helpful
Instead of generic templates, follow-up messages can be designed as small campaigns that:
Reference what the user actually looked at
Address common objections
Reinforce trust
Make it easy to come back and complete the action
This turns automation into part of the user experience, not an afterthought.
[Insert link to your Automation or Digital Strategy services here]
Why Timing Matters More Than Frequency
Good follow-up is not about sending lots of messages. It is about staying present while interest is still there.
A follow-up sent an hour later is often far more effective than one sent three days later. At that point, the user still remembers your brand, your product, or your service.
This is where smart website builds and automation workflows really earn their value.
The Bigger Picture: Stop Wasting the Traffic You Already Have
Many businesses focus on increasing traffic when conversions slow down. But often, the real opportunity is not more visitors. It is a better use of the visitors you already have.
If your website:
Attracts interest
Guides users clearly
And follow up when they leave
You can increase conversions without increasing ad spend.
That is good marketing. But more importantly, it is good business.
How Novus Approaches Websites and Automation
At Novus Marketing Solutions, we build websites with the full journey in mind.
That means thinking beyond launch day and designing sites that:
Capture intent
Support follow-up
Integrate with email and CRM systems
Turn interest into action
A website should not be a static brochure. It should be an active part of your sales and marketing process.
Final Thought
If people are reaching your website, engaging with your content, and getting close to converting, the opportunity is not gone when they leave.
It is just unfinished.
Follow up properly, and your website becomes far more than a destination. It becomes a system that works for you around the clock.
If you want a website that works harder and converts better, the Novus team is ready to help.
