Stephen Clemence admitted Gillingham have not scored enough goals this season as their play-off hopes diminished following Saturday’s 1-0 League Two defeat at Bradford.
The narrow loss was their second in five days in Yorkshire and leaves the Kent side five points behind the top seven.
Gillingham had several scoring chances before Brad Halliday scored the only goal just before half-time.
Head coach Clemence said: “That’s been the story of our season – not enough goals.
“I felt we played well first half. We had three excellent chances and have not put them in the back of the net.
“The pitch was really difficult to play any football on and the wind made the conditions. It was very difficult to get the ball down and play but I can’t fault the players’ efforts.
“I wasn’t happy at Harrogate last week but they’ve had a go and created opportunities but not taken them.
“They are trying their best but it must be demoralising for them as well when the ball isn’t going in the back of the net.
“There is obviously a lot of work to be done at this football club and we’ve got to get better at it. I believe it’s been like this for a couple of years.
“We’ll work hard and we’ll make sure we do our business right to get us better – and we will.”
Bradford goalkeeper Sam Walker saved from Oli Hawkins and Conor Masterson, while Daniel Oyegoke cleared the ball off the line to deny Timothee Dieng.
Halliday marked his 100th appearance for the Bantams with a 20-yard winner.
Manager Graham Alexander said: “The consistency we’re looking for is epitomised in Brad. He’s always a seven out of 10 for us and never drops that level.
“He deserves that winner because he’s been superb for us. To play 100 games in two years is the sort of resilience we’re looking for from our team, never mind just one individual.”
Bradford have bounced back from a four-game losing run with two wins and a draw.
Alexander added: “We know where we were before these three games. We were in a difficult moment but I thought the players have shown exceptional strength of character to get seven points from nine.
“We would certainly have taken that. It was a difficult game but I thought the players did all the professional things well and then we had the quality to split it in our favour.
“I thought there were some really strong performances. There’s still a lot of inexperience, in terms of playing games, but the players understood how to manage the threats they faced.
“I don’t think they (Gillingham) had a shot on target second half and that’s great credit to the players. We need to build on from that.”
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