Denver-metro based companies know that their website should be the “cookie jar” for communicating with both their current and potential customers. They know their site should be considered their “best salesperson.” So, when you are considering an update or redesign of your website, it’s very important to keep these priorities in mind.
Make Your Website Your Best Salesperson
Twelve Ways to Ensure You are Getting Your Money’s Worth!
If you think for a moment about what it is that a great salesperson does, you’ll realize that most of those strengths are things that your website should be able to do. For instance:
1. Is Appealing
Just like a salesperson, your online presence benefits from a clean, appealing image. Your image should represent your company and its personality in its best light.
2. Demonstrates value
Your Web redesign should focus on communicating the value that your company provides. Use simple, easy-to understand language that gets straight to the point. The goal is to show your visitors how you can benefit them.
3. Tracks down leads
During the first two phases of the buying process (initial research, recognition of the opportunity), your website needs to be easily “findable” on search engines by people looking for what you offer
4. Is an expert
Your website should convey the value of your products and services even more effectively than the best salesperson. It should be able to support your claim that you are an expert at what you do. You can ensure that your website can accomplish this goal by using including testimonials, video and dedicated products/services pages with detailed information.
5. Is accessible
There is a very good chance your potential customer will arrive at your blog before they see your home page when they are searching for your products or services. As result, focus your redesign so that your blog in either a sub-domain of your main site (blog.company.com), or is within the same URL structure as your main website (company.com/sub-domain).
6. Adjusts the message according to the audience
The more complex your product or service is, the more likely your prospective client will have different stakeholders involved in the decision-making process. During your design project, adjust your message to focus on these different decision-makers in various parts of your site (and your blog) to appeal to these different audiences.
7. Educates the prospect
Concentrate on demonstrating value first through your content. Create landing pages for each piece of content that is designed to help the prospect in that part of their decision-making process. Don’t worry about “selling” your product.
8. Answers Expected Questions
Your website is always available (well, at least it should be!). 24/7. Ensure that your site answers the prospect’s key questions and allows them to move to the next stage of their purchase.
9. Nurtures leads
A good salesperson makes sure that leads go through a process of qualification and ongoing support. A lead-nurturing campaign helps you maintain communication with your prospect as they move through the decision-making process.
10. Updates customers and prospects regularly
Every time you make an update to your product or service, your “best salesperson” should be ready to communicate those updates to your buyers. Be sure you use a robust Content Management System behind your website so that you can update your site frequently without having to go through your IT or web designer each time you need to make an update.
11. Offers Value-based Up-sells
“Would you like fries with that?” Offer complementary/supportive products and/or services at every touch point. On every purchase there is likely an opportunity for the client to benefit from other things you can do for them. Your website should be prepared to showcase those opportunities when appropriate.
12. Tracks their Performance
Of course, the main purpose of your website is to help you sell more of your products or solutions. Your “best sales person” always knows his or her numbers. Be sure that all your web traffic and your key conversion points are measurable so you can constantly look for ways to help improve your best salesperson’s performance!
Seem like a lot to think about? Give us a call at (303) 357-5757 if you would like more information.