Using Your Site to Grow Sales
Would you like some more sales help? Maybe from someone willing to work 24/7 for a minimal rate, represent your brand professionally and even help you continue the sales conversation at any hour of the day or night?
If you build your website as part of your sales process, you can have that. Here are some ways to do it:
Use it to support your sales team
Even if it’s designed for sales, your website isn’t just another sales person. It’s a great support to your sales team, building your brand and enhancing everything the team says and does. In fact, if you start by asking your sales team how a website could help them, you’ll be able to construct a site that works in lockstep with their process and makes everything easier and more efficient for the sales team, the customers and your business.
Marie Kondo your site for clarity
It’s tempting to create a site that has everything but the kitchen sink. But as we all know in business, if you’re the jack of all trades, you’re often the master of none. These days, websites are used by prospective clients to help prequalify your company. They build your credibility and provide an overview of your services and expertise – plus a quick way to reach you. They’re not necessarily there to close the sale. That’s where your sales team earns their commission.
So keep your site as streamlined and uncluttered as possible by telling your story simply and powerfully. First, make your contact information easy to find. Then keep the design clean and clearly state what you do. You’d be amazed at how many people concentrate on creating a cool website design only to confuse prospects by not clearly explaining their services and experience. And make sure that your employees use similar language when discussing your services in person, so that the message is consistent.
Call your prospects to action
With any marketing communication, providing an easy next step for the prospect is critical. On a website, a simple call to action like “click here for our contact information” or “sign up here for a free consultation” with links to a phone number or form will go a long way towards helping you close the deal.
Your navigation should provide a logical flow too. Ask “what’s next” as you consider it from a prospect’s perspective. For instance, if I’m a prospect looking at your services, next I’d probably want to learn more about your company. Then, I’d like to see your work and third party articles to help build my trust in your services. If you think in terms of WWTWTKN (What Would They Want To Know Next), you’ll ensure that you cover the logical next step on every page, so your prospects can follow a smooth process.
Continue the conversation whenever possible
Sites are powerful lead generators. If you’re speaking at or attending an event and you want to collect other attendees’ contact information, you can create a quick landing page that offers something of value, like a free eBook or white paper download. You’ll capture email addresses so you can follow up and continue the sales conversation in a meaningful way.
Even though websites are amazing, your website cannot replace your sales team. But it can be a hard-working part of your sales process that helps your team, your clients and your business.