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How Sales-Friendly Is Your Website?

Patrick Dodge

Founder

Jan 13, 2017 12:15:32 PM

Someone told me many years ago, “Your website should be the greatest salesperson in the company.”

If there is a better clarifying statement on what a website is for, I have yet to hear it.

If your enterprise is B2B, chances are good your public-facing site is the first interaction people will have with the brand. For that reason more than any other, a “sales-friendly website” is more than just a good idea. It is essential for the success of every business, regardless of whether you process transactions online or not.So what does a sales-friendly site mean? It’s all the little things that add up to a great experience for the customer and a new lead for you.

Focusing On Customers In The Copy

This is an easy tip a lot of businesses miss, and it’s easy to do.

Imagine you are a customer going to your corporate site right now. Bring it up on a browser and what do you see? More than likely, you see bold headers that talk about your amazing products and service, backed with blocks of text supporting these claims. 

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Looking over the site, you might be convinced the company can help you with your needs, or you might bounce to another destination on the web. It’s a crap shoot most of the time.

The one way to ensure your website resonates with customers is demonstrating you understand their needs better than anyone else. You can do this by keeping the focus on them in the website copy, not your business.

Check out this landing page from Versatile.

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Notice how the headline focuses on a specific customer problem (high PC capital expenses) and offers the solution (free eBook that explains how PC-as-a-Service reduces costs).

Even though this page was created for lead capture, it encompasses all the best elements of effective website copywriting. This page sells. 

When you can establish an intimate connection with a potential customer, you've got a good thing going. What better way to do that than show them you understand their problems and solve them with proven solutions?

The one way to ensure your website resonates with customers is demonstrating you understand their needs better than anyone else. You can do this by keeping the focus on them in the website copy, not your business. 

Calls-To-Action On Every Page

Organizations that have a content marketing strategy in place are more likely to use calls-to-action, but I still see many blogs that don't have a "next step" for users to go when they finish reading.

This is a tragedy. Every post and page is an opportunity for customers to take action, a chance to move them further into your sales process. You’ve already peaked their interest with your content. Why not lead them to the next logical step in the buyer journey?

It's up to us to show people where to go - whether it’s another page, a downloadable guide, or a button that says “Get A Free Consultation.”

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Every website visitor has the potential of becoming a customer for life. Don’t let them slip through your fingers by forgetting to show them where to go next. 

Using Design To Draw Attention

When reaching a website for the first time we all make an immediate judgement call on whether it’s relevant to our needs and likely to deliver what we want. Pages that are jam packed with text and images force us to scan the page, looking for signs of usefulness. Make us work too hard, and we will jet post haste.

Cluttered design is a problem caused by fear. People worry that zeroing in on one thing will drive users away, so they load up the page with distracting links and graphics. Both the visitor and business lose in these situations.

I’m not saying it’s bad to include links to other pages. Giving users fast access to the most popular sections of the site is a good thing obviously, but it's best to use discretion with design. Great web design brings clarity and focus to the visitor’s attention. If we know our customers well, we should have a clear sense of what they are looking for.

A sales-friendly website does more than improve your chances of finding new customers, it can also make your entire sales operation more efficient. Think about how many hours your sales reps spend educating customers about your services. Now imagine have much time you could save by walking businesses through this information online using blog and video tutorials.

The end result will be a qualified customer who understands what you deliver and wants to join the party. What more could a sales manager ask for?

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