Turn Your Website into the Ultimate Sales Tool
by Ashley Lilly, on May 19, 2020
(Updated March 31, 2022)
However, none are more powerful than your very own website.
But, only if it's doing its job.
(Is it? Ask our free website grader tool. It knows ALL).
The fact is that most of your potential customers will have their first interaction with your business through your website (and they'll look for it if they find your name somewhere else). So, it absolutely must be working well if you want to grow your business.
Your current customers need it, too. It's the first place they'll go to:
- reach customer service
- learn more about your services, and
- share your business with others.
Given all these factors, turning your website into the ultimate sales tool has the potential to attach a rocket booster to the back end of your business.
A Website is Not a Business Card
The key to turning your website into your 24/7 sales tool is to anticipate your customers’ objections and answer those objections front and center. It's essential that you put your buyer first, not your brand.
In order that your prospects see the value in what you're offering with your business + want to buy, communicate your unique value proposition on your main homepage, and let it drive the rest of your website copy.
Your value proposition should:
- communicate what you do/sell/create clearly, directly, and in your brand voice
- differentiate you from your competition, and
- show the benefits customers can get from your services.
Think beyond a one-page design and provide your visitors with some room to explore. Show them the answers they came to find, make sure they have a good CTA to get in contact, and you're golden.
Website SEO: A Customer Magnet
When people land on your webpage, do they find what they were looking for when they conducted their Google search?
Are they making the transition easily from visitor to lead to customer?
Is the value you’re offering clear and centered?
Unlike other sales tools, a website built and maintained with strong SEO acts like a customer magnet. It draws in visitors who are searching for products and services like the ones you offer.
A website that offers value to specific customer pain points receives high search engine rankings, so if your site meets these criteria, you’ll have a better chance of showing up in the results.
Building A Lead Generation Machine
The businesses that are thriving today are those that have learned to create, build, and nurture relationships online.
Having a website that is an effective sales tool allows your sales team to use the site to further educate prospects after a first call.
Remember, a clear value proposition across your whole website + high-quality content helps engage visitors from the moment they land on your page. Once you have that, make sure that every page of the site directs users toward a landing page that allows them to:
- sign up for a service
- request a quote, or
- join your mailing list.
Take (Call-to) ACTION
Once you've engaged your website visitors, give them a direct line to either ask more questions of your team or buy. Give them a Call-to-Action (CTA).
If you then help your visitors through the Call-to-Action cycle, your website becomes a true, lead-producing asset for your business.
In other words, develop varied CTAs and position them in places that speak to where your visitors are in their buyer journey.
Using this approach will brand familiarity, build trust, and encourage customers to choose you. So make sure you take the time to cut a clear path to your business with CTAs.
Your Website To-Do List
Websites play a fundamental role in the customer acquisition process. A brand’s website engages more prospects on a daily basis than whole sales teams did in a month only a decade ago.
To make sure yours works that hard to improve conversion rates, follow these suggestions:
- Weave CTAs into your website copy so they make sense contextually.
- Provide useful information based on what your ideal customers need.
- Build trust with a branded, contemporary, high-quality design.
- Make it easy for customers to find the information they're looking for.
- Make sure your content is current.
- Be compelling. Your website must demonstrate why your brand is the right fit.
- Make it easy for a user to convert into a lead or buyer with landing pages.
- Offer a clear and compelling reason to purchase from your brand.
- Study your website analytics and buyer journey flows to find drop-off points.
- Ensure your website adapts to desktop, tablet, and mobile devices and is ADA compliant.
If you recognize that your website needs a new design to make the kind of impact you need, contact us. We would love to help put your website to work for you.