What’s the one thing every business wishes it had more of?
If you guessed sales or customers, then you are not alone. Nearly every business wants to grow and increase its reach by gaining new customers. Most do this through their sales staff or other sales channels such as retail stores, but many businesses ignore their best salesperson. The one that’s available all day, every day. The one that responds immediately on demand. The one that can speak to any customer, regardless of their location.
That’s right. Your website.
Your website could easily be one of your best salespeople, and if you don’t think of your website in this way, it’s time to start. Here are three tips to help you get started.
Tip #1: Stop Thinking it’s a Brochure
The number one mistake many businesses make when it comes to their website is thinking it’s an “online brochure.” Because of this thinking, businesses take print material they have – often a brochure – and put it on the website. But here’s the problem with that. In most cases, you don’t expect a print brochure to make the sale. You put the brochure in the hands of a salesperson and they work together to make the sale. When you put a brochure on the website, it’s much less effective than if you had created content which qualifies customers and allows them to buy. After all, given the choice between a web presence and a website that makes sales, which would you rather have?
Tip #2: Listen to Your Customers
Customers use websites to research their options and make comparisons. If your website broadcasts what you want to say, rather than what your customers want to know, it’s much less likely to be a good lead or sales generator. In other words, you have to listen to your customers. What questions do they ask your salespeople? What about your support staff? What objections do they raise? If you ask these kinds of questions and truly listen to the answers, you’ll end up creating content that will help customers make a purchasing decision.
Tip #3: Be Obvious
How obvious? If you think it’s painfully obvious that’s probably about the right level. Research shows you have about three seconds to capture a customer’s attention before they click the back button to find what they’re looking for elsewhere. In those three seconds you need to tell them who you are, what you do, who you do it for, and what’s in it for them. So be obvious about it. Put it front and center where customers can’t miss it. After all, they aren’t going to buy anything if they can’t figure out what you do or how to contact you.
If you follow these three tips, you’ll dramatically increase the ability of your website to act as one of your best salespeople. Now I’d like to hear from you. What tips do you have for increasing the sales potential of a website? Share them in the comments below.