You can have an attractive, functional website, but does it sell?
Your Website Should Sell Like You’re In Person
The key indicator of what information are to be placed on your website is your sales process:
- How do you educate your customers?
- What stories and case studies do you share when you’re with a customer?
- How do you present pricing?
What are the logical next steps on your website? Remember that what you discuss in a sales meeting is what should go in your website. Give your customers the information they need to buy.
Brevity and simplicity is at the heart of great selling.
Websites that sell are minimalist. They don’t overwhelm their customers with tons of options and information. They get to the facts: About, Services, Products and Features, Pricing, Contact.
B2B sites are guilty of talking themselves out of a deal. With menus upon menus and no clear roadmap for customers to logically navigate the website. This is an issue to solve up front.
Your Website Is Not Your Salespeople’s Replacement
How would you present your services if you fired your sales team — if your website had to do it all? How would that influence your design, layout, and content? And as a bigger question, how would it change your investment in digital marketing?
Now add the salespeople back into the equation. Imagine if your website was pulling its weight and selling as well as your best salesperson. How much would that improve your organization’s sales performance and the effectiveness of your sales team?
When you treat your website as a member of the sales team you will hold it to a much higher standard.