You Could Have A 24/7 Salesperson Working For You!
In our experience, the website is the all-too-often overlooked aspect of a company’s sales funnel. There always seems to be a sense of “The one we have seems to be working ok.” or worse, “we don’t get anything through it anyway.”. Both of which, in our humble opinion are deeply dangerous viewpoints.
What most business owners, especially in the more traditional, long-standing businesses, fail to see is this; Your website could be bringing in the same vale (in fact often much more) of new business than a full-time, well-paid, high-commission earning salesperson. Better still, at a fraction of the cost.
We are living in the digital revolution. Our ancestors saw the industrial revolution, we are in the midst of a digital era that is changing the very nature of our world. It is a fact that, over 90% of the people you do business with are going to check you out online before they decide to go ahead. They’re going to look a your LinkedIn profiles, your company Facebook page, your company Twitter account and they’re going to look at your website.
Position and setup your website well and it can make a massive impact.
Consider your website, consider its messages, consider it from a user perspective, not just your own. Do this, and you’ll start reaping the rewards. Some companies, and you’d be surprised at the sheer number this is true of, rely entirely on their websites for lead generation. Their sites perform well on Google, they’re utilising social media to drive traffic to their website and, once they get there, the site is full of ways to push that person down a sales funnel to buy from them.
Your website could be doing the same!
How can this magical scenario become real?
The first step is acceptance.
Accept the fact that; if your website is three years old or older, it is probably looking a bit dated and a bit tired. Its messages are likely to be out of date and it’s probably not performing as well as it could, or should be.
The second step; Don’t assume you know best.
Yes, you know your customers, you know the kind of businesses you’d like to be getting through your doors. But you probably don’t know the best ways to turn your website into a well-functioning conversion tool. You cannot make the assumption that, just because you don’t like a certain element on some websites that you’ve seen, that this means it should never be on any website anywhere. It might just work on your customers.
The third step; Don’t be afraid to totally rethink it.
Example; If you’ve been a Facebook user for a while you’ll have noticed some fairly drastic changes since it first began. You’ll have noticed the layout, the newsfeed, prominent calls to action and features change monumentally from the first time you logged on to today. And Facebook is the second most-used website IN THE WORLD! Their website IS working, it IS getting them customers and closing sales. Yet, they still make wholesale changes to improve it.
So, what are the secrets?
The word “secrets” is a little misleading. They’re more akin to oft-forgotten rules to follow.
Rule 1 – Simplicity
Simplicity doesn’t have to equal boring. A quote, often attributed to Einstein states; “Anyone can make something more complicated. It takes genius to make something simple.” – It has doubtless been re-hashed and altered a thousand times over but the core message remains the same.
Simplicity is about taking something that might be complex and making it simple for someone to navigate, digest and understand and engage with. You’ll know that often, your customers are not experts in your field, but they need your expertise provided to them in a way that they can get their heads around.
Rule 2 – Engagement
This is the “interest factor” the tantalisation, the intangible something that draws someone in. Now, it’s not really as mystical as all that, it is more about making something interesting to look at.
You know that people are lazy on the internet. You don’t need to be told that, if you click onto a website and you’re not engaged, drawn in or piqued by something within a few seconds, you are gone, probably forever.
Convention tells us that you have approximately 3-5 seconds to capture someones attention when they land on your website. Something has to happen, something has to be there in their eyeline, right away to grab them. But it’s not enough to shove in something engaging above the fold on the homepage and leave it at that. The same idea needs to follow through the entire website, engagement keeps them looking, keeps them reading, keeps them on your website longer. The longer you keep them there, the more chance you have of converting them into a sale.
Rule 3 – Calls to action
So, imagine you’ve cracked the first two. The site is simple and easy to navigate, it’s engaging and interesting and keeping people looking. So, now what?
You need to make them DO something!
Your business, no matter what it does, will have a list of ideal ways you’d like to interact with the majority of your customers. So, your website needs to push them down that sales funnel.
Do you want them to call you? Put your number and ways to find your number in plenty of prominent places. Do you want them to email you? Put forms and email links in all the right places. ant them to buy/sign up right away through your website? Then make sure it’s very clear and simple and easy for them to find their own way to that.
Your calls to action are your website’s closers.
Think of it like your salesperson, those calls to action are what they do when there moving the customer into a sale. The difference is, your website can make them convert themselves! No commission to pay, no salary to worry about. Even better, because THEY made the decision, it wasn’t a skilled seller that twisted their arm, they’re already more engaged with you, your company, your message and they’re already keen to use your services or buy from you.
They’re sold, and you haven’t even had to speak to them yet.
Interested in a website refresh?
Written by Alex.S
Digital Marketing Consultant & Keynote Speaker @ Dragonfire Marketing