How Much Do You Pay Your Business Website?
Does your best salesperson sell your products or services by just using a “pamphlet” to describe why it is someone should choose to do business with you?
Do they just pass out really cool business cards and then wait for people to call at some later time because they really liked the business card?
I certainly hope not! If so, then your business is doomed! I am not a sales person and even I would be able to see that would be the case.
New clients are not secured from just reading a pamphlet or from seeing a business card. These items are just ice breakers at best and if there is no immediate follow through they both become expensive (for you) trash.
There is a need for these items but they are just the first point, or dot if you will, on a long line of “touch points” that need to be navigated towards building trust with a potential client. This is a process towards a relationship, a mutually beneficial relationship.
I know that you understand this and the proof is that you still have an alive and breathing business. However, have you ever stopped to consider “what” exactly it is that your business website is being used for? How “should” it be used? How “could” it be utilized better?
You see, your business website is just like the pamphlet and the business card; it is a necessary item to have in today’s business world. Instinctively, you know this and that is why you have it, but while it ‘is’ both of those things it can be so much more! It can actually be like, and work as good as, your best qualified sales person. It can make that initial sales touch and also begin building that ever critical relationship to transform a potential customer into a paying client. It has the capability to not only inform a customer about your business, answer their questions and help educate them, but it can also began building up the trust factor towards your business and brand as a whole.
You have to think about your website in terms of “it” being a sales person. Just like a real sales person can be kind of general and ho-hum in their sales style, not being very proactive in trying to build a relationship, so your website can be as well. If the content on your site is not very engaging, proactive, or even ‘active’ at all, then it is being just like a mediocre sales person.
On the other hand, if the content on your website is relevant not only to things directly tied to your product or service, but is also relevant in a broader sense to the larger community of things that are ancillary to your product and service, it is now starting down the path of building a relationship with someone.
You can (and should) spend more time and effort creating engaging content to put on your website that is mainly geared towards the lifestyles and concerns of the people whom you would love to have as a client. Serve them first, with very good, highly targeted content that feeds a broader scope of need. Provide information and/or free services that will help them solve other problems in their life and this will begin to endear them to you. Show them you not only want to provide them with a quality product and/or service (once they need it), but that you care about helping them in many other ways as well. Other ways that doesn’t have the end goal of selling them something.
Once you are doing this well, the end result is that you actually ‘are’ selling them your product and service. Just like a really good sales person can do, you sell them something but all along “they” actually think that they decided on their own to make the purchase. This should be exactly how you should be looking at your business website. It is part of our sales force.
Yes, it is great for all of the needed and necessary information transfer that is solely about your business. All of the details so to speak but better than that it can be set up and used as a highly successful and engaging sales person that is standing ready to engage all potential customers, 24/7, no matter where they are.
Just like most of the financially rewarding things of a business are, the task of getting your website to the point of doing effective sales may not be fun and is definitely tedious. I promise you though both your customers and your bank account will thank you in the end.
Step back and take some time to look at the broader picture, the larger community that is your current customer base. Profile your ideal customer or client and then begin identifying other common traits, goals and interests that this community has that may or may not be directly aligned with the product or service you sell. You will then begin to find ways that you can provide additional help, information and/or service at no cost to a potential customer (and sometimes at no cost to you as well) and that these things help them solve other problems or issues that they have. If you do this enough, at some point these potential customers feel like they owe you something in return and they turn into paying customer and clients.
I have not told you anything new or earth shattering here. If you take the time to think about it, you already knew this. What you may not have realized is that your business website is a perfect tool for this type of action. Whether you evaluate the situation yourself, have an employee or group of employees do it, or even if you hire a professional to come in and do it, you really should get this done.
Start using your website as a communication device and not just an online billboard. Communicate and have interaction. Don’t use it just as a destination for holding information, but as a place that your community wants to come and visit frequently. It is the way things are expected to be done now-a-days. You will be glad that you did.
We here at Indianapolis SEO (an SEO Tyrants property) are really all about helping your business grow. We want to provide good information and as much education on SEO (Search Engine Optimization) as we can. This is so you can make an informed decision on how you want to maintain your online business presence. Whether you choose to do it yourself, learn about the process and bring it in house for one of your existing employees to manage, or even if you choose to go with an established firm to manage it for you. It is to your advantage to understand why SEO is important for your business and what types of things are involved. Just remember one thing, your website can be and should be your #1 sales person!
If you would like to get a free website analysis of how your current website is preforming please go here.
If you would like to take a deeper dive and let us give you a no obligation work up of how to fully market your business online, please visit our website and fill out one of our Discovery Forms.