“How do you find the time to manage all of this social media stuff?” That’s one of the most common questions I’m asked whenever I present. And sometimes, I get the sense that people are hoping that it’s so complicated and time-consuming that they’ll have a great excuse NOT to do it. Not to learn [...]
Is Your Website Pulling its Weight? Tips to Stand Out from the Competition
Your company website is another member of your sales team. If promoted correctly, thousands of potential and existing clients will view your website regularly.
Is the information on your website convincing potential clients to purchase from you over the competition?
The solution to converting web-based leads could be a lot easier than you think.
Many websites are weighed down with too much text. For most people, this is information overload. They switch off. Other sites contain too much industry jargon and terminology. The problem here is that most people do not understand your message.
Much of the text contained in websites focuses on the features of the product or service and not the benefits. This includes descriptions with generic’ terms _ quality, economical, professional, etc. While you want your customers to understand that your product or service is produced with love, care and quality, it’s a claim that most customers see as a “given” and not a point of difference from your competition.
Make the benefits of choosing you over the competition clear.
Instead of simply listing the specification of a product or service as “we use 100mm pipes”, dig a little further and tell the client what the benefit is to them. “We use larger 100mm pipes which means your drains can withstand huge storms and you don’t need to worry about water damage.” The latter has gained my attention and now I know the benefit of having 100mm pipes. Sounds simple? Maybe. A professional marketer will help you maximise this advantage.
Most customers just want to know about the benefits - what’s in it for me or how will this make my life easier, why is this product better than the competition.
Here’s six tips to maximise the benefits of your website:
- Treat your website as another member of your sales team.
- Your text should be punchy, interesting and speak directly to your customers.
- Make it even easier for customers to contact you by having a contact link on each page of your website.
- Updated and benefit focused text will help gain customers interest.
- Regularly update
- Free publicity for your website
Each day, your sales team answer many customer questions. What are the most common questions they receive? Ensure your sales team provide you with a list of common customer questions and check that your website answers these.
It must tell them why they need your product/service and clearly highlight the benefits.
To maximise its effectiveness, place contact links close to your product/service benefits text.
However, your website still needs to work hard to get them to contact you. Add a “hook” or incentive for customers to call. A website promotion will also help you monitor the number of leads generated.
Update your website regularly so that existing clients are induced to click-through and see what’s new.
Include your website address on all of your business letterhead, e-mails and promotional material. Clients aren’t going to visit if they don’t know it exists.
By including all the advantages of purchasing your product, offering incentive to contact and making it as easy as possible for prospects to contact you, your website will become a more effective member of your sales team.
You might be interested in this upcoming event...
NEW: Social Media for Small Business Webinar Series
Practical ways to use social media to grow your business
Online Webinars - Starting 28 May 2013
NEW webinar series: designed to dispel the myths about social media and arm small business owners with skills and know-how to make social media a powerful force for business development and bottom line results.
Experts will present practical ways to use social media to:
- Build brand awareness for your organisation
- Network and make connections all over the world
- Build your personal profile and position you as a credible authority
- Drive traffic to your website, blog or social networks
- Convert social media followers to leads and leads to customers
- Grow you reach with suppliers, staff, resources, alliances, sponsors