Of all the marketing and sales tools available to you, your company website is the one that enables you to reach the largest audience. If you have built your website correctly, it should also function as an effective sales tool for your business.

Your website should move perspective clients through the buyer’s journey and keep them engaged while they are making a buying decision.

In the digital era we live in today, a website’s importance should not be under estimated. Consider these stats:

  • Inbound leads cost 61% less than outbound leads
  • Search engine leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate
  • 89% of consumers use search engines for purchase decisions

So are you using your website to its full potential? Most small and mid-size companies don’t take online marketing as seriously as they should. If you haven’t taken the time to devise a marketing and sales strategy for your website, then you’re missing a huge opportunity.

You need a clear plan in place in order to convert website visitors into profitable clients.  Below are four simple ways that you can make your website a more effective sales and marketing tool:

1. Use an opt-in form to capture contact information

An opt-in form is crucial in building a relationship between you and your potential customers. Opt-in forms ask site visitors to provide contact information in exchange for free, high value content. Once you capture the contact info, you’re able to follow-up with additional content and a specific sales offer.

Make sure you strategically place your opt-in form in a location that is noticeable. Be sure to use a descriptive call to action such as ‘Sign up for our Newsletter’ and include a brief description about the benefits of the offer.

2. Create and maintain a blog

Creating and posting relevant articles is very important to your business. When implemented properly, a blogging strategy can increase your keyword ranking and website traffic. It also establishes you as an expert in your industry by providing information that educates your current and potential clients.

Through blogging, you can both educate and engage your audience. Use blogging to help increase the amount of traffic to your website, and be prepared capture contact info.

3. Make an impression with your ‘About Us’ page

‘About Us’ pages are often the most visited page on a website, but many businesses don’t include this. Potential customers want to learn about the individuals they’ll be doing business with. Write about your company’s history and describe what you specialize in. Include professional pictures and brief bios on your key personnel.

If you’re not sure what to include in a bio, check out our article about writing a professional bio. Including these details on your website will add authenticity to your business.

Remember, people want to do business with someone they know, like and trust. This is the first step in building that relationship.

4. Have a separate page for every each product or service

Your website should promote your products or services in a detailed and compelling manner. Since most businesses offer more than one product, it is advisable to have a separate page for each product/service where you can describe each one.

You might also consider including an opt-in form where visitors can download a white paper or e-book on that particular service. This will give you good insight into what the potential customer is looking for. And you can follow-up with the appropriate offer, such as a 10% savings on the product or service when they purchase in the next 10 days.

Having a website without a clear sales and marketing strategy isn’t going to cut it.  Add these items to your website, and you’ll be well on your way to increasing engagement on your site and closing more business.

Have more questions about using your website as a more effective sales tool? Leave a comment below and we’ll be sure to respond.  Or download our eBook by clicking on the graphic below.

25 website must haves

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