Is Your Website Working?
For many businesses, the website plays a critical role in driving leads and converting sales. That’s because prospects tend to do their homework, either before or after they talk to you, by visiting your website.
And if your website does a lousy job of communicating a compelling offer and value proposition, then your sales will suffer. I doubt that comes as a surprise to anyone reading this. We all know our websites are important, yet we don’t hold them accountable to the same high standards as our sales teams.
For example, do you regularly review the performance of your website to ensure it’s meeting your target goals? Do you have a website performance scorecard? If not, let’s walk through a simple four-question performance review that you can use to evaluate your website.
Question 1: Does Your Website Adhere to Your Dress Code?
This first question is the easiest one. Review your website with fresh eyes and honestly answer the following question: “Does your website’s design give the same impression you work hard to create in your business?”
Remember, your prospects’ first impression will often be your website, rather than one of your salespeople. That’s why it’s so important to make sure your website isn’t dropping the ball with a poor design, or a design that doesn’t match your company dress code.
Question 2: Does Your Website Communicate Effectively?
To be great in sales, you need excellent communication skills. That’s why sales teams spend so much time honing their sales presentations and practicing how to handle objections from prospects.
With that in mind, take a look at your website copy and answer the following questions:
1. Is it clear what your business does and how you can help your prospects?
2. Is it clear where to click to learn more about a particular product or service?
3. Is it clear what makes your business better than the competition?
4. Does your website address common objections from prospects?
5. Does your website give clear instructions for the next step in the sales process?
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.