One of the most powerful tools a small business can have is a website. It takes your reach beyond the shores of your local community and expands your customer base. There are so many ways to leverage your business website, and one of them is by considering the site as a salesperson.
When you start to consider your site as a salesperson, your outlook on it will change. Just the way a salesperson is the embodiment of a business, that’s precisely how your website should embody your business. You’ll want your website to be excellently designed in terms of values, vision, mission, and overall brand look.
To make the transition into considering your website as a salesperson, you have to ask a few questions.
How often do you measure the success of your website? Is it daily, monthly, weekly, quarterly or yearly?
Is your website thoroughly aware and knowledgeable about your business?
Do you keep your website up to date on new trends, changes in the market, and the climate of your niche industry locally?
Is your website up to date with current products, pricing, and services?
A sales representative is well versed with all that concerns your business so that when they are met with questions on the field, they will answer with accuracy. If you can’t send your sales rep out without ample information, you shouldn’t be publishing your website too without ample details.
Sales representatives have deep knowledge of the brand's clients; this is so they can lock down various sales before any day runs out. Sales reps are great listeners who have learned the needs and concerns of clients before they sell a product or a service. Building your website with this in mind will help you put some essential things in place.
The overall profile of your customers should guide the development of your website, and it shouldn’t stay stagnant. As your customer base grows and evolves, so should your website.
An example of this is the change caused by the recent pandemic. The entire world was at a standstill for almost a year, customer behavior changed drastically, and everyone began to develop different expectations for businesses.
Your website UX (User Experience) should be at its peak, so you don’t just get visitors without converting. After the pandemic, the attention span of customers has drastically reduced; they want faster and simpler interactions. Sticking to your previous website designs and brand voice would mean your business is not customer-centric.
Another example is if your target audience is young people and you use an unattractive layout with a boring website copy. There has to be something grabbing your audience's attention and keeping them long enough to buy or contact you.
Sales representatives are always expected to gain new skills and increase their knowledge of the business annually; your website expectations should also grow with time. Consider adding more human touches like an avatar to your website, so your customers relate more with your business. The avatar can serve as a guide to customers, directing and helping them navigate the website easily.
Communication is key to keeping your customers for the long term; customers want to know that there’s someone eager to answer when they reach out. A website live chat box is a great way to let customers know they can communicate with you or any of your human reps when they visit your site.
Another way to ensure you can communicate with your audience and they can do the same is by blogging. Blogs help you to share advice, tips, and suggestions. It also allows you to sell your product to the target audience beyond your already established customers.
Some great options for blogging are; Wix, WordPress, Blogger, and Type Pad.
With great SEO, you can rank your website on search engines and pull in more customers. Your website is a great tool; in fact, consider it your global sales rep. And just like a human sales rep, it can skyrocket your sales.