Does your website lead to more sales?
Does it make your sales process easier?
If you answered no to these then you need to read this!
catching hot leads
A website is like a hardware store…
No one walks into the store if they never intend to use a hammer.
They are there for a reason.
If someone is on your website, it means they want what you’re offering, or they will in the near future. It’s the same as a browser in a store…
What we want to do is show you how to optimize your website to advance the sale. Every single page of your website should provide some evidence or reason to the visitor that they should buy from you. It should persuade them, convince them or even close the sale.
how do we do that?
We do this by making sure that your website feeds into and supports your sales process.
If you do this well, you exponentially increase the odds of a website browser becoming a client.
Your website should:
- provide proof that you’re the best solution,
- show examples of your happy clients,
- give basic information the browser needs to make a buying decision, such as product or service options and prices
- get the details of the browser so that even if they don’t buy today you can market to them going forward.
To take this to the next level it’s important to get the information of the person browsing your site because not everyone who walks in buys at that very moment.
If you have their details you can remind them through future marketing campaigns that you are the best choice or let them know when you have a great new offer or offer a discount on a product they browsed.
You do this by offering value (something they find useful) in exchange for their information (contact details).
We talk more specifics on how to do this towards later in this article.
We also know that email marketing is still the most effective marketing method, beating even social media and affiliate marketing.
So if you’re not using your online platforms to their maximum ability to increase sales on your website, you may be losing out on great selling opportunities.
Think about how many times you’ve browsed google when you need something or clicked on an email to check out a deal or gone into a store based on a post you saw on social media.
what are the practical steps
Generally with sales, potential leads will go through these phases:
- I have this problem
- How do I solve it (possible solutions)
- Is this the best way (evidence)
- How much will it cost
- Is this the best choice (comparing suppliers)
You want to make sure each section of your website answers these questions effectively.
Here are some guidelines on what each page of your website should reflect to support your sales process.
This is the first thing the browser sees.
It should do the following:
– Make them curious about your brand
– Show them your current top offer
– Invite them to engage with you
What is your main offer right now? The product or special or event you’re promoting…
Draw people in with where you can give them the best value first by displaying this on your home page.
If you’re not promoting anything right now then you should have what you’re best known for on this page.
Whether you’re selling products, services or promoting an event your product pages should include information that tells the client why they should choose you and that you’re the best.
– The benefits of buying from you
– The biggest selling points, this would be why you beat the competition
– Price information, or at least a range indicating price possibilities
– Testimonials from happy clients
About us page
This is your chance to sell your brand to the potential buyer.
They’re asking the question “Can I trust you” and you have to offer them information that proves that they can. Show them the following:
– What your brand values or believes in (this tells the buyer if you’re aligned with them)
– If it’s critical, include the team and a description of each person (this tells the buyer who they are doing business with)
– Include important information like how long you’ve been in business, where you’re based, if you have numerous branches (these are details that prove you have a successful track record)
– Note any awards or accolades presented to your brand (this is confirmation that you’re the best)
offering value in exchange for client contact details
Getting someone to your site in the first place is a win (if your site is effective),
But not everyone buys the first time they walk in the store. Use this opportunity to get the details of the prospect and move them through your sales process.
In other words, show them what you have to offer so they become a buyer and not a browser.
Getting the leads details:
The reason any business exists is that they’re solving a problem that the buyer has, that could be I need that product, or I want to look cool to my peers… either way, you’re filling a need or want.
Think about what your market wants and offer them this as a free resource in exchange for their details (name, surname, email, phone number). We refer to this as a lead magnet, you’re drawing them in to attract a sale.
Here are two examples:
An event marketing company could offer early access to all event
A moving company might offer a checklist on all the things to do to prepare for a move.
You could even use this opportunity to get more information on your buyer so you know exactly what to market to them.
For example a beauty salon might want to know if you’re more interested in anti-ageing treatments or hair specials. Ask for this in your info form and you can direct appropriate marketing material to your potential buyer.
how to guide your lead through the sales process
Always provide information to your potential lead on what to do next.
We call this a call to action.
You always want to make sure you’re directing your lead to move them closer to the sale.
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– You’re providing relevant content to add value to your client
2. Ask them to download a template
– You’re making sure to get their details to continue marketing to them
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– You’re adding an incentive for them to try your service or product
how do i know what to use as a lead magnet
It’s important to have resources for a leads at each stage of the buying process.
Make sure your web pages and your downloadable offers have appeal for every stage of your particular buying process. To figure out what that offer should be, think about questions you get all the time or what was one thing that you gave or said to your past 10 clients to help finalise a sale. This is a good place to start…
Think about what your clients need and what would add value to them.
For the curious browser
Are they just looking into what you’re offering? Give them a guide on how you can solve their problems. Sticking with the beauty salon example, offer a quiz on which haircut is best for your face. To get the results, they have to provide their name and email.
For the comparing suppliers browser
Offer them a discount or a free trial. Potential clients will usually go where they have received value in the past so you can also try to provide a downloadable guide or checklist for one of the biggest pain points around your industry or product.
how do i do this with minimal effort
In the amazing digital era we live in, you can create sales funnels on your website, social media and paid ads by creating the process (and the lead magnets) just once. You can then distribute it to all your new website visitors.
We at BCH media can help you set this up so any effort you make now can continue bringing in clients in the future.
Once your email list is in place and keeps growing you can share one email with thousands of potential buyers and watch your sales grow.
We can help you monitor which of your lead magnets are most effective and continuously improve and optimise what your potential buyers want to make sure you add even more value and become their first choice to purchase.
Why is this useful
- You know you’re selling to a hot lead…
someone already interested in either your brand or your offer, otherwise they would not be on your site in the first place.
- You’re making sure you are always top of mind for the potential buyer
you do this through the sales evidence on your website and by directing your email campaign effectively. Even if they’re not ready to buy now, you’re building up a case so that when they are ready, they will come to you.
- It’s also more cost-effective…
the cost of selling to the same person is much cheaper than the cost of finding new clients through additional paid advertising. If you have your hot list of email leads you can sell (and upsell) to your market.
Start using digital resources as a powerful mechanism to increase your sales and make it easier and more effective to grow your business.
yes, I want to increase my sales
If you are ready to optimise your website to support and improve your sales process we can add value to you.
Send us a request to give you a call…