A website should be an extension of the goals of your business. Although those goals likely include interaction with an end customer, how you execute your web strategy depends upon specific details. Are you focused on furthering relationships with current customers or is prospecting for new clients the highest priority? Site organization, navigation and content will differ greatly depending upon these definitions.
1)What Are Your Business Goals?You define a number of objectives each year but a primary goal for most companies is to grow the franchise. Your efforts to increase revenue might include:
- Growing your current account base
- Expanding business in specific industries or product lines
- Developing new customer opportunities
Just like the hiring, training and the direction you provide your sales team differs depending upon your focus, so does your web strategy.
2)How will your strategy differ?Let’s start with what doesn’t.
A simple design. Easy to understand navigation. Content that connects with the audience.
From loyal customers to a new prospect, your audience wants a website that allows them to access the information they need quickly and easily. A simple design with descriptive headings and navigation provides a positive user experience, regardless of how well your audience knows you.
Current Customer Strategy Considerations
A customer interacts directly with you and others in your organization. However, just because you have personal contact, don’t assume that all the interactions take place that way. Customers may get answers to certain questions through a sales, customer service or even a production contact but they seek information on your website as well.
If a new project hits their desk they may look at your website to see if you have that capability, including examples of your work. Order entry forms, checklists and other procedures may be discussed directly during the onboarding process but when the information is misplaced, customers expect to find it online. Contact information, including phone numbers and your physical location are also essential.
Current customers may also refer a prospective customer to you. 46% of buyers consider a website the most important criterion in determining company credibility. If they visit your site, what would they think? It’s essential that your site looks the part and contains information that’s critical to their needs including:
- Easy to find capabilities information
- Content that describes the value of your services and what sets you apart
- Examples of your work
- Vendor comparisons
Prospect Web Strategy Considerations
Although customers view your website, a prospect spends a significant amount of time learning about you there. Consider this, buyers are ⅔ of their way to a purchasing decision before they connect with a seller. And, if they are considering your company, they are also likely to visit your website six or more times before interacting with your staff. Is your website organized to make it easy to get the information they need?
The more a website can reach out to the individual needs of decision makers and influencers, the better chance it has of engaging its prospective buyers
- Align navigation to what prospects are looking for
- Speak in their language
- Use calls to action to guide their path
3)Do you have the content to keep them coming back?
Today, prospects learn online. Content is the vehicle that provides the education, industry trends, product comparisons and other valuable information that a sales rep provided in the past. It ensures that prospects are learning about your services even if they aren’t speaking with you directly.
Your site organization and the information you present a critical elements to converting more prospects into customers.Learn how your site rates.