How Effective Websites Impact Sales Productivity

Effective websites increase sales productivity.

Does yours?

An easy to find, well designed, simple to use and optimized website is a great start. But if you are investing in your website, why not use it to its fullest potential?

Maximize your return on investment. Here’s how.

Prospects Start Business Relationships Online

Today, the majority of buyers prefer to start a business relationship online. Although direct sales remains an essential part of the selling process, an effective website can assist with relationship development.

Review Your Website

Does your website contain useful information that educates and allows a prospect to learn more about the value your capabilities deliver? Every website should contain at least three pieces of helpful content. Topics such as:

Attract your target audience, allow a prospect to learn more about you and develop and enhance relationships.

Prospects Opt-In To Valuable Content

When you deliver valuable content, your audience will come back to learn more. Plus, they will opt in to certain pieces of information if there is a compelling reason to do so.

We’ve all exchanged our email address for documents that include facts, trends, figures, or industry insights. So, for a few of your high quality content pieces, ask for an email address in exchange for downloading the information.

Although interest in your content does not always translate into a need to buy, it is an indication of interest and a viable lead for your sales team.

Review Your Website

High quality content is educational, informative, entertaining and based on customer wants and needs. Does your site contain this material today? And, do you offer a few of these documents in exchange for an email address?

If not, develop the information internally or commission an outside source. Valuable content connects with your target audience and serves as an excellent lead generation tool. Much like a referral, speaking with a prospect that downloads content is significantly more likely than typical prospecting calls.

To Learn More:
Download the Lead Nurturing Whitepaper

Effective Websites Enhance Current Customer Relationships

Effective websites enhance relationships with current customers. Although they are more likely than prospects to connect with a sales rep, a significant percentage of customers self serve. They look first online. Plus, when it’s after hours or a sales rep is unavailable, a website serves as an effective customer service source.

Review Your Website

Does your website contain easily accessible answers to contact information and common customer questions? Ask your sales and customer service teams to provide a list of topics that customers typically ask about. Compile those questions and answers on a webpage or FAQ document.

In addition, assist customers through infrequently asked questions. These are important questions but are outside the common inquiry categories. They address the needs of some customers and also speak to your expert knowledge. You can link to the page from your main FAQ page. Plus, visitors who want to know more about your product, service, company or industry will appreciate the additional information.

Use Valuable Content In Other Channels

As your sales team goes through their prospecting process, they can use the valuable content you’ve developed for your website directly with their customers and prospects.

Review Your Website

Identify multipurpose content. For example, a white paper that details the value of a key capability attracts prospects to your website. But, it also works effectively for current customers that don’t purchase that service today. And, answers to the infrequently asked questions may provide the detail and peace of mind a prospect may need before initiating a purchase.

A robust website elevates the value of your company, impacting revenue and increasing the productivity of your sales team.