A business website is essential in today's internet driven world. However, while many B2B have websites, very few use them to their full potential to generate leads, drive sales, and increase revenue. This is unfortunate because a website is often a major investment of time and money, requiring maintenance, and should be put to work to earn its keep.
A well-designed business website can work as a virtual showroom or storefront. Moreover, a well-organized and inviting website can highlight your products and services with sophisticated e-commerce tools and a proper website narrative. Still, before any of that can happen, the world needs to know your website is open for business. The way to make that happen is by making your company’s website the centerpiece of an inbound marketing strategy, targeting and driving organic social and search traffic of your most likely buyers.
Here are some reasons your website should be your number one sales tool:
1. Increased brand and product awareness
All sales are about creating relationships, and this is especially true with B2B companies. It is just a simple fact that people only buy products they know from companies that they trust. Companies, brands, and products that are unpopular or not trusted will be rejected. An effective inbound marketing strategy can introduce prospects and leads to your company and what you have to offer, and set you up as a trusted industry leader.
2. Ability to reach a larger and broader audience
A sales team can only make so many calls, send so many emails, and visit so many potential customers in one day. Moreover, today, mailers and other forms of traditional advertising are having less impact. Yet, a business website works 24 hours a day, seven days a week to attract prospects, capture leads, and make sales. Further, an effectively designed inbound marketing strategy can attract an almost limitless audience which can be regional, national, or worldwide.
3. Websites have a high return on investment (ROI)
Traditional sales techniques can have an easily predictable and almost guaranteed return on investment. It is something all businesses know and use, in one form or another. A certain number of cold-calls will generate a foreseeable number of leads, and those leads will convert into a reliable number of sales at a fairly predictable rate. Still, these techniques are limited by time and money. On the other hand, a relatively moderate investment in a business website has an almost limitless potential.
4. Websites are a preferred method of buying
Over the years, online buying has increased exponentially. As this has occurred, prospects and leads have become less responsive to hard sales techniques. More often, people would rather go online to research products and services, while evaluating a company's authority, popularity, and trustworthiness. So, if your goal is to increase sales and market share, you will need a website that will help those potential customers decide that your company is the best choice.
5. Your sales team is more effective
A website will likely not replace your sales team, especially for B2B companies. Yet, an inbound marketing strategy, with a website as the centerpiece, can help improve conversion rates for your salespeople. As opposed to more traditional strategies, inbound marketing works by attracting prospects and leads already interested in your company's products and services. As a result, a sales team could potentially eliminate cold calling and spammy email messages, speaking only to those with actual interest and most likely to buy.
6. Customers and leads have greater accessibility
Potential customers are researching products and services 24 hours a day, 7 days a week. Providing the information that website visitors are looking for may be the difference between choosing you or a competitor. A well-designed website, with a large content library, means that you can meet the needs of your customers outside of regular business hours.
7. A website can improve your touch campaigns
Staying in touch with prospects, leads, and customers is an important part of selling. An effective website will encourage visitors to provide vital contact information, not just through a standard contact page but also using optimized landing pages. Additionally, a growing content library combined with a personalized email marketing can become a cost-effective touch campaign, helping to increase conversions.
Attracting prospects, converting leads, and being responsive to customers are all important components of sales and growing a business. Nevertheless, you must have the right tools and meet the growing expectations of potential and existing customers. Your website should provide buyers all the options they are looking for. Don't you agree?
What haven't we covered yet that is important to you? If you would like more reasons your website should be your number one sales tool, or would like to discuss a related topic, please contact us.