A website plays numerous roles as a part of a company’s marketing and sales teams. Website designers work in conjunction with these two teams to create a vehicle to support the company’s sales and growth goals.
Do you think the website is an extension of your sales team, and if so, how?
Yes, somewhat. Buyers are educated. They often research what they need before they speak with a salesperson. The first place they go is your website. A website is not just information/ a brochure anymore. Your website can educate, service, upsell, cross-sell, and so much more as a sales tool. They represent your style, your culture, and your team.
What do you think is the essential feature of a website in terms of sales impact? The blog? The services? About?
Interesting question, and it probably depends on the buyer. It could be several things that are why a comprehensive site is so important. Your products and services need to stand out clearly. Your educational information needs to be easy to read and readily available. And often, people want to know who you are, who buys from you, and how to reach you for sales or service.
What are your thoughts on testimonials? Should you use the full name and business?
It is always a plus to get full disclosure, but I think you can use first names with a company name or industry, but they may have less power. I am a big fan of case studies and storytelling for salespeople or websites. It is great when someone hears or reads what you have done for someone else, and they can immediately relate to their situation.
What are your thoughts on putting the sales team and other key employees on the website? Some business owners fear poaching will occur.
I like team photos. It’s the beginning of bonding and relationship building. As a good leader, you shouldn’t fear poaching. Happy employees treated well, kept in the loop, and compensated fairly are not going to jump ship. Plus, if a recruiter wants to find someone, they will find them differently (such as LinkedIn).
What do you look for when you view a business website?
I look for a nice logo and design, easy navigation, call to action buttons, educational information, a human to contact, and a few good testimonials or a client list.
I recently noticed websites reflecting the company’s culture are displayed by colors, photos, and charitable giving. Those things help you form an immediate first impression – good or bad.
Most importantly, Your Website is Your Storefront.
Let’s evaluate your website pages and how they compare to their brick and mortar counterparts
- The home page acts as the front of your building; first impression
- Navigation is the layout of your store, directory
- Business name equates to your store sign
- Banner is a sale sign
- Google Analytics compares to reviewing store data – counters, zip codes
- Chat offers a similar experience to customer service
- Cart is the same as the checkout counter
- Recommendations works like surveys
- Search (magnifying glass) equates to locating a store clerk or customer service
- Colors are critical and impart what you sell or are feeling
- Home page graphics represent the company culture
- Contact page mirrors a Help desk
Listen to your sales team
Your sales team conveys the needs and wants of your customers. Engage with sales as you build a new or redesign your current website. Special thanks to Denise Horan for sharing her thoughts. Denise is an accomplished and successful sales trainer, mentor, and professional. Her new book, Stories From The Sales Field Navigating a Sales Career in a Post-Pandemic World, can be purchased from the following: