Every company has a website — or at least they should. It would be odd if you didn’t have one. And every company has a phone number, email address and a bit of a social media presence. Again, it would be odd if you didn’t.
Every company does the basics. Having a website is like having electricity in your office. It’s a basic necessity. But doing the basics aren’t differentiators, and they definitely don’t increase sales.
So why do companies think a basic website will have any impact on their sales performance?
Websites that sell have a strategy
Most company websites are nice. They are functional. They are attractive. They tell a good story. But those are table stakes. Every company’s website should be attractive, functional and tell a good story.
Websites that sell are different, because they are built for sales.
Sure, they are built on WordPress, they’re optimized for Google, they’re attractive and have clear calls to action. But that’s not the secret sauce. Websites that sell are unique, because they have a strategy to sell.
There’s purpose behind the site. There are clear goals. And there are tactics and techniques applied to drive customers to those goals.
What separates a website that sells from everyone else is the strategy — a strategy to drive sales.
Invest in your website like it was a sales person
Companies spend hundreds of thousands of dollars a year on their direct sales force. An average B2B sales person has a base salary of $50,000, and earns between $85,000 to $100,000 per year plus vacation, benefits and other perks.
On top of that, sales people receive management, guidance, training and support. They are invested in to be successful.
Websites, on the other hand, are an afterthought. Companies spend $10,000, give or take a few grand, and then let the site languish for three to five years. It’s no wonder these sites can’t move the sales needle.
Your website is one of the most visible elements of your brand. And it’s also one of your most important sales tools.
Instead of treating your website like a website, treat it like a sales person. Invest in it. Nurture it. Help it to be successful, and reach its peak potential. Spend the money required to make your website communicate better than your best sales people.
Websites that sell are a choice
Not many companies will invest in their website, and this is your opportunity. Let your competitors offer the basics. Let them do the bare minimum.
You can differentiate your brand and drive sales simply by approaching your website as a crucial component of your sales process. It’s the face of your company. It’s your most important sales person.
Build a website with purpose. Create a strategy to drive sales, and invest in your website to perform to its peak potential. It’s your choice to create a website that sells.