Who’s your best salesperson? Who works around the clock when everyone else (including you) has gone home? Who’s there 24/7 doing everything possible to get new customers interested in your products and services?

Your website of course! Or, at least, it should be. So why is it that so many company sites are static shop windows when they could be lean, mean, lead gen machines?

Continuous Improvement

Part of the problem is that most companies think that simply having a website is enough – that by building it ‘they will come’. The truth is a website should be ever-evolving: like a business.

A company’s products and services shift in line with customer needs, right? Well, the same goes for its website. It needs to continuously improve in order to attract the right kind of prospects.

It all starts with a solid strategy – which we covered in a previous blog – and understanding that data analysis is vital. Knowing who’s engaging with your digital channels, how strong your proposition is, and what kind of activity your site is seeing, will reveal how well it aligns with your overall business objectives.

Conversion Paths

In a nutshell, you need to understand who, why, and what kinds of content are leading people to your website. Once you’ve got that kind of insight, you can start to create more detailed conversion paths for the specific prospects you want to attract to your site – your customer personas.

This needs to overlap with different points in your sales funnel. Ideally, you’ll start with at least one conversion point for each funnel stage – so you have three conversion moments per persona:

  1. one at the top of the funnel (ToFu), to convert them from visitor to lead,
  2. one in the middle of the funnel (MoFu) to qualify them as as bonafide lead
  3. one at the bottom of the funnel (BoFu) when they’re ready to start the sales process.

Turning ‘Needs’ Into ‘Leads’

It’s easy to think that the only thing you offer is your core business – and that prospects are either interested in what you’re selling or not. But the fact is – and especially in B2B – it takes several brand exposures for a prospect to even begin a customer journey.

That’s why every piece of information you put out there – your content, case studies, social posts, etc – must reflect real customer needs. And when they land on your website, it’s important to understand that they’re there by choice – and that this is the chance to start an active dialogue with them.

Ultimately, a stellar online presence can only benefit your business. However, when tuned and optimised correctly, a website really can become your best salesperson. But it’s a process that requires commitment and careful planning.

Ready to fine-tune your online presence? Talk to us about our OPA offer today!