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Lauren Wantroba
by Lauren Wantroba
on January 27, 2017

Think about the last time you went to buy something, how did you go about it? In today’s digital age, the sales process has completely changed. Buyers now use the web to research, compare and buy products. Think about your last sales experience… did you want a sales rep always filling your voicemail with cold calls? Would you rather be educated on the information by searching for it on the internet and then talking to a salesperson when you are ready?

By having your website optimized to be your best salesperson, everything is provided to educate your prospect about your products and services all at the convenience of their fingertips. You can have the best, most useful product in the world, with highly-trained salespeople, but the reality is most businesses are neglecting a powerful performer that’s right in front of them - their website!  Your website is crucial to the sales process for your prospect to move through the buyer's journey from awareness, consideration to decision-making. Businesses need to combine online and offline activities to attract, convert, close and delight their potential customers.

Want the complete guide to website optimization? Here it is. 

Studies show that buyers are about 90% of their way through the sales cycle before they even contact a sales rep, specifically because of being educating by a website's content. If you are reading this and telling yourself; “I have a website, I don’t need to redo it,” you might want to rethink that. Businesses may have a website, but it must be optimized beyond just a glorified brochure. 

Your website is more than likely going to be the first look a prospect has with your company, and if it doesn’t look professional within the first few seconds, and doesn’t respond appropriately, they will be turned away immediately. Your website cannot just be a place where you store essential information about your business. It needs to be a beautifully designed and easy to navigate site along with educational content that will guide them through each step of the buyer’s journey. Below are a few different ways you can optimize your website to be your best salesperson!

Responsive Design

Since we live in a tech-savvy culture, and your prospects are going to be scrolling the web on different types of devices. Whether it be a tablet, iPad, laptop, mobile phone, etc. - your website needs to have a responsive design that will look and work great on any device.

Clear Calls-to-Action

Make sure your CTAs are visible to direct strangers where they should go next on your site. CTAs will help your prospects navigate your pages and stimulate them to execute an action like downloading an eBook, filling out a form for more information, or signing up for a free demo. Gathering your leads' information with CTAs and landing pages is crucial for effective inbound marketing. 

Blog

If you want to stay relevant on Google, you are going to need a frequently updated business blog with fresh, targeted content. Your blog should speak to your prospects and talk about their needs and how your product or service can help solve their pain points. By blogging, it shows that you are a thought leader in your industry, and more than likely, prospects are going to find you as a resource they trust.

Up-to-Date Information

You’d be surprised how often some businesses have incorrect or old information on their site. We see countless sites with simple things like the wrong address and contact details. Sometimes a site might not even be updated with everything a business has to offer, steering your prospects away and to a competitor. Be sure to keep your website up-to-date and relevant!

Provide Helpful Information

Provide resources that will hit the pain points of your buyer personas. Educational information like eBooks, webinars, videos and blogs that will help offer a compelling reason why someone would want to work with your brand. Be sure to demonstrate why your business would be the best fit for a potential customer.

At the end of the day, your website absolutely needs to be your best salesperson! Why continue to put so much effort into cold calling, when you can educate your prospects and make them ready to have the conversation? Plus, let’s be real - no one likes cold calls and your prospects probably aren’t listening to those five voicemails you just left them, anyway.

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Source: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

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