So you want to create a website that sells
At first, most companies we talk to see website development as a cost rather than an investment. It is seen as a necessary evil, something that you need to have because everyone else has one. As a result, cutting corners and finding the cheapest possible solution is the norm, leading to a website for the few people that you might meet and therefore does very little to attract, close sales or retain customers.
This is especially true for small businesses (but not all), which often see their website as little more than a window, a company business card or an online brochure. There is little understanding that a website in the right context is one of the most powerfull level playing field against big competitors, the cheapest marketing & sales tool for small companies. Although a website seems like a standalone tool, it is only one of the many touchpoints in the customer journey that helps attract and convert leads, while retaining existing customers. But without a well-thought-out ecosystem around the website, visitors quickly move on to a next option even if by chance they come accross your site, floaded in the ever changing and “personalized information soup” consisting of promotions, free demos, videos, podcasts, articles, emails, social media and other algorithmically personalized offers.
It is important to understand that a website is just one part of a larger ecosystem. You need to create a comprehensive digital marketing and sales strategy that includes not only the website but also to think how to roll-out on-site and off-site search engine optimization (SEO), how to manage social media, what content creation will have the best ROI in the long run, can you use video marketing effectively, how to manage reviews and user-generated content, inhouse or outsource pay-per-click (PPC) advertising, email marketing, partnerships and what online closing techniques to integrate, how to maintain the edge in the long run and which KPI make the most sense for your business?
Taking this kind of ecosystem approach, you start to view websites as an investment rather than a cost. Predicting and analysing the ROI of the whole process is the name of the game, what investment is necessary to gain a regular stream of new profitable customers is the real question. A well-designed website within a robust ecosystem, attracts new customers, build long-term relationships, and ultimately grow the business. Websites are powerful tools that, when used correctly, can help businesses succeed in today’s digital landscape. As an analogy, websites are just shop windows without a shop behind its almost worthless.
If you are serious about building or transforming your website to boost your business, we’d like to meet you, contact us through our online chatbot now or through the contact form and we’ll call you back.
