"We have a website."
Companies that believe simply having a website is good enough are probably missing out on huge opportunities. Streamlining the buyer's journey, maximizing lead generation, and closing customers faster demands a website that rocks!
Here are six ways a killer website impacts a B2B company's bottom line.
#1: Functions as a sales person who works 24/7. The "new buyer" doesn't typically clock out at 5, and could be looking for information that will help in their buying decision on the weekend or in the middle of the night. A well-laid out website is the way to connect with potential leads at THEIR convenience.
#2: Increases your company's visibility. It's crucial to also consider search engines, otherwise your company will be the online version of the Invisible Man. An SEO-optimized site with keywords and meta descriptions is easier to read for crawlers, boosting its rank with relevant search words. Potential customers can then find you much easier.
#3: Helps the prospect educate themselves. Buyers now do the majority of research online before they ever speak to a human. A killer website offers up engaging content that shows them your company understands their pain points, gives them a viable solution, and guides them through the next step toward purchasing!
Now, a killer website isn't complete without content. Great content....
#4: Captures a lead's information. Don't let them read and run! Websites with easy to complete landing pages as gateways to other, higher-level content lets you get to know the lead, and begin marketing to them in other ways.
#5: Showcases company mission and branding. Nondescript websites fail to leave a mark. The overall look and feel of the site, in addition to the content, gives insight to the visitor on your company, how it operates, and what they can expect by becoming a customer.
#6: Prepares sales for the next step. Cold calls are the four-letter words of the sales world. By offering content and capturing their information via your website, the lead knows a bit about your company and is "warmed up." This information also gives your sales department insight as to the needs of the prospect before they have the first conversation.
It's imperative to review your website with a critical eye, and make changes if needed. Following these tips will help your website function as a valued sales tool that fills the pipeline and increases revenue.