If you would like your Web site to generate sales for your business, you should treat it like a salesperson. What are some of the more important characteristics you would want in a salesperson? Hopefully, you would want someone who is professional, communicates effectively, and can close the deal. The same characteristics should hold true for your Web site.
It all starts with design. Would you allow your salesperson to interact with your customers in jeans and a t-shirt? Probably not. Why then, would you allow your Web site to interact with customers with the same lack of professionalism? Since your Web site’s design is likely to be the first impression a new customer has of your business, you want your site to enhance your credibility and professionalism, not detract from it. This can only be accomplished with a professionally designed Web site.
The best salesperson is one who can effectively communicate with your customer. Your salesperson should be able to listen to your customer and match their needs with an appropriate solution. The only way to communicate with your customer through your Web site is with content. Just like a sales pitch, the content on your site should be easy to understand, concise, and persuasive. Most importantly, the content should answer your customers’ questions, and tell them how you are able to meet their needs. Using professionally written content by an experienced copywriter is the best way to accomplish this task.
Since your site cannot physically run your customer to the cash register, it must have a way to convert your visitor into a sale. After your site’s professional design has enhanced your credibility, and well-written content has your visitor hooked, how will they know what to do next? This is where a clearly defined call to action becomes essential. Whether your call to action is “Call to schedule an appointment” or “Click here to buy,” a call to action will encourage your customer to take the appropriate steps that ultimately convert them into a sale. Again, a professional copywriter will know how to incorporate the appropriate calls to action into your content, and a Tampa Web design company will know how to design your site to encourage conversions.
Professionalism, effective communication, and the ability to close deals are all characteristics of a great salesperson and should also be the characteristics that define your Web site.