Why did you build a website for your business? Is it because everyone else had one, or was it because you thought you could save on marketing costs, or maybe it was to grow your business tenfold?
Chances are if you’re anything like me when you built your first website you likely didn’t have a defined set of goals that your website was to achieve. This is pretty common. In fact, for fun, I’ll sometimes ask business people I meet what their goal for their website is and they’re often taken back.
Would you hire a salesperson for your company without a set of goals written or not for their position (if you would, I have waterfront property in Florida for sale – call me). Of course, you wouldn’t, that would be insane and a waste of money. Well, your website has the potential to be your number one performing salesperson. In fact, if done right – from marketing to strategy and design – it will deliver better clients than you’ve ever experienced. The kind of clients that really resonate with your product or service. In fact, we should probably look at what defines a quality lead first.
What are Quality Leads?
The prospect understands your product or service. Through producing informative and engaging content, your visitors will self-educate themselves on your product and service far beyond what a sales presentation can achieve. Then when they come on board, they have clearer expectations of what your product or service will achieve for them.
Your prospect knows you. Well, sort of… they understand and appreciate your people, your online voice, your brand and what you stand for. You’ve engaged with them, communicated on their own terms, and they’ve gotten to know and trust you. You’ve likely been in their office, their living room, or den and you’ve never met them in person.
Their objections have all been overcome. Through educating your prospect on typical areas of client concern, you’re able to overcome objections before you ever have a conversation with them.
They are a fan. If done right; before your client signs the dotted line, they’re already a fan. Wouldn’t it be great that every client who signs up is a fan before they start? Now all you have to do is match or exceed the expectations for which you’ve drawn out.
How Does a Website Produce These Leads?
One of the best strategies for successfully attaining the level of quality leads you to strive for, is to evaluate your offline sales process. Ask yourself (and your current clients) some questions like:
- Why did you buy from us
- Why do you stay with us
- What concerns did you have prior to becoming a customer
- What objections do your salespeople receive
- What works in your sales process
- What bottlenecks your sales process
- What pains do you solve for your clients
Take all of this information and make your website solve these questions or as many as possible. Be transparent, and when that lead comes in, they’ll be ready to talk turkey.
Have you compared your offline sales process to your online web presence? We’d love to know how it affected your results.