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If you don't already have a company website, it's time to seriously consider adding one to your marketing arsenal. Effective websites build interest in your products and services, assist prospects in conducting research, and even facilitate the purchasing process. In fact, a professionally produced site can greatly improve the effectiveness of your entire marketing program by speeding up the sales cycle.
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Still not convinced? Here are five more reasons you should add a website to your marketing plans right now:
1. It builds credibility.
Perception is reality, and in today's world, companies without websites are perceived as less professional, less stable, and less appealing. It might sound silly, but many people say they won't do business with a company that doesn't have a website.
On the other hand, a well-designed, information-rich site quickly boosts your credibility, making you appear more competent and trustworthy. And the cost is often less than you'd spend on a simple brochure, a single direct mailing, or your yellow pages ad.
2. It pre-qualifies prospects.
Websites allow potential new customers to freely gather information without fear of the "dreaded sales call." They can explore your organization, finding out who you are, what you do, and how you do it. They can get to know you, discovering what sets you apart from your competition. This sense of power and control is a critical safety net for cynical consumers. In return, you don't waste your time or energy pursuing prospects with no intentions of buying. Those who call or e-mail after visiting your site have pre-qualified themselves as needing and wanting your services. All that's left is closing the deal.
3. It improves your accessibility.
A website never closes - long after you've gone home for the night (or the weekend), your site is still out there, warmly greeting prospects interested in learning more about your products and services.
It's a 24 hour a day, seven day a week, 365 day a year sales representative. Customers and prospects can do business with you when it's convenient for them, rather than when it's convenient for you. |
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Websites can help your prospects move through the interest, research, trial, and purchase phases of the buying cycle more quickly. Using your site to expand existing relationships can create customers for life. |
4. It expands your relationship with existing customers.
Websites are a valuable tool in gaining repeat and referral business, offering unlimited opportunities to enhance your relationship with existing customers.
Frequently updating your site content gives customers a reason to come back. You can use your site to enhance your reputation by sharing your expertise, offering industry-related tips, or encouraging interaction between customers. For example, a mortgage company could offer a section on which home improvement projects most dramatically increase property value. (i.e., Should I build a two-car garage or add a second bathroom?)
Sites can also be used to conduct customer satisfaction surveys, announce new products or upgrades, or offer special discounts.
Add an e-mail newsletter that teases your new content and you have the foundation of a superior relationship-marketing program.
5. It maximizes return on other marketing investments.
How do you currently reach customers? By mail? By phone? With the yellow pages? By referral? No matter what tools you use, your website can support and reinforce your sales message, maximizing the value derived from these efforts.
Let's look at an example. In this case, we'll use direct mail as the primary medium. If you tried to vividly tell your whole sales story in a direct mail package, it would be an expensive undertaking. However, let's say you send a simple postcard that highlights your key message. The card includes a call to "visit our company website," perhaps offering a special deal for online visitors or a way to simplify the buying process (maybe an online application or quote request).
The prospect's interest is piqued by your offer, so he logs on and goes to your website. The site showcases why he should do business with you, detailing the benefits of your product or service offering, highlighting your experience and expertise. There's even a section offering testimonials from satisfied clients. As he absorbs all of this information, he enters a "comfort zone" - feeling he already knows and trusts you. He's ready to buy.
Using the website as your second sales contact puts the prospect in the driver's seat. He can move at whatever pace is comfortable, and can initiate the buying process on his own terms.
One final word of advice...
Don't assume that merely having a website will garner these benefits. A poorly designed, unprofessional site actually causes more harm than good. If the content is poorly written or unorganized, your sales message won't shine through. If it is difficult to navigate or doesn't function properly, you will irritate your prospect. And it only takes one click of the mouse to lose them forever.
On the flip side, a well-written site enhances your image. Clean, intuitive navigation and design leave a lasting impression - prospects feel you are more competent because you have effectively communicated with them. In turn, they are more open to your sales message. All in all, it's a low-risk investment with the potential for extremely high returns.
For a free consultation on building an effective website for your business, contact us by e-mail at info@2harmony.com or call us at 630.964.7692.
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