I ran into an old client the other day and so I thought I would check out their site and see what they are up to. Since we did their website several years ago, it is always fun to see where they are when they go it alone.
The website after leaving Brandwise, was nice and added some new features. The designer they used was much more reasonably priced than Brandwise, so it was the right fit for them at the time. Now it looks like they stepped things up to overcome some of the shortcomings of the previous site. The site looks great! It is beautiful and engaging in the way you interact with the site. It offers a much hipper user experience.
After digging a little, one thing I noticed is the site was not really set up to be a sales tool. Sure you could say any site is a sales tool, but honestly, this is not the case.
Here are a few mistakes I see this old client making with their site and a few mistakes I would bet 85% of other websites make as well:
The bottomline is this, websites are expensive and they must be made a part of the sales teams tools. They need to be more than a "check out our website", part of the salespersons use in conversation. Websites really can be a lead generation tool that fills your sales funnel and allows the sales team to push prospects down through the funnel. When you get to this point, you know exactly how much your website is costing you and also how much business it is bringing in.
Think about it, what would it be like to hold your website accountable to a return on your investment, better yet exceeding your dreams of website ROI?
Wow! That's pretty cool right? You bet it is! The funny thing is it isn't that hard to set a site like this up, but it takes more than just focusing on how beautiful the site is! You have to build the site in a way to be a business tool then once this foundation is set build the beauty on this foundation. This is how strong, sales focused sites are built.