We’ll discuss three things prospects expect from your website and what you should do to fulfill those expectations with style.
Though the internet has long since become ubiquitous and a web presence a mandatory part of any business, remarkably few sales people have a firm grasp of the essential fundaments they need to make the web work for them. The maturation of the internet means that prospects expect certain things from a website they visit; they have standards that not every business manages to meet.
If you don’t want to lose potential sales due to the poor impression of your website, or simply because you didn’t provide a single key item prospects expect to find, then this article aims to help. We’ll discuss three things prospects expect from your website and what you should do to fulfill those expectations with style.
It’s disconcerting to visit a website and find nothing about what a company offers or the people who run it. If prospects visit your website without a firm understanding of your company, will they be able to fill in the blanks?
There are a few important parts here. You need to make clear what your business offers. Be specific. You should make it clear how your business differs from other companies. Establish the history of your company, the individuals who make it unique, and if possible ‘who’ your company as a whole is.
Fail to do this and you’re inscrutable. Do it well and you can lay groundwork for a bond with the prospect before they speak to a single person.
Your website should give prospects every opportunity they might desire to reach out. Email, phone numbers, contact forms (which will go to either your email or some other repository), your site needs to provide every avenue for contact or you will inevitably waste potential sales.
If you are only available at certain hours in person or by phone, make sure that information is easily available. If you are available any time, make sure THAT fact is highly visible-because prospects visiting your site shouldn’t have to wonder or hunt, either way.
Forget content for just a moment, let’s discuss form. All the shiny widgets, slick graphic design, and careful font selection matters very little compared to navigability, according to endless amounts of market research. A website that hides important answers or amazing sales copy on pages deep in its bowels is as bad as having no website at all.
If prospects visit your website with a question, they should be able to reach the answer intuitively. Search forms help, but aren’t as useful as a well-designed website.
This is simple to check; think of a question prospects might bring to your website, and ask a few people to see whether they can find the answer. If they find the process frustrating, time to redesign (or talk to the person in charge of that).