We talk a lot about ways to convert more web visitors to leads, but your website can do so much more for your business.
It can also help you transform those prospects into customers during the sales process.
With COVID-19 forcing a lot of businesses to connect virtually with prospects, it’s more important than ever before to utilize your website as a sales tool.
How to Tie Your Site into Your Sales Process
1. Showcase Your Work
The saying, “the proof is in the pudding” (or the proof is in the fly pudding, as we like to say) definitely applies to the sales process.
A potential customer is looking for evidence that your team can deliver on its services or products. There are numerous ways to showcase your work on your website, and some options include:
- Photo Gallery
- Custom Portfolio with categories/filters
- Before & After photos
A custom portfolio is a great solution for project-based businesses in construction, design, and commercial real estate. There are numerous ways to set up a portfolio in WordPress, but you can see an example of New Perspective Design’s portfolio below.
2. Highlight Your Process
Educating a prospective client on your process and what to expect is an important step.
During a website project, we often help clients translate their complex process into a simple, concise explanation. This messaging is then incorporated into the website in different ways, such as a:
- Service or Process website page
- Process Video
- Visual Infographic
Sharing the website page about your process can be extremely valuable during the sales process.
Link Revenue Resources has a custom Service overview page that visually explains their unique approach.
3. Provide Case Studies
Case studies are valuable tools for both converting visitors and building credibility.
Quality over quantity is best when it comes to case studies. We’ll often create a high-quality custom Case Study layout for clients, and this design can be repurposed for each case study on the site. You can also add interactive components, such as video, accordions, and small micro-animations.
During your sales process, you can then share links to the top 1-2 case studies that relate to a prospect’s company or their needs.
You can see a great example of a custom Case Study layout on Data Endure’s website.
5. Share Resources During Your Follow Up
Sales are made during the follow up stage. In a competitive landscape, you can differentiate your follow up emails and calls by sharing resources from your site.
The resource could be a blog post or video blog, and it can build a case for why your service or product is needed and present your team as an industry expert.
If you don’t have any existing blog articles on your website, think about the most common questions or objections during your sales process and create content around that.
4. Use & Share Videos
Video continues to be a popular and important content strategy, but its uses are not limited to just marketing.
You can experiment with using & sharing videos in different ways during sales. You can create a video to explain your process or how you work with clients.
If you have a standard presentation of your services to clients, you could consider creating a video version of the presentation. If all of the decision makers aren’t able to attend your virtual presentation, you can then share this video copy.
For example, the Shirts on Tap‘s website has a link to a video on their home page that explains their subscription program for beer lovers.
6. Introduce Your Team
Most prospects like to see and get to know the people that they will be working with. Today, it’s difficult to have each prospect meet in person with a team. This is another place where your website can support you.
Consider building out a Team page on your website and adding images & bios for all of your key team members. The design and layout of this page should be engaging and inviting.