Saving Resources With Web Strategy
If resource optimization is a key concern for your company as you enter 2010, there is one asset which you may be under utilizing in your efforts. Most studies out there now show that a clear majority of your sales leads (inbound or outbound) will end up at your website at some point during the sales process. Ideally, all of your prospects should spend time on your website.
Why not take that powerful resource to improve your resource efficiency?
There are things that your website can do more effectively than your sales team:
- Educate – it’s more patient, more detailed and has more time
- Present Options – options should all be recalled after they are presented and the visual presentation on your website is an ideal way
- Target Specific Segments – visitors will self select content for them if you give them the option
- Availability 24/7 – your website never closes
Why are sales cycles inefficient?
- High education requirement
- Higher detail requirement
- Multiple people involved in review process
How companies underutilize their website
- Low expectations in terms of business impact
- Limitation of audiences that are targeted by website
- Portion of the sales cycle handled by the website
Our experience has shown a very wide level of impact of a website is possible.
What should you expect from your website?
How much of your sales cycle can be carried by your website?
The answer is a lot. The trick is to build a website which keeps delivering focused and efficient information that helps prospects make a decision.
What you need to do
- Develop a more detailed plan around who your website visitors are (segments) and how you will meet more of their needs online
- Create a site flow which builds the case for your company and products more effectively
- Build your branding efforts to more precisely position your company against competitors
Result You Can Expect
- Better use of your salespeople / operations teams time
- More educated prospects
- Warmer prospects — ready to buy or closer to it
Is that how you’d like your company to be running in 2010?
