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Your Greatest Sales Tool: How to Use Your Website
by Mackenzie Fogelson, M.A.
Printable Version
Your Website is one of your company’s most powerful marketing tools. Even if your company doesn't actually ‘sell’ anything that can be purchased online, your Website is serving as one of your most effective sales tools.
Your Greatest Sales Tool
Because your Website can be accessed by people
all over the world, at any time of the day, it is one of your greatest
marketing assets. By making an effort to direct people to your Website,
you will experience the benefits of a very powerful sales tool.
Show Them the Highlights
Before important meetings or conversations
with potential clients (whether in person, on the phone, or through email), look
through your Website and decide which areas are most important to highlight,
and take your clients there at appropriate times during your meeting.
Show them to the GALLERY section of your Website so that they can see photos
of projects that your company has completed. Point out your latest press
release in the NEWS section that brags about your company’s impeccable
safety record, your latest accomplishment, or your involvement in the community. Guide
them to your RESOURCES section where they will find articles that tout your knowledge
and credibility in your industry.
Each of these tactics can serve as sales tools, ultimately assisting your potential
clients in making the decision to choose your company.
Cater to Job Seekers
Currently more than 52 million Americans use
the internet to search for jobs. Without even placing an ad, your Website
can entice job seekers who are looking for the right company. Job seekers
can investigate your company at any time of the day by accessing your Website. Make
it easy for applicants by providing the capacity to find job listings and submit
their information online.
Be a Resource
Supply materials that are useful not only
to your target audience, but also to your existing client base—relevant
articles, current industry news & press releases, useful forms, step-by-step
processes for completing tasks related to your industry—any resource that
could make their job a little easier. Then, be sure to drive your audience
there. Let them know that these resources are available for their use.
Drive Traffic Through Email Marketing
Using monthly, or even quarterly, Email Marketing
campaigns (newsletters, event publicizing, product advertising) can assist
you in driving traffic to your Website. Whether you choose to send
a newsletter, or even publicize your company’s presence at an upcoming
event, you are providing links that will direct traffic to the information
on your Website. This sales tool even provides statistics that
you can track (discover who opened, who clicked through, who was bounced
back).
Even without online product sales, your Website is still selling something…your company. With a little effort, you can use your Website as a sales tool and call attention to the reasons for choosing your company.