There is a misconception that a business website’s primary goal is just a place to send customers to find more information about one’s products and services. Partially true in a sense, it should enable customers to discover information about the company. Most importantly, it should be generating growth by attracting the right people.   Having a website creates an opportunity to meet new people and guide them through the process of solving their problems and converting them into clients and customers.  A website is more than just a resource that is designed and never touched for several years. Relevant and updated content is essential for establishing a presence within the desired market, along with becoming the premier expert.

Regardless of the size of the organization, industry type, or if products and services are to be sold online or not; a website is one of the most valuable assets for a successful business. When appropriately configured a site is a digital salesperson who works for the company 24/7 365 days a year. Everyone has questions. A website should be able to answer all questions, concerns, and complaints a potential customer may have about the products or services offered without hesitation.  The end user needs to know if they have landed in the right place, is this someone they can trust, and if the company offers a reliable solution to their problems and pain points. All of these initial questions should be answered within 30 seconds of landing on the site.  Otherwise, the end user leaves and starts their search all over.  A well-designed website encapsulates the entire above well before someone visits the site through maximized search engine optimizations. Driving the right traffic is half of the battle but equally important is having fresh and relevant content about the product and services offered.

Once a visitor lands on the site, what’s next? A properly designed website has a clear conversion strategy that leads the visitor through the funnel of answering all of their questions, learning about business and offering then convince them to become an actual paying customer.  There are three areas to assist with accomplishing this which are clarity, sales-focused design, and call to action (CTA’s).  Sites that fail to do this well run the risk of losing these visitors to competitors.  Win your market by investing in a new sales partner with 24/7/365 availability.