We have had the privilege of working on hundreds of websites over the last 15 years. Here is a principle I have learned that makes for a winning website — and a winning business.
PRINCIPLE #1: BE FINDABLE
Most web agencies design for beauty, paying little more than lip service towards aligning the prospect’s buying process with the company’s selling process — which is no longer synonymous. This is why most websites fail to generate leads.
In my opinion, building a winning website that generates leads begins by first understanding your prospects. Prospective buyers today are using online resources to gather the information they require to educate themselves, discover solutions, and form opinions. They are doing this (and so are you) without any interaction from sales professionals.
In the “old” days the best salespeople developed the innate ability to “read the room” and identify and interpret body language — such as crossed arms, head nodding, shared glances, or a raised eyebrow to understand what message is appropriate to effectively guide the sales process.
Today, that model has changed.
The Internet has hamstrung the salesperson in their ability to shape and influence the buying process. The buyer is in control!
Think about your buyer’s first step.
Think about where future buyers go to educate themselves, discover solutions, or make comparisons.
That’s where you want to be.
And that means making sure you are easily findable on major search engines using the key phrases that are likely to be in the buyers’ mind when searching for their solution.
In my next email tomorrow, I will show you why timing is everything and the biggest challenge you will have in building a lead generation machine.
To your success,