How well are your traditional marketing communications working these days? Is your direct mail delivering sales as it once did? Are you concerned that your trade shows are not generating the leads you need to grow? Do you notice how your Website traffic spikes when your TV commercials appear?
The Web has changed everything - especially when it comes to sales and marketing. It doesn’t matter if you are consumer or B2B. You need the Web to work strong for you to remain competitive.
The Web flipped the push-pull marketing paradigm. Push marketing stopped working, while the Web made pull marketing the norm. You need to stop thinking of the sales process and instead concentrate on the buying process.
Buyers don't want to be bothered with a salesman. They want to qualify your company and products first before they make contact with you. If your Website does not provide thorough information, then you are not going to not make sales that you could otherwise.
"People don't read," you say. For many, that is true. However if you look at your own behavior, you may discover that sometimes you read the top-line of a Web page, and other times you absorb all the information you can find. A strong Website needs to meet the needs for both kinds of behavior. Your headline and first paragraph of top pages need to summarize your story and benefits. Then you need to provide thorough information for people who want to know all they can about your products or services before they make a decision to make contact or to buy.
Websites are built to have the flexibility of telling the top-line alongside all the details. If your Website is not doing both, then you are not providing your potential customers the information they want.
In the process of providing thorough product and service information, you are setting the stage for strong natural search visibility. That's because the stronger your Website's content is, then the better your search visibility will become. As a result, you increase your sales two ways – by giving your buyers more information to make a buy decision; and by improving your search visibility so that more potential buyers find you.