In this blog, we’ll outline some specific challenges businesses face, and what features of a website could help solve these.
You might be finding it hard to imagine how a website could solve any of your business’ problems. You might think that your company is different and that your website is just part of a tick-boxing exercise. Here are a few examples of issues we’ve helped companies overcome with a website:
- Not getting enough new business
- Spending too much time answering the same questions
- Pre-qualification and filtering out time-wasters
- Following up valid enquiries
- Poor brand image or poor product or service image
- Not enough customer-facing staff
Not getting enough new business
A website exposes your business to a whole new audience. Rather than investing all of your time on outbound activity, a website puts your products or services in front of the right audience, at the right time, on a platform they’re accustomed to using.
Spending too much time answering the same questions
If you find yourself always answering the same questions, whether it’s in person, via email or even through your social media channels, then you should consider adding a blog or FAQs section to your website. FAQs (frequently asked questions) are a great feature of a website that allows users to find exactly that: the answers to common questions. While a blog allows your business to produce a more comprehensive solution to problems, it can also help improve your rankings in search engines for key terms. Therefore driving traffic to your website and exposing you to potential prospects you wouldn’t have otherwise reached.
Top tip: if you’re not sure what common questions your visitors may have, it could be worth installing Live Chat or another interactive chat service and then making a record of the questions you often get asked.
Pre-qualification and filtering out time-wasters
This is a challenge most businesses come across at one stage or another. Whether you’re out of their budget or you’re not the right fit for them, there are always customers who choose not to use your business, and who sometimes simply don’t respond to your emails or calls. A website can help reduce the number of these you get, and it can pre-qualify enquiries in a variety of ways:
- Clear messaging
- Answering questions before they get asked
- Including prices on your website
- A detailed brief or purchasing form
Each of these plays a part in ensuring you’re attracting the right audience and gaining more qualified leads. The first is ensuring your website makes it clear who your product or service is for. Are you a high-end provider, or do you service the budget-end of the market? It might seem counterintuitive to add prices to your website if you’re not eCommerce, but even using a ‘starting from £X’ helps users determine if your service or product is even close to their price range before they enquire. The starting from element also tells them that your price varies and that this is just a guideline.
We’ve already discussed the importance of FAQs, and by simply answering sales questions that your prospects might have and allowing them to self-service, you can avoid them contacting you if, ultimately, they’re not the right fit or you don’t offer what they’re looking for.
A detailed briefing form might look meaty and intimidating, but if someone is keen to work with your business, they’ll take the time to complete it. It will also help you determine very early on whether or not that enquiry will turn into a customer, based on how they answer your questions. The questions themselves depends on what your offering is and what information you usually ask early on in the buying process. This way, when the enquiry lands in your inbox, you’ll know whether or not it’s a worthy lead and how to pursue it.
For added speed and efficiency, you could also use a CRM like PipeDrive to integrate with your forms, so that the data you collect goes straight into your CRM, assigning a salesperson and an action to follow up on.
Following up valid enquiries
We’ve all missed out on opportunities because we didn’t have time to respond or their submission got lost in an already overflowing inbox. To alleviate this, we recommend using automation alongside your website to ensure each enquiry gets followed up promptly.
For example, if a potential customer is enquiring about a new bathroom and they complete an enquiry form, the next step would usually be that someone in your team sees the submission in your email inbox, adds it manually to your CRM, and then a salesperson follows the lead-up. From here it goes one of two ways: it’s either a valid lead and gets pursued, or it isn’t, and it goes cold. There’s some time lost in between all the communication and chasing.
OR, you can use your website and the appropriate integrations to do this for you. With automation, your enquiry form submissions can be automatically added to your CRM, avoiding the manual input and ensuring you can follow up your enquiries more quickly. You can also use a standard template email for that form type, again avoiding the need for a manual response. For example, when that same potential customer submits the form enquiring about a bathroom, they are sent an email response thanking them for their enquiry and asking them to read a blog or watch a video that explains more about the sales process and what to expect next. Then their details are automatically added to your company’s CRM with their detailed form submission (see point above), and an action is assigned to ensure someone follows up with their enquiry.
Poor brand image or poor product or service image
If your brand, the industry you work in or the type of product or service you offer has been the brunt of slander or a bad reputation, it can be challenging to combat this and generate new customers.
With a website, you can control the conversation. If your brand has fallen victim to bad press, then using your own PR can help to alleviate this, and your website is the perfect platform. You can also use your site to educate consumers about your products or services, instilling trust and positioning you as the industry experts.
Not enough customer-facing staff
If you’ve only got a couple of team members handling all of your calls, or you have a larger team, but you’re still getting an excessive amount of calls, then it might be worth thinking about how you could 1) reduce the number of calls you’re getting and 2) make the customer experience better by preventing customers from sitting on hold.
With a website, you can use FAQs (also mentioned earlier in this blog) to help answer common questions which will help reduce the number of people calling to ask. You could also look to introduce live chat features which can be managed by one or more people at a time (depending on the level of enquiries you expect). This is a much quicker and more efficient way of dealing with prospects, and it also frees up your other customer service agents to deal with the more critical enquiries.
These types of features reduce the need to pick up the phone, and most users will choose them over sitting on hold. Therefore, they’re great for keeping everyone happy while also leaving your team better placed to answer the more urgent enquiries.
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