Are you considering whether or not to commission a new website? Before you start, we want to help you understand how a website could solve your business challenges, create opportunities, and how it can become your greatest sales. Below we outline some of the specific challenges businesses face and how a website could help solve these.
You might be finding it hard to imagine how a website could solve any of your business challenges. 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 (frequently asked questions) section to your website. FAQs are a great feature that allows users to find the answers to common questions. While a blog allows your business to produce a more comprehensive answer 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’re 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 some who sometimes don’t respond to your emails or calls. A website can help reduce the number of these you get by pre-qualifying your enquiries by:
- Providing clear messaging about your products or services
- Answering questions before they get asked
- Including prices on your website
- Using a detailed brief or purchasing form
The first is ensuring your website makes it clear who your product or service is for. For example, 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 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. Each of these plays a part in ensuring you’re attracting the right audience and gaining more qualified leads.
We’ve already discussed the importance of FAQs. 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. 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. 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.
Following up valid enquiries
We’ve all missed out on an opportunity due to time or lost enquiries. To alleviate this, we recommend using automation alongside your website and a CRM system, making your process look a little like this:
- An enquiry comes in via the website.
- An opportunity is automatically added to your CRM and assigned to a salesperson.
- A follow-up email is automatically sent to the contact following a standard template to thank them for their enquiry, provide a time frame for your response, and request them to watch a video or read a blog about what happens next.
- Your salesperson follows up with the lead, knowing there is already an opening for conversation based on the action assigned in your follow-up email.
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, PR can help alleviate this, and your website is the perfect platform. You can also use your site to educate consumers about your products or services, instil trust, and position your organisation as an industry expert.
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:
- Reduce the number of calls you’re getting.
- Make the customer experience better by preventing customers from sitting on hold.
With a website, you can use FAQs (as mentioned earlier) to help answer common questions, which will help reduce the number of calls. You could also look to introduce live chat features which one or more people can manage at a time. These are much quicker and more efficient ways of dealing with prospects and frees up your other customer service agents to deal with the more critical enquiries.