Recently I did a post about “Minding the Gaps” and how to craft communications messages that address different types of prospects.
You can review the Marketing Messages: Minding the Gaps post here.
The next step is to integrate these marketing messages into your website.
Since this site is all about keeping marketing simple, I wanted to give you some quick and relatively easy steps to transform your website into a true sales partner for your business.
Obviously, you can and should use your marketing messages in all of your communications – social media, product literature, advertising, etc. – but this post will focus on your website. We’ll cover the other communications tools in future posts.
The purchasing decision diagram I used last week showed four stages.
In a perfect world, your website content has something of interest for each type of prospect. As we discussed last week, you do this in two ways.
1. Reinforcing their current stage of desire for your product – I need, I should get, I want type, I want this specific brand
2. Punching holes in the mental arguments they give themselves for why they shouldn’t buy – I’m a good driver, too expensive, I can get away with the minimum amount of insurance, etc.
Chances are high your current website – particularly your Home page – is ignoring some of these stages. Most likely you are only talking to those who think they want your products (Stage 1) and those who already want what you have to offer (Stage 4).
Worse, your website may only be talking to Hot Prospects.
This means your website – your primary online sales tool, your online storefront – completely ignores Stage 2 and Stage 3 prospects.
Remember the goal of your communications is to move prospects through the purchasing decision process. To do that successfully, you have to meet them where they are in the process. You begin by addressing all of your prospects on your Home page.
3 Website Tactics
Here are three tactics that will transform your website into a dynamic sales partner. These methods work in any industry and for any sized company and are relatively each to implement.
1. Divide and Conquer
Have your website Home page set up so visitors can quickly find the information they need to answer the mental questions they have.
Tesla’s Home page does a great job of this.
The first divide is to separate Hot Buyers from shoppers – Order or Test Drive.
Not ready to test drive?
Right next to the “Test Drive” are links to resources that answer the mental questions of prospects.
Questions: Do I really want a Tesla? Is it really safe? How can I afford a Tesla?
Answers: Talk to someone or check out Tesla’s financing or get an estimate on your trade-in.
Tesla also uses their navigation bar to help prospects by offering them “Customer Stories, Photos, Videos, access to the Forum. All of these communications tools help to transform lukewarm prospects to Red Hot Buyers.
To see this live, visit Tesla’s website here or by clicking on the image below.
Another example of the Divide and Conquer tactic can be seen on State Farm’s website’s Home Page.
Clearly it presents shoppers with the ability to separate themselves from current customers by getting a quote or to contacting a sales representative.
Real Estate companies typically do a good job of using the divide and conquer strategy.
Here is a local area realtor, Hasson. The website addresses all sorts of prospects – local area real estate shoppers, remote shoppers by highlighting information about Portland’s various bridges and communities, residential and commercial buyers and sellers, those who are interested in Green Living and so on.
2. Arm Them
Strategy two is to arm your prospects with the facts, figures, tools, calculators, competitive comparisons, customer testimonials, videos, case histories, awards you’ve won, credentials, social proof, press coverage, industry and independent research, etc. that moves them through the purchasing process.
Make these tools easy for your prospects to find. Don’t hide them in a blog post or on some obscure page. Use your navigation, side bar or sliders to ensure visitors see them.
3. Capture Them
While your website is presenting your prospects with all of this great information, you have one more task.
That is to capture their email addresses so you can send them tailored messages. This might be through an email newsletter or an auto responder series sharing more research, presenting attractive offers, etc.
Again, you are converting cool prospects into Red Hot Buyers through this on-going nurturing process.
There are the three simple tactics and some examples to follow that will add some sales muscle to your website.
Is your current website a dynamic sales partner or a static do-nothing bum?
Is it speaking to all of your prospects or just to those who are ready to buy?
How can you incorporate these strategies into your website?
What might be stopping you from adding these ideas into your website?
You should share your thoughts below in the comments section and don’t forget to let me know if you found this post helpful.