When is the last time you analyzed how effective your website is as a sales tool for your company? There are plenty of opportunities to use your company website as a competitive advantage in this economy, yet many companies may be overlooking the positive impact it can have on their sales results.
Over the past several years, consumers have become increasingly dependent on the web to help finalize their purchase decisions. This is especially true anytime a custom window package is sold. Architects and builders will continue to have some influence in this market segment, but many times the final decision will be left to the home buyer. As you look at ways to improve your website as a sales tool, consider the following:
Tell Your Story – Make sure the potential customer knows everything positive about your business: company history, ownership, location(s), community involvement, etc. You also want to make people aware of your core business values and your commitment to service and support – before and after the sale. If you have a company mission statement, consider including it on your website.
Brag a Little – Let consumers know about the sales and industry experience employed at your company. Highlight special projects you have completed, and use photos and testimonials as backup to support. If you are proud of your showroom and displays, convince the customer to make the trip and visit with a sales representative. It is also important to identify any industry associations you belong to, as well as certifications held by your company and employees.
Be a Resource – Make sure you have enough product information available, and assign someone at your company to be responsible for regular review and updates of this information. Many times using a direct link to all your key manufacturers is the best solution (Windsor can help you set this link up with our website). Most important, make this information easy to access, navigate, and print. A website that confuses will only hurt your close rate.
Know Your Audience – Create a “wow” factor if your typical customer builds a high-end home; use a lot of beauty shots and testimonials. On the other hand, if you are more focused on the remodel market, talk about your sales process, installation support and technical expertise, any special financing programs, and your labor warranty.
Once you have reviewed your current website, develop a plan that can work within your budget. Recognize that a positive experience on your website can generate incremental sales and profits. In this very competitive market, your website may serve as one of the best sales tools… for your employees, your company, and most importantly, your potential customers.