Many business owners refer to the corporate site as a means of forming an image, arguing in the spirit of “a company without a website is also like a businessman without a business card”. But after all, every corporate site is first and foremost an ad and, like any ad, it has to generate customer flow and pay off.
The flow of customers that a site can bring depends, in turn, on two things: website traffic and conversion (the percentage of visitors who want to become buyers after they visit the site).
Let’s talk about what needs to be done first and foremost, even before traffic increases – about the state of the site itself. After all, if he is unable to “sell” your company, goods and services, no amount of visitors will help increase the number of customers.
What is the difference between a “selling” site and a regular site?
First, at first glance on every page of the site, it becomes clear what the company deals with and what products/services it sells. It is better to keep text information graphically supported with high-quality illustrations, images on the header of the site or the background of the pages.
Second, the site contains a unique sales proposal for the site’s target audience, i.e. it states what benefits the customer will receive by using the services or purchasing goods from that company and states that the customer will not be able to obtain that benefit from any competitor. It may sound, for example: “Only we have the widest range of lighting fixtures in the city for home: more than 1000 items!” Or more fully.
This proposal is featured on the homepage of the site, better still in the “headline” of the site: among other information in the “About” section, the unique offer becomes several times less attractive. Instead of a unique sales offer, the site may contain several offers for each product group.
Third, the site is useful for the potential customer and speaks not only about the company and its products/services, but also about what benefits it can get from working with the company and how to make the right choice from several options. People prefer to buy with full information about a product or service, and the company that offers such information to the customer acquires an additional competitive advantage and additional chances to make the potential customer real.
Reviews and comparative features of goods and services, articles on how to use them properly and better yet, instructions for selecting products or services from the company’s product range is a powerful tool for a successful corporate website. The well-known client-expert technology (client’s story about the main criteria for choosing a product, justification of the importance of each criteria, training the customer for self-selection) works well and in absentia, applied not in the speech of sales manager, but in the form text on the site. The FAQ section is often very useful for clients.
Fourth, all texts at the end are backed by calls of action like: “Place an order”, “Contact us”, “Request a site and get a 10% discount”, “Get more information” and more.
Fifth, company contacts can be viewed on any page of the site (for example, contact information is at the head of the site). At the same time, the company is maximally accessible to its clients: the telephone numbers of all departments (with notes, in what situation to call a certain number), email addresses, ICQ, actual and postal addresses, time and work schedule, card are indicated.
And sixth, each corporate site in one form or another provides information about the reliability and stability of the company. The site contains the history of the company, information about its achievements, awards, certificates, customer information and their positive feedback. If the work is done in the field of B2B, the number of clients in the customer base can be indicated, the most famous names of the client companies and positive customer reviews are given. If it is in the B2C area, for example, for retail, the daily number of in-store purchases.
There are a few more signs of a “selling” site:
⦁ The site design (site layout, menus, colours, etc.) is appealing to the target audience.
⦁ The navigation of the site is made in such a way that the visitor does not have to wander for a long time in search of interesting information.
⦁ It is clear to every visitor that the site is “alive”: the latest news of the company, information about new products, current promotions and more are recorded.
⦁ All site texts are created “for people”, i.e. written in short, without water, inaccessible and comprehensible language, in plain text, separated by paragraphs, with underlined headings and subheadings, accompanied by illustrations on the subject (illustrations increase the likelihood of reading text and contribute to a better understanding of written materials).
How to Make a Corporate Sales Website?
You can’t find a contractor, assign him the abstract “Make me a website that will be profitable” task, and wait for a positive result. The contractor knows nothing about the company’s products/services, its competitive advantages, customers and achievements. The result of creating a site where only the contractor is present will be a site with perhaps good design, but without any semantic workload and zero efficiencies.
For a site to attract customers, a lot of preparatory marketing work is required in the company that wants to get this site, often long and difficult. And the actual creation of the site (programming, layout, design) can be completely entrusted to a professional