What is the Real Purpose of Your Small Business Website? Online Marketing Success

  • December 19, 2017
  • Blog
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In the hundreds of small business owners that I have worked with to establish their presence, I have found that the typical owner quickly gets caught up in trying to make their website ‘cooler’. They worry about layouts color schemes and fancy mouseover effects. They get bogged down with perks such as javascript and flash animations that do than they do to assist the visitor to entertain the visitor if that isn’t enough.

The small business owner is hard-pressed to answer when asked what the purpose of the website is. Unable to answer that question, they don’t answer how entertaining their website visitor will add value to the bottom line of the company that is small. The truth of the matter is that all of the ‘pixel fireworks’ will do nothing.

As a company owner, you need to consider that your website visitor is a prospect that is qualified. They need to be. Otherwise, why would they be visiting your website? When I say qualified prospect, I mean that they have some interest in your service or product. With literally millions of websites online, if they are at your website, they need to be interested in what you’re selling. Although every visitor may not be prepared to purchase or do business with you right, they must be interested in what you are selling?

Compare your website to how you handle. What do you do if a prospective customer or prospect calls you on the telephone? Obviously, you help direct them to the proper solution for their problem and answer their questions. But don’t you at least get their name and phone number to follow up with them later? You may get their mailing address so you can send them your brochures or the product information they are interested in. In short, you have just qualified that prospect.

Why would you run your company website any other way? Your company website’s purpose is to create those sales prospects, just like when clients call you on the telephone.

Yes, your website showcases your products. If prepared properly, your website also includes product info like operating or installation instructions. Your website goes on to show visitors the array of services or merchandise that you offer. But in summary, the purpose of your company website should be to create that sales lead. After all, they are qualified because they are at your website. You must get their contact information to follow up with them.

How can you do that? The run business will encourage their visitors to sign up to a business newsletter. Normally, the customer entices by offering some product information or resource that’s valuable information that their customers want. Resource or the information that’s offered for free is typically called a ‘Lead Generation Magnet.’ The opt-in e-mail list is signed up into by the visitor to download that information.

You have the contact info for that prospect once signed up through your website. You can continue to follow up with them by e-mail (just as you would have by telephone), usually using a mix of preprogrammed autoresponder messages and e-mail broadcasts that keep your name before your prospects on a regular basis.

Marketing to your list of prospects and creating your autoresponder series is beyond this article’s scope. What is important for small business owners to understand is that your business website visitors are qualified prospects. Growing that sales lead is not one of the reasons and capturing their contact info you’ve got a business website. It should be considered as the only reason you have a business website. That is if you are interested in expanding your business online!


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