When you are selling a service, such as technology, advertising, PR or anything that is invisible and you require a consultative sales approach, your website is not necessarily a sales tool. It’s a vibrant, ever-present branding piece. Prospects will not buy your service because your site looks phenomenal, but it is the first impression of your organization, and first impressions count.
For prospecting and lead generation though, your website is essential. More often than not, your prospects will look at your site once they consider talking to you in more detail.
Reflecting Your Unique Positioning
Your marketing materials and your website need to reflect your unique positioning and the story you want to tell. If you have a website (which is really your storefront these days) and your prospects see or read something that doesn’t reflect your core values or your unique positioning, it can certainly become an issue you won’t want to have to deal with.
Telling the Same Story
The challenge is that many websites were developed a while back and in the meantime your organization, services and products might have changed, perhaps even radically since then. So, in essence your sales people might be telling a different story than your website tells. If you are one of these companies where your website was developed in a rush, or some time ago and in time since then you have become a different company, your prospects will be confused.
Now I don’t recommend changing your website every single time small changes take place.
In essence, when developing your website it’s important that all communication vehicles, such as voice mail scripts, e-mails, website, brochure, etc. speak the same language. If what your sales people are saying doesn’t match your website or brochure language, your prospect will be confused and they might move on to the next site, which could be your competitor.
When perusing the web you can find service offerings, language and examples on a website that really don’t reflect the current situation of the company. Big companies generally have professionals solely responsible for their website management. But here the quality and consistency depends how well they are connected to the departments that make the changes and/or how well the departments inform the webmaster.
In smaller organizations the website is usually owned by one person and once it’s up and running it gets changed a lot, but very often without a distinct purpose. There is a lot of focus on color schemes, logos, graphics but not enough energy being spent on the content and the ease of use.
Avoid Website Vanity! Be Real!
Websites are there for prospects to gather information, to understand the unique selling proposition, to learn about a company at their own pace, in their own time. They are not there to solely impress with pretty pictures and graphics. Way too many times websites represent the wishes of the CEO (yes, I am talking to you guys again!) and they end up becoming vanity pieces (remember the Devil’s Advocate: Vanity, my favorite sin!) rather than a functional resource.
You don’t want the intro to be more impressive than the content of your website. There is a time to show off your creativity and smarts, and your website can be that place but not during the intro. Focus on your the key messages and your unique selling proposition. Be creative with substance and your website will be one of your top resource tools in your prospecting kit.