Your website could be one of the best tools for your business’ lead generation and sales. It can hold lots of critical information, help process it, and is available whenever the customer wants the information. However, for a website to be efficient, it needs to be designed and built right. That means building around your sales cycle.
If your website is not aligned with your sales cycle, your marketing and sales teams will find it difficult to know when the prospect is ready to talk or if any of the leads are quality. So, how do you use your sales cycle to build a better business website? Here are our suggestions.
1. Look at Your Sales Cycle and Dissect
Your first action is to look at your sales cycle and determine certain points and measures the prospect must take. For instance, if the prospect must provide certain information before you can determine their needs, then you need a way to acquire that information.
List what actions the prospects need to take to move to the next stage of the sales cycle. It will help you see each step as a single process and to develop areas of your website around that.
2. Determine What Functions Can Facilitate Those Actions
Take the list produced in step one and consider what site functions are needed to make those actions happen. For instance, if you want to sign people up to your mailing list, determine what can be used to achieve that goal. This could be anything from:
- A sign-up form on the side of the page
- A popup box that appears when they enter/exit the page
- Downloadable content
- A quote form
Then, next to each of these actions, consider what other information those actions present. For instance, the downloadable content might help you capture their contact details, but at the same time, it might also help you know more about the prospect, their needs, and the best way to sell to them.
By identifying how many actions each function can solve, you can decide which are the most important to develop first.
3. Get Inside the Mind of the Prospect
Now you need to determine what the prospect is thinking when they’re interacting with each function in the process. For instance, they may be looking for ‘pet grooming services’ in your area, but later on, they are considering ‘flea removal.’ Both of these wants need different web copy to attract them at various times and with different marketing tactics.
By understanding the current thoughts of the prospect, you can design your website around the key terms and mindset of the prospect. This alignment will make it easier to sell to them.
4. Link Everything Together
Finally, you need to take your functions and link them directly to your website. Every part of your sales cycle should have an element connected to it, whether it is social media, email marketing, landing pages, blog posts, or speaking with your sales team. It then tells you not only what actions the prospect must take and where, but also highlights where the website needs to be developed to make it more aligned to your sales process and how other aspects can combine to create a seamless selling process.
Your website is a tool, although it cannot perform alone, just like your salespeople. It needs development to align it with your sales cycle to bring in the right information, at the right time, to the right people.
By doing this, your website can be a fully functional member of your sales team, generating leads and sales at unprecedented levels.