The good news is that with a few changes to your existing website (or sales process in general), you’ll stop turning paying customers away. And that means your business can make more money without splashing out for a new website development project that sucks up months or even years of your life. Doesn’t that sound good?
Why won’t it take as long as you think? Again, let’s return to the 80/20 principle as applied to your website. It’s probably the case that a few pages (~20%) need help, while the others (~80%) can be left alone. Ask the person in charge of your website to tell you the most popular sales pages. Start there.
Optimizing the content on the pages where your customers are already landing will yield a much greater lift in revenue with the least amount of wasted effort.
What do I mean by optimization? Refer back to the worksheet you completed earlier in this chapter. How much of that content is currently on your website? How much is in your offline marketing and sales materials? Your job is to put that content on your website. Forget about ‘whitespace’ and ‘short and sweet’ — your job is to remove as much of the risk to buying your product or service as possible, even if your customers needs to scroll a little bit.
There are lots of sophisticated methods you can use to test and improve your website, including testing multiple versions of your pages (also known as A/B testing). Those are good and useful, but the first order of business with your website is making sure you’re getting inside the minds of your customers, understanding their urgent problems, and offering solid solutions while handling (and sometimes reversing) their objections.
Why go through all of this work? The short answer: More profits. The truth is that making small changes like these will yield a disproportionate lift in your sales.
How so? This varies from project to project, but here’s a simple example. Say you have 100 people coming to your site every month, and 5% buy your $20 product. In that scenario you make $100 in sales. But if 10% of the people buy, that’s $200. You’ve effectively doubled your sales by doubling the percentage of website visitors who buy. This is without any increase in site visitors.
While you may not double your sales, you should expect a nice lift regardless. And the beautiful thing is that you can keep improving your website, sales tools and so on, and keep increasing your company’s bottom line.
Great book for more information: 80/20 Sales and Marketing
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