If Your Web Site Was a Sales Rep Would You Fire it?

If the web site isn't selling, why are you keeping it on the team? If you are going to keep it on the team what are you going to do to help it's performance? Is your web site selling? Almost every viable business today has a web site that has to serve a number of masters. Even a basic web presence ensures a visitor that the company is for real and still in business.

It's not enough for the sales department to have the latest product sheets and a shopping cart system on the site. If the web site is part of the sales team we want it to sell. We want it to engage, enroll and compel customers. We want it to qualify prospects, present solutions and close sales. We want it to grab a visitor's attention, create some interest, build desire and get the visitor to take some action. You know the stuff that salespeople do. Is the web site getting good leads? Not all web site visitors are created equal. Don't assume that just because they happen to be on your web site they are interested in buying your product or service. There tends to be four types of web traffic.

Browsers: are those people that might have arrived on your site by mistakes, curiosity or another form of general marketing. These visitors come with no intent.

Prospects: are those visitors that know both the problem and the solution and are making a decision on who is going to supply the solution. Where are they going to access the solution? Customers: and those that have already made the decision to buy from you and want to place an order.