Is Your Website Generating Your New Business Pipeline
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Is Your Website Generating Your New Business Pipeline

Category: Web Design

website sales funnel infographicFor many, it’s the beginning of a new financial year this week. ‘Mad March’ is out of the way, and businesses are finalising their budgets, targets and activities for 2019/2020. It’s a refreshing time of the year, spring has officially sprung and there is a sense of a fresh start in the air.

I know, with over a decade of sales, recruitment and sales training experience behind me, that this is both an exciting and nervous time for those in sales.

Sales people are starting from scratch. No matter how good a year they had last year, they’re only as good as their next quarter! And most sales people need to have their focus on building new business pipeline to top up any existing revenue they’ll get from their accounts.

Marketing and sales teams should be working together to help plan, and then achieve, new business generation. One of the most cost effective ways of making sure this happens, is by using your website as a lead/sales generation tool!

Be Found

Your website should attract potential new customers initially. For this you need to ensure your website is set up to attract people who are in the market for your product or service. See our recent articles on organic and paid search engine optimisation (SEO) for more information.

Be Interesting

Once you have attracted those potential customers, you must keep them engaged. Some people may be ready to make an enquiry immediately, so you need to ensure your site is easy to follow and there are clear and quick ways to make an enquiry. We’d recommend putting enquiry forms on a specific ‘contact us’ page, but also across your product/service pages, to make it easy to contact you.

Some people will however want to gather information before making an enquiry. This is your opportunity to give them information and be seen as an authority in your chosen industry. Offer advice and tips through news articles, create user guides with more information they can download and read in their own time, create interactive content on your site to draw them in, and communicate across a multitude of platforms/media types. This way, you are able to engage with a much wider audience, and if you cover a multi-channel approach, you can ensure you have content in the way people like to personally absorb information.

The more influential you can be during this information-gathering stage, the more ‘buy in’ you’re creating for your expertise, and therefore the more likely they’ll return to you for more information.

Be Ready

When you receive an enquiry, make sure you act on it. This may sound simple, but I’ve seen many businesses over the years who don’t prioritise sales enquiries the way they should! Enquiries can come in via email/contact form from your website, and you should aim to respond within 24 hours to capitalise on this warm lead.

Enquiries can also come in over the phone, so make sure you have someone on the other end of the phone who is trained to gather information, qualify the opportunity properly and pass to the relevant person.

Need more help?

If all this sounds quite daunting, or you simply don’t have the time to review your website to ensure it’s working for you, contact me to see how Big Red Digital can help you generate more new business this financial year.  

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About The Author

As Big Red’s Sales Manager, my role is to ensure our clients see demonstrable results from their website and digital marketing strategies. I work closely with our clients to help establish specific targets for their online activity and translate this into sales/conversions.

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