Could your client’s website play a greater role in their sales process? Many smaller companies still have tombstone websites with outdated design and copy. These sites typically aren’t functional and don’t generate leads, move prospects through the sales funnel or handle customer service. 

A complete web redesign can be a challenging project. A simpler solution is to refresh the design and update the content. But what type of content should you add? Should you create new content, or license existing content? Maybe add videos instead of static text? 

Instead of randomly juggling all of these variables, think through this short process to help you create your new content plan. 

1. Determine the main purpose of the website and its role in the sales process. 

What’s the goal of the website? Have the website handle a specific business function. It’s far easier to send customers/prospects to a website for information than to deliver it via the phone. Have your new content address its chosen function. 

Who are your client’s website visitors?  Help your clients divide their users into categories and sub-categories based on demographics. Then answer common questions like “When and why do users come to this site?” Make sure to understand this audience. 

Do you have a call to action? Some websites have great substance but don’t have a call-to-action.  Unless your client is a charity, this means that the site isn’t facilitating a sale. Ask each audience segment to take action. “Download our free white paper for more information” or “call us toll-free for 24 hour service” are essential elements your client may easily overlook. 

Is the current design content-driven? Do the elements of their website–text, images, diagrams, information, forms, etc.–exist for a specific purpose that is tied to their users’ needs? Or, is the site just a bunch of fancy graphics? If it’s the latter, clean up the graphics and move the focus to the content.

2.  Plan your content. 

Brainstorm with the team. Talk with your internal team to gauge what they feel is the most important content on the site. Then, talk with some external sources (customers, impartial observers) and see what they think.   

Facilitate a “sale.”  Organize your new content ideas, and ensure that it will help make a sale, or do a good job with its role in the sales process. Many web surfers decide, based on their site visit alone, if they’ll make a purchase or engage in a conversation. The site has to sell, whether you’re selling a product, service, or just selling that your client is trustworthy and capable of delivering on their brand promise. 

Check the competition. Review what your competitors are doing, and strive to be better, or at the very least, different. 

Make it easy to find. Websites that look pretty–but are not search engine optimized–are just fancy websites that are rarely found. Work to make sure that Google and other search engines like it.

After walking your client through these simple steps, finalize your content plan. Then, start creating! Check out these tips for copywriting and hiring a vendor if you don’t have the resources in house.

Make sure to have fun with it. Content is king!

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• What NOT To Do With Your Existing Web Site When You Upgrade or Remodel (growmap.com)

Yesterday, Michael McLaughlin, the co-author of Guerilla Marketing for Consultants, outlined the 4 questions every consultant should ask about their practice as the New Year starts: 

• Did This Past Year Turn Out for Your Practice Like You Thought It Would?
• Who Do You Want to Work With?
• Is Your Marketing Program Serving You?
• How Compelling is Your Service? 

All are good questions, but in the third question, he makes a great point about the importance of a consultant’s website:

“The problem may well be the lack of a focused message.

That lack of focus often cascades into every part of a practice. But it shows up most distinctly on a consultant’s website. Some sites offer such diluted messages that you can’t tell what the consultants actually do.”

I’ve seen a lot of consultants’ websites, and unfortunately, the majority of them don’t make me think “I really have to talk to this person!”

For marketing consultants, the bar is higher. Before I interview a marketing consultant, I check out their website and decide whether the person/firm

CAN sell;
Might be able to sell; or
CAN’T sell.

I don’t hire consultants in the third category, and need a STRONG personal recommendation to interview consultants in the second category. Right or wrong, my judgment is based on the difference between a good website, a mediocre website and a poor website. In fact, I wonder how marketing consultants with outdated website design, unfocused messages and a lack of persuasion can even stay in business?

I realize budget can be an issue: Approximately 84% of marketing consulting firms in the U.S. last year (Bizminer.com) had 4 or fewer employees. But if you’re a marketing consultant, that’s no excuse. Does your website influence a client’s buying decision? Absolutely. After your reputation, your website is the most important marketing tool. 

It takes years to build a strong reputation. A poor website can neutralize it in 10 seconds. The good news is that you can build a quality site today for under $2,000 (even under $1,000 if you do some of the work yourself). It doesn’t have to be flashy: It has to be effective.

Check out some great free web management platforms (Drupal, Joomla and WordPress) and tips on developing content for your website and revamping your website content.

Didn’t win that last proposal?  Having trouble converting new contacts into meetings?

Your website might be the reason. 

Raintoday.com’s 2009 version of their “How Clients Buy” report shows that consultant’s websites are becoming more influential to buyers than in previous years. Their key finding shows that 

• In 2005, 69% of buyers assigned websites at least “some influence” over their decision to engage in initial discussions with that service provider and only 51% of buyers assigned websites at least “some influence” over the ultimate purchasing decision.
• In 2008, 83% of buyers report the service provider’s website holds at least “some influence” over their decision to engage in initial discussions with that service provider and nearly three-quarters (74%) of buyers said the service provider’s website holds at least “some influence” over their ultimate decision to buy services from the provider. 

Influence of Provider’s Website over Initial Discussions and Ultimate Decision to Hire a Service Provider

If you’re looking for data and analysis about how companies select professional services providers, this is your report.

Not sure whether you need a website revamp? You definitely need one if your site 

• Uses a 1990s design that your nephew/neighbor created;
• Is verbose and doesn’t contain graphics (because people scan);
• Looks and sounds like all of your competitors; or
• Doesn’t communicate the value that you can deliver. 

So where should you start? First, determine your website’s role in your sales process. Should it

• Generate leads?
• Facilitate the buying process?
• Share documents with your clients?

If you answered “yes” to the first two, make sure that you build your new site using organic search best practices. If your site just needs to function as your corporate brochure, make sure that it supports your message and accurately communicates your brand.