Your website is potentially the most powerful sales and marketing tool in your arsenal. Ninety percent of your new business contacts will review your website, and 50% of those who visit will allow it to influence their decision as to whether to continue the relationship.
Business websites start a discussion with the market and convey the brand and personality of a company. They’re also used as distribution channels, store fronts, lead generators, customer support and sales tools. Websites play a key role in search marketing, email marketing and other integrated marketing campaigns.
A website is often your first opportunity to make an impression on the market. It can reinforce and strengthen your competitive positioning and brand strategy, but it can also do the opposite; an ineffective website can fail to differentiate your business, or, even worse, it can disillusion and alienate prospects.
Though most small to midsize companies have a website, many are not taking advantage of the evolving role of the Internet in business selling processes. The role of a business website can vary widely between companies, but in most industries, a good website can:
Reinforce a brand
Deliver compelling information about products, services and company mission
Nurture existing leads and move them closer to purchase
Provide support for customers and distribution channels
Savvy companies fully exploit the role of their websites in their marketing plans. This means moving strategic website decisions from the graphic designers and programmers to key business leaders.
A website redesign can be a substantial investment. But the true value of the site isn’t how pretty it looks; it’s how effectively it performs in the marketing and sales mix.
Website redesign does not mean replacing the graphic designers or programmers: it means directing them to focus their work to meet specific goals. It’s a strategic decision that can help improve your top line.
Website Tools in Growth Panel
Conduct an Analysis of Your Current Site: Evaluate the effectiveness of your current website, and determine necessary improvements.
Determine Website Needs: Evaluate what your site can and should do to meet business goals.
Define Simple Site Architecture and Requirements: Create a list of navigation sections and pages, and define site requirements for the web developers.
Define Sophisticated Site Architecture and Requirements: Create the multi-level navigation and page outline for a sophisticated website, and define the specific details for the web developers.
Develop a Site Content Plan: List all of the information to be presented on the site, to send to the copywriters.
Develop a Budget and Implementation Plan: Create a budget and implementation plan for the entire project, including programming, design, testing, copywriting, hosting and maintenance.
You might need to address your website if:
You haven’t integrated your existing site into your selling process
Your current site doesn’t reflect your competitive positioning or brand strategy
Prospects are stuck in the sales process
You’re having difficulty generating new qualified leads
You have manual customer service processes
What they’re saying...
Your tools have helped me identify what questions to ask to program directors, as well as to admissions reps, and develop marketing campaigns with logics (sic) and clear target numbers behind them. Also, creative briefs are very handy when communicating with my writers and designers. They eliminate the room for confusion and misunderstandings that used to occur during the creative development stage."
Director of Marketing, The Musician’s Institute
If you’d like to sell Growth Panel licenses, we’ll share license revenue. Our distributor program is like an affiliate program, with greater upside.
We require that our distributors have a license, so step one is to set up yours.
If you’re a consultant and have quality I.P. that adds value, we’ll review it and consider adding it to our product under your own brand. That means more exposure for you, more leads, and more engagements.