The Indextrialist

I spend most of my day on the internet for work or personal reasons. As I browse the internet I notice all these bad websites that we run across every day. Most of these websites are not bad looking but they provide no value to users.

The internet is your web based sales person. Would you ever let your sales person go to a meeting with potential clients in clothes that are five years old or that do not answer the phone when it rings? Then why are you allowing your website to be so poorly prepared to make a sale for you.

There are two important pieces that you need to think about for your website:

1. Content – Every page of your website should have its own theme. Just like a new chapter in a book provides you with new information, each page of your website should do the same. The thing to remember is that there are people at different stages of the buying cycle that visit your website, so you have to structure your website to accommodate them all. This can be done in numerous ways including brief summaries, imagery, videos, specs, CAD drawing and bulleted lists of features, benefits & applications. You don’t have to have all this information on one page it can be split across numerous pages to allow users to find the information that they are looking for. But you have to have that information on your website or people will move on.
2. Differentiators – Why should that person/company buy that product from you? What makes your product or your company better than any of your competitors? If you do not have this information on your website, then you are doing your company a disservice. This information can sometimes be more important than the product itself. Maybe your product or service is the cheapest or maybe you offer the best pre-sales and post-sales customer support. Whatever the reasons are, they should be on your website.

I can’t stress enough that your website is your 24/7 sales person but if you do not provide it with the information that you would provide to your sales people then you are just wasting your money with your website.

• Design for Your Users
• Introducing the Indextrialist
• B2B Media Mix is crucial
• Top Ten Worst Web Design Mistakes
• On-Page SEO Basics

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This entry was posted on Thursday, April 26th, 2007 @ 7:37 pm on the category Business. You can follow any responses to this entry through the RSS 2.0 You can leave a response, or trackback from your own site.