Website Savvy – Why Not Inform and Market at the Same Time?

Why so Many Service Websites Fail to Close the Deal

Many business owners see their website a someplace they send their customers to after making initial contact. This is especially true of businesses that provide a service. They want a sharp business website because they want their website to confirm a positive image for the business.

What too often happens is the business owner fails to recognize that his or her business website could be a magnet for new business where contact hasn’t occurred in the past. While 90-95% of most business may still come from follow through after a personal meeting, the impact of designing a website so it encourages decision-making shouldn’t be overlooked. Just because there was a great initial rapport established doesn’t mean that first visit to business website will convert that visitor into a client.

That is why it is so important to recognize that your website should be more than informative. Sure you want your visitors to find everything they need to know about you on your business website. The question is how will you present that information. Will you invite a response to that information? In other words, will you market yourself at the same time?

I’m not talking about hard-sell marketing. “If you don’t click on this button now, you are going to miss out on the best deal of your life” marketing. That kind of sales pitch makes too many potential clients uncomfortable.

Instead, the type of marketing approach your website should use is focused on identifying customer needs, briefly stating how your service meets those needs and inviting contact to discuss those needs.

For example, a construction website can assume that customers who find the website have a need for some type of construction service. The question is what type of service? The website needs a page for each type of service the contractor provides.

Then the message needs to be focused on:

  • How you make a difference for your customers. For example, leaving the property cleaned up at the end of the day could be a real selling point for a construction company. Focus on the needs prior customers have voiced and share how your business responded. Even sharing problem cases may be appropriate if you can show how you were able to make things right for your customer.
  • Why to contact you. Don’t only encourage your website visitors to contact you. Give them a reason to want to contact you. Give them a why.
  • How to contact you. Then remember, if you don’t ask, you cannot receive. Make contacting you easy! Provide a contact link on every page of your website. Include a phone number on every page as well. Don’t put a potential customer through the extra step of trying to find the contact us tab. Make the action as simple as possible.

When it comes to service business website, you may find most of your traffic is from people you’ve handed your business card to. That doesn’t mean you should overlook the potential your website has for nurturing a first contact into a business relationship. That’s why I ask the question. Why not inform and market at the same time?