Your website has always been important, but thanks to COVID-19 it just became crucial. Every person considering a purchase from you is going to visit your website. Make sure your digital real estate is ready to convert them from prospect to buyer.

People come to your website wanting you to have the answer, but they’re skeptical. Your website’s job is to clearly tell people who you help, how you help them, put their worries at ease, and then show them the next steps to take.

The good news, there’s a clear formula for making your website connect with the right people. Even better news, turning your website into a high-powered sales machine isn’t rocket science. Simply follow the below steps and you’ll be on your way.

Step 1 – Speak To The Right People

Not every buyer is the right buyer for your business. Don’t waste your time trying to please everyone. Focus your efforts on people who will see the value in what you provide because you solve a problem or fulfill a desire for them.

The more specific this group, the easier it is to make your website speak to their pains, problems, and desires. If you need a little help pinpointing the right people and problems, try asking yourself these questions to narrow in on a specific group:

• What projects have been the most enjoyable (for you and your customer) in the past?
• What projects have been the most profitable?
• What did each project have in common?
• Can you get the same results for similar companies?

Tip: Now go through your website and make the message speak to the niche you defined. Start with your homepage—this is the most valuable real estate on your website. Thus, it needs to quickly tell someone who you help and why they should stay on your site and not jump to another competitor’s. From there, progress through each page of your website and cater the content to these buyers.

Step 2 – Put Their Worries At Ease

Like we mentioned earlier, people come to your website wanting you to have the answer, but they’re naturally skeptical. We all are. This is human psychology.

Use your website to put their worries at ease and show them you’ve done this before for people just like them. A simple way to do this is with customer testimonials and case studies. Testimonials and case studies provide invaluable social proof that this isn’t your first rodeo.

Don’t bury testimonials and case studies deep down in your site where nobody sees them. Bring them front and center throughout your website so they can see you have a wealth of happy customers. Put a smiling customer face, testimonial video, and case study links everywhere they look.

Tip: As a promotional product expert, you should have a portfolio of creative products you have produced for customers in the past. Highlight what the customer was trying to achieve and how you provided a solution to meet their goals. Just don’t forget to get the company’s permission to spotlight their project before publishing to your website.

Step 3 – Tell Them What To Do

You’d be amazed at how hard it is to buy from some companies. They’re so caught up in making their website pretty and clever that they forget to tell people how to give them money. This is a simple fix.

Develop a clear process that leads to your customers getting what they want and need. Paint a picture of how easy it is to buy from you. Limit your process to no more than five steps. Remember, we’re trying to make this look easy. Anything longer than five steps can be intimidating.

Like social proof, your process shouldn’t be hard to find. It’s often a good idea to put it front and center on your homepage. Present your ordering steps (literally numbering them 1, 2, 3, etc..) and then one prominent call to action button that leads to your contact page or opens their email browser.

Tip: Part of the process should include a way for your customers to browse solutions and products you provide, in addition to your portfolio, consider linking up ZOOMcatalogs to a page on your website. These can serve as inspiration for your customers while communicating how diverse your product line actually is.

The longer you wait to tweak your website the more dream customers walk out your digital doors. With a little effort, you can turn your website into a sales machine that works around the clock for you. If you need some help, reach out to one of our digital marketing experts here at ZOOMcatalog and we’ll give you a hand integrating the latest and greatest digital marketing techniques for suppliers and distributors.