Do not try to sell on your web site

Is it a requirement for a business to have a well designed web site? My answer is: No, not really. It is as optional as combing your business's hair or brushing it's teeth.

Optional at your peril.

Consider your business cell phone: Would you say it is an essential part of your marketing? How much time do you spend on it? How much does it cost? How do you get prospects to call you on your number?

Now ask exactly the same questions about your business web site. How much does it cost, how much time do you spend on it? What do you do to get people to visit your site?

You can only talk to one person at a time on your phone. You have to sleep sometime. You are not always in a good mood, eloquent and persuasive.

On your web site you can "talk" to hundreds of people at a time. It never sleeps. It is always in a good mood, eloquent and persuasive. If you like you can publish sound clips or videos of you talking on your cell phone.

A no brainer if you ask me.

First, note this is the year 2011. Not 1999. Simply having a web site today is as expected as having a cell phone. It is no longer a competitive advantage, but rather an entry ticket. A basic requirement. Personal hygiene. If you expect millions of internet users will flock to your web site and throw their money at you, you will be sadly disappointed.

To see how unrealistic your expectations of your web site bringing you untold riches are, visit Google and type the the search words you think describe your business. Note the number of pages returned. That is your competition. Even if you beat them and make it to the first page, you still have to be effective in turning that web visitor into a lead.

Note I say "lead" and not customer. This is because, for the vast majority of sites, sales are NOT often concluded on a web site.

Making a sale online is very, very difficult - just like making a cold sale on a first phone conversation.

So, yes, you heard me right: sales are NOT concluded. Sales are INITIATED. Seldom concluded. Your web site exists mainly to educate potential customers about how your products and services can benefit them. To make contact with them and give them more information. In other words, to generate qualified leads which you will follow up to eventually conclude a sale.

In most cases I'd advise to not even TRY to sell on your web site. Instead, produce detail and quality content that describes in detail what PROBLEMS you SOLVE. Focus on the needs of your customer, because nobody wants to be sold. People want to buy - when they want something. Being "sold" is when someone wants your money, and none of us like that.

Lot's and lots of content on your web site attracts visors (via search engines). Your web site is how a prospect will see your company for the first time. The lasting impression you want to make is one of a friendly, neat and highly competent company. You PROVE you have this prospect (and your customer's) best interest at heart by providing information and by describing the problem in so much detail and clarity you show that not only do you understand the issue, you are also an expert on the subject.

And then, instead of trying to relieve your web visitor from his money as quickly as possible, suggest a harmless trade: His or her contact details in return for more quality information.

The higher the quality of your content, the higher the likelihood the visitor will be convinced you know what you are talking about and will WANT to make further contact.

After you (automatically) processed the request for more information, you can follow up on this - now qualified lead - to listen, to learn, to refine and to communicate. NOT to sell. Your objective is to find out if your product and your business matches the requirements of the lead.

If it does, he will buy FROM you. Be patient, nobody wants to be steamrolled and besides, do you really want to make a sale to a person who only will be dissatisfied afterwards? Of course not. So listen and communicate. If there is a match, the lead will become a customer.

You'd not be in business (anymore) if you did not genuinely care about your customers. So show your love.