Building a website is a necessary investment in the 21st century. Businesses without them look outdated at best and shady at worst. So, of course, any business owner with acumen has a site by now. But is having a business website enough?
Your website should be more than a digital placeholder.
It really never ends, does it? You’ve got a website, but now you’ve got to do something with it. It’s not enough to “set it and forget it” when it comes to your business’s online presence. If you haven’t thought about your site since you launched it, there’s a good chance it is, in fact, just sitting there. Maybe you have no strong feelings about that, but let’s put it another way.
How would you feel about a full-time salesperson who just sat there?
If the salesperson in question is on payroll, that’s going to cause some problems, right? What’s the point of having a salesperson on staff if they don’t actually engage with your customers and prospects? Your website should be out there working the search engines like your sales force sells their territory.
Put your digital sales force to work.
Your business website has the potential to be your very best salesperson. Ideally, it proves your expertise. It demonstrates the advantages you offer over your competitors. It builds trust with your audience and with the search bots scouring the web for answers to all your prospects’ most frequently asked questions. When your website content shows up on search engine results pages (SERPs), queries will begin to show up in your inbox.
The best salespeople stay current and relevant, and so do the best websites.
The out of touch salesman became an American stereotype thanks to the Arthur Miller play Death of a Salesman. In the sitcom The Office, another famous sales team tries (and usually fails) to stay relevant in a quickly changing world. We don’t go door to door with vacuums anymore, and most consumers no longer expect to see men in ties when they come into a salesroom.
Times are changing, and your sales team is, hopefully, changing too. At minimum, they’re able to provide customers with the most up to date information on inventory and industry trends. They’re able to predict and answer the most asked questions.
Your website content should, likewise, be evolving along side the algorithms that are constantly changing to ensure websites meet the demands of consumers. Search engines are looking for sites with the most relevant, timely content available. A website that just sits there, like a dusty pamphlet on a shelf, is about as effective at tempting search engines as a door to door encyclopedia salesman is at tempting people who have Google at their fingertips.
A modern website that converts doesn’t have to be difficult.
Keeping a website current and timely may seem like a tall order. After all, you do have a sales team to manage and inventory to track. You’ve got other responsibilities, and frequently, that means web content gets put on the back burner.
At Emery Designs, we’ve developed a relatively painless process to methodically release fresh content on your website throughout the year. Our Content Machine keeps your digital marketing new and pertinent and drives new traffic to the site.
Are you ready to put your website to work? Get in touch with me at Emery Designs today to learn more about our Content Machine and how it nurtures converts.
