Your website: your best asset for successful prospecting?
Posted: Mon Jan 06, 2025 3:51 am
When I bring up the subject of the company's website in a meeting, the answers converge towards: "We know it's important but we don't have time to look into it."
This is a serious mistake, yet extremely widespread. Your website must be the central element of your commercial prospecting strategy. Your website must be your first lever for successful prospecting.
I remember many discussions with companies from various fields of activity whose objective was to increase their turnover. However, the traditional levers used for prospecting are showing a decline in effectiveness.
So how can you prospect well in this situation?
Most companies have found a solution by increasing the number of appointments their salespeople make without changing their prospecting methods: at the cost of a great deal of energy, the results were sometimes there.
The understanding of the contribution of an optimized website to be able to help peru email list salespeople to prospect well is present. However, the project seems so vast that it is sometimes difficult to know where to start.
Your website: your best ally for successful prospecting
It is frustrating to realize that the challenge of a website that helps you prospect well, that is to say that it converts your visitors into customers, is neglected to concentrate the efforts of marketing and sales departments on other priorities.
For me, the website should be considered the number one asset in your business prospecting, whether for the sales or marketing department.
Yet, I hear many stories about how the website doesn't help them. Worse yet, when prospects ask for the website link, to see all of their activities, salespeople are ashamed to direct them there.
However, the exact opposite should be happening. Your website should help you prospect better and is the main reflection of your business.
To get a website that helps you achieve your goals, you need to be patient and thoughtful before you take action.
To help you in your thinking, here are 4 questions to ask yourself to have a website that helps you prospect well:
Who are you making your website for? You or your prospects?
If your answer is focused on you or your business, you're on the wrong track. Just as an advertisement must speak to a target audience, you must put yourself in the shoes of your potential customer.
Who are my prospects? What are they looking for online? What do they need? How can my website help my prospects answer their questions?
Run through the hundreds of appointments you have already made and the emails you have sent in your head. Make a list of all the points and you will have relevant content for your visitors. Keep in mind that a website must answer the questions your prospects are asking. This will make your sales prospecting efforts easier when you first make real contact.
Why do your prospects visit your website?
The obvious answer is “To become a customer of ours.” Unfortunately, this is not always the case. In 90% of cases, your prospects are looking for information.
Generating hot leads is an undeniable goal, but it shouldn’t be the only one guiding your site’s content writing. Your site should help you move your customer forward in their understanding of your business.
In the same way that a good prospecting phase helps answer your prospect's questions, your website must provide them with crucial information.
From a more global perspective, you need to answer the question: “What are my prospects looking for on your site?” Not all visitors are buyers who will convert into customers within the next 48 hours.
You must create content based on the stages of their purchasing processes to promote your commercial prospecting. From content to content, your website will be your best support for successful prospecting since it will reinforce your prospect's desire to continue to discover your company and your products.
What image does your website send to your prospects?
Put yourself in your prospect’s shoes and read the content on your website. Does your website resemble you?
Do your pages reflect your business? Not sure? The answer must be “no.”
Writing a blog, crafting articles for a website is not within everyone's reach. Web content must take into account technical parameters but above all position itself well in relation to your prospect.
Your visitor of the day may not yet be familiar with your company. Reading articles that are too “aggressive” in terms of understanding their needs will turn them away from your products.
Try to have content that is adapted to each phase of your visitors' purchasing process. Keep in mind that if your content is relevant and useful to your visitors, it will then facilitate your sales prospecting.
What indicators can you use to define the success of your website?
This is an oh-so- important question that most of our clients struggle to answer. The most common answer is based solely on revenue.
This indicator is already present within the company. It is directly linked to the marketing and sales department.
No, the revenue generated by the website is not a relevant indicator. Your website should help you in your prospecting but it will not sell on its own.
In order to determine if your website is successful, you need to dig a little deeper and determine other indicators. Here are some of the indicators to watch:
This is a serious mistake, yet extremely widespread. Your website must be the central element of your commercial prospecting strategy. Your website must be your first lever for successful prospecting.
I remember many discussions with companies from various fields of activity whose objective was to increase their turnover. However, the traditional levers used for prospecting are showing a decline in effectiveness.
So how can you prospect well in this situation?
Most companies have found a solution by increasing the number of appointments their salespeople make without changing their prospecting methods: at the cost of a great deal of energy, the results were sometimes there.
The understanding of the contribution of an optimized website to be able to help peru email list salespeople to prospect well is present. However, the project seems so vast that it is sometimes difficult to know where to start.
Your website: your best ally for successful prospecting
It is frustrating to realize that the challenge of a website that helps you prospect well, that is to say that it converts your visitors into customers, is neglected to concentrate the efforts of marketing and sales departments on other priorities.
For me, the website should be considered the number one asset in your business prospecting, whether for the sales or marketing department.
Yet, I hear many stories about how the website doesn't help them. Worse yet, when prospects ask for the website link, to see all of their activities, salespeople are ashamed to direct them there.
However, the exact opposite should be happening. Your website should help you prospect better and is the main reflection of your business.
To get a website that helps you achieve your goals, you need to be patient and thoughtful before you take action.
To help you in your thinking, here are 4 questions to ask yourself to have a website that helps you prospect well:
Who are you making your website for? You or your prospects?
If your answer is focused on you or your business, you're on the wrong track. Just as an advertisement must speak to a target audience, you must put yourself in the shoes of your potential customer.
Who are my prospects? What are they looking for online? What do they need? How can my website help my prospects answer their questions?
Run through the hundreds of appointments you have already made and the emails you have sent in your head. Make a list of all the points and you will have relevant content for your visitors. Keep in mind that a website must answer the questions your prospects are asking. This will make your sales prospecting efforts easier when you first make real contact.
Why do your prospects visit your website?
The obvious answer is “To become a customer of ours.” Unfortunately, this is not always the case. In 90% of cases, your prospects are looking for information.
Generating hot leads is an undeniable goal, but it shouldn’t be the only one guiding your site’s content writing. Your site should help you move your customer forward in their understanding of your business.
In the same way that a good prospecting phase helps answer your prospect's questions, your website must provide them with crucial information.
From a more global perspective, you need to answer the question: “What are my prospects looking for on your site?” Not all visitors are buyers who will convert into customers within the next 48 hours.
You must create content based on the stages of their purchasing processes to promote your commercial prospecting. From content to content, your website will be your best support for successful prospecting since it will reinforce your prospect's desire to continue to discover your company and your products.
What image does your website send to your prospects?
Put yourself in your prospect’s shoes and read the content on your website. Does your website resemble you?
Do your pages reflect your business? Not sure? The answer must be “no.”
Writing a blog, crafting articles for a website is not within everyone's reach. Web content must take into account technical parameters but above all position itself well in relation to your prospect.
Your visitor of the day may not yet be familiar with your company. Reading articles that are too “aggressive” in terms of understanding their needs will turn them away from your products.
Try to have content that is adapted to each phase of your visitors' purchasing process. Keep in mind that if your content is relevant and useful to your visitors, it will then facilitate your sales prospecting.
What indicators can you use to define the success of your website?
This is an oh-so- important question that most of our clients struggle to answer. The most common answer is based solely on revenue.
This indicator is already present within the company. It is directly linked to the marketing and sales department.
No, the revenue generated by the website is not a relevant indicator. Your website should help you in your prospecting but it will not sell on its own.
In order to determine if your website is successful, you need to dig a little deeper and determine other indicators. Here are some of the indicators to watch: