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As a business, your website does many things: it connects with your audience, it presents information, it acts as a virtual announcement board, and more. But all of these duties boil down to selling, and as a selling tool, there are ways that your website could be working for you better.

Capture Leads by Design on Your Website

The first thing that you need to ask yourself is: “Is my website designed to sell and capture leads?” If you can honestly look at your site and say no, you need to make some changes. Capturing leads is all about knowing your target buyer. You’ll need to have your buyer persona very clear in order to know what type of content will draw them in.

Selling is all about providing someone something they need, or getting rid of a problem they don’t need. So, once your buyer persona is set, ask yourself what they need from you, or what solution they need from you, and use that information to create your content. Once you have the leads coming to you, you can start to sell.

Call to Action

One of the most crucial parts of selling on a website is making sure that your customer knows what they need to do to get the solution. If you don’t tell them what action to take, how will they know?

Calls to action may be a direct sales pitch with a big “Buy Here Now” button, but there are many other actions you could want your customers to take. These include signing up for email lists, sharing a post on social media, contacting you, taking a survey, requesting a free consultation, applying for a spot in a webinar, asking your experts a question, and many other things. Know what action you want and use it to engage your customers.

The Information for Free Stuff Exchange

One thing that all business websites should excel at is gathering information. If the most important thing is knowing your buyer persona, you need to know who is visiting your website and what they are doing there. Having forms to fill out along the way helps to capture this information.

But buyers aren’t going to offer up their information for nothing. Offering freebies, such as a free eBook, a free month of your service, a free sample size of your product, and more, can get more customers engaging and helping you with your market research.

The free item that you are offering is often called an attractor, and this is a very important part of your landing page. Your attractor could be anything from a free webinar to a discount on a product – whatever it is, it works to keep people on your page because it gives them something they want or need in exchange for nothing, or very inconsequential information. When you choose what your attractor should be, remember that you want to attract buyers, not just people. What’s going to leave them wanting more?

Remember the Marketing Cycle

Don’t forget that buyers need more than just a sales pitch to be convinced to purchase something. First they need to have their attention diverted. Then you need to earn their interest. Then they need to desire the product or service, and finally you need to convince them to take action. Your website should cater to all four of these stages of the cycle. Great headlines attract attention. Amazing content builds interest. Highlighting the benefits of your product or service creates desire. And an amazing call to action is what leads to action.

Use these steps to turn your website into a selling tool, both to grow your business and to offer your customers the solutions they need.

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