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Creating a Visitor Experience to Build Your Sales Pipeline

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Written by: Kade Wilcox

Posted on: August 14, 2018

Providing something of value to your website visitors is the first step towards creating a successful sales and marketing strategy. It needs to be built with intention and meaning; in the same way you would want to entice a prospect in person. In today’s world, the true sales cycle now begins with your website.

One of the ways your business can break through the competition and help potential customers see the value of choosing your company is by creating a positive visitor experience for them.

Creating a Positive Visitor Experience

Your business has likely put a lot of time and effort into getting visitors to your website through various marketing tactics, such as social media, paid advertising, or maybe even inbound marketing.  But often times, the value of these efforts are lost on the traditional sales team, when they should be using it to their advantage.

If your teams aren’t focused on creating a well-designed website, those potential prospects visiting your site are likely to turn away from your business. Because a website is so critical to generating quality leads for your sales team, you’ll want to make sure that the following are true of your website:

Visitor Experience and the Inbound Methodology

When your sales team takes an inbound approach, the visitor experience becomes that much more important. The inbound method is broken down into the following stages:

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  • Attract: gain the attention of your target audience through content, social media, paid ads, etc.
  • Convert: provide a relevant content offer with enough value for the user to share their contact information in order to receive it (name, company, job title, etc.)
  • Close: drive the lead through the marketing and sales funnel until they make a decision to work with your company to fulfill their needs and become a customer.
  • Delight: continue to offer value to your customers through valuable information and excellent service.

When it comes to your online presence, a visitor typically moves through their experience in the following ways:

Landing Pages:

Your landing pages need to be incredibly clear as to what your visitors will receive when they fill out the form on this page. It should have one focus - which means that you’ll want to remove other navigation so visitors can focus on the form. You need to make sure that what you’re offering is valuable enough that your visitors are willing to give exchange their information in order to receive it.

Thank You Pages:

Your thank you page is the page a user is directed to after filling out a form. It’s a perfect opportunity to care for your leads by expressing your gratitude for their time and attention, providing a link to the offer they wanted, and providing additional resources that are relevant to them.

Follow up communication:

Once a visitor to your site becomes a lead, they have the potential to also become a customer. Now that they are in your system, you want to continue to care for them and offer them a positive experience with your business. This is done through the communication initiated by your marketing and sales teams. While each team has different roles, they should be working together to drive the lead through the funnel. Your marketing team may send nurturing emails with additional offers related to the topics the lead seemed interested in, and your sales team might send them an email inviting them to set up a discovery call after they've shown increased interest in your business. Whatever the stage, the point of this communication is to be genuine, personable, and considerate. The more you show your care for them, the more likely they are to choose your business to meet their needs.

Your sales team plays a critical role in creating a positive experience that turns leads into customers. This process begins with your website and ends with your team building a valuable relationship with users. The result is satisfied customers and a thriving business.

Building a Website for Lead Generation