SCORE Small Business Blog

Your Website as Your Top Sales Person – Part 2

Who’s Visiting?

To create your Super Website Salesperson you first need to think broadly about the types of visitors that land on your site:

  • Prospects
  • Current Customers
  • Past Customers
  • Partners (suppliers, affiliates, distributors)
  • Key Influencers (media, industry associations, industry thought leaders)
  • Potential Employees

For the most important of the large groups above, create a more detailed description for each regarding demographics (gender, age, income, nationality or region, etc.) and key needs, problems and desires. Some businesses use the idea of personas or creating a name, photo and detailed description of each visitor type to create personal, relatable depth versus abstract market segment descriptions. (Click here to get an example.)

For each persona or group, what are the top 3-5 goals they have in visiting your website?  Where are they coming from (search engine, an ad, an affiliate site, social media, a blogger’s referral)? Are they looking for information? Inspiration? Entertainment? Solutions to a problem? The following is a starter checklist of common visitor goals:

  • Check your credibility, credentials
  • Get information/expertise
  • Order products/services
  • Pay for products/services
  • Get answers to questions
  • Self diagnostics to analyze problems, better define solutions
  • Learn broader statistics/trends
  • Interact in a Customer Forum

Next week we’ll match these visitor goals against your business goals.  And on Thursday March 17th please join us live for our next free, live Get Moving webinar on making your website a super sales person.

Jeanne RossommePresident, RoadMap Marketing
Jeanne uses her 20 years of marketing know-how to help small business owners reach their goals. Before becoming an entrepreneur, she held a variety of marketing positions with DuPont and General Electric. Jeanne regularly hosts online webinars and workshops in both English and Spanish. | @roadmapmarketin | More from Jeanne

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