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6 Strategies to Improve Your Website

22 Mar, 2010 By: Darrell Amy imageSource

6 Strategies to Improve Your Website

How do your prospects form a first impression of your dealership?  These days
many first impressions are formed with your website.  As a technology provider,
the image you present online can either help or harm your sales efforts. 
Fortunately, you can take practical steps to improve your online image.  Here
are a few helpful ideas:

1 Present Contemporary Design

First, your website design must be professional.  Design standards on the
Web continue to evolve.  Something that looked good five years ago may be out of
date.  This presents your company as an out-dated organization--certainly not
something you want during the sales process.  Your website should use the latest
graphic standards.  Consider a design that presents a “high tech/high touch”
image with both people and technology.  Use elements like flash, sound and video
with caution.  While having sound on your home page may seem like a good idea,
it is also a fast way to get users to close the window your site is on. 
Instead, invest in good quality graphics that coordinate with your branding

2 Support the Sales Process

Prospects go to your website during the sales process.  The content they
find there should mirror and build on what your sales representatives are
saying.  Prospects should leave your site with a deeper understanding of what
the sales representative is proposing.  This is especially true in new areas
like Managed Print Services or Document Solutions.  Prospects should also leave
the site feeling more confident in your ability to deliver on what the sales
person discussed.  This can be done by presenting testimonials and case studies
in the sidebars throughout the site.

3 Upsell Your Current Customers

Your customers come to your website to find a phone number, place a service
call, enter meters or order supplies.  This creates a great “billboard
opportunity” to present additional products & services to clients.  As an 
example,  a home page might feature a flash presentation highlighting the
benefits of MPS. When customers click to your service, supplies or meters page,
a sidebar graphic could feature a recent case study & promote a complementary

4 Develop a Conversion Path

Make sure visitors know what to do when they visit your site, and it should
have a conversion strategy to generate leads.  For example, you might have a
recording of a recent webinar on “The Top 3 Strategies to Reduce Office Costs.” 
In order to access it, visitors would fill out a quick form with some contact
information.  This information is emailed to your sales administrator as an
actionable lead.  Other strategies could include “Request a Quote” buttons in
your product catalog or “Request a Complimentary Print Assessment” in your MPS
area. They can link to Web forms that email info to your team.

5 Keep Fresh Content for Visitors (And Search Engines)

The biggest challenge with websites is that they tend to become out-of-date very
quickly. Keep content fresh on your site to make visitors confident that you are
staying on the cutting edge. Services that automatically update your product
catalogs & feed relevant articles on your site keep it fresh. An effective way
to stream updated content is to put a blog with an RSS feed on your site. If
implemented correctly, this content can also be indexed by search engines which 
give preference to “fresh” content, and boost your search rankings.  When
implementing a site look for a platform that makes it very easy to add new

6 Use Social Networking

Improve your Web presence by leveraging social networks like Facebook,
LinkedIn & Twitter. You immediately get an expanded presence on the Web,
boosting your search engine rankings.  If you set up your social networking
sites correctly,  they can stream content from your main website.  This means
that you don’t have to actively manage them to have fresh content.  Start
optimizing your Web presence now to compete in today’s marketplace!   

Darrell Amy, Pres., Dealer Marketing Systems  consults on search engine
optimization and websites; sales and direct marketing materials for office
providers. Darrell presents on SEO at ITEX 2010. He also teaches the BTA
ProSolutions sales training course. Visit

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