What Your Website is Missing

Marissa Williams
2 min readApr 12, 2021
Courtesy of Carl Heyerdahl and Unsplash

Every organization has a sales strategy to drive revenue. When speaking about sales funnels, in particular, the focus is usually on client management’s internal process and how clients are being moved through stages from initial contact to conversion. From an external perspective, where does your company’s website fit into this discussion? The most successful organizations make sure they know the answer.

Websites Should Drive Leads

The “customer journey” is a marketing concept, and as we know, marketing drives sales. So, if an organization’s website isn’t considered an asset, it is missing a vital piece of the sales funnel. Today, an organization’s website is equivalent to a first impression when meeting someone. As a consumer, we have an immediate, often unconscious reaction to the home page. Just as we want to build relationships with people we have a close connection to, so too do we open our wallets to organizations with compelling websites.

The Harvard Business Review article, “How to Design Product Pages that Increase Sales,” states that there are four dimensions of online customer experience: informative, entertaining, social, and sensory. If you have a strong understanding of your brand, build the website around that esthetic, so the customer is compelled to stay on your site longer. Use design techniques to drive website engagement and calls to action to move the customer towards a purchase.

Websites Should Create Trust

According to the article, “How Customers Decide Whether to Buy from Your Website,” the authors researched customers’ deliberative and intuitive reasoning for making a purchase. They found that consumers use intuitive reasoning more frequently when it comes to high-risk purchases (spending money). This means that trust was the most crucial factor for customers when making a big decision.

Websites Should Tell Stories

The main component of brand marketing is to be able to tell the brand story. An organization’s website needs to use the brand story to drive engagement. If a consumer is enveloped in the story, it can lead to higher conversion rates of the organization’s product or service. The story a website tells should be creative enough to increase interest, give a sufficient description that explains the product or service, and concise enough that the consumer understands what’s being offered quickly. The movement of the above should be seamless to the consumer while enticing them to make a purchase.

Following the above three steps will give your website the ingredients to stand out in a saturated market.

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Marissa Williams

Traveler, adventurer, writer, avid reader, dog lover. Creator, The “What Does” Series. Check it out.