Three Reasons to Invest in Your Website

Three Reasons to Invest in Your Website

Learning Without Scars is proud to introduce our new contributer, Joanne Costin. Joanne Costin is an award-winning business journalist, content writer and content marketing strategist with more than 30 years of experience in the construction industry. She is a frequent contributor to the ConExpo-Con/Agg 365 newsletter as well as Inside Unmanned Systems magazine and president of Content for Biz, a content marketing agency. Her inaugural blog post, “Three Reasons to Invest in Your Website,” is a must read for all businesses.

Everyone by now understands the power of the internet and your website.

Your website provides 24/7 customer service

You know, more than anyone, that customers often need answers during hours when your business is closed. While you, your sales and service staff are home with their families, it’s your website that is delivering customer service. 

Starting with the basics, update your locations and hours on your website as well as your google listings as needed, including special holiday hours. In addition, be sure multiple points of contact are provided.

As an industry journalist I visit hundreds of websites each week. It amazes me to see how many websites fail to list the most basic information, like phone numbers. Instead, they often rely on a contact form that in many cases goes to a spam folder, or someone who chooses not to respond. 

It’s been my experience that, perhaps, one in 10 companies ever replies to contact form inquiries. Even worse, what message does it send to customers when they are not provided the means to leave a message because the voice mailbox is full? 

This has happened more times than you can imagine. Are you sure it’s not happening to your customers?

As labor remains in short supply, a website focused on customer service can remove some of the burden on your staff while expediting the resolution of customer problems. Younger customers, for example, tend to prefer contact via chat or text. 

A live chat solution might provide answers to questions quickly while directing customers to the right person. Live chat platforms are necessary in this digital age. In fact, 61% of B2B organizations are currently using live chat, so don’t overlook this important component.

Self-service options on your website provide another way to help customers with simple tasks like online ordering, billing or service inquiries. Also, do you provide a frequently asked questions (FAQ’s) area that could provide quick answers to customer questions? What about offering frequent blog posts to answer common questions, like those about preventative equipment maintenance.

In 2023, how customers view your customer service may largely be determined by your website.  Salespeople are getting less time with customers, your website is getting more Gartner research has identified how B2B buyers’ increasingly rely on digital channels throughout the purchase process (these might include supplier websites, third-party websites and social media). B2B buyers spend just 17% of their total purchase journey with sales reps. In addition, with the average deal involving multiple suppliers, a sales rep is afforded about 5% of a typical customer’s total purchase time.

In a 2021 study from McKinsey & Company, sponsored by AED, researchers found that despite anticipating a substantial increase in fully digital sales, only 14% of respondents listed digital sales among their biggest opportunities in the future of selling.

Your website is your most important sales tool. Be sure your site is easy-to-navigate on all devices, providing the information that buyers need to simplify their purchasing decisions. 

According to research from G2, 92% of B2B buyers are more likely to make a purchase after reading a trusted review. Consider that buyers constantly seek third-party endorsements. Product and service reviews and customer stories give life to your products and brands and enhance credibility.

Website copy should focus on customer outcomes and solving customer problems, rather than focusing on the dealership itself.  

Your website can help you find new customers

A website optimized for search engines can help your dealership find new customers for products within your local area or outside it.  Many equipment buyers start their journey with an online search. Keyword research can help you identify the search terms buyers are using, and with the help of blogs, videos and other content optimized for those keywords, your dealership can see an increase of visitors from across the web or across town. Ranking in organic search results can yield long-lasting benefits. 

How much is your website worth?

Your very first website was probably no more than an electronic brochure. Today, your website has an opportunity to be as valuable as any physical location of your business. Websites can boost online sales. They find and engage customers. They help resolve customer issues and get customer questions answered faster and more efficiently.

It’s time to capitalize on your website with investments in both content and functionality with the goal of improving the digital experience of your customers and boosting your company’s sales and profits. 

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