Some websites are meant to sell products and services.  For instance, ebay’s site is all about selling stuff to the highest bidder.  And, many large service companies sell insurance, stocks, and other products directly to their customer base with their websites.  Websites such as these are called ecommerce sites.

You may need an ecommerce site, but most small business sites are designed to get customers to contact them either by email, phone, or by actually coming in.  It’s hard to sell a lube job over the internet!  But, you can convince people to come to your lube shop after you have provided them with a good internet experience.

When your internet is one stage of the sales process rather than the endgame, its job is to pre-sell customers on your products and services.

You do this in many ways.

First, you provide the information that the customer needs.  This may be simple.  People may just need to know your address and phone number or directions to your location.

But, it may also be more complicated.  If they are trusting you with a big transaction, they need to be confident that you can deliver.  By providing “about us” and “biography” pages, you assure your customers that you can deliver what they need.  Be sure to include any certifications you have or awards you’ve won.

One of the best ways to inspire confidence is to have a lot of information on your site.  If you are a financial planner, give tools and resources for personal and family finance decisions.  A dog groomer may have articles on how to groom different types of dogs.  These articles brand you as an expert.

Another way to use articles is to show unique ways in which your products can be used.  For instance, if you sell garden sheds, profile 12 different ways customers are using your shelters including as home offices and play houses.

A final thing that will give your potential customers a sense of confidence about trusting you is having testimonials from satisfied customers.  List as much data about the customer as possible.  Ideal testimonials have the customer’s full name and city of residence along with a photograph.  Some websites have even gone to audio and video testimonials.  However, if all you can list is initials (for instance, you are a psychotherapist or attorney), use these.

Unless your website is an ecommerce site, you must master the art of the presell if you want your website to be successful in bringing you customers.

At Inland Web Services, we can help you develop a web presence that pre-sells your potential customers on buying your product or service.  Give us a call at 909-809-8566.