For a lot of us, ecommerce is what springs to mind when we think about selling on the internet. But the approach of creating a transactional website where people can complete a purchase isn’t the only way to sell online.
Whether you’re a service provider like us, a retailer, a manufacturer… your website plays a central role in your sales strategy. We’ve shared our advice for online selling in this week’s copy of the Nottingham Post; download the article using the link or read on for more tips.
Set Our Your Stall in the Worldwide Web Market | Download the Full Nottingham Post Article
What are you offering to sell online?
Your website is your online ‘shop window’ and it’s important you display what you have to sell well. We see a lot of websites where it’s tough to understand what you do; management consultancy websites tend to be common culprits of this, where the use of jargon makes it difficult for the user to know what’s on offer.
Does your website make a promise?
Your website should offer something to your potential customers. Beyond listing your products or services, what can your potential customer expect should they choose to buy from you? For us at Hallam, we pitch ourselves as the approachable experts and everything we do on our website echoes that sentiment, from our expert blog posts to the photos of the team to the way we’ve structured our content. What is your promise?
What makes you different to your competition?
Today’s consumer is savvier than ever before and you can be sure that, no matter what you’re selling, they’ve shopped around for it. So why should they choose you?
What is the Call to Action?
In selling online, calls to action, or CTAs, are incredibly important. What do you want your potential customer to do? On your website, it might be to get in touch via your contact form, to sign up for your email newsletter or to take a look at a specific product. Guide your potential customers with clear buttons, well-structured navigations and internal linking within your content.
Why should I trust you?
Trust signals are really important when selling online. Whilst offline, the look of our shop, the way we present ourselves, the presence of other customers are all indicators of the trustworthiness of a business, online those signals come in other forms. On our website, we’ve listed the various qualifications of the Hallam team that are relevant to our potential customers, including our Google accreditations and our Trading Standards approval.
Closely related to trust signals is social proof. We look for social validation through our lives, taking our cues from others on how to behave and what to choose. In online selling, this is even more prominent as people want to know that the choice that they’ve made is the right choice. This means testimonials, reviews and case studies are powerful; have you displayed them on your website and social media?
Overcoming barriers to sell online
Of course, there will always be barriers to sales and it is important that we as sales people are able to overcome those barriers. When it comes to selling online, common barriers to closing that sale are that people are concerned they won’t get to speak to a real person if they buy online, or that the online vendor is a distributor and not the source of the product/service. Understand what the barriers to your sales may be and ensure you address them on your website.
The rise of mobile shopping
When thinking of mobile shopping, we think of things like Amazon and eBay with their mobile apps, making it easier to make a purchase online than ever before. But remember, selling on the internet doesn’t just mean ecommerce. Your potential customers are browsing your website even when they’re away from their desk, viewing it at different times and using different devices. Make sure you know how people are looking at you and ensure your website is set up to accommodate their needs.
We’ve only touched the tip of the iceberg here and there are so many more considerations when selling online. The impact of social media, in particular platforms like LinkedIn to help you sell online, is potentially huge, as is the type and quality of the content we create and share across the web.
If you’d like to speak to us about how we can help your business to sell online, contact us using our online contact form or call 0115 948 0123.