I think we all agree that every company needs a website. The question is, “Why?”
In our opinion, a website needs to cause visitors to take some action, the most common ones are:
- Compel a visitor to identify themselves
- Sell products
But what about other objectives? Here are some examples.
Reposition a Company
A client of ours realized that their five year-old website didn’t accurately reflect what they were, today. In the past, they had been selling individual components, which, as competition grew, had gone from a lucrative business to a low-margin commodity. They wanted to reposition themselves as a System Integrator, because that’s what they really are.
We created a tag-line that reflected their current business model, a new website, and created case studies of their most successful integration projects.
Not only were they able to generate new System Integrator leads that turned into business but a number of high-end suppliers asked them to distribute their products because they were impressed by the look, feel, and content of their new website.
Offload Small Transactions
A part of a client’s business was the sale of Lean Manufacturing components. Although their main business was creating custom workstations, there was a demand for the “pieces and parts” that make up such workstations. Unfortunately, their staff was taking phone calls from people who wanted to order the components, and it was not a good use of their time.
We created a simple eCommerce site with a few hundred items and promoted it with a Google AdWords Shopping Campaign.
Their new eCommerce website not only took over the “small orders” burden, but has turned into a nice profit center with minimal impact on their employees.
Enhance a Company’s Value
We are under non-disclosure agreements with all of our clients, because they want us as a strategic partner. Three clients’ near-term plans involve the sale of their businesses. We are working with them to increase sales, automate their inbound marketing, and create a deep content library that will remain current for a number of years.
Working with their consultants, we have found that they expect our plan to yield a 10–15% premium in the sale price of the business. In essence, our efforts are becoming a valuable, intangible asset.
Every business needs a website. What they really need is an agency that understands the less obvious benefits and make them happen. Let’s Talk!