{"id":14059,"date":"2021-07-12T14:37:42","date_gmt":"2021-07-12T13:37:42","guid":{"rendered":"https:\/\/www.thinkzap.co.uk\/?p=14059"},"modified":"2021-07-12T14:37:42","modified_gmt":"2021-07-12T13:37:42","slug":"beyond-selling-the-purpose-of-a-website","status":"publish","type":"post","link":"https:\/\/www.thinkzap.co.uk\/beyond-selling-the-purpose-of-a-website\/","title":{"rendered":"Beyond Selling: The Purpose Of A Website"},"content":{"rendered":"

The purpose of a website seems obvious, right? If your site focuses on your business and its products or services, then its purpose is to sell…<\/strong><\/p>\n

…But there’s so much more to a website than selling. By looking at the various ways you can use your website to support your business, you can deliver a better experience to your customers and improve your overall sales process.<\/strong><\/p>\n

 <\/p>\n

\"\"<\/p>\n

What the research says.<\/h3>\n

We agree that selling should be a priority. But as experienced web designers and consumers ourselves, we can tell you that websites which focus only on closing a sale can be off-putting. They are also often unhelpful to customers and potential customers.<\/p>\n

When asked about positive sales experiences, research shows that buyers prefer sales representatives who \u201clistened to my needs\u201d and \u201cis not too pushy\u201d<\/a>. This is no different in online environments than it is in person. In fact, further research suggests that a softer approach to selling is better received by online audiences<\/a>.<\/p>\n

One of the biggest blunders you can make when writing copy for your website is failing to understand your audience\u2019s needs. By focusing on making that sale, you are prioritising your own goals above theirs.<\/p>\n

 <\/p>\n

What is soft selling?<\/h3>\n

When talking about the landscape of sales and how it has evolved over the years, you will see the terms hard selling and soft selling appear a lot.<\/p>\n

Hard selling is the traditional approach to sales. Think of the used car salesman<\/em> stereotype. Direct. Brash. Will make a sale, no matter what. This approach assumes that your audience is ready to buy and doesn\u2019t need to shop around.<\/p>\n

The internet has been a big game changer for selling because it has also completely changed the way that we buy. With the increasing use and functionality of search engines, consumers find it easier than ever to find what they\u2019re looking for online.<\/p>\n

This is where soft selling comes in. This method relies on building a relationship with the consumer and appealing to their emotions.<\/p>\n

Soft selling online demonstrates a greater awareness of your audience\u2019s needs. You\u2019re not pressuring them to buy right away. Instead Call To Action phrases, like \u201clearn more\u201d or \u201cget in touch\u201d, can be just as effective. You are showing your audience the next steps to take if they want to buy or request more information.<\/p>\n

Soft selling can also save you time. Instead of trying to turn every person visiting on your website into a customer, you have provided visitors with enough information for them to better make that decision for themselves.<\/p>\n

Also be aware that there are many online tools out there which will block irritating promotional messages. If your target audience is particularly tech-savvy, they will have tools, like ad-blockers, installed onto their computers to help them avoid hard sales techniques.<\/p>\n

 <\/p>\n

\"\"<\/p>\n

 <\/p>\n

Other purposes for websites…<\/h3>\n

Now that you are aware of soft selling and its benefits over the traditional sales approach, it\u2019s time to start thinking about the purpose of websites more broadly and how this can help you achieve your business goals.<\/p>\n

Informational<\/h4>\n

Tells your audience what your business is, where it is situated, opening hours and how to contact you. It can also include the latest news about your business – and possibly your industry too – if you want to establish yourself as an industry expert. It is especially important for businesses who offer more complex products or services, where their benefits are not immediately clear.<\/p>\n

As well as keeping your customers updated with upcoming events and promotions, informational websites offer relevant and current content which rank higher on search engines. This means that potential customers are more likely to discover your business online.<\/p>\n

Examples…<\/strong><\/p>\n