Is Your Website Like a Stereotypical Salesperson?

At WebArt, we have bi-weekly account management training sessions. A recurring topic in those meetings is the stereotypical salesperson.

Here’s how I - and many others - would describe that type of person.

  • Pushy
  • Insincere
  • Short-sighted: Will sacrifice a long-term relationship to get any sale now
  • Selfish: Only concerned with his own needs, not if his product is actually right for me

After many conversations on that topic, I began to realize that a website is like a salesperson.

Unfortunately, most sites are that stereotypical salesperson. And these days, that often means an unsuccessful salesperson.

During our bi-weekly meetings, our team focuses on improving our role as our clients allies, consultants and problem solvers. We take a “we’re-all-in-this-together” approach.

Then, once we identify a client's need for one of our services, we try to present the information to them in the form of stories. How has our service benefited clients within the same industry or with similar challenges? How will this service help their business in real and practical ways? How will what we do for them affect not just their work success, but their personal lives and goals?

When taking a consultative approach, it’s much easier to be an asset to your customer or client. Instead of always trying to sell them something, your focus is on legitimately trying to help them succeed.

I think your website should take the same approach.

Your website should tell a story.

Don't rely so heavily on a list of features and benefits. Tell stories of how your company can be an asset to your audience. If you want to list your services, bullet them out and relate a story about each one. You might start with the inception stage of your product or service and end with a few of the ways it's helped people.

Often, purchase decisions are emotional. So, the best way to connect with your audience may be on an emotional level. Show your website visitors that you understand their pains and how to solve them. Share customer testimonials that emphasize how people feel about the results you produced. Let your website speak the language your audience craves.

If you have a wide target audience, a tailored content strategy can help you connect with each group directly. Share stories that will help them relate to your business.

Get away from telling the audience what you do, and start telling them why you do it, who it’s for, and how you've helped other people succeed.

Your website can be your most valuable sales tool, so don’t let it come off like a stereotypical salesperson. Let it reflect your desire to serve customers as a trusted consultant or advisor.

Brad Timofeev

Brad is an energetic thought leader on digital marketing.

Since joining the WebArt team in 2009, he's guided the agency's unique perspective on search engine optimization, content marketing, and other digital strategies. Book Brad for your next speaking arrangement.

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