Well, what do we expect? As B2B organizations, we typically take our website for granted. We build it, make updates every once in a while… maybe when Bob quits or Jane joins the company we update it, or maybe even throw up a press release.
What do you WANT your website to be? If it is simply a brochure on the Internet, then you can leave it alone, wait for your sales reps to point people to the site… and cross your fingers that it supports your efforts.
OR you can look at a website as what it should be – a lead generation engine. This takes time and investment. The type of time that I am taking to write this blog for example. Writing blogs, creating content is the number one way to drive traffic to your site. And not just traffic – qualified leads. Individuals who are searching on the topic that you are writing about.
In this case, Think builds websites, and ensures their high performance and ROI over time by regularly “ghost” blogging for our clients – creating thought leadership and more importantly, incoming leads. A website should be delivering sales opportunities. If yours isn’t, you have work to do. And I get it – no one wants more work… but we want and NEED sales. You work at getting sales… right?
This requires offering compelling, free content in the form of blogs, white papers, and e-newsletters – and sometimes requiring registration for access.