We've spent 11 (!) weeks talking about your sales story, why it's essential, and the different elements of a good sales story.  One of the most important places you'll share your sales story is your website.  

If you think a well-designed and aesthetically pleasing website is all you need to capture your ideal customer's attention and make a sale, think again. When it comes to website effectiveness, content is king. Here are some sobering statistics:

67% of the buyer's journey is now done digitally.  

What does this mean for you? Your sales copy needs to be on point about what problems you solve and how you solve them because online is where your customers are getting 2/3rds of their information.

In B2B sales, your ideal customer is typically 57% of the way through their buying process before they ever get in touch with you.  

At this point, they've already weeded out those who are a hard no. And the decision to eliminate is, in part, being made because businesses failed to address one of their ideal customers' key internal problems.

While an attractive website will initially catch the attention of a website visitor (you have .5 seconds to do so); you only have five seconds MAX to engage them by clearly stating:

• What you offer

• How it will help them

• What action to take (CTA)

Your website is your top salesperson and good website copy uses all the elements of your sales story to engage and then educate your ideal customers. But marketing is constantly evolving, which means your website needs to be, too. Five years ago, we could take longer to say what we wanted to say. But in our current era of Tik Tok, YouTube, and a massive increase in messaging (remember, it's as many as 10,000 per day), people want their information fast, so you need to say it quickly and more concisely for it to have any impact.

Over the next five weeks, we'll talk about the five most comment website mistakes we see and actions you can take immediately to increase your website's effectiveness.