Webkick is the web application of Saleskick, a portfolio of services to help companies better communicate with target audiences to help them sell more — faster.
For example, a Saleskick principle is no one wants to buy the things you have to sell, they want to buy the things you can do for them with the things you sell. Translating that principle to Webkick: no one wants to visit your website for the inherent reason of being there, they visit because they want something. That something is the key to a company’s website success.
For most companies, their website is primarily used by prospective customers early in the sales cycle, when a prospect visits their website to vet their company following a cold call, letter, advertisement, referral, etc. In this case, a company’s website should be organized to serve the needs of the vetting prospect — organized with information sufficient to give the visitor a compelling reason to take the next step in the sales process. Webkick works on things such as this through website layout and content, as oppose to design.[note]Other things Webkick provides are reputation management, local search, and content management, all from the perspective your website and greater web presence should fit into a sales cycle that best serves those you’re seeking to attract, nurture, and convert to customers.[/note]
The problem with many company websites and web presence is it’s all about them — products, services, announcements, etc. But in reality, especially in complex sales environments, the typical visitor doesn’t visit a company’s website to learn more about them — they visit to get comfortable to engage. So, that’s what Webkick seeks to do, create websites and web presence that speaks to the worldview of a target audience, make them comfortable, and present compelling calls to action to take the next step.
That’s the opportunity for many businesses — change the way they organize and present information online to meet the interest of a given audience as it relates to a sales cycle and associated buying process.
In this vein, we look at websites and web presence more as sales tools than the online version of the physical company. This is a fundamental difference that leaves many companies unhappy with their web efforts — trying to create their company online as opposed to using the web as a tool to serve the needs of their target audience.
The key to website success is to build it from the worldview of your target visitor as opposed to your own. The more your web presence serves those who consume it, the more it will be visited by those you desire to engage with.
Think like the reader, not the writer.
What say you?