Like-Ability + Trust-Ability + Convince-Ability + Response-Ability = “AUTHENTIC SELL-ABILITY”

Websites that come across as far too pushy are those that lack “Authentic Sell-Ability.” Before customers take action, critical information, a sense of comfort and motivation are needed. Also hindering success, are companies who do not highlight their unique expertise or distinctive value. Failing to include “Call(s) to Action” in a website also diminishes your returns.

To capture customer interest and bottom-line sales, a balance of web marketing ingredients are required. Consider evaluating the strength of the following components to enhance your website’s “Authentic Sell-Ability”:

Like-Ability:

What is your website’s overall appeal and personality?  It’s beneficial to quickly and authentically convey your distinct identity.  How well are your company’s defining characteristics and values being communicated? Do you communicate to the real needs and interests of your customers? When customers feel you understand them and/or care about them, it makes a difference.

Familiarity breeds a sense of comfort and like. If people find you in multiple places — articles, events/webinars, blogs, news, cross-promotions, or multiple links, it also makes a difference.  And, on the web, POPULARITY affects SEO!

Do your customers find you to be helpful, reliable, inviting/friendly, sharing, or inspiring? (some of the same characteristics you might find in a friend). Is your website user-friendly? Being lost or confused in a website breeds discomfort and dislike.

Trust-Ability:

An initial sense of credibility can be conveyed in website design and usability.  Internet users tend to distrust you if they can’t find something they want easily on your site. People also loose confidence if your website looks highly unprofessional.

Trust is earned through a series of experiences and events.  We’re more likely to trust those who look out for us. Building trust is building relationships. Companies who demonstrate problem solving innovation, dedication and commitment in their target markets, stand out.

Do you enhance your “Trust-Ability” with content that builds credibility and authority?  Articles and  advisory in your website and beyond contribute. Demonstrations of customer commitment with on-going news updates and a variety of other resources and tools also helps to build “Customer Loyalty and Trust.”

Convince-Ability:

How well do you persuade or sell? Do you tap into “hot-button interests” of your target customers? Are your value-proposition(s) strong enough or timely enough? Why should a customer go to you verses a competitor? Do you give your customers reasons to stay with you?  Relevant testimonials, industry news, special recognitions, case studies and valuable statistics can help sell for you.  Virtually all sales collateral and PR resources can be re-purposed for the web.  “Convince-Ability” involves strategy and communication. It’s essentially how you position and present your company to meet the needs and desires of prospective and current customers.

Response-Ability:

How well does your website respond to customer interest?  Does your website have “Calls to Action” with well-built customer response mechanisms that are quick and convenient?  “Calls-to-Action” can be used to capture internet user information, leads, memberships, close sales, or schedule consultation appointments. They are also used to offer free tips, resources, coupons, newsletters, and more.  They are effective when they are clear and functional; so be simple and efficient.  Avoid using lengthy forms or choices that loose customers. Well-designed response mechanisms can greatly enhance sales -capturing the customer when they’re hot.

All of the above “Abilities” = “AUTHENTIC SELL-ABILITY”

Beyond the ongoing evaluation of your company’s products and customer service, “Authentic Sell-Ability” assesses how well you’re maximizing web communications for optimum marketing and sales results.

Web Marketing Therapy Related Links:

• Web Marketing Needs to SERVE to Sell!
• Customer Satisfaction vs. Customer Enthusiasm
• Business Success: Questions for Boosting Your “CUSTOMER I.Q.”
• The Power of Words: 9 Guidelines for Better Website Copy (Text)