Selling website services can be extremely difficult for businesses. Unlike selling a product where the transaction may take minutes or even seconds, selling website services requires a lot of effort and attention.
In addition, selling websites to small businesses can be extremely time consuming, and mastering a sales pitch can be a daunting task. Your sales team must work to show value to the small business in order for them to invest in your services.
So how can an agency jump over all of the hurdles that come with selling website services? How can an agency sell websites, save time, and make money?
We’ve got the answers.
Show Value to Your Prospective Customers
Just like any other product or service that you’re selling, a prospective customer is only going to buy if they understand the value of the purchase. When selling website services, there are many selling points that a salesperson can target.
The first thing is to start by looking at the business’s current website. It is likely that they already have a website, so be sure to show them where their current site could be improved! Look for things such as website speed or design flaws.
For a salesperson, it can be tough to understand the technical aspects of a website, or what to look for in a quality designed website. The main thing for a salesperson to focus on is the user experience (UX). To simplify this further, a salesperson can do a subjective test and ask themselves:
“How does this website make me feel? What could make this a more
enjoyable experience for a potential customer?”
Tip: When you're pitching your website services to prospects, do some initial research beforehand on their website. Pretend you're their target consumer, and identify a few key areas where the site experience could be improved for ease-of-use and conversion.
What to look for in a website that could use improvement
Site speed → Website users demand fast loading pages! A salesperson should look for a page that loads in approximately 3 seconds or less—any longer and a business is vulnerable to lose online conversions.
- 73% of mobile internet users say that they’ve encountered a website that was too slow to load (KissMetrics)
- A 1-second delay in page response can result in a 7% reduction in conversions (KissMetrics)
- 51% of mobile internet users say that they’ve encountered a website that crashed, froze, or received an error (KissMetrics)
Design → Website design is extremely important for the experience of a customer. When selling websites, a salesperson with no idea what to look for can focus on these things: consistency, simplicity, and whether or not it's easy-to-read.
- Consistency: The layout of the website should have a consistent theme. Navigate through the different pages of a prospect’s website, it should look similar throughout the site.
- Simplicity: Website doesn’t overwhelm visitors with content and avoids using aggressive animations or effects.
- Easy-to-read: Avoid aggressive color schemes, neon fonts, and not too much content. Users should easily skim a website’s homepage and know what the business does. Tip: Keep font size for paragraph text between 10 and 12 pts.
No website? No problem!
If your prospect doesn't have a website, then the salesperson’s job just got a whole lot easier. In the age of digital dominance, a small business must have a website in order to remain relevant and to drive online traffic to their storefront. Why?
- A website is a 24/7 marketing tool for a small business, allowing them to promote their brand without extensive effort
- A website drives customers to your storefront. Consumers are searching for businesses online every single day and 50% of mobile website visitors are visiting the store within one day (Google)
- A website helps a business establish credibility with various people. Banks look to company websites when providing business loans, and customers look at company websites before they make an in-person visit
Bottom line: Consumers are looking for companies with websites, and a website is critical to the success of a local business.
[clickToTweet tweet=" “83% of consumers reported that having a website is highly important when choosing small businesses.” (Web.com)" quote=" “83% of surveyed US consumers reported that having a website and using social media was a factor considered of high importance when choosing small businesses.” (Web.com/Toluna Research)"]
What do Local Businesses Fear the Most?
A local business fears the one-time freelance website designer who is looking to build a website for thousands of dollars and then never be heard from ever again. Small business owners don’t always understand how a website works, and they need assistance along the way to have success with their website.
[clickToTweet tweet="The last thing a local business owner wants is to be held hostage to a website that they had built 7 years ago!" quote="The last thing a local business owner wants is to be held hostage to a website that they had built 7 years ago by some stranger for an absurd amount of money. "]
A small business’s goals, direction, and brand can change a lot from year to year. It can be extremely frustrating for a local business when a website no longer communicates their company’s message correctly because their one-time website contractor is not around to help.
Solution: Make your web agency sticky!
For an agency to be successful, it's not just about how to sell websites—it's also about how to develop long-term client relationships and grow a valuable business relationship. Providing ongoing value will be beneficial to both parties, and keep your agency making money and growing. So how can you make your web agency sticky?
A local business needs active solutions to their website problems or demands. Offer the right tools and services to allow your clients to be successful with their websites. A major reason that contracted websites fail is due to failed maintenance and a lack of functionality testing. The completion of work on a website should not end when the first iteration of the site goes live.
- Maintenance packages and design upgrades
Your clients are looking for ROI; offer them the right resources to have monthly recurring revenue. This can come in the form of maintenance packages, or design upgrades (yearly).
- Management and design tools
A website needs ongoing management and design assistance to keep it fresh and relevant. Better yet, offer your clients the tools to manage and build their own website with your agency’s help along the way.
- Website add-ons
Add on additional products to your website services to keep clients sticking around. This could be things like a website live chat, built-in appointment scheduling widget, or even a review generation service to get great reviews added on to your clients' site for their customers to see. The website is the meat and potatoes of your offering—add in the spices and vegetables with smaller widgets and services to really go the extra mile as a web agency.
You can find website creation, hosting, and add-ons like live chat, appointment scheduling, and more in Vendasta's wholesale marketplace.
The Two Essential Website Services Agencies Should Offer
In order to fully satisfy a local business’s website demands, you’ll need to offer a variety of website services. Vendasta offers a variety of resellable website apps and services that your agency can use to help in the development of your clients’ websites.
1) Hosting Solution
A hosting solution that is secure, fast, and allows for storage is key in the development of a successful website.
Vendasta’s recent product release of Website Pro allows agencies to utilize the power of WordPress sites through the security of the Google Cloud Platform.
Unlike other hosting solutions, Vendasta offers a solution that partners with the Google Cloud Platform. Agencies are able to sell a trusted solution backed up by the most trusted source on the internet. The Website Pro solution delivers with automated storage, speed, and security so that your local business clients gain peace of mind knowing they will never have to deal with server catastrophes again.
Why WordPress? WordPress has nearly 60% of the market share amongst CMS-based websites. WordPress continues to grow its reputable brand and is recognized as one of the greatest tools for website management. With over 75 million websites using WordPress, we believe that WordPress is the clear go-to web development tool. Vendasta’s Website Pro allows anyone to set up a website or import a WordPress site that already exists within minutes! Learn more here about how to create a business website with WordPress.
Through the combination of Google Cloud infrastructure and the power of the Vendasta platform, a web agency can offer a hosting solution that drives engagement. The is no better way to show ROI to your clients than to give their business live reporting and analytics about their websites. Vendasta’s Website Pro leverages Google Analytics to present clients with a dashboard of success measures.
2) DIY Website Creation Services
Most businesses will want a lot of say as to what kind of content is on their website, and communication is often a barrier for web developers who design a site for a local business. Your agency can eliminate the communication barriers when building sites for local clients by offering the client the ability to create responsive websites on their own.
WordPress can be tricky for individuals who don’t have time or interest to commit to learning a bit of code. Although much of the internet relies on WordPress, a drag-and-drop website builder is much more suitable for local businesses who don’t have the technical prowess.
A business owner or employee does not need web development experience, design background, or backend technical experience to operate drag-and-drop website tools. Vendasta’s Website Builder tool gives your clients the power to create a website that they want and confines to their tastes by selling this comprehensive tool.
If a business is unsure of what to create or how to design it then they are able to choose from a variety of templates to ensure their website performs successfully.
How to Sell Websites—Your Sales Pitch
When you sell websites, your sales pitch comes down to communicating with your business clients everything I mentioned above. To sell website services you must:
- Get Customers to buy-in: Show value in your agency’s services. This is what a salesperson does to show a local business where to improve their current website or show the value creating a website.
- Eliminate the fear of one-time website design: Freelance web design contractors have created a stigma around websites where a web design is simply the creation of a site and offers no assistance after the site is built. Show your clients that your agency (and Vendasta) are able to help them with their website along the way.
- Offer a variety of services for their business: Offer numerous web building solutions to your clients. If your client prefers WordPress, no problem! Enable your clients who are already using WordPress to import their sites to your web hosting. For the clients who want simple solutions that they can control, offer drag-and-drop website building tools.
In order to stay competitive and meet the demands of your clients, your agency must offer a variety of local business solutions. Other agencies, freelance designers, and self-build tools are stealing valuable clients away from your web agency.
Differentiate your agency from the rest and offer local businesses the essential ingredients to having success online.
As always, I love getting feedback from industry professionals. If you have any experience selling website services let me know what works best for your agency in the comments section!