A beautiful website is great. But a beautiful website that actually supports the way your business sells? That’s where things get interesting. For many small businesses, the website and sales strategy are treated as two separate things. You create a small business sales plan to determine how you’ll attract customers and grow revenue, then build a website because, well, every business needs one.

The problem is that these two pieces should be working together. Online, your website is often one of the first places potential customers interact with your business. Whether someone finds you through an advertisement, referral, social media, or Google, your website should help move that person toward the next step in your sales process.

Start with your small business sales plan

Before deciding where buttons should go or what should appear on your homepage, think about what you actually want visitors to do. Your small business sales plan may depend on customers calling your office, purchasing products, submitting an inquiry, or requesting a quote.

So, your website design should make those actions obvious and easy. When the website doesn’t reflect your sales process, visitors can land on a beautifully designed page and still wonder, “What am I supposed to do next?” That’s not exactly a recipe for more sales.

Make your website part of the sales process

A strategically designed website does more than explain what your company offers. It also helps guide prospective customers from initial interest toward taking action. That means your small business sales plan should influence decisions about your website’s navigation, page structure, service pages, calls to action, contact options, and even the information emphasized throughout the site.

For example, if consultations are an important part of your sales process, scheduling or requesting a consultation shouldn’t be buried three pages deep. If phone inquiries generate your strongest leads, visitors shouldn’t have to hunt for your number. In short, the goal is to remove unnecessary friction between interest and action.

Match your website content to the customer journey

Not every website visitor is ready to buy immediately. Some are researching. Others are comparing businesses. And some have already decided what they need and are simply looking for the right company.

Your website should support those different stages while remaining aligned with your small business sales plan. Strong service pages can help potential customers understand your solutions. Portfolios and testimonials can build confidence. Helpful blog content can introduce people to your expertise through search engines. Strategic calls to action can then encourage visitors to take the appropriate next step.

Together, these elements help your website function as part of your sales system instead of simply being an online brochure.

Website design should support business growth

As your business grows, your sales priorities may change. You might introduce new services, or target different customers. Your company might also enter new markets, or place greater emphasis on your most profitable offerings.

In short, your website should be able to evolve with your small business sales plan rather than holding it back. That’s one reason strategic website planning matters. Instead of designing around what’s trendy today, your website should be built around your company, customers, goals, and opportunities for growth.

Get a website built around the way you sell

At Envisager Studio in San Diego, CA, we design WordPress websites for small businesses with more than appearance in mind. We consider how your website fits into your broader marketing and sales strategy so that design decisions have a purpose.

Your website can’t replace a solid business sales plan, but it can become one of the most valuable tools for supporting it. If your current website looks good but isn’t helping turn visitors into leads and customers, it may be time to rethink how your website and sales strategy work together. Get a quote online today! or call (858) 874-6528.

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Christina Davis

Christina Davis
WEB CONTENT DIRECTOR

Christina is the Web Content Director at Envisager Studio. She leads the content creation process and ensures tone and key messaging personifies the client’s brand and engages target markets. In her spare time, she writes about content marketing, content management, and website content.