You’re not getting customers from your website, and we think that’s completely insane

It is absolutely mind blowing to us that this is perceived as a reason not to put further resources into the website. The only thing we hear is that there is a huge sales potential for your company just waiting for you, where not investing would be the true cost.

The situation often looks something like this: Your business is doing well, you have a lot of business, and the vast majority come from outreach, personal contacts or recommendations. It sounds perfectly fine, but of course you would like it to go even better. And even though it sounds pretty good, you are in reality in a rather problematic situation. In reality, you reach only a fraction of those who could actually be interested in your offer, and often you are quite vulnerable at this stage, as you are dependent on certain existing customers, often with a small geographical spread.

Most likely, your website is quite simple, perhaps with a neat homepage, but little content beyond that. If we search for your company name, you will come up quite early in various search engines, especially if we add the city to the search, but if we only search for your business type, you may not come up at all on the first ten pages.

In summary, it is very difficult for a person who is looking for your service, but does not know you, to find you. It is difficult for you to get new customers via the website, and it is not the least bit strange that you do not get many in that channel today.

How do I solve this?

One way is to simply pay to appear on, say, Google's first page when someone searches for selected keywords - perhaps "forklift rental". Often, however, this is very expensive, especially if the keywords are popular, and the competition for them therefore fierce - which makes sense, as there is huge value in appearing early in searches. This is also a short-term investment, as the value to you (that is, ranking high) disappears completely the moment you stop paying for it.

We don't think it's stupid to invest in ranking in this way, but it should be seen as a support effort or a point effort, not as the full solution.

Another way, which we see as a cornerstone of any long-term digital sales strategy, is to rank organically. What we mean by that is that you build a website that is simply so good and content-rich and user-friendly that the search engines push it higher and higher. Customers, partners, and other authorities in your industry will find interesting content there that they may even link to, which pushes you even higher. You start working with content marketing, which not only works as sales in itself, but also contributes a large amount of high-quality content to the website that can also be posted to social media, and all this pushes you even higher.

There's a lot more to say about this, but basically the solution is to build a high-quality website that customers find without knowing you before, which guides the visitor all the way from "who is this?" to "oh, interesting", to "hmm this seems really good" and finally to "ah but okay, I'll send my contact details and we'll see what happens".

What will be the result?

You'll get emails and phone calls from people you've never met, your sales reps will gradually have to work more on taking care of all warm leads rather than cold selling, and you can focus on which customers you should work with rather than which customers you have to work with. You will appear as a much more attractive employer, which in the long run will of course strengthen your business as well as facilitate your recruitment. You will stop seeing the website as an expense, and instead discover an incredibly measurable and clear investment.

It sounds like gold and green forests, but we've seen it countless times. Get in touch, and we'll be happy to tell you more about a meeting!