I was speaking with a client the other day. This particular client is a high tech company, and is one of four main players in its space. In terms of size, it’s considered to be of mid-size. One of their competitors is “an 800 pound guerilla”.
We were talking about image and how he’s using his content management system to constantly keep the content on his site fresh. There are two areas of his home page that he pays particular attention to, in terms of constant updates; the content in the In the News call out area and the rotating list of clients call out area, which links to customer case studies.
This client told us that his company recently won a sale because the prospect saw the company’s list of clients right on the home page. This list gave our client instant credibility and was a major reason for their win.
The lesson of this story is that in today’s economy, prospects want to avoid risk when selecting a vendor/partner. A big way to allay any concerns a prospect may have about your company’s success in today’s economy/economic viability (especially if you’re a private company) is to use your home page to show that “you’re alive”. Being able to show your prospects that you (1) understand their business concerns and (2) have a solution that meets their needs also establishes crediblity. And as this story shows, customer testimonials, customer logos and customer success stories are a great way to help increase sales via your website.
From where you sit, how do you see image playing a role in your sales?