The business world has gone digital and it can sometimes throw up some problems. Back in the day, if someone had an enquiry about what you do/sell they would be in touch.

These days they will most likely do the research via a search engine.

The decision to buy

The length of time between someone deciding they have a problem and deciding who they think can solve it for them varies hugely. Nowadays, people at the beginning of buying decision don’t want to directly engage. They prefer instead to do internet research and only engage further down the buying process when they have narrowed down their options.

Only when someone contacts you to confirm prices do you know they are there. They are hidden from view until then.

Your website. Your shopfront

A website could well be the first port of call for a potential buyer, so it must represent your brand well. Studies have shown that a visitor makes up their mind about a website in 3 seconds – not long to make a good impression!

Capturing the potential buyer

Hitting the sweet spot with your website can vary depending on your industry. However, there are some aspects that are the same:

  • Your website should look professionally representative of your industry – it needs to inspire confidence in the reader that they have come to the right place.
  • It should not be too content heavy – remember you have only 3 seconds to impress.
  • Remember to convey clearly and concisely who you are and what you do.

A willing exchange

Make sure your potential buyer has ready access to information, but offer them more in exchange for their email address (and only their email address). Most people are willing to do this even though they are not yet ready to engage directly. This can be in the form of a free download or price list for example.

As soon as they do this you know who they are, but proceed with caution. Your follow-up should be a gentle ‘can we help you with anything at the moment?’ approach and not a bombardment of sales messages!

Create a sales funnel

Modern websites often channel their visitors. For example, asking them which industry they represent, or which of your products or services are of interest. They are then directed to information that is targeted and relevant. Targeted information is more likely to illicit a contact address.


Once you know your potential customer and their field of interest it is easier to then develop a relationship with them.

A good CRM system is linked to your website. This means when someone gives you their email address they are automatically added. At this point you are able to communicate the right messages to your prospects at the right times, moving them down the sales funnel.

For more information on linking a website with a CRM system, please don’t hesitate to email [email protected] or give me a call on 0800 049 6044