Successfully selling website solutions to businesses starts with analyzing your prospects current online content. By first auditing their website and assessing their needs, you’ll have a place to start the sales conversation and ultimately, be better equipped to close that deal with the perfect solution. If you take a needs-based approach to your sales, rather than a product-pushing approach, businesses are much more likely to buy.
This article will dive into the Snapshot Report and how you can use the automated insights to sell website solutions to new and existing clients—better than ever before.
Websites and Snapshot Report
The first step in making the sale is helping your prospects understand the importance of a responsive and engaging website. How do you do that? The right education coupled with the Snapshot Report.
Why are websites important for local businesses?
Let’s face it – consumer attitudes are changing when it comes to shopping. In a world with Google, Yelp, and Facebook, users have easy access to all the information they need before making a purchase decision. Walking into a store is no longer required for a first impression, judgement has often been made online before taking one step.
Without a quality website that properly communicates the appropriate information, consumers are likely to dismiss that business and move on to a competitor. A business’s website is their virtual storefront, and just like it was when customers walked down main street, it needs to entice them to check out what they offer and why they should do business with them.
What is Snapshot Report?
Snapshot Report is an automated needs assessment report that scans a business’s website, reporting how they stack up online. The insights provide a place to start the conversation with business owners by highlighting gaps and proposing solutions to address their needs.
Analyzing Snapshot Report
Snapshot Report leverages Google PageSpeed Insights to assess your prospect’s website.
The Website section looks at:
- Mobile responsiveness
- Desktop load speed
- Homepage content
Website Performance Metrics
Your prospect’s website loading speed is critical. There are a variety of factors that affect this performance.
Using PageSpeed Insights, we assess whether your prospect’s website meets Google’s expectations for page speed. We then display recommendations for issues to fix.
- Should Fix: Rules that failed PageSpeed Insights tests. You should fix these immediately.
- Consider Fixing: Rules that passed PageSpeed Insights tests, but could use improvement. You might consider fixing these issues, but they’re not necessarily critical.
- Passed Rules: Rules that passed PageSpeed Insights tests.
This section investigates what your prospect’s website looks like on a mobile device. With the majority of first-time searches being done from a mobile device, your prospect needs a mobile-friendly site that delivers the information that people are seeking.
Note: The grade for this section is based on the Speed rules only.
- If the grade is high, your prospect is on the right track!
- If the grade is low, uh oh! Your prospect has two choices—fix what’s broken or take advantage of a mobile-optimized Location Page. It’s simple to create, search engine optimized, and most importantly, mobile responsive!
This section investigates your prospect’s website speed on Desktop. The faster their page loads, the more engaged their customers will be. If a site takes too long to load, customers will likely go elsewhere. Time is money!
- If the grade is high, your prospect’s site is quick! But is there anything else you can do to decrease the load time? After all, there’s no such thing as a site that loads too quickly.
- If the grade is low, looks like you’ve got a few things to fix! Find solutions that can help your prospect build and maintain a faster loading site that in turn creates a better customer experience.
This section investigates the effectiveness of your prospect’s homepage. Vital information needs to be laid out clearly on the first page a customer lands on. First impressions count! Your prospect’s business information, location information, and links to social media are arguably the most important content on your prospect’s website.
- If the grade is high, great! Now, does your prospect have multiple tabs or pages to their business’s website? If so, is all this information readily available on them too? Take it one step further by offering them a way to collect reviews on this killer site!
- If the grade is low, uh oh! Your prospect has two choices – fix what’s broken or take advantage of a mobile-optimized Location Page. It’s simple to create, search engine optimized, and additional tabs can easily be added. No coding knowledge required!
Troubleshooting the Website Section
I created my client’s website, but it received a low grade. Why is the website scoring so low?
Snapshot Report is intentionally harsh, and the website section is no exception. The report uses Google’s PageSpeed Insights to grade websites. It’s difficult to keep up with Google’s latest algorithms.
The great thing about Snapshot Report is that it suggests solutions for each problem it finds with the website. Offer to help your client with these areas. If your client’s budget doesn’t allow you to make the recommended changes, you can always turn off this section of the report.
If you’re able to provide website services, offer to strengthen your prospect’s website performance.
If you do not provide these services, leave this information with your prospect so they can address the issues with their web developers. Providing this detailed information will help build a trusting relationship with your prospect.
Crafting the Website Sales Pitch
Using the data uncovered in your Snapshot Report assessment, you can start to identify website strategies for your clients. Here’s how to successfully sell those solutions to your business clients.
1. Have your prospect consider their own buying journey
Start by making your prospect think about the buyer’s journey and how they would go about researching a potential product or service. Try asking your prospect to consider what their first steps would be when searching for a local business.
“When you’re considering the purchase of a product or service, how do you go about researching potential options?”
2. Have them visualize how their website is seen when found online
Their website will most likely be a customer’s first impression of their business, so it needs to properly convey what they’re about and what they offer. Not only that, websites need to be mobile-responsive as consumers are using their phones more than ever.
Help your prospect visualize the effectiveness of their website compared to those factors. With a low-quality website or no website at all, they could be missing out on opportunities to gain new customers who are actively searching for what they offer.
“With consumers finding local businesses online before even stepping into a store, how do you feel your website is performing in converting online visitors into paying customers?”
3. Show them the Mobile section of the Snapshot Report
With consumers using mobile devices more than ever, your clients must have a website that’s responsive to whatever screen it’s being viewed on. Not only will slow loading times result in fewer viewers, but many mobile users won’t even recommend a business if their website is poorly designed or unresponsive.
This just shows how important it is for your prospects to consider how mobile-friendly their website is. If their score is low, then you’ll want to offer them solutions that can help fix any issues that were found. Conducting a live demo by bringing up their website on your phone can be effective as they’ll be able to see how it appears in real-time.
“The mobile responsiveness of your site currently has a low score. That means that when potential customers are looking up your website on their phone, it’s slow to load and doesn’t provide them with a quality experience. This could lead to missing out on revenue as those customers purchase from a competitor. Would it be helpful if I had a solution that could fix this for you?”
4. Show them the Desktop section of the Snapshot Report
Although mobile usage has grown considerably, desktop computers remain a popular platform for many consumers. A low score in this section shows that your prospect’s site is slow to load, which in turn doesn’t create a good user experience. A solution that can help fix this for them can help gain new customers and keep them ahead of the competition.
“Based on your low score, it appears that your website is slow to load on desktop. Slow load times can create a negative user experience and could cause customers to dismiss your business. If I can help you speed up your website, would that help?”
5. Show them the Homepage section of the Snapshot Report
As your prospects website is often the first impression a consumer gets of their business, it’s important that the homepage clearly lays out vital information. If this score is low, that means that their homepage is missing crucial pieces and could be more effective. Offer them solutions that help to clean it up and add what’s missing.
“This low score is showing that your homepage is currently missing important information. If it’s left this way, customers will move on when they can’t find what they’re looking for and you could miss out on potential revenue. Would it help if I can fix that for you?”
When it comes to having a website, it shouldn’t even be a question. Not having a website can be a major obstacle for growth and the business’s success. The first step for many consumers is to conduct an online search, and if that business isn’t found then the customer will just move on to a competitor who is. The business has essentially lost that potential revenue.
That being said, it’s better to have no website than a poorly built website. A business’s website is often the first impression a consumer gets. If the user experience is negative due to slow speeds, unresponsiveness, or missing information, it’ll lead to frustration and customers abandoning the website. This not only hurts the searchability of the website but simply makes the business look bad.
If your prospect falls into either of those camps, they need to make it a priority to fix the problem. That’s where you come in with solutions that can help make your client’s website a better user experience. By showing Snapshot Report metrics and connecting these scores back to your available solutions, you’ll be able to show how you can improve their online storefront and ultimately help them grow as a business.
Now go out and make some sales!