Small Business owners finally recognize the need for a website but why? How many small business owners simply see the reason for their website as “because everyone else has one”? Many business websites function as a company brochure, a way to statically advertise the company.

Now don’t get me wrong, that’s not a bad start! Having an Internet presence only helps a company bring awareness to its products and services. But did you know that your website can and should actively sell your products and services?

Take another look at your website. This time look at it as if it were a member of your sales team. Would you expect better production from a sales team member than your website gives? If so, the website needs replacement!

You frequently evaluate your sales team. You provide training, incentives and then measure their output. You expect appropriate dress from your sales team because they represent your company. You hire sales people with excellent communication skills who articulate your business values. We recommend you set the same type of benchmarks for your website.

Does the look and feel of your website represent your business identity? Does it speak well for your company in both appearance and communication? Does your website provide all the information necessary for a customer to make an informed decision? Your website should suggest solutions meeting your customers’ needs, be friendly and informative and provide methods for listening to customers’ suggestions and questions.

Take another look at your website and see if you need to improve its sales productivity.