11 Steps to Turn Your Website into a Sales Machine

We make starting a business simple

Find your idea. Write your plan. Start your business.

11 Steps to Turn Your Website into a Sales Machine

Your website can be designed to do your sales work for you. To get started, you want to think through the sales process from your customer’s standpoint. What are the different steps that the customer progresses through?

On your website you need to sell a customer more or less the same way you would if you were selling offline. However, there are some important differences. Most of all, the Internet is less personal and visitors to your website can be much more fleeting. Your competition is just one click away, and most prospective customers will visit multiple websites.

Think of people visiting your website as your guests, not as a prospects. Think in terms of informing them on your website, not selling to them—and certainly not advertising to them.

Although there are many steps in the sales process you should address on your website, you do not need a large website. All of this can be done in one page for a small service business. In fact, a one-page website can often be preferable because it is easier to make a one-page website look great than it is for a multiple-page website; you don’t lose customers who decide not to click to another page; and it is easy for a prospective customer to move back and forth on the single page.

1. Build Traffic to Your Website

Blast your website name everywhere you can: in all your advertising, in your social media, on your business card, on your trucks, and anyplace else. Optimize your website design for relevant search engine results. Although there are many things you can do to increase your chances of showing up well in search engine results, the first thing to do is make sure you have several headlines on your web pages that include the keywords that you are targeting. (Check out my presentations on driving traffic to your website.)

2. Have a Compelling Website Design

A lot of visitors to a website will click away within a couple of seconds of landing there. To hold visitors long enough to seriously consider your website, and hence your company, your “first impression” should do the following. First, it should look professional and polished. This means a clean, crisp design that looks attractive. A mix of headlines, text, and at least one image is a good bet. Second, the website should look friendly. For example, just a lot of small text, even if it contains great material, is not a good idea. Third, the website needs to look relevant to what the prospect is looking for. Prospects should see instant confirmation that the website is relevant for the information they are seeking. If you are a local service business, prospects should clearly see that you service their area. Fourth, navigation should be easy. Prospects should be able to tell on the website where they can find the information they want.

3. Give 3 Reasons to Buy from You, Including Your “Unique Selling Proposition”

You don’t want to blast your prospects with lots of sales points and loud advertising-type messages, but you do want to deliver your unique selling proposition. This is the very short, single message that presents a particularly compelling, succinct, and easy-to-communicate reason why customers should choose you rather than your competition. Because this is your website, not a radio ad, you should consider delivering this in more of an informative tone, rather than a sales tone.

Beyond your unique selling proposition, you will typically want to focus on a couple of other reasons why they should do business with you rather than with your competitors. For some reason, people seem to feel more comfortable when they have at least three reasons to do something.

Then think of how you can “whisper” these reasons to customers and not shout them. Maybe you can present them more as editorial commentary in style. Particularly avoid loud, blaring headlines.

4. Build Your Authority

Especially when they are buying a product or service from a business they are not familiar with, people are always hesitant. They are especially hesitant when they are on the Internet. To offset this, you need to establish your authority.

You might want to include an expert advice article on the relevant topic, maybe even authored by yourself. Or you may want to cite your years in business. Or you may want to tout highlights from your professional biography. Maybe there are awards or recognitions you can mention, or media articles featuring your company that you can refer to.

Testimonials can also be important for establishing authority. Ideally, you will have some satisfied customers who will let you quote them on the website, perhaps without using their last name or their address.

5. Overcome Objections

We’ve all been taught from an early age to say “No. No. No.” and to be very careful before buying anything. Hence, it is human nature to find reasons not to buy something, or reasons not to buy something today. Sometimes these are great reasons; often they are not.

You should figure out what are the most common reasons that people do not buy a product or service from you. Then you should address these on your website. One way to address these objections is with a question and answer section. I’d keep it short, focusing on the few most common objections along with compelling but credible responses.

6. Offer a Guarantee or Free Return Policy

Among people’s most common objections to buying is they won’t like the product or service once they see it or use it, or they are afraid it won’t work as promised. These fears are multiplied when doing business on the Internet. This is why leading e-commerce firms have incredibly generous return policies.

7. Sell in Progressive Steps: Engage and Connect

Unless you are selling a really inexpensive impulse item, people generally want to proceed slowly when buying and not feel rushed. They typically want to review your offerings several times, on several different occasions. But this creates a huge problem for you because they are almost always going to visit your competitors’ websites, and maybe a lot of them.

Therefore, to succeed you need to both engage prospects and also connect with them. To engage them, you want to keep them on your website long enough to deliver your message in a way that makes a positive impression. To connect with them, you want to have some kind of interaction.

At the early browsing stage, prospects might not be ready to call you for a quote, for example, or even call or email you for additional information. Maybe they will provide you with their email, especially if you offer something in return. Commonly online businesses offer a free subscription to their online newsletter or additional free information, such as an industry survey or report.

Once you get the email from the customer, you at least want to send an automatic “thank you for your interest” type of response. If you have the time, you could consider sending a personalized but short note including your name or the name of another contact person. As long as you don’t try to sell hard in this process, you can help solidify the bond with the prospect and greatly increase your chances of getting to the next selling stage.

8. Get the Buy Signal

In most sales processes for all but routine purchases, there is some kind of intermediate step between solidifying interest and getting the order. It may simply be a request for more information, such as information unique to the prospect’s situation. Or it may involve getting a quote or an estimate. Sometimes it may be both steps: perhaps first getting more information and then later requesting a quote.

On your website you want to make prospects feel comfortable that they can go to these further steps without feeling that they are in any way committing or even creating a high expectation that they are necessarily going to buy. You can do this by saying “please call us or email us for more information.” But it is better to provide a form as well. You could even provide live texting, but few very small businesses do.

Similarly, if providing a quote or an estimate is part of your sales process, try to solicit that as well. I would say something such as “Please call and we would be happy to provide you with a free, no obligation quote.” Of course, people assume that the quote is free and that there is no obligation, but especially when dealing with consumers it helps to reassure them of this.

In addition, you should consider promising rapid response to requests for quotes, such as “Free quotes within 24 hours.” This will also make people more likely to respond.

9. Use “Exploding” Offers to Close the Sale

You’ve done everything right. You’ve taken prospects through all of the sequence of steps. They like your service or product. You are number one on their list at the moment. But still they are hesitant. It is not rational, but they are human. The problem is, if they don’t buy from you today, they might instead buy next month when they might be visiting your competitor’s website. What can you do?

You can offer some incentive to close the sale today. These are called “exploding” offers, as they have no value if not used right away. For example, if you provide quotes or estimates, at that time you could provide a small discount—or even better, a little extra service or gift—if the prospect commits to your offer within a short time period, such as 24 or 48 hours.

10. Seal the Deal

Sales concluded via the Internet, even with some email or other electronic communication or even phone communication, are more likely to get rescinded than deals that are done face-to-face. People by nature have “buyer’s remorse,” and when the sale isn’t made in person, it tends to happen more often.

The ways you try to overcome this to nicely thank customers for the sale. Then give them a clear path of next steps and keep them informed. Maybe you say the operations manager will contact them on Monday to schedule the work. Then on Monday at 9 a.m. the operations manager follows through and schedules the appointment. Similarly, if you are selling a product, keep your customers informed. Maybe this involves just telling them when it is expected to ship, when it has shipped, and what the tracking information is.

11. Follow Up Afterward

One of the most important steps and greatest opportunities happens right after the deal is done and the product or service is completed. First, you want to get the customers’ feedback—if they are pleased with your service or product, great. You thank them so much. Then you encourage referrals, ideally offering incentives.

If they are not pleased with your service or product, then you want them to tell you, not to blast it on social media websites. Is it something you can correct? Is it something you need to partially or fully refund? In this day and age of social media, you need to try hard to have satisfied customers. One happy customer may refer you to three friends, but a really unhappy customer may mention you to 300.

Then, finally, some time well after the sale, maybe three months later or at the next holiday time, you might want to check in again with your customers. Wish them well, perhaps send them a card or some little trinket, and keep your company fresh in their mind for a possible repeat sale if appropriate, or if not, then for possible referrals.

Takeaways You Can Use

  • You probably don’t need a fancy or large website.
  • Your website should look professional, attractive, and friendly.
  • You need to be able to take your prospects through each step of the sales process.

About Bob Adams

Bob Adams is a Harvard MBA serial entrepreneur. He has started over a dozen businesses including one that he launched with $1500 and sold for $40 million. He has written 17 books and created 52 online courses for entrepreneurs. Bob also founded BusinessTown, the go-to learning platform for starting and running a business.

BUSINESSTOWN’S #1 BEST SELLING COURSE

Start-a-Business 101

Learn how to start your own business.

Start-a-Business 101 is a complete program for starting your own business.

  Find a great business idea. You’ll get my 6-step method for finding a great business idea. Plus you’ll get my insight on hundreds of proven, money-making businesses that you can start.

 Turn your idea into a profitable business. I’ll take you through every step of starting a business from finding your idea, to turning it into a solid business model, to making your first sales.

 Attract customers without spending a lot of money. You’ll get a ton of my free and low cost ways to land customers. From simple “guerilla” marketing tactics to the latest in digital marketing, I will show you every way imaginable to pull in customers on a shoestring budget. 

 Start small and grow as fast as you want. I’ll show you how you can start small, even part-time if you prefer, and build a highly successful business. You don’t need a lot of time or resources – but you do need to make the right decisions on key issues – and I’ll show you how to do it.

 Get proven strategies and insider advice. You’ll get the exact same methods I used to build one business after the next. I’ll tell you how to avoid problems. And I’ll show what to do at each step of the way, to start your business right.

 Try it risk-free for 60 days. You can try the whole course and then decide if it’s right for you. If you don’t love it, I’ll give you a 100% refund.

 You so inspired me that I started a business and have started receiving orders. Your videos about how to pick a business to start really got me going after I followed your steps to a tee. Thanks so much!

Bill Bennett – Business Owner

Start a business you love, earn more money and live the life you want. With Start-a-Business 101 you can…

Be your own boss. Enjoy true independence and be the star of your own show. Work when and where you want.

Start a business you love. You’ve got one life to live – so why not start the business of your dreams? I’ll show you exactly how to do it.

Make more money. Use my proven strategies to earn the highest profits possible and make a lot more money than you could at a 9-to-5 job.

Start-a-Business 101 is perfect for you…

If you don’t have an idea yet.

Start-a-Business 101 includes the proven 6-step method for finding a great idea. Plus you’ll get hundreds of proven, money-making ideas.

If you have an idea but are not sure where to start or what to do.

In Start-a-Business 101, you will learn exactly how to start your own business from start to finish. You will have access to dozens of videos, worksheets and templates that will walk you along the way.

If you want to make sure that you are doing things right.

Start-a-business 101 covers all the common mistakes that entrepreneurs make when getting started. No room for errors, you will learn how to start your business right.

If you want to get guidance and know exactly what to do at any given time.

Follow my step-by-step process that will get you on your way to business success. It will be like having a business coach by your side at all times.

If you want to start any size business or any type of business.

Start-a-Business 101 will help you start any size of business from a one person home-based business to a larger business. And it will work for any type of business including all service businesses, product businesses and Internet businesses.

If you want to become a knowledgeable entrepreneur.

By watching just one video lesson a day, you will quickly become a knowledgeable entrepreneur. You will be ready to start your own business now or at any time in the future.

Hi there, I’m Bob Adams.

I’m a serial entrepreneur and self-made multimillionaire.

I’ve started dozens of successful businesses of all types and sizes including … bike rentals, house painting, employment service, retail business, multimedia company, book publishing, tourist maps, job fairs, Internet businesses, software business, employment advertiser, and used boat sales. 

Most of these businesses I started in my home on a very small budget. 

My biggest success is my book publishing company that I started in my basement apartment with just $1500 and later sold for $40 million. 

I’ve learned what really matters in business. I’ve discovered the concepts that make or break businesses. And I’ve used them to build one successful company after the next. 

Now, my mission is to share what I learned with you – so that you can succeed in your own business. 

That’s why I created Start-a-Business 101.

Success = recipe + ingredients

In Start-a-Business 101, you will get my exact recipe and ingredients for success. I will show you what to do at every step in starting a business. 

You’re not going to go through years of trial and error. 

You won’t have to make mistakes or learn anything the hard way. 

Because the recipe for business success is waiting for you in my course, Start-a-Business 101

In this course you will get the same proven strategies and tactics that I used to create my successful businesses.

My books and courses have been featured in…

Start-a-Business 101 will show you exactly what to do at each step of starting your business.

You will get proven strategies, real-life examples, ready-to-go templates, checklists and worksheets to help guide you along and save you time. 

You won’t have to guess what you should do next or if you are doing things right.

 You will be following the best advice available today. 

You will be getting the same techniques and strategies that I used to build one successful business after the next including the one I started with $1,500 and sold for $40 million. 

You will put your startup on the fastest and most proven path to success.

Here’s the course for your new business journey. Beginning entrepreneurs will hugely benefit from Start-a-Business 101. The videos clearly explain each element of building a new business. The advice is savvy and on point throughout. I highly recommend it for anyone involved in any kind of startup.

Rick Williams – Managing Director, Williams Advisory Partners LLC

Learn at your own pace and on any device

All devices

You can access Start-a-Business 101 on all your devices, including your computer, your tablet and your smartphone.

Instant access

Get instant access to the entire course, including all the video lessons, all the tools and the discussion board.

Learn at your own pace

Watch just one video lesson per day and you will complete the whole program in about 10 weeks. Or you could even binge watch the entire course in one weekend. It’s up to you!

Full lifetime access

You can access the entire course as long as you want and as many times as you want. For example, you could go through the entire course to quickly build your entrepreneurial knowledge. Then you could go back to specific lessons as you are working on various aspects of your business.

Watch the overview video

 I found great value in the BusinessTown courses. The program is comprehensive, covering everything…It’s like having a team of experienced advisors available 24 x 7.

Dan Sterling –  Founder, Water Hero

Start-a-Business 101 gives you everything you need to start your business.

Rock-solid advice

You will learn my proven strategies and tactics for starting your own successful business.

Easy to follow videos

You will be guided step by step through the whole process by 76 short and easy to follow videos. 

 Business tools

You’ll also get 46 downloadable templates, worksheets and samples to guide you along.

  Start-a-Business 101 Course Content

1.  How to get started with your business

2.  Discover hundreds of great business ideas

3.  How to choose the best business idea for you

4.  How to validate your business idea

5.  Find the perfect name for your business

6.  How to choose the best legal entity for your business

7.  How to create a powerful competitive advantage

8.  How to create your business plan

9.  How to do your accounting and financial statements

10.  How to get the money you need to start your business

11.  How to create your marketing and attract customers

12.  How to build your online marketing presence

13.  How to make sales and land your first customers

14.  The Small Business Toolkit

15.  The Discussion Board

Every step of the course is filled with videos and companion tools to show you exactly how to start your business.

Start-a-Business 101 includes 46 templates, worksheets, checklists and samples

These tools will save you a lot of time, keep you organized and further guide you along the way to launching a successful business as soon as possible.

Fill-in the blank templates make it easy to plan your business.

Watch sample videos

Looking for a business idea? Discover the critical questions that you must ask to find the very best idea for you.

Learn how to create a one page business plan – the most important document for starting your business.

Learn how to find the best customers for your business.

Discover how to create a unique sales message for your business.

   Having run across your videos was a godsend to me. Your method provides me the structure I need to be successful. I am willing to put in the work to go through your complete course which so far has been incredibly helpful.

Phyllis Marks – Starting an Online Business

Will Start-a-Business 101 work for me?

This course is made for you:

  • If you want to generate a new income stream.
  • If you don’t have a business idea yet but want to be your own boss.
  • If you have an idea but are not sure how to get started or what to do first.
  • If you are ready to get started but want to make sure you are doing things right.
  • If you want guidance from someone who has done it before – multiple times.

Start-a-Business 101 will work for all types of businesses. And it will work for all sizes of businesses from one-person home-based businesses to larger enterprises.

Don’t have an idea yet? No problem. I will give you my 6-step process for quickly finding a great business idea. Plus I’ll show you hundreds of my best, money making business ideas, along with my insight on each one.

Wondering how to turn your idea into a profitable business? I will show you how to do it – every single step of the way.

You will learn how to plan your business, how to get the money to get started, how to do marketing, how to do accounting, how to make sales, how to set up your website and much more. You will have access to all my tools – including worksheets, case studies, checklists and templates – that will save you time and money.

I can promise you that you will get the very best strategies and ideas available today. You will get the exact techniques that I used to build my businesses, including the one I sold for $40 million.

Still skeptical? I get it. Sometimes you have to see it to believe it.

I got you covered. You can take this whole course completely risk-free.

You can test drive the entire course for 60 days.

That’s right. You can have full access to the whole course for 60 days. If you decide it’s not for you, or if you don’t love it, I’ll give you a 100% refund. No questions asked.

I can’t promise you that your business will absolutely succeed. No one can.

But I can promise you that I will give you the very best strategies and ideas for every step of starting your business.

And I stand behind that with my 60-day, 100% money-back guarantee.

I want you to start a business. And I want you to start it right.

 I have researched the marketplace for over a month to identify a viable and comprehensive ‘go-to’ guide on how to best launch a small business. This course offering from Bob Adams met more than what I was looking for.

Steve Cox – Experienced Businessman

Get Start-a-Business 101 and get $750 in bonuses – free

I am pleased to tell you that I am adding two limited time bonuses to Start-a-Business 101

These bonuses will make it even easier and quicker to get your own business up and running. 

The Ultimate Checklist to Starting Your Own Business 

This 18 page checklist will show you exactly what to do to start your business.

This extremely comprehensive 18 page document includes all the steps to start a business. Plus I give you my expert advice on every single step. 

This checklist will keep you totally organized and make sure that you are not missing anything important. 

This checklist is the ultimate shortcut in getting your business up and running. It will be your constant companion in starting your business. The checklist has a $500 value but I will give it to you as one of my welcome gifts for joining Start-a-Business 101.

How to Launch a Business Fast and on a Tight Budget Using MVP

Use this video to start your business fast and on a tiny budget.

The second bonus is a game-changing video/lesson. In this video/lesson I will teach you the concept of Minimum Viable Product, or MVP. 

You will learn how to start your business faster and for less money, than any other way possible. 

This important video/lesson has a $250 value but I will give it to you as one of my welcome gifts for joining Start-a-Business 101

So consider joining Start-a-Business 101 now if you want to get these limited-time free bonuses – a $750 value.

 Bob has been a close friend and trusted business adviser of mine for years… guiding me through the challenges we all face as entrepreneurs. Hands down Bob is one of the most talented, and successful entrepreneurs I know. Thanks Bob!

Matt Marshall – Founder, MGM Capital Investments

Frequently Asked Questions

When does the course start and finish?

This online course is completely self-paced – you decide when you start and when you finish.

How long do I have access to the course?

After enrolling, you have unlimited access to this course for as long as you like – across any and all devices you own.

What if I am unhappy with the course?

If you are unsatisfied with the course for any reason, please contact us within 60 days and we will give you a full refund, no questions asked.

What are the course requirements?

This course is for anyone thinking about starting a business. You don’t need to have any previous business experience whatsoever. Even if you have business experience, you will discover a vast amount of powerful new ideas that will help propel your business ahead.

Can I download any of the content?

Of course! All the worksheets, case studies, samples, and templates are downloadable.

Start a business you love, earn more money and live the life you want.

Start-a-Business 101 is the fastest and easiest way to learn how to start a business and become a knowledgeable and successful entrepreneur.

Start-a-Business 101 is a complete proven program that will take you step-by-step through your entire startup journey.

You will get…

  Easy-to-follow videos

  Ready-to-use tools

  Discussion board

  Inside advice

  Proven strategies

  Complete lifetime access

In just a few minutes a day, you will learn how to start your own business.

You can test drive the entire course for 60 days.

That’s right. You can try Start-a-Business 101 risk-free for 60 days. You will have full access to the entire course. If you decide it’s not for you, or if you don’t love it, I’ll give you a 100% refund. No hassles. No questions asked. I want to help you succeed in your own business.

BUSINESSTOWN’S #1 BEST SELLING COURSE

Start-a-Business 101

Learn how to start your own business.

Full Lifetime Access 

60-Day 100% Money-Back Guarantee

Only $19.95

Start-a-Business 101 is only open for a limited time.

Get on board now if you want to make sure you don’t miss out.

Questions? Email bbisson@businesstown.com

Copyright © 2019 BusinessTown LLC. All rights reserved. BusinessTown ® is a registered trademark of BusinessTown LLC.