Is your website the strategic asset it could be?

Your website is your best asset to build buyer confidence 24/7.

THINK ON IT: Is your website the strategic asset it could be?

I’ve met so many business leaders that have a rather ho-humm attitude toward their website. They know they need to have one, and once they do, that’s the end of it. Let’s move on.

But consider this. 

No matter what kind of relationship you have with a new prospect, or what buying signals you’ve received from them, they’re going to visit your website.

Will it make them more confident to do business with you? Or less?

We’ve all landed on a website and then immediately clicked the “close” button. Maybe there are too many words, too much flashy animation, or too many pages to even know where to begin to get the information you’d like to find.

Or maybe the opposite experience comes to mind: you’ve read each page from top to bottom and still can’t figure out if they can help, even if you might want them to. 

Your website, like your best employees, can be one of your most valuable strategic assets if you invest in it, but far too often our websites can come across as overly-desperate salespeople or clueless new hires. Both of which leave a prospect less likely to engage your company.

Instead, your website should be like a smart field guide, moving your customer along—making it easy for them to get what they came for—an answer to how you might be able to help. That means having a clearly defined Ideal Customer Profile, a distinctive value proposition, and an inviting user experience. 

When done right, these three components turn a brochureware website into a powerful strategic asset that increases prospect confidence and the likelihood that they’ll buy from you.

When was the last time you and your team discussed what it would take to turn your website into a stronger strategic asset? 

There are fewer investments you can make that have a 24/7 return on them. 

Not even your best employees can do that.

[Premium members] Read on to learn how to turn your website into a strategic asset. (Become a Premium Member. Paid subscribers get access to nearly 100 tools and how-tos on implementing strategic topics, including a 7-part series to help leaders build their own strategic capacity.)

---

[FREE OFFER] If you’d like to get an assessment from website experts on the exact steps you can take to turn your website into a powerful strategic asset, visit offerroast.com. It’s cost free, obligation free and completely conducted by humans.

---

"Good design adds value faster than it adds costs." — Thomas C. Gale, former Chrysler designer

---

Thanks for being a subscriber to Strategic CEO. If you enjoyed this post, please share it with a friend or colleague.