The website of a small or medium-sized business (SME) is usually just a catalog of products and services, serving little more than to introduce the company. And when we talk about introducing the company, most of the time it’s just providing contact information and “talking about ourselves.” But this interactive tool provided by technology has significant potential to generate sales—if we implement strategies to increase website conversion.

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Generating Sales Through the Website

Depending on the type of business, the approach may vary, but the key is to know what we want our website to be. Is it a catalog? A sales support tool? A customer service platform? As always, the clearer and more specific the website’s purpose, the easier it will be to achieve the goal.

Unless the online presence of the SME is conceived merely as a showcase, it’s important to understand that its growth and development require consistent effort. Below are the main strategies to help a website drive sales, considering the possibilities to increase conversion.

In addition to standard advice, it’s important to immerse yourself in the company’s goals and essence. Without ignoring best practices or proven methods, one should seek their own path: small actions that add up to boost conversion, or bold ideas that could accelerate sales. As long as the impact is measured to continue, improve, or stop, everything is allowed.

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Preliminary Step: Fundamental Questions

As mentioned earlier, having a clear objective is the most important aspect when defining a strategy. It allows you not only to achieve goals but also to evaluate whether each action is worthwhile.

Secondly, having the necessary resources is crucial. Initially, they may be limited, but needs should align with possibilities, and there will always be time to increase investment or dedication.

Key resources include:

• The team: In a very small company, it may be just one person. Focus on quality over quantity—dedication, skills, and training matter more.
• Investment: Both in advertising and the tools required. The team’s ability to do more with less, use powerful free tools, or apply guerrilla marketing is key.
• Basic tools and equipment: Necessary for team operation.
• Outsourcing: For tasks outside the project’s core, such as website programming, maintenance, or design.

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Step 1: Optimize the Website

First, it’s important to understand your target audience so the site can meet their tastes and needs. With this in mind, consider the following:

• Build a visually appealing site with useful information (remember: less is more).
• Design for usability, speed, and simplicity.
• Ensure content is useful, relevant, and interesting, balancing customer needs with company goals.
• Collect and measure key metrics to set objectives, evaluate performance, and improve based on feedback.
• Focus every action on the client, while considering the impact on search engine positioning.

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Step 2: Prepare the Website to Sell

Once the basic website is ready, it’s time to maximize its potential to generate sales opportunities. First, consider whether transactions can be completed directly on the platform. For some businesses (like online stores), this is critical; for others (custom service providers), it may not be possible—but the possibility should always be evaluated.

More Visits = More Opportunities

Generating traffic is the first step to generating sales, so it’s important to maintain a steady flow of visitors. Based on your strategy, consider the potential of having a blog and social media profiles.

• A blog offers many opportunities, from SEO to customer service, but requires consistent updates and careful management.
• Social media helps spread your message and reach more people.

Know What Your Target Audience Wants

Answering this question gets you halfway there. Depending on the answer, you can create videos, success stories, tutorials, documentation, forums, or customer testimonials—the possibilities are endless. Always focus on the typical user’s needs.

Marketing Actions to Drive Traffic to the Website

Improving sales via the website doesn’t only involve actions on the site itself. The website is just one part of a company’s overall strategy, which could include social media campaigns, newsletters, or telemarketing initiatives.

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Step 3: Increase Conversion

The insights gained from early sales are invaluable for boosting website conversion. At this stage, various tools can enhance the previous actions. This is often called growth hacking, using techniques to increase traffic and conversion rates.

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Open your mind to growth and conversion using online tools to reach new heights of success!