There are a lot of choices that can be made about your online presence, and these days it seems like everyone has an angle they want to push. Some people like to say that websites are a thing of the past and that everyone should just have a sales funnel, and others say the opposite. The whole website vs sales funnel debate has a good deal of controversy surrounding it, and it seems like most people want you to pick a side. So, whether you decide to be pro-website or pro-sales funnel it’s good to know at least a few details so you can form your own nuanced opinion on the subject.
What is a Sales Funnel?
Everyone knows what a website is because websites have been around since the dawn of the internet. It’s just the way things have been done ever since people have been doing business online, but the concept of sales funnels is relatively new, and it’s not uncommon for people to not know what they are. While a website usually involves a landing page and different pages that your visitors can explore, a sales funnel uses something a little trickier. To build a sales funnel, you start with a capture page. After that, you have a series of pages that the customer is lead through, maybe one with a video to get the customer excited about your product, maybe a review page. Then finally you take them to the payment page so they can pay for the product.
Arguments for Sales Funnels.
The biggest argument for sales funnels being more effective than websites is the fact that they remove distractions for your customers. Instead of giving your customer a lot of information about a lot of things, you give them a direct pathway to your desired action, in this case purchasing your product. This streamlines the process significantly and gives your customer less time to think before they get to the purchase page, making them less likely to think themselves out of purchasing your product.
Using a sales funnel also gives you a lot more control over what the customer does on your domain. By having a preset path that you want them to take, starting with collecting information and ending with the sale, you can ensure in a lot of cases that the conversion rate is higher and that they aren’t doing things like reading through your about us section instead of looking at your products. Many people actually spend their advertising budgets to get people to visit the capture page of their sales funnel than the home page of their website because the capture funnel is simply more efficient at making sales.
It’s also easier, for the most part, to see where you have blockages in sales funnels than on websites. You have the ability to see which page is getting the most traffic. So if your capture page is getting a lot of traffic, but your second page isn’t you know that you need to fix something on the capture page and this goes all the way down the line.
Arguments for Websites
After hearing all the positives for sales funnels, it can be hard to imagine that there’s anything good to say about websites. But, to put it simply, a lot of people simply prefer doing business on a website. It might not have the same ease of sales that a sales funnel does, but there’s a lot of consumers that enjoy having the ability to get to know the company through the things that they have posted on their website.
Websites and homepages are good for organic growth. Things like SEO campaigns are perfectly suited for your website, and if it’s well designed a website is a great way to earn your customers’ trust. It’s harder to see exactly how much you get a dollar in promoting per dollar in sales from a website than from a sales funnel, but it’s a great way to make a good place for customers that are looking for your products to find all sorts of information about your company as well as your goods or services.
Which is Better?
At the end of the day, people want to know one thing and one thing only. What is going to be the easiest, best approach for their online presence? In this case, many people think that the answer is actually both. Sales funnels cover a good amount of sales strategy, but a capture page isn’t always the best way to get new customers to join in. Many people if they’re brought to a capture page rather than a home page when they click on a Google search result will feel that it could be a scam, and sales funnels can be a little trickier to optimize for search engines because of their simplistic nature. It’s hard to pack a sales funnel with as much relevant information as you can on a website.
So while you have a website dealing with organic growth, you can use sales funnels to sell current customers new products as well as to advertise specific promotions. By combining the power of both of these, you’re able to harness the maximum potential of your online brand. When you have both new, organic leads contacting you and the ability to send both new and old leads through sales funnels you can expect to see conversion rates skyrocket in many cases.
Make Your Sales as Simple as Possible.
For the most part, customers aren’t looking for the big razzle-dazzle when it comes to marketing. Of course, it entirely depends on what you’re selling but most products don’t need that. As long as you sell quality products or services at reasonable prices and have a solid online marketing strategy, it’s likely that you’ll see a good number of sales and maybe even turn your business into a successful one. By combining a sales funnel and a website, you can have the best of both worlds and with the speed of feedback that sales funnels provide you can hypercharge your sales strategy to raise your conversion rate to higher than you’ve ever seen.