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  • Writer's pictureBrad Weinbrum

Putting your website to work FOR you

Imagine- your absolute best salesperson, your most enthusiastic brand ambassador, your most knowledgeable product/service subject matter expert, and your top customer service representative all rolled into one. If you think this powerhouse of influence is a fairytale, you’re wrong. It exists. It is your website. Your website is quite literally the digital face of your company and one of your most powerful assets. With over 400 million active websites today, yours better stand out, and it better be good.

The average person visits over 130 web pages per day and takes only 50 milliseconds to form an opinion about yours. What does this mean for you? It means your content and the “ease” of which users navigate your site to get what they want is paramount. Your customers want answers, solutions, and access to products & services NOW, in real time. This is the primary role of your website- to serve as a digital sales representative 24 hours a day, 7 days a week, 365 days a year.

So- how do you put your website to work FOR YOU? Here are the top 5 areas to consider:

1. Control your narrative.

Your brand story is YOURS to tell. According to the Forbes Business Council, in 2022 authenticity is the most important asset a company can have. Your website it the primary digital platform where your story comes to life. From words to visuals, tone, and personality- your website should be a real-life reflection of your unique essence. Take time to carefully develop this asset and be sure to ask those closest to you to keep you honest about it

2. Connect, meaningfully, to your TARGET audience.

Not everyone will dig you. And that’s ok. Your website should attract the kind of people that are into what you are selling. Your style, your approach, the ESSENCE of who you are as a company should connect with and delight your kind of customers on every page, every button, and in every choice a user is faced with. This requires a thoughtful attitudinal and behavioral analysis of your target audience. That intelligence should inform every aspect of their emotional and functional experience on your site.

3. Quickly establish credibility.

Finding a visually stimulating way to highlight your products, your work, and your story is essential to move your prospective customer through the next phase of their buying journey. The visuals used on your website cannot be underestimated. They are as important than the positioning of your products themselves.

4. Generate revenue.

Generating leads alone can be a priority for your business. Where possible, direct sales from your website is ideal but you have a small window to digitally nurture a lead to a sale. If revenue is a leading objective, your design and user experience is essential. Worried about ROI? According to the 2022 U.S. B2B Ecommerce report, in 2021, online sales on B2B ecommerce sites, log-in portals and marketplaces increased 17.8% to $1.63 trillion from $1.39 trillion in 2020. B2B ecommerce in 2021 grew 1.17 times faster than the growth of all U.S. manufacturing and distributor sales.

5. Engage with your customers.

Finally, don’t forget that as your customers and prospects visit your website regardless of “why,” this is also an ideal opportunity to engage with them. Adding a simple survey widget to measure transactional satisfaction, or a customer service widget to help answers questions in real-time all can be meaningful in showing your visitors you care and driving their loyalty to your brand.

Your website is a powerful tool that does more than just state who you are and what you do. Not sure how well your website is performing for you? Contact Nivalmi today for help.

Transforming companies to achieve growth is the Nivalmi purpose. Developing leadership is our passion. Nivalmi is a carefully curated team of seasoned consultants helping unlock opportunity, improve efficiency, and guide the change necessary to create measurable improvements in people, culture, and bottom lines. For more information,


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