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Sales Web sites

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Every effective webinar needs a “call-to-action.” A completely successful webinar is seldom a standalone event. It is part of a series of actions planned to meet a goal. Typical goals are to attract attendees to purchase a product, to download new information, or to provide contact information for one-on-one discussions. Once the primary webinar messages are completed, the presenter articulates one or more calls-to-action.

The most productive calls to action come at the exact moment when every audience member’s interest is highest. If a webinar includes interactive slides, the call to action may be fulfilled as part of the presentation itself. For example, the presenter may encourage interested people to check a box onscreen or enter contact information.

However, presentations without interactive slides can also provide action opportunities, if the presentation screen is part of the presenter’s own web pages. The presentation screen can be on the same page as clickable buttons that lead to follow-on actions.

In the web page pictured above, presenters display media on the screen and can also reference items that appear on the page. This offers a smooth transition for a call-to-action. Presenters can say, “Maybe you would like to subscribe today. You can subscribe by clicking the button below. Or if you’d like to try our product free for two weeks, click the trial button. And if you would like more information, please click the button to download our white paper.”

When presenting through a web page, presenters can also offer more subtle suggestions. They can draw audience eyes to web page information like the bullet points on the example above. Or they can refer to other pages with link buttons.

Regardless of the presenter company’s tone or style, a strong call-to-action through a web page transforms a webinar into an important step in the overall process. Whether it is the first step or a step later in a relationship cycle, the webinar delivers messages with a clear call to move forward.

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Many sales and marketing organizations invest time and resources to increase Web site traffic, yet gain very few new prospects. Despite site redesign, search engine optimization, and improved messaging, their sites still don’t deliver their required sales performance.

The reason for these disappointing results is that many Web sites are unable to tell a compelling sales story. Although online pages are very effective at selling simple e-commerce products like books, t-shirts or cell phones, many products and services require a much more focused conversation to engage prospects.

Very few Web visitors spend more than a few seconds on a page before clicking to a new subject, going to a new page or leaving the site. Most sales stories require a few minutes of focused attention. Potential prospects are therefore lost before they have mentally connected with anything beyond a headline and one or two pictures. Although a Web page for sales is supposed to bring visitors to a follow-on step, Web sites typically don’t get the job done.

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Online presentations are potentially much more effective vehicles for sales and marketing. However, presentations for this application must be designed with some common sense rules to be fully effective.

Rule Number One: Take advantage of multimedia capabilities, especially voice narration.

Rule Number Two: Tell a logical focused story in the same way that a sales professional would tell it face-to-face. Don’t distract the viewer with unrelated ideas.

Rule Number Three: Use interactive technology that makes the viewer a participant in the conversation. Ask the viewer to respond to questions that keep him or her mentally engaged.

Rule Number Four: Maintain viewer attention with compelling graphics and photos. Visuals are much more effective than text in helping the narrator to tell a content-rich story.

Rule Number Five: Combine information with emotional appeal. Prospects use both sides of their brains when they are fully engaged in a sales conversation. People buy because of their feelings as well as from the information that they understand. Presentations that appeal to emotions without a logical story don’t create new customers. Conversely, presentations that are content-rich yet dull and unappealing won’t succeed either.

Rule Number Six: Every slide must be an integral part of the story. It must match the narrator’s words by using eye-appealing imagery with little or no text.

Rule Number Seven: Be brief.

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