Tobacco Business

[ 14 ] TOBACCO BUSINESS [ MARCH / APRIL | 21 ] STARTUP / TECHNOLOGY Using Your Business Website to Drive Revenue S Simply put, your smoky business cannot afford to ignore its website. Whether it’s been some time since the site has been updated or you’re just starting out, a well-designed and user-friendly website will be an important supplemental tool to help drive revenue. This is as true for e-commerce brands as it is for tobacco retailers. Website views, lead generation, content subscribers and, ultimately, sales—they all begin with well-designed websites that are built with the bottom line in mind. While this can seem like a daunting process, part- nering with a website designer can offer important insight into what it takes for a business’s website to really shine. Make sure you and your designer are focusing on all of these critical areas. Lead Generation Once customers find your website, you need to convert them into leads, and this starts with design optimization. Calls to action like “call now” or “try for free” could help convince your ideal customers to take anoth- er step in the buyer’s journey. Think about building calls to action that include the following conversion strategies: • Schedule a free demo • Get a consultation • Read a real-world case study • See customer testimonials • Receive a product discount • Download educational content The above list isn’t complete, but those strategies can be the foundation on which you build other areas of your website to help grow your business. Sales Conversions The next step in the purchase process is turning leads into sales. This can be done in a number of ways, but the most effective is with an inbound sales strategy. The goal here isn’t to close the deal as quickly as possible. Instead, you’ll want to use content that helps touch on a potential cus- tomer’s pain points, provide solutions to challenges and meet their needs along each step of the decision-making process. Great examples of inbound sales tools are optimized landing pages, consistent and educational blog updates, and an aesthetically pleasing design that speaks to your overall branding. For e-commerce brands, this means high-resolution images and detailed product descriptions, along with navigable category pages and products that will help shoppers locate what they’re looking for without getting frustrated. Reputation Management Word of mouth is still the most effective marketing strategy that busi- nesses can leverage, even if it looks a little different in the digital world. A website designer can integrate widgets that update your website to show third-party reviews from other platforms, such as Google. A separate landing page for testimonials and case studies can be used as links in paid ads or on social media posts. Local service-based businesses, such as cigar lounges or CBD dispensaries, can show pictures of the employ- ees that regularly interact with customers or perform services in their homes. Showing website visitors this level of transparency also builds trust, which is a cornerstone of customer loyalty and a revenue driver. Improved Design User experience (UX) goes a long way toward helping convince website visitors to visit your store or make an online purchase. Simple, stream- lined webpage design that limits the number of options for users to click on will help reduce the sense of overwhelm that could lead to a lost sale. Limiting the number of options allows your customers to focus on a few key areas, and it means your business can find ways to enhance products or services in those areas. It’s a mistake to think that you need to fit as many products or as much service information on your website pages as you can. Since many customers use their smartphones to browse the internet, your website should be mobile-responsive so it looks and performs the same as it would on a desktop computer. Innovative Tech Tools Now more than ever, there are countless tech tools you can add to your website that will give visitors on-demand answers to questions that will help them make a purchase. Chatbots are automated, artificial intelligence-based features that will interact in real time, giving information when shoppers are looking for it—even if it’s not during the normal operating hours for your business. Service-based businesses should invest in website upgrades that allow customers to set their own appointments at their own convenience. Cigar lounges should upgrade their sites to offer online ordering with customizable menus. Working closely with an experienced website designer will help you understand which tool is best for your business website. TB SPECIAL OFFER If you’re not sure how to develop your online brand, contact us now to learn how we can help. We offer a free, one-hour phone consultation to qualified businesses. Our experts will conduct an online audit of your company and digitize your customer-facing solutions and reach new customers. If you decide that we’re the right fit, packages start at $200 for Tobacco Business readers! We’re experts in the industry and love working with tobacconists. Call 336-520-0354 or schedule a free consultation now at benbassatdigital.com . Contributed by Maxi Benbassat, owner of Benbassat Digital Consultants in Greens- boro, North Carolina. Benbassat and his team work with other businesses to help them build and grow a strong online presence. TobaccoBusiness