Turn Your Website into the Ultimate Sales Tool

7 Tactics to Turn Your Website into the Ultimate Sales Tool

Can you sell your product or service to a prospective customer without them having to call into your business? Do key pages on your site serve as amazing sales collateral? 

For most businesses, their site may be a business card of sorts but it’s not a fantastic sales resource, especially for non eCommerce businesses. We’re going to teach you how to turn your website into the ultimate sales tool.

Take a Hard Look in the Mirror

The reason prospective customers call your business is often to gain more clarity because the information they needed wasn’t on your site. This was happening firsthand to our agency, The Media Captain (more details to come). I knew I had to fix the issue on our site, not because we didn’t want to talk to prospective customers but because I knew we were missing an opportunity to allow people to explore what we do on their own. I’m going to explain how you can detect if your sales collateral is weak on your website and how to improve upon this.  

Using Your Website as a Sales Rep

Do You Want To Improve Your Sales Process?

Plenty of businesses purposely leave important information such as pricing off their site to prompt a phone call or not reveal information to a competitor. If you are trying to be vague with your content and don’t want to improve the user experience, this article may not be that resourceful. If you’re looking to improve your conversion rate percentage and provide a better overall experience, continue reading to learn how to leverage your site as a killer sales tool.

46% will leave a website because of a lack of message 
Below are the key sections that will help you learn how to perfect content to improve your sales process on your site:

  • Website Type 

    • There’s a difference in sales tactics if you’re an eCommerce vs. B2B vs. B2C business. 

  • Real-Life Examples 

    • I provide three examples to paint a more clear picture of pain points for B2B, B2C and eCommerce businesses when it comes to their sales process. 

  • Improving your site to enhance your sales

    • This section is very important! We provide the tactics needed to improve your site to serve as a better piece of sales collateral 

  • Benefits 

    • From SEO to user experience, there are plenty of benefits in improving your site for sales purposes.

Website Type

B2B-B2C-eCommerce Website Sales Tips

If you’re an eCommerce company, transactions will be taking place on your site. The customer shouldn’t need to call into your business to place an order. Your product pages need to be optimized
with rich information to make the shopping experience as seamless as possible. There needs to be fantastic structural organization to make searching by category, product, and brand super easy. You should have key questions answered to make life easier on your customer service reps. eCommerce sites are normally the sites that do the best job selling directly on their site since the transaction takes place on their site and the pricing is consistent.

Note: We have eCommerce experts on our team who can help you increase sales and conversions.

For B2B businesses, pricing isn’t as black and white as eCommerce. The services you offer can be complex and hard to explain. You need to marry-up product knowledge with copywriting, design and development. We too often see B2B businesses over complicate the way they try and sell their services, making for a clunky sales process. 

Note: Our marketing agency works with B2B businesses to better sell their services and showcase the brand personality.

If you own a barber shop, there’s less complexity to presenting your information since your pricing, hours and company information is static. For a door installation company, they face many scenarios on pricing and scope of work as a B2B business, which makes the selling process harder. 

Regardless of whether you are an eCommerce, B2B or B2C business, our sales tactics should improve your overall site experience.

Real Life Examples

As the owner of our marketing and development agency, I wear a lot of different hats. Leading our sales department is one of them. I was noticing friction during calls with new leads when I had them on the phone. I wasn’t able to show the prospect on our website what I was verbally trying to articulate.

For example, if a chiropractor inquired about other sites we had built in the medical space, while I had a few websites showcased on the existing site, I didn’t have a specific site for the medical sector.

When someone was seeking social media services, they’d ask for example social media posts we had done for other clients. While I could point them to a social media success story, I didn’t have a great way of showcasing posts we had done for other similar business types.

These frequent scenarios forced me to send them a follow-up email with links and more information since it wasn’t present on the site. 

Our agency builds websites and creates content for hundreds of small and medium sized businesses. Yet when it came to our own site, I took a hard look in the mirror and knew we had to do better. I was so focused on our clients’ sites that I realized I wasn’t practicing what we preach.


After moving into our house, my wife and I got a quote for a new door installation. A knowledgeable salesman came to our house to take measurements and provide us with a quote. 

This door installation company is one of the largest in the nation. Yet the sales process was sloppy. The sales rep was going into individual folders on his laptop to show us pictures of comparable doors we were interested in. The image quality was lackluster. There was a delay in finding pictures and pricing based on each question we (aka my wife) asked.

I imagined how much smoother the sales process would have been if this key sales information was structured and organized better on their website. This would have made life easier for the sales rep and the presentation more seamless for us, the customer.

DermWarehouse (eCommerce): 

Our agency also built an eCommerce brand from scratch that now has over 200,000 customers [learn more about how we scaled this business]. My sister runs the day-to-day operations. She detected a pattern where a lot of the same questions were being asked by customers when they called in. Rather than waste customer services time answering these same questions, Stef, my sister, knew we could be more efficient by creating a resources section on the website. For each popular question, Stef would write an article and add this to the resource section. When someone calls in, rather than try and explain it each time over the phone, we’d guide them to the appropriate place (view example).  

Even though each example above is a different business type (B2B vs. B2C vs. eCommerce) they each possess a common theme. There was a lack of information on their website, which caused a lackluster customer experience. For the two sites that we have ownership of (DermWarehouse and The Media Captain) we rectified the issue.

Whether you’re in sales or customer service, if better content is presented on your site, it will improve your sales process. Not to mention, this could help your SEO rankings on Google (more on this to come).

Improving Website To Increase Sales

Tactics to Improve Sales on Your Website

Improving your site from a sales perspective may seem overwhelming. I like to analyze it in the following manner: If someone were to ask you a question, could you provide a link on your site that would answer this question.

This is where our agency was falling short. I started creating a Google Sheet to list out questions and pages we needed to answer those questions. I recommend you do the same for your business.

Based on my Google Sheet, I wanted to make it easier for the readers of this article to know what to focus on to improve your site to increase sales. I provided examples for both The Media Captain and DermWarehouse.


  • Structural Organization

    • I talked earlier about the door company not having pictures of their products inside of an actual home on their website. This company should take this feedback and add a section on their site for this. It’s not black and white as to how you should structure your site for organizational purposes. You have to take feedback from the customer along with your sales and marketing department to piece this together.

  • Success Stories 

    • It’s important for businesses to have success stories for all of their core service. This makes it easier to walk someone through your past achievements for the service they are interested in. I recommend looking at our marketing success stories and development success stories so you can see how we organized this. Success stories serve as a key piece of sales collateral. While we have service specific pages, there’s more personality and excitement when showing how our services yielded results for another business. 

    • For eCommerce, product reviews trump success stories (more on this below). You can still find customers and do video interviews with them and expand on their story to use a success story for your brand.

Success Story Example: How The Media Captain helped Ink Genie Scale from $0 to $1 Million in Sales

  • Graphic Design Enhancement 

    • We spent over 50-hours of time enhancing graphics on The Media Captain’s customer success story pages. Quality graphics can better inform, educate, or persuade your target audience and convert them into sales [source]. Make sure you hire a great graphic designer and someone with an understanding of your services to bring your ideas to life through visual graphics. 

  • Testimonials 

    • 87% of consumers read online reviews for local businesses. Make sure to incorporate online reviews onto your website. We like to pull our reviews directly from Google so people know they are valid and not just inserted on the site. We also find when you have corresponding photos for your testimonials, it does a better job bringing the review to life. 

    • Reviews are really important for eCommerce. The average customer is willing to spend 31% more on a retailer that has excellent reviews [source]. DermWarehouse is the highest rated beauty brand on TrustPilot with over 5000 reviews. This has been a game changer for our eCommerce business. 

  • FAQ’s 

    • Having a list of frequently asked questions serves as a great piece of sales collateral so the potential customer can learn more before contacting your business. For both The Media Captain [view here] and DermWarehouse [view here], we jot down common questions on a daily basis and add it to the FAQ section. We then expand on numerous questions within the FAQ section by linking internally to the respective resources page. 

  • Meet The Team 

    • We love to showcase the personality of our team. People want to see the team members that will be working on their account. We always go over our meet the team page during the sales process to bring more personality to the presentation. Most businesses overlook this important component of their site. 

  • Accolades 

    • What makes your business unique? Have you won any awards? Are you certified in specific areas of the business? We created an accolades page to showcase our accomplishments. While there is reference to accolades and awards in other sections of websites, we recommend organizing it into one page.

  • Blogs

    • Many businesses fail miserably when it comes to blogging. They were told blogging helps keep content fresh on their site and improves SEO. This is a myth. Your blog should serve as resourceful content. A lot of the questions were asked by customers at The Media Captain we have turned into a blog post. For example, two businesses asked whether they should look into acquiring an eCommerce brand. Since this was a common question, we wrote an article, which will serve as a future resource!

Additional Benefits

If you do a better job of creating content that answers your customers questions, not only will you have better sales collateral, you will improve the user experience, which can help your SEO along the way.

60% of marketers say that inbound (SEO, blog content, etc) is their highest quality source of leads [source]. One study published in Harvard Business Review found that for every one-star increase a brand gets on Yelp, that business sees a 5-9% increase in revenue [source].

The focus should always be on your customers. Turning your website into the ultimate sales tool will help make the customer experience great on your site. You will also experience many ancillary benefits as well.

I’ve outlined the blueprint on how to achieve success for using your site as a killer sales tool. Now it’s time to start implementing the tactics above!

Jason Parks

Jason Parks started The Media Captain in 2010. He’s grown TMC into one of the largest digital agency’s in Ohio over the past decade.The Media Captain has worked with hundreds of small, medium and enterprise clients on digital marketing and development projects.The Columbus Based Digital Marketing Agency has received numerous accolades. TMC was named a Top 1% Agency in the U.S. by UpCity in 2019 and 2020. They also won the “Best PPC Campaign,” which was a national award from DashThis. They were also the recipient of the Top 10 Social Media Marketing Agencies in Ohio.

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