The Selling Website
Transform your website into one of your most important marketing and sales channels.
Download the whitepaperDefinition: What is a selling website?
A selling website is a strategically designed platform that aims to provide information and actively works to turn your website visitors into valuable leads and loyal customers. It accompanies your website visitors through the entire buying process - from the initial contact to the final conclusion.
The Selling Website combines various key elements such as search engine optimisation (SEO), an appealing user experience (UX) and targeted lead generation into a seamless concept.
By integrating modern technologies and marketing strategies, the selling website becomes an active sales channel that works around the clock for your company. Your website is no longer just a static figurehead, but is transformed into a dynamic tool that promotes sales and customer loyalty in equal measure.
Customer acquisition &
existing customer care
Efficient customer dialogue
Increased visibility
in search engines
24/7 active
lead generation
Thought Leadership
Optimised user experience
in a free initial consultation!
We are here to help you!
Sabine Jobstmann, Head of Customer Dialogue Development, and her team will be happy to answer any questions you may have about the selling website.
The Functional Website
The focus here is on setting up a content management system (CMS) that allows users to present themselves and create and manage content relatively easily. The entire website is not necessarily SEO-optimised and does not have to rank specifically in the search engines.
The Ranking Website
This level aims to increase visibility in search engines such as Google. This is achieved through on- and off-page SEO optimisation and backlinks. The first processes for lead nurturing, lead generation and sales handover are also introduced in this phase.
The Selling Website
At the third level, your website is designed to support sophisticated customer acquisition goals. Deep integration with marketing automation is crucial here. This allows you to automate lead generation on every page of the website, significantly increasing the efficiency and effectiveness of marketing activities.
Thought Leadership
In the premier class, your website positions you as a leading expert and opinion leader. This is achieved by creating high-quality, informative content that is not only SEO-optimised, but also offers high added value for the target group. The content also positions you as the market leader in your industry beyond the website, but in close connection with it.
Download: The Selling Website –
The ultimate guide
Find out everything you need to know and receive useful information in our free Selling Website Guide. Download and read the compact collection of knowledge now:
- When a selling website is essential for your business
- which CMS systems are suitable for selling Website in Frage kommen
- how best to implement a selling website
1. Flexible CMS
A flexible content management system (CMS) forms the backbone of your selling website, as it is crucial for an optimal user experience. It should be able to be administered independently of a web agency so that you can ensure the greatest possible flexibility and independence. It is therefore best to choose a vendor-hosted CMS that is easy to use and administer and has a moderate total cost of ownership. Automatic updates and security features are essential to ensure the integrity of your website. Seamless integration of CMS and marketing automation and a mobile-first approach are also important factors.
2. Customer Journey Mapping
Structuring the website according to the phases of the customer journey (awareness, consideration, decision) is crucial for optimally addressing all website visitors. This includes the planning of conversion paths that lead from the entry page to the respective target conversion (e.g. request for quotation). Targeted navigation and clear conversion paths ensure that your visitors are effectively guided through the sales funnel.
3. SEO optimization
SEO is a key component in increasing the visibility and reach of your website. All texts and webpages should be optimized for relevant Google keywords in order to rank highly for product and service topics. Building Google authority through high-quality backlinks and dynamic ranking signals, e.g. through an online magazine, also contributes to optimisation. Regular monitoring of the SEO performance of each URL and according to topic clusters helps to continuously improve your website.
4. Lead generation
Your selling website must be specifically geared towards lead generation. This includes the use of interactive forms for all phases of the customer journey, such as downloads, registrations and requests for quotations. Seamless integration of marketing automation allows you to capture and nurture leads efficiently. Interactive elements and clear call-to-actions are key to maximising conversion rates.
5. Navigation
Well thought-out navigation is crucial for user-friendliness. The navigation and sitemap should therefore be designed in such a way that all target groups can quickly find the information they need. Avoid intermediate navigation pages that could lead to cancellations and conversion stops. The navigation must be suitable for both desktop and mobile users.
6. Webpage Types
Planning and developing specific webpage types that enable fast Google rankings and high conversion rates is another building block for success. This includes product pages, topic pages, info pages and landing pages that are easy to expand, manage and optimise. Such pages should be regularly tested and optimised to ensure their effectiveness.
7. Performance Monitoring
Regular performance monitoring is essential to evaluate and continuously improve the effectiveness of your website. Use management dashboards and performance reports to monitor key metrics such as technical CMS performance, ranking of each URL and lead generation. Continuous analyses and adjustments help to keep the website up to date and achieve the desired results.
One-day workshop: Create the basics for your selling website
Join us in a one-day on-site workshop to lay the foundations for your sales- and conversion-oriented online presence and receive a clear strategy and practical approaches for optimizing your website:
- We will work together to develop immediately implementable steps that you can apply straight after the workshop and you will receive an initial roadmap for the implementation of your selling website.
- You will receive tips on which content management system (CMS) best suits your individual business requirements.
- You will learn how to improve user guidance, shorten loading times and create a better customer experience.
If you decide to implement the selling website with Thought Leader Systems at the end of the workshop, you will receive a full refund of the workshop costs of €4,000 (plus VAT).
„Greenfield“
The development and implementation of your selling website takes place on a completely new and untouched digital ‘field’, without having to take legacy data or previous implementations into account.
Optimisation
The foundations for your selling website already exist. You simply optimise your website where necessary, such as expanding the conversion elements on the relevant pages or optimising the SEO of the texts.
Migration
Your selling website is strategically recreated on a different, more flexible CMS system, as the old CMS has reached its limits and no longer meets the new requirements.
Setting up tracking tools:
The first step to measuring the success of a selling website is to set up tracking tools, such as Google Analytics. THE tool provides you with comprehensive insights into website performance and allows you to track visitor numbers, dwell time, bounce rate, conversion rates and much more. Specialised tools such as HubSpot provide detailed information to monitor the entire sales process.
Determining KPIs:
The definition of key performance indicators (KPIs) is crucial in order to objectively measure the success of the website. The most important KPIs include, for example, traffic (number of visitors to the website), conversion rate (percentage of visitors who complete a desired action), dwell time (average time visitors spend on your website), bounce rate (percentage of your visitors who leave the website after visiting a single page) or lead quality (quality of leads generated, measured by criteria such as relevance and likelihood of a sale).
Regular reports and analyses:
These are essential for continuously monitoring the performance of your website and identifying opportunities for improvement. The reports should be created monthly or quarterly and contain detailed information on the defined KPIs. Analysing these reports helps you to recognise trends, identify strengths and weaknesses and make data-based decisions.
A/B tests and optimizations:
A/B testing is a proven method for testing different versions of website elements and determining the most effective variant. A control version (A) is tested against a modified version (B) to determine which performs better. You can apply A/B testing to various aspects of the website, such as headlines, images, call-to-actions (CTAs) and forms. Through continuous testing and optimization, you can improve the user experience and increase conversion rates.
How does Thought Leader Systems help with the realisation of your selling website?
Thought Leader Systems helps organisations turn their website into a powerful platform for lead generation and customer retention. We offer comprehensive support in the planning, implementation and optimisation of your selling website to ensure that it contributes to lead generation and customer retention in a sustainable and effective way.
Together, we analyse your individual needs and business goals in order to develop a customised website that is perfectly tailored to your company. We use state-of-the-art tools and processes and work with leading partners to guarantee you the highest quality and the best ROI.
Create the basis for your sales-boosting website NOW!
Build the foundation for your high-converting and successful online presence in an on-site workshop. Work with our experts for one intensive day to develop a clear strategy and practical approaches for optimizing your website:
- Together, we will develop immediately implementable measures that you can apply straight after the workshop. You will also receive a roadmap for the development of your sales-oriented website.
- We will advise you individually on which content management system (CMS) best suits your business requirements.
- You will learn how to improve user guidance, optimize loading times and enhance the customer experience.
Exclusive: If you decide to work with Thought Leader Systems on the implementation of your new website after the workshop, we will reimburse you the workshop costs of 4,000 euros (plus VAT) in full.