Hey Small Med Device Company, your website is the single most vital sales or marketing tool your company has.
Not just digital sales and marketing but all sales and marketing. Why? Because it is your company’s digital face, and it’s where people go to find you after visiting your booth at a conference or reading that cold email you just sent.
We all agree websites are essential marketing tools, but 99% of small med device companies have subpar websites that do nothing but turn away potential customers. They always seem poorly designed, use confusing language, and have too many words.
We don’t need to understand how these websites ended up this way today. We can cover that another time. The important thing is that I give you three simple steps you (or your web designer) can take today to improve your website.
1. Add A Clear Call To Action (actually add a few of them)
What is a website call to action? The U.S. Small Business Administration defines a call to action as “an instruction to the visitor to encourage them to take some kind of action.” I call it the button on the top right corner of a website that asks you to Schedule a Call or Buy Now.
Why do you need it? Two reasons. One, you need to give people a clear next step on what to do. Two, your website’s nondescript Contact Us button doesn’t cut it. Scatter CTAs throughout your website and make them direct (Schedule a Demo) and not passive (Contact Us).
2. Get Rid of The Complicated Fluff Language
I know you know a lot about your product. Naturally, you want to tell everyone everything, but writing a five-paragraph introduction to your product will not turn visitors into leads. Instead, use punchy wording throughout your website that clearly depicts the problem you are solving.
The best way to achieve this is to adopt a messaging framework and use that as a base for all future sales and marketing. If you are unfamiliar with messaging frameworks, pick up a copy of Building A Story Brand by Donald Miller. It’s an easy read that gives you the tools to update your messaging quickly.
3. Give Your Visitors a Plan
Do you offer demos before the final purchase? Does someone need to speak with a rep before purchasing? Do you need to run a two-week clinical trial before someone cuts you a PO? I don’t know, nor do the visitors to your website.
Add a section that gives people a simple 3-4 step plan that explains what happens between visiting your site and experiencing success with your product. Avoid granular details, and don’t go above four steps. This section isn’t a binding contract. You are simply trying to help people answer a fundamental question “How do I get this thing?”
All three of these items are easy fixes that you (or your web designer) can knock out in a day, and they will improve your website performance. Do you need help figuring out where to start? Click here to schedule a 15-minute website review with me, and I will give you some pointers on improving your website.
Subscribe to our newsletter to learn about easy marketing and sales actions your small med device company can take today to increase leads and close sales.
