I am amazed at how many organizations treat their website as nothing more than a means to establish legitimacy. It is put in the same category as traditional business collateral: business cards, brochures, sales presentations, etc. Lot's of attention is given before it receives final approval. However once completed, it is published, the authors check the box and they continue with business as usual. In many cases, the website is mistaken for an extension of  advertising. It is important to note that once a visitor arrives at your website, advertising has done its job. Sales and marketing take over - it's time to turn Prospects into Customers!

We have made a business out of teaching organizations to view their websites as sales people or manufacturer reps. We often say "your website has the potential to touch more people each and every day than anyone else in your organization". Once this mental shift occurs, we begin talking about how we can train their websites to act like sales people.

Anyone who has studied consultative sales, knows that their are five steps. We may call them different things, but essentially: 1. Build Rapport, 2. Understand Needs, 3. Present Solutions, 4. Overcome Objections and 5. Close. Now, once the prospect becomes a customer, you will want to encourage referrals and repeat purchasing.

A website can follow this same process, but it needs two things: 1. ability and 2. training. Once you give your website the ability to identify specific attributes of each visitor, training it how to respond is possible. Just so it isn't missed - the key is for the website to detect the presence of visitors matching pre-defined, targeted profiles. This is what real sales people do everyday, all day long!

Our patent pending Semanticator™ technology, equips websites with the ability to quickly and accurately identify profiles based on detectable attributes. That means that the first impressions of our visitors are incredibly satisfying. Our clients' websites don't waste their visitors' time with the typical one-size-fits-all approach - they dynamically and immediately engage with the most relevant content. What we have found is increased relevance results in increased conversion, ultimately leading to increased sales!