The premier use of most websites is as a sales tool.

In short, the FIRST use of the majority of websites is not as a lead generator. It is there to reinforce interest but to function as a sort of online catalog, gallery or brochure to assist Sales in closing a prospective buyer.

This immediately tells you what to put on a site: Everything you find yourself repeatedly telling or showing sales prospects.

If you do this you will automatically have an effective website. First of all, it will answer unasked questions from people you haven’t even heard of – thereby increasing the likelihood they will call you.

Secondly, you’ll save enormous amounts of time on the sales cycle because when they do talk to you, they’ll already know a lot of the answers. And if not – if they haven’t visited your site yet – you can send them to the site or walk them through the site as a part of the sales cycle.