Think about your top salesperson. You know their numbers, their close rate, and their quota. You hold them accountable. If they consistently underperform, you either retrain them or replace them. You’d never tolerate a salesperson who ignored a third of the customers who walked in the door.
So, let me ask you a question: Is your website an employee, or just an expense?
For too many businesses, their website is the equivalent of a dusty, outdated brochure sitting in the lobby. It was a one-time cost, and now it just sits there, looking pretty but doing nothing. This is a catastrophic mistake.
Your website is your hardest-working, 24/7 salesperson. It’s the first ‘person’ most of your prospects will ever meet. It works nights, weekends, and holidays. But are you treating it like a valuable team member? It’s time for a performance review.
Your Website’s Performance Review
Let’s ask your #1 salesperson some tough questions:
- How many qualified leads did you generate last month? A top performer brings in new opportunities. If your website isn’t a lead generation machine, it’s failing.
- How do you contribute to our sales pipeline? Your website should be actively warming up prospects, answering their questions, and building trust so that when they finally talk to your human team, they’re already sold.
- What is your ROI? This is the killer question. If you can’t look at your website and say, “I invest X into this asset, and it returns Y in new business,” then you don’t have a salesperson. You have a very expensive hobby.
If you can’t answer these questions, you have an underperforming employee on your payroll.
Paying a Fair Wage for a Top Performer
You wouldn’t expect a star salesperson to work for free. You invest in them—with salary, commissions, and tools—because you expect a return. Your website is no different.
“Paying it a fair wage” means investing in it as a real asset. It means:
- Proactive Strategy: Not just building it and forgetting it, but constantly refining its message and strategy.
- Ongoing Maintenance & Security: Ensuring it’s always online, fast, and secure, just like ensuring your office is a safe place to work.
- A Unified Team: Giving it the support it needs to succeed. A salesperson can’t succeed without marketing and operations. A website can’t succeed if your SEO, content, and development are all handled by different, disconnected vendors.
This is the core of our “One Team. No Headache.” philosophy. We act as the single, unified team that turns your website from a passive brochure into your most valuable, highest-performing salesperson.
It’s time to stop treating your website like an expense and start managing it like the powerful asset it should be. If you’re ready to put your #1 salesperson on a performance plan that delivers real ROI, let’s talk.