Bespoke Digital Developer 05 169

Does your website work for you like a salesperson?

3 minute read

3 minute read

We get lots of calls from people wanting to redesign and rebuild their company's website, and I'm surprised how little focus there often is on outcomes.

If you set up your website properly it works for you like an automated salesperson.

So why would you approach your redesign project any other way?

When you have a results focus the business case also becomes simple.

A redesign and rebuild project might cost, say, £20k. But with a results focus it should generate £100,000s of business each year of its life. So the website is a highly profitable investment in most cases.

But set up poorly, and with little results focus, it's just a missed opportunity. 

So what does it mean to have a results focus?

Here are 3 factors that turn a redesign project into a highly profitable exercise:


There are 8 elements to an effective pitch. These include positioning, authority, the problem we solve, next steps to make an enquiry, and some human and emotive elements. These come across in just a few seconds. We always run a workshop before a web project to refine the pitch before any design is done.


Even the best matched prospect won't engage unless they're offered genuine value without risk. For example free books, white papers, webinars and interactive tools have all resulted in lots of leads for our clients in recent years. A good lead magnet pulls in leads on its own 24/7 and a B2B lead-gen website must have these in place.


These days, we can use ads so targeted they are only seen by our ideal customers. We can show them new campaigns throughout the year until they become interested and make an enquiry. In the B2B space in particular this is a proven source of new prospects. Most Bespoke clients now use laser targeted ads.

When these things are possible, and when your website can work for you like a salesperson, why would you set up your website any other way?

What changes do you need to make to your website to grow performance?

Next steps

Two options to dig deeper into these topics:

Both are free to businesses wanting generate more B2B leads online.

Steve Brennan Author
Posted by
Steve Brennan

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Steve Brennan is Co-founder and CEO of Bespoke, and author of the Amazon #1 bestseller, Build Your Digital Marketing Strategy

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