When Jon Goldman would get on the phone with potential customers, often the first thing they'd ask is, "So what is it you do?" even after they had visited his website. He discovered a solution with a new web tool called Pitch Site, which allows him to sum up his business in a "much more visually attractive and concise way." Goldman has generated 3,900 leads since putting his business on Pitch Site. The formulaic single page website answers 99% of the questions people will have about how his business works — fundraising for sports teams — so during the phone call he can focus on benefits rather than explaining the "how."
Pitch Site is designed to prominently display the most important information: product videos, company statistics, customer testimonials and of course, a clear call to action.
Providing customers the most updated information in an easily accessible manner can be the best way to bring them into the sales pipeline. Many small business owners are like Goldman in that they don't have staff set aside to manage customer relationships or a budget to maintain a website complete with marketing tools and analytics. Rather than relying on the back-and-forth with your web developer, there are simple sites like Pitch Site that do most of the heavy lifting for you.
Simple, Visual and Social
Onepager is a similar alternative to building a website. The site is built for small business needs and allows you to build the site yourself using an existing theme, collect email addresses from visitors and send newsletters. It offers streamlined analytics including vides, average time on site and traffic sources — all information that is available through Google Analytics, but presented in a more user-friendly manner. For a business that's more socially driven, RebelMouse allows you to curate your blog posts and social updates into one page so potential customers can easily browse your recent activity.
Pitch Site's unique feature is the call to action that can be placed in on your site. It links to a simple form that someone can fill out to express interest. Best of all, that response will be logged into your Pitch Site activity feed, which is sort of like a simplified version of the customer relationship management tools used by sales staff. It keeps a digital trail of the interactions between you and your clients. Pitch Site also offers a simplified analytics that shows you where your leads are coming from and where to focus your efforts.
Why It Works
Sam Lawrence, co-founder and CEO of Crushpath, the company that makes Pitch Site, says that human resources and recruiting is a popular use for the product. Other site uses include pitches for app design, a health coach and insurance agent.
These sites might remind you of a Kickstarter page — which makes sense, because they serve the same purpose. They provide just enough information to take a person from being casually interested to actively involved in your company. There's no need for complex navigation on a website that often leads people lost and confused on what they can get from you.
One smart feature Pitch Site offers is the ability to make multiple pitches all for the same initial fee. Some people use this to A/B test their message — to see if one version of the site resonates more than another — but it can also be used to target different categories of customers with a more targetted message.
Goldman uses this feature to do one-off campaigns such as a recent promotion that was targeted to wrestling coaches. He has one umbrella site from which he can copy most of the basic information and have a unique site up in less than 20 minutes.
Many musicians, filmmakers and startups are at SXSW this week, spending their time pitching their business to potential partners in between sessions. Pitch Site is currently offering its product for free to presenters or performers who would like to try it out.
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