Before even speaking with a sales representative, most end-users spend significant time on VAR websites to learn about products and—here’s the key—find out what those products can do for them. End-users want to know what makes the (often large) investment worth it, including what the return will be in dollars, convenience, innovation, and other variables. If they can’t find what they’re looking for on your website, they’ll mostly likely move on. The number one tip for turning browsers into buyers: Make sure your website is end-user-centric. It’s all about them.
To start, end-users must find your website useful. It should be easily navigable, with tags that make it easy to find what they’re looking for. If end-users are confused or overwhelmed, they’ll just minimize the screen and move on. On the Web, you have a very limited amount of time to catch and keep attention. Make the best use of this time by giving end-users every opportunity to find what they’re looking for.
In addition to being easy to navigate, your website should be easy to read. Get rid of any organization jargon, highly specialized tech-speak, and otherwise difficult-to-understand copy. Know your audience, and appeal to it at all times. Finally, your website should include frequent (but not annoying) calls-to-action. At any point, the end-user should know exactly where to click or what to dial to learn more about a product, and they should be encouraged to take those steps. Otherwise, what’s the point of having a website at all?