How to pitch websites to European SMBs

In an era where digital presence can make or break a business, having a website is no longer an option but a necessity to be able to compete. A website serves as the digital storefront, or business card, that introduces a company to a wider audience than they could find in their local area.

So there is plenty of opportunity for digital agencies to sell websites to, and build them for, local businesses in Europe.

In this article I'll try to cover some key considerations while pitching websites to prospects.

Six key focus areas when pitching websites to local businesses  

1: Understand your target customer's priorities

To effectively engage your target audience, it's important to understand what matters most to them. Start by defining your specific target audience and their respective business sectors.

Here are some examples:

• Small businesses like hairdressers and carpenters
• Local organizations such as football clubs, schools, kindergartens, church choirs, and NGOs
• Freelancers and consultants
• Artists and musicians

Most small businesses share a common goal– business growth. Yet how businesses go about it may be different. While hairdressers and carpenters may use their website to increase customer bookings, local organisations might want to use their sites to show off great work and activities to increase their members, while artists and musicians might want to show their creative careers with portfolio websites. 

What all small businesses have in common is that they likely want to drive growth of some kind.

Keeping business growth in mind as a likely top priority can help you successfully analyse what exactly it is you can help the prospect achieve with a website.

2: Communicate the importance of a modern business website

Did you know that only 73% of small businesses had a website in 2023? A surprising statistic, given that 56% of consumers don’t trust a business, if it does not have a website!

Some small businesses miss out on a huge number of customers, for no other reason than that they don’t have a website.

A website opens an SMB up to a world of potential new customers.

If you can communicate the need for a business website to them – using statistics like the one mentioned above – then you have a strong foundation of a sales pitch in place.

You can use this argument as a foundation even if your prospect already has a website.

A website not only needs to exist, but it also needs to be stable, look modern and drive the results that the SMB is looking for. 

For example, 38.5% of users judge a business based on its website's appearance at first glance. Does the website have an old or ugly design? Might be out of contention in a blink of a consumer’s eye - just like that. And that’s without even looking at page load speed, conversions and other performance criteria that have also been shown to be crucial.

If the prospect’s website is not up to date on parameters such as design, performance, SEO or security, this is your chance to offer them one that does. 

3: Practice a benefit-oriented approach

To sell your prospect a new website – or a remake of their old one – it's tempting to focus too much on which features you could offer.

However, business owners don’t care about features, they care about outcomes. Features can also sound like they are going to be too expensive for small business owners. Instead tell them how the website is going to provide value.

It’s great that you can give them a website with a modern design, built with SEO best practices in mind, but what does this mean for the business owner? How is this going to impact their bottom line?

A website with proper SEO infrastructure in place would likely help the business website rank higher, which would result in more traffic, and more customers. The difference between an old design and a modern one could be that customers will trust the business more, be easier to navigate, and thus result in more conversions. 

If possible, showcase data and testimonials from past or current clients. How have you helped your past and current customers grow their business through your services? Provide visual aids like graphs depicting traffic growth, conversion rates, and business expansion post-website launch. A well-constructed report offers transparency and reinforces your website's value proposition.

Example of Feature-Based Selling:

• You'll receive a website with 5 pages
• The website is built with SEO best practices in mind
• We'll help you set up your business on Google My Business
• The website is constructed using a drag-and-drop website builder
• Option to include a contact form
• Your website will be built using the most modern infrastructure
• Use your website for marketing
• Display your brand using the website
• You have the option for a web shop

Preferred Approach, Benefit-Based Selling:

• Get your own business website where customers can find your business easily
• Get found online, and expand your customer base, with an SEO-friendly website, integrated maps and presence on Google My Business
• Get hands-on for full control of your content with an easy drag-and-drop editor. 
• Stay in touch with your customers through contact forms
• Boost conversions with fast page load times, modern design, and strategically placed calls-to-action
• Attract new customers and drive traffic through online marketing such as blog posts Google Ads, Email
• Direct Marketing, and Content Marketing. 
• Strengthen your brand identity with a design that aligns with your business' unique brand
• Increase sales by incorporating a web shop

By focusing your pitch on the value your services bring to the client's business, you'll not only capture their interest but also demonstrate your commitment to driving their success.

4: Translate your features into value

Here are some selling points you could leverage. Not all of these are relevant for all types of SMBs, but you can pick and choose based on your target audience.

Example One: Design and UX

Feature: 
Modern, sleek and responsive design with user-friendly navigation and strategic CTAs. Content types, and how well they are made (such as images and videos) matter a lot to the design and UX.  

Value:  
A modern design leads to a better user experience, increased trust in the brand, and a general strengthening of the brand. Defining a brand guide and being consistent with brand colours, messaging etc can help strengthen the brand and ultimately drive more business.

A user-friendly navigation and strategic CTAs help visitors know what action they need to take, thus improving conversions.

If the business’ old website is not fully responsive and optimized for various devices (e.g., desktops, tablets, smartphones), this is an opportunity to sell them a website that is. Address any issues related to loading speed, cross-browser compatibility, and mobile-friendliness and give your SMB prospect a solution. 
The types of content present on the website (e.g., text, images, videos, infographics) can mean a lot for the impression visitors have on the site. Grainy images for example will give the impression of poor design, regardless of how the rest of the site looks.

Example Two: Core Web Vitals

Feature:
Core Web Vitals are a set of essential performance metrics defined by Google that assess the user experience on a website, focusing on aspects like loading speed, interactivity, and visual stability.  

Value:
Good web vitals mean the website loads fast, is stable and generally performs well, which is extremely important for the user experience. Good user experience again impact conversions. Web vitals also directly influence SEO, since Google have been including core web vitals in their ranking signals since May 2021. 

Core web vitals matter for a healthy bottom line. For example, when shopping sites reach “Good” performance on all three metrics of Core Web Vitals, users are 24% less likely to bounce.  

The longer a visitor stays on the website, the more they are engaged (generally speaking), and the more likely they also are to take desired actions, such as making a purchase or filling out a contact form.

Example Three: Distribution channels, traffic sources and content marketing

Feature:
A website can act as a central hub from which other distribution channels, traffic sources and marketing efforts can be managed. These channels can include social media, Google My Business, Email Marketing and Organic Search.

Value:
What value does a website hold without any visitor traffic? Even if managing channels like social media and Google My Business aren't included in your package, they remain a compelling selling point. Small business owners themselves can actively channel traffic towards their website through these platforms. A website acts as a hub, capable of hosting engaging blog posts, SEO-optimized content, strategic pop-up ads, affiliate marketing, and more - all invaluable avenues for driving traffic and ultimately, fostering business growth. Search engines thrive on fresh, regularly updated content, be it in the form of blog posts or homepage updates. Additionally, strategically designed landing pages serve as entry points for leads acquired through Google or social media advertising efforts.

Besides, if you offer a do-it-for-me (DIFM) business model, managing these channels and sources for your SMB could be an excellent value to provide.  

A content strategy including details on which channels to use, how to manage Google My Business updates, and responding to reviews can provide substantial value to local businesses who don’t have time to manage these channels themselves. Offline traffic is another benefit of having a digital presence. According to Safari Digital, 97% of users use online search to find local businesses, and 70% of consumers will visit a store because of information found online. When considering that a website increases customer trust, and can help businesses rank in search results, a website is a worthwhile investment to get offline traffic as well.  

Example Four: Do-it-with-me (DIWM)

Feature:
If your agency is adopting a do-it-with-me (DIWM) approach, you can offer user-friendly tools and resources that empower the client to actively participate in website improvements. You can include the option for training, tutorials, and ongoing support in your sales pitch to ensure the prospect feels confident and capable in managing their website with your assistance.

Value:
A 'do-it-with-me' (DIWM) approach can be very empowering for the business owner, as it is often a more affordable solution that offers improved agility and responsiveness, along with a heightened sense of control and ownership over their brand's online representation. Additionally, this approach often leads to faster decision-making, and perhaps a personalised touch. With the agency's guidance, clients can create a more personal online experience. Moreover, they gain the ability to directly observe the positive impact of their efforts on website performance, customer interaction, and overall business outcomes. This approach not only strengthens the client-agency partnership but also positions your agency as a trusted ally in their journey towards sustained digital success.

Example Five: Diversifying Income Streams

Feature:
You can offer your customer new revenue streams in combination with the website, such as e-commerce, subscription models or tipping.

Value:
A web shop or similar feature can be an asset in terms of monetization and can significantly enhance the website's overall value. Explore opportunities to diversify and maximize revenue streams for the business.

Example Six: GDPR compliance 

Feature:
For digital agencies looking to support small businesses in Europe, offering GDPR-compliant website solutions is a powerful way to establish credibility. Offering GDPR-compliant websites isn't just a service—it's a demonstration of your agency's dedication to ethical and responsible business practices. This approach builds a foundation of trust and positions your agency as a reliable partner in a world that's increasingly conscious of data privacy. 

Value:
For your SMB customer, investing in a website solution with built-in GDPR compliance, they are not only ensuring legal adherence but also demonstrating a strong commitment to protecting customer data. This compliance goes beyond mere regulation; it's a statement of respect for privacy and a promise of security. It opens doors to a global audience, builds trusts and respect and sets the SMB apart from the competition.  
Investing in a GDPR-compliant website solution means that the SMB’s sensitive customer information receives the level of security it deserves, instilling a sense of confidence in their business.  

Offering a GDPR-compliant solution not only demonstrates your commitment to legal compliance but also mitigates the risk of potential legal repercussions associated with non-compliance. This proactive approach ensures your business operates within the bounds of data protection laws, providing peace of mind.  
 
 
Emphasizing these key points effectively communicates the substantial value that your website brings to the table. It's not just about building the website, but the enduring benefits it can offer over time. Addressing these areas demonstrates to your prospect how you can enhance their existing website's performance and help them achieve their desired results, showcasing your expertise and commitment to providing tailored solutions for their specific needs.

5: Use clear and descriptive language

Taking a value-based approach can unfortunately easily result in using vague language. How often have you visited a website only to be bombarded with endless industry jargon, leaving you wondering: what exactly do these folks do? Are they in the business of website development, or are they more of a business development consultancy?

To avoid losing potential customers to confusion, it's important to express your offerings with clarity.

It's worth noting that people tend to overestimate the clarity of their own communication.

Rather than a broad statement like "we help you grow your business" or "we want you to succeed," aim for specificity. While it's great you aspire to assist your SMB customers in achieving success, ask yourself: how will you make that happen? Are you a social media marketing agency, a leadership consultancy, or do you offer an analytics tool? Using vague language could easily apply to any of those businesses.

A more effective approach would be to state explicitly: "We facilitate business growth by creating a dynamic website equipped with XYZ features, delivering XYZ value." This ensures a precise and unmistakable message about your unique value proposition.

Another good way is to have a section on your website that clearly states your services in easily understood English. If you offer websites, have a menu point called “Websites” under “Services”. Many companies are tempted to label such a service as for example “online business hub” or “growth portal”. While those words can help invoke an image of how you can help your customer, it’s not very efficient as a label to easily explain what services you offer.

6: Understand the unique needs of European small businesses

When catering to European SMBs seeking to establish an online presence, it is important to address their unique requirements.

Offering multilingual options is crucial, considering the linguistic diversity within Europe. This ensures that businesses can effectively communicate with a broader audience, and so increase their market reach. 

Data privacy is another critical concern for European SMBs, in light of the General Data Protection Regulation (GDPR) legislation. SMBs – and in extension the web agencies that serve them - must demonstrate compliance with these regulations by implementing data protection measures, obtaining proper consent for data collection, and clearly communicating privacy policies.

Furthermore, understanding the cultural nuances and preferences of the target audience can significantly enhance the website's effectiveness. This may involve tailoring content, imagery, and design elements to resonate with the local sensibilities of each European market. Additionally, providing options for localized payment methods can streamline the purchasing process and further build trust.

In summary, when offering website services to European SMBs, prioritizing trust, multilingual capabilities, data privacy, and cultural adaptation are all necessary elements in meeting their specific needs and facilitating their online success.

Final thoughts

By emphasizing the practical value of a strong online presence and focusing on tangible benefits, you're not just selling websites, but offering a pathway to digital success. It's not about features; it's about achieving real-world results. With these insights, your agency can help guide small businesses towards a more prosperous digital future, by selling and building them websites. 

A bit about me

My name is Leah Lobo. I am the Sales Representative at Mono Solutions, a white-label website building platform for companies that sell and build websites at scale. Feel free to connect with me on LinkedIn.