How Good is Your Call Centre's Website?
One of the sad truths of call centre companies is that their website content is generally very poor. This article explains the reasons behind this:
If you're reading this article, the likelihood is that you are work within an outsourced call centre. For a few minutes, take a look at your company's website and imagine that you're someone who is looking to use a company like yours. What would they think? Having rewritten the content for many call centre companies' websites, the likelihood is that your response will fall very broadly into one of the responses below:
(1) It doesn't explain what we do but it doesn't matter because we don't generate any leads from the website.
(2) It's outdated content but it doesn't matter because we don't generate any leads from our website.
(3) It has everything we need it there; what we do, where are and how to contact us.
(4) It could do with a few changes but I am essentially happy with it.
So for the purposes of this article, let's combine the first 2 responses and then deal with responses 3 & 4 because it's likely you're missing a trick.
If you don't believe that your website is a lead generation tool, then that's fine. I disagree but let's move on to the main point. A few years ago, I worked with a client who was looking for a call centre based overseas. She had received a number of responses from potential vendors. The first thing she did was to look at their websites and immediately ruled out ones whose sites couldn't explain what they do, where the content of the site differed from their proposals or where she simply didn't like the website for a variety of reasons. She was not unique. There is no shortage of call centre vendors. Whereas, 20 years ago, a client's biggest challenge was finding enough suitable vendors now it's that there are too many. So, even if your website doesn't generate new business opportunities, it does play an important part in the sales process. Now, let's tackle the idea that your site doesn't generate any leads. Why do you think that is? Do you think that call centre companies don't generate leads through their websites? I can tell you for certain that the companies whose websites include appropriate content generate good quality leads. Those who don't have the appropriate content either generate poor quality leads, irrelevant leads or no leads at all.
If your response broadly fits into number 3 and you believe you have everything you need, then the chances are you are probably wrong. This may sound arrogant but less than 5% of call centre companies have any content which has any significant impact on the person reading the information. Most companies have similar content. They will have an about us section detailing things such as brief bios of management and case studies. I guess you get the picture'.if you look at 1000 call centre company websites, the vast majority of these will essentially be the same. Now, once again, put yourself in the shoes of the prospective client and think what challenges they're looking to address by using a company such as yourselves. Does your website address those challenges? Does it demonstrate how you differ from the next call centre? Does it show where your true experience lies and does it show how innovative you are as a company? If you answered 'yes' to all those questions, you are either amongst a very small minority of call centres who actually do or (more likely), you're kidding yourselves. For example, many companies will list a whole range of services from inbound to outbound to technical support etc etc but when you visit the call centre, they might be 100% inbound so what's the point of including these other services on your site? Yes, you might want to get into other areas but your best chance of winning a client doing other services is through your existing client base. Remember, that the call centre market is saturated and you should do what you do best and promote this in your website. If you see a website which is very focussed on the services they provide and/or the industries they service, their message comes over far more powerful than a generic, blanket website. But above all, your website needs to demonstrate innovation. Many clients are alarmed with the lack of innovation from their existing vendors and are actively looking for those which can. However, very few websites demonstrate any form of innovation. You need to look within your company and see what you're proud of. You need to consider what have you achieved for your clients that others couldn't and then shout about it using powerful messages that actually have an impact on the people reading them.
If your response falls into number 4, then you probably need to start by re-reading what I wrote in the previous paragraph as this almost certainly applies to you too. Then, you need to consider what message having out-of-date or missing information on your website sends out to potential clients? Would you send out incomplete data or reports to clients? Would you only give a call centre agent 90% of the training? Would you not achieve 100% of your compliance targets? I doubt you would but that is subconsciously the message you are sending to prospective clients.
It's nearly 15 years ago since I established my own call centre outsourcing company in Manila. We were very proud of our website and it generated leads despite the fact it made all the mistakes I've highlighted in this article. However, times have changed. Prospective clients are more demanding than ever and they can be because there are so many call centres out there. If you don't provide a powerful, complete, relevant website then you're missing out on a huge number of opportunities. But let's be realistic'.this is a difficult process and you need to approach it by truly understanding what you are as a business and then conveying that concisely and accurately in your site. If you need any guidance on this, call me on +44 77400 96598 or email me firstname.lastname@example.org