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ELEKTRONIKPRAXIS column: Part 002: The website is your valuable sales assistant


Especially in the B2B sector, the internet plays an increasingly important role. The internet site has a leading role to play. The website acts as the most valuable sales agent, present for your customers 24 hours a day, 365 days a year.

How much does it cost you to have a new sales employee who enjoys working day and night and is always happy and satisfied with your company? Many entrepreneurs then quote me figures between €5,000 and €10,000 a month. When I then ask who really looks after the sales employee, it is either the boss himself, his right-hand man or even a specially appointed sales manager.

No one would think of handing over a valuable sales employee to an intern or someone from his family, for better or worse. Why do many B2B entrepreneurs do this anyway with one of your most important sales staff: your company website? She is cheaper, easier to deal with and would be happy to work for you 24 hours a day.

Especially in the B2B sector, the internet plays an increasingly important role, because more and more entrepreneurs are looking for potential suppliers and business partners – and take a look at the website before making the first contact. Is it meaningful, intelligent and beautiful or just boring and uninteresting?

There are rules for programming a website

Imagine your salesperson saying the following to a customer: “I work for company xy. You want to become a client?” Would your customer like it? What impression would your website make? Why do so many companies nevertheless do this with their website, the most important sales employee? Just as the German language is subject to certain rules, so is the programming of a website.

These rules are laid down by the W3C Consortium (comparable to the “Duden” for the German language). A good programmer (and a good author) adheres to these rules, because search engines (one of your most important referrers) like websites that are programmed without errors. Unfortunately, most designers do not adhere to this and websites are created that are increasingly ignored by search engines for this reason.

The W3C (World Wide Web Consortium) has its own test at, but only in English. In the future, pay attention to whether your web designer adheres to the international guidelines or not. It will help determine your success on the Internet!

Last updated on 7. February 2023

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