Aaron KassoverWeb sites aren’t just for generating leads. Used properly, your Web presence is a powerful sales tool throughout the sales process. Web sites help you build trust, educate your prospects, and add value to your relationships. Here are four ways to use your Web site to help engage with your prospects at different stages of the sales pipeline:

1. In your outbound voicemail
Mention your Web site address in your voicemail by saying something like, “Don’t forget that you can always visit my Web site, ____.com for lots of helpful resources and tips.” This will remind your callers that your Web site exists, and if your callers are looking for an immediate answer, it gives them a place to go with your name and brand that will keep them engaged until you can call them back. (More: 5 strategies for getting links to your Web site)

2. Before a meeting
As you send a confirmation for an upcoming meeting, provide a link to your bio and the products sections of your Web site. This will help remind the person you’re meeting with who you are and how you can help. You’ll walk into the meeting with a warmed lead that may have already gotten familiar with what you offer and how you can help.

3. As a follow-up
After a presentation, you can use your Web site as a way to keep the conversation going. In your follow-up communication, detail two or three useful resources your customers and prospects will find on your Web site that relevant to your conversations with them. This can be anything from specific products you discussed to other professionals in your community linked from your resources page.

4. To keep in touch
Your Web site is a great excuse to keep in touch with old contacts. When you add new content, scan through your contacts to see who might find it interesting. Shoot them a quick e-mail. This is an easy way to remain front and center in their mind that isn’t an impersonal mass-mailing or a potentially obtrusive phone call. (More: How to incorporate social media tools into your marketing)

Want more information to help improve your online marketing? Download my free eBook “Make Money While You Sleep: A Step -by-Step Guide to Generating Leads from Your Website” at http://www.agentmethods.com/ebook

Aaron Kassover, managing partner of AgentMethods LLC, has spent the last 10 years helping insurance carriers, agencies and brokers bring their services online. He has applied this knowledge to the development of AgentMethods, a Web site platform for insurance agents, agencies and brokers. For more information, visit Aaron’s Web site at www.agentmethods.com.

Check out more sales & marketing articles from Aaron Kassover.