Are You Attracting Enough Customers? Follow these Four tips to make Your professional services website Really shine.
Professional services are an important part of our economy, and many potential clients both want and need them - but if your website doesn't stand out from the crowd, then you're not converting as many of those prospects into customers as you could.
Here's how to make your professional services website really shine in a crowded field:
1. Determine what makes your business unique
What exactly is your business capable of, and what sets it apart from others in your field? For example, do you have any resources or expertise that your competitors would find difficult to match? Can you offer better pricing, service guarantees, or better customer support?
No two companies are exactly the same, even when they share the same field, and your differences are often your greatest strengths.
At the same time, consider what you want your company to be known for. Most companies will want to distill this down into a single focus for the business, like always being able to get the job done on time.
You'll also want to consider the common questions you get from your clients - if people seem to be asking the same thing over and over, it's obviously a common concern and something worth addressing.
After you've determined all of these unique factors for your business, it's time to start sharing your knowledge through inbound marketing methods like social media, webinars, videos, podcasts, blogs, and email. By explaining the things your customers ask about, you'll come to be seen as an expert in the field - and people generally prefer to buy the services of experts.
Learn more about effective social media: 7 Starting Points for Small Business Social Media Success
2. Identify your unique value proposition
The value proposition is what sets your company apart, and it follows directly from the factors you identified above. The goal here is to make customers think that your services are valuable - regardless of the price.
For example, if your firm costs more than some of your competitors, you could look at why this is the case. Perhaps your services are in higher demand, or you've received a number of awards and accolades for doing consistently better than your industry's benchmarks.
Price is not the only factor that many customers will consider - as long as customers believe you offer a good value, then the actual price you charge is a secondary concern.
Once you've identified your unique value proposition, your website's content should be adjusted to highlight and showcase it. This is what will convince customers to take advantage of your professional services, so you should be promoting it at every reasonable opportunity.
3. Add a few client reviews
If clients have said good things about your company, share that with others! Client testimonials have a significant impact on trust, especially when higher-priced goods and services are involved.
Professional services often trend towards the high end of the price spectrum, so it really is important to break the ice somehow and build trust with potential customers.
The easiest way to get a few reviews is, of course, to ask for them! Once you've finished helping a client, ask for their thoughts on your services - and if their thoughts were positive, share them with others. (Make sure the client knows you'd like to do this.)
Testimonials can be shared on your website, in blog posts, and in email newsletters that feature what your firm does and how you helped that particular client succeed.
Note: It can be tempting to falsify client reviews if you don't have many customers or most of them don't respond to such requests. Don't do this. If you get caught - and you probably will, sooner or later - it will be a huge blow to your reputation.
The simplest solution is to survey your clients for their feedback, so you'll always have positive comments to share.
4. Focus on blog posts
Blogs are your fresh, new content - and the first thing many of your visitors will see when they visit your site. Accordingly, focus on making sure your blog posts are helpful.
The old adage that content is king holds true - people visit your site because they want something, and blog posts are your best opportunity to give them what they want
Does your website bring new customers to your business? How To Make Your Professional Services Website Convert Visitors To Leads
Once they've gotten some kind of useful information, reciprocity kicks in and they'll have a positive feeling towards your company. That's when you can take the next step and use a call-to-action to nudge them into becoming a client.
Without good content, most visitors will assume you're not smart (or experienced) enough to be worth hiring... they can and will judge you based on what you write, so it's important to make sure your blog posts are worth reading.
Thanks for stopping by,