Article by John Jantsch, Ducttapemarketing.com
“As a professional services provider, your website should be your most valuable marketing asset and the hub of all of your marketing efforts. Your website shouldn’t just be a pretty design that people can look at. It needs to act as an actual tool for your business and work as a lead generating machine.
Your website has many jobs these days and should help you:
- Get found – Search engine optimization (SEO) should be a priority for your business to help you rise above the competition in search engine results pages.
- Build trust – I write more about this below as well, but your website needs to work the way your customers need it to and expect it to. You need to instill confidence in your audience.
- Educate and inform – Help your audience understand what their problems and challenges actually are and how to solve them.
- Nurture and convert – This is where the whole lead generation component comes into play. It’s common for people to visit your website numerous times before deciding to work with you. To ensure you stay top of mind, put enticing forms and CTAs in place (that link to valuable resources) to get their email address and continue to create valuable content that is relevant to their stage in the customer journey. This will help to move them closer to the sale.
I’m not going to lie, after working with countless professional services businesses over the years I can say that many websites look the same. They have the exact same structure and messaging (this even applies across industries) and it can be difficult to separate one business from another.”