Apply These Simple Practices To Your Professional Services Website To Capture Potential Customers
In this modern era, a successful professional services business relies on the effectiveness of your digital storefront; your website. To compete in a crowded market, your website has to be optimized and informative.
This includes paying special attention to important criteria such as: useful information, vibrant design, thoughtful content, calls to action, and search engine optimization (SEO).
There are many ways you can go wrong online with your marketing efforts. To help keep you on track, we’d like to offer some help!
Here are our 10 best practices for
professional services websites:
1. Is Your Contact Information Easy To Find?
Make sure your business address and phone number are clearly listed, and easy to access. Although this may sound obvious, it is surprising how often companies fail to follow this rule. According to HubSpot, 55% of visitors spend fewer than 15 seconds on your website. Don’t make customers dig to connect with you; chances are they will quickly move on to a competitor!
2. Include An Informative About Us Page
Your landing page is not the place to tell people about your business. That is the “about us” section, and it should tell the story of your organization in a way that makes people want to work with you.
Did you know the About page is typically one of the most viewed pages on a website? In fact, according to KoMarketing, once on a company’s homepage, 52% of visitors want to see “about us” information.
While it can feel awkward, or as if you are bragging, it might be helpful to write your About page from the perspective of someone visiting your site. What do potential clients want to know about you, your business, and your team? Are you frequently asked questions from customers about how you got started? This is a good way to start to describing your industry history and experience.
People like to buy from people. Team members should also have a section, with short biographies describing what practices and sectors they are experts in. Include photos where possible!
3. Keep Your Blog Current And Relevant
It’s a shame when a website has an outdated blog, or worse yet…none at all! Your blog is an excellent opportunity for you to have a voice in your industry, and to show why you’re an expert.
Your blog is also soapbox for your business, and underutilizing it means ignoring a free opportunity to advertise and promote your expertise. Why would you turn down free advertising?
You should always make sure that the content on your blog is optimized for search engines, including attention paid to: keywords, hyperlinks, and formatting.
Posting frequently, at peak hours, is also a great way to expand your reach and engage with potential customers.
More from the Breezy Hill blog: 7 Key Elements Of A Successful Website
4. Eliminate Dull Or Outdated Branding
In a sea of professional services websites, yours needs to pop (in a GOOD way!). Does the visual appearance of your site appeal to your ideal consumer market and audience? Have you updated your look and feel to reflect who you are currently? Is the layout, color, and imagery consistent throughout your site?
Visual media is always a good idea, as people pay more attention to images and videos, rather than text. Take the time to make sure your digital homebase is visually pleasing and accurately reflects your business and industry.
5. On-Page SEO
In order to get your website noticed, you need to play nice with the search engines. On-page SEO refers to any efforts on your site you employ for search engines. This can include optimizing the correct format for your content (H1 tags and headings), external links to support your content, user-friendly 404 pages, and site maps.
Learn more about SEO on the Breezy Hill Blog: In Defense Of Honorable SEO
6. Off-Page SEO
Social media, content marketing, link building, and anything you do off of your professional website to promote it, is considered off-page SEO. Link building involves posting the URL to your page in various forums and on other sites within your industry, to drive traffic.
With any professional services website, it is good to have a social media presence and engagement with your audience outside of your site. You should also post content linking back to your site, on a regular basis.
7. Speak To Your Audience
Know your audience, and practice targeted marketing. For example, If your service is video game system repair, you can probably have a casual blog. If your site is home health care for seniors, your language and content may be geared for an older, more professional audience.
Understanding your audience, and how to translate that to the content on your professional services website, is part of the battle for solid online marketing.
8. Demonstrate Thought Leadership
It’s easy for anyone to put up a few paragraphs about what they do, or how they can help you, but that’s not what drives consumers in this digital market. People want a unique perspective, an education, and they want to feel involved. You need to provide content on your site that is both engaging and demonstrates thought leadership.
Do not use your content to just tell people why they need your services. Rather, explain to them the industry in general, and how your company best understands the needs of the market and consumers.
9. Capture Visitor Data
Having a “contact us” page is a necessity, but you shouldn’t stop there. If you’re not attempting to capture the data of every site visitor, you are missing out on a valuable chance to convert visitors to customers.
Professional services are rarely an impulse purchase, so prospective clients may return to your website several times before they decide to contact you. Having a form to collect user data, in exchange for valuable and relevant free content, is a great way to start channeling your prospects.
10. Strong Call To Action (CTA)
Rather than salesy copy or content, you want to attract users by informing them, and then call them to action. An effective CTA inspires the reader to do something after they have absorbed the content.
“Feel free to browse” or “you can contact us….” will not work. “Download Here,” “Sign Up Today!” “For a FREE Trial Click Here,” are much more effective and actionable suggestions.
Modern Marketing For Professional Services Websites WORKS!
If you make friends with the search engines, provide engaging and informative content, and become a mentor in your industry, you’ll capture the attention of prospects.
In the modern landscape of consumerism, a clean digital footprint is imperative. By applying these simple best practices, your professional services website will crush the competition.