What role does your website play in marketing a professional service? A good website costs time and money. If you get all your new business from referral sources and satisfied clients, why should you invest in your website? Let us tell you.
What a business card was in the 90s, a website is now.
At a minimum, your website establishes that you are a “real” firm with solid expertise and a good team. Without a website, or with an outdated “90s brochure on the Web,” your prospects may mistake your firm for a smaller, weaker organization that does not move with the times. Old or missing information? You give an impression of disorganization and lack of attention to detail. You might even look too busy to take on more clients if you can’t get your website updated.
Our world of multiple referrals.
When an engineer, banker, lawyer or CPA gives a referral to another professional, they are more and more likely to refer more than one individual. Guess where the prospect goes when they have more than one referral to choose from? The Internet. For most professional service firms, the website’s primary strategy is to support referrals. The person with the best website — well-written, easy to navigate, mobile functionality, bios of leadership, clear strengths and differentiators, client testimonials — gets called first.
Bios are mission critical.
Leadership and team bios are almost always the first place people look to learn more about your firm online. Prospects are either searching for a specific person or determining if they might have good rapport with you. If your bio is stiff, full of dull achievements from years ago and your photo looks like you had it taken at the county license bureau, you will not get the first call. And if your bio isn’t even on your firm’s website? You just lost the race.
Your site sets up the prospect’s expectations.
If your website clearly gives your prospect the idea that you are up-to-date, savvy, interesting and have loads of expertise in the area where they need solutions, the expectation becomes that you are the “first choice.” If your website is ugly or even just basic, it sets up the expectation that you are the “B Squad.”
Design and bells and whistles.
While strategy should lead design, ugly design leads people to think your firm is bad. Average design leads to average expectations. Make sure your website looks good, is easy to navigate and a pleasant experience for users – these should be the least of your brand promises – that you are good, easy to work with and pleasant. Add an interesting blog, some podcasts, videos or interactive features and suddenly you are the market leader compared to most professional service firms. Have some outside people tell you about yourself based only on your website. Does anything about your website tell them you are interesting and experienced or do you give a generic impression?
Your website is recruiting central.
Most people looking for jobs talk to their friends and look for jobs online. They are interested in your culture and how your website portrays the brand experience of your firm. A careers page that speaks to a youthful audience beyond benefits and job openings and “we’d like to meet you,” but instead portrays your firm as dynamic and interested in developing talent — that’s your goal.