The company website is a niggling thorn in the side of many a business owner, with investment often yielding only disappointing results.
“The website looks great and describes our services well, so where are the leads I expected?”
If, like many other professionals yours is no more than a static, online brochure this could be where the problem lies. It is possible to turn your website into a lead generating machine but you are going to have to take a different approach.
Most clients are not searching for your company: they are looking for answers to their business problems. They want ideas, solutions and resources to help make them more successful: they are searching for valuable content.
Instead of just describing you and your services, put your client and their needs at the heart of your site: fill your website with valuable information, crafted just for them.
Give them the information that they are looking for and you’ll brand yourself as a valuable resource – the ‘go to’ place for the answers they seek.
Here are 4 ways to make your website more valuable:
- Write articles: Regular articles about your area of expertise that inform, entertain or help them think differently motivates potential clients coming back for more.
- Give them something to take away: A really useful download that teaches them something important, absolutely relevant to the issues they face and you can help them solve (e.g. Consultancy www.huntingtoncopper.com does this well with their ‘Top 5 reasons’ download)
- Useful links and resources: Give them details of other places they can go to learn; give away a few tools they can use – a good way to trial your approach and prove your expertise.
- Case studies: Real life stories that show them how others who have taken the approach you prescribe have been successful.
Think first of your clients and their needs. Be generous. Do what you can to help them find the answers they seek.
This kind of win:win approach to your website will help turn prospects into buyers and buyers into long term fans.
For more on this approach, read this:
- Valuable Content Case Study, showing how Ian Brodie got clients beating at his door with a change to a content-rich website – Don’t underestimate the power of valuable content