Providing professional services is very different from selling a product, so the marketing strategy for these firms needs to be different as well.
Keep in mind that a professional services website is going to be different from the website of a company selling products.
When setting up a professional services website, you also need to factor in whether the services are being provided to consumers directly (B2C) or whether they are being provided to other businesses (B2B). There are many services that are provided directly to consumers, such as health services, cleaning services, decorating services etc.
On the other hand, there are professional services that are specifically geared towards other businesses. For example, if you run a firm providing outsourced accounting, marketing or HR services, you’re probably going to be working with other businesses, not individuals.
Here are a few tips for building a successful professional services website in the B2B arena:
- Clear Service Offering: Your website should clearly state what type of service you are offering. Sometimes, the name of your business will include this information. If it doesn’t, then follow up the name with a short, clear description of what you do.
This initial description should make it clear that you’re a firm providing services such as accounting, marketing, HR etc. If possible, this information should also be in your logo/slogan. At this point, it’s best to use simple words or phrases that people are familiar with. You’ll have more time and space to talk about your ideas and goals in your vision and mission statement.
- Target the Right Customers: The style of your website is very important when you’re trying to target a certain group of customers. Younger people respond to different things and older people respond to different things. People in one geographic region might prefer certain types of images and content as opposed to people in a different geographic region.
So you need to profile the businesses you’re trying to attract as well as the decision-makers at those businesses. You’ve probably heard about profiling in crime shows on TV. Now, try and use the same idea when it comes to your customers. Figure out who they are and write about the things that speak to them.
- Professional Design: When you’re trying to get someone at a company to avail of your services, it’s important to come across as professional. This is the same as wearing a suit and carrying a resume to an interview. In this case, your website is like your resume. It tells the decision-makers at other companies what you’re about, what type of work you’ve done, what your specialty is and why you would be the best, most reliable fit for their needs. Like a resume, the website needs to be cutting edge without being too confusing.
- Appropriate Images: When you’re providing professional services, it’s important for your website to also consist of professional images. There are times when corporate images come across as too “posey.” So try to find images that seem natural.
Images of people answering the phone or having discussions in a conference room will make your services appear authentic. You can also include images of real people who work for you. Just make sure that the photos are taken by a professional so that your website comes across as polished.
- Informative and Regular Blog: When you’re providing professional services, you have to show your potential clients that you’re knowledgeable about your field. This can be done by having a blog that you update regularly. You can write about what’s going on within your company as well as your industry. Keeping track of the latest developments and writing about them will also make sure that you show up in a number of searches.
Contact us for more information on setting up a professional services website.
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