In today’s marketplace, the consumer is more in charge of the online search process than ever before. Because of this, a fabulous website is an absolute must. But when it comes to designing your website, it’s not all about looks. It’s also about whom it will attract.
Yes, your website should attract a lot of visitors, but it should appeal to—and engage—your A-level prospects. In doing so, your website can be a valuable tool for qualifying leads, giving you an opportunity to save precious time and resources in the process. Here’s how you can transform your website into a lead-qualifying machine.
Create a “Who’s a Good Fit for Us” landing page
Having content that describes your firm’s ideal client will help your website visitors determine if they are a good fit. For example, a Minnesota-based accounting firm comprised of CPAs who are well versed in the agriculture industry might include a statement such as “We serve ag businesses throughout the Upper Midwest.” For visitors who take the time to delve deeper into your website, these kinds of pages can be really helpful, especially if you offer niche or specialized services. You could even include a questionnaire or quiz that would website visitors to qualify themselves.
Develop a “What to Expect” or “Our Process” landing page
This page should give visitors a sense of what would happen if they were to work with your firm. You may want to include the steps in your process and how you go about on-boarding clients. For example, can prospects expect a free consultation? How involved do you expect them to be in your process? Answering questions like these can help visitors rule in or out the idea of working with you before going any further.
Maintain a “Frequently Asked Questions” section
A list of frequently asked questions (FAQs) can help prospects better understand what happens if they become a client. To compile this section, list out the 15 or so questions you hear most often from your clients, and jot down answers to each. Topics might include your firm’s process, payment options, and even philosophies. Bonus: This also makes for a great resource when brainstorming blog posts. Plus, expanding your FAQ content into blog posts gives you an easy way to produce new website content.
Highlight your niches and/or specialties
Having information about the niches you serve will help website visitors see that you work—or don’t work—with other people or businesses just like them. For prospects, this can demonstrate that you solve problems similar to the ones they’re experiencing. This could be as simple as having a list of industries or niches you serve on your website. If your industry permits, consider including case studies to showcase specific clients you’ve worked with or challenges you’ve solved.
When in doubt, don’t leave specifics out!
Yes, your website should attract a lot of visitors, but it should also help you avoid spending time on the ones who aren’t a good fit for your firm. Being specific in your website content can help. The more information a prospect has about your services, expertise, and even your approach, the better qualified this lead will be. Those who aren’t a good fit can quickly realize it—and keep you from devoting energy to an ill-informed inquiry.
Kristy Gusick became a partner at Professional Services Marketing LLC (PSM) in 2012 after spending 16 years in various roles in financial services. Her experience in business development, marketing, sales and coaching spans the financial services, legal and other professional services industries. She also makes time to remain very involved with the Financial Planning Assn. of Minnesota, and am a member of the Public Relations Committee.