So you’re leading a professional services firm and your executive team is out and active at industry networking events, has memberships in all the right organizations, and is winning with their “short game” with friends, influencers and associates at meetings that are well worth the time commitment. You don’t really need a great website, right? Wrong.
On the heels of launching our firm’s own new website, here are four reasons you’re not fully in the game if you have a subpar web presence:
Credibility Factor
No matter what kind of professional services firm you run, your website is a reflection and extension of the work you do. While it may not always be a driver of first contact for prospective clients, it is almost universally a “checked box” near the top of the list for prospects evaluating potential partners. Does your site accurately portray your differentiators and expertise? Is it functional on a mobile device? Does it have outdated information or dated design elements? These are all important considerations that can influence first impressions with prospective clients, as well as any Gen X or younger decision-makers since research shows they see your website as a reliable and important criteria for judging the organization.
The Business World is Digital
Even putting aside “wow factor” for your website, consider the world in which we live. When is the last time you didn’t use a device for input on a buying decision? From vacation spots to takeout/delivery options to finding an open tee time, the world is digital. If you’re one of the leaders who still believes digital doesn’t impact the sales pipeline, you’re already in trouble. When is the last time you hired someone without looking at their LinkedIn or other social profiles? Would you hire a consultant without doing so, or without visiting their website? What about when you are doing business in another state where your network of referrals may not extend – do you ask an employee to do some web research? Our firm was hired for a multiyear project that may well yield seven figures in revenue by a large West Coast corporation who put together a list of firms from the web and flew into town for one day of meetings with the selected firms. We made sure we were on their list by having a strong web presence in the area of expertise they sought.
Where is the Hub of Your Thought Leadership?
If your answer is Twitter, you get an A for participation and a D for strategy. Traditional media and social channels are great for promoting thought leadership. However, they don’t fully impact search engines on their own. Use summary pages, blog posts, and white papers on your website. Include links to key coverage and try to secure inbound media links when possible. You can also weave thought leadership and service differentiators into your website content. This makes every visitor touchpoint more compelling and SEO-friendly. A strong “hub” strategy drives higher-quality traffic, increases visibility, and generates inbound leads at a fraction of the cost of traditional outreach.
Win the Talent War
Employers screen resumes and references before meeting with prospective employees. Prospective employees, on the other hand, screen your website and look for reference points. If you find it frustrating to talk to hiring candidates about outdated or irrelevant content on your website, consider that they likely feel the same way. Time spent reviewing old information can feel wasted. By keeping your website content clear, compelling, and up to date, you’ll attract more qualified candidates. You’ll also make a strong first impression before meeting them.
There are a lot more reasons to evaluate your website for best practices and make it more of a utility tool in your sales game. Reach out to us at connect@thebelfortgroup.com for a candid discussion.