You don’t sell a product or a shiny new gadget that everyone is dying to get their hands on. You’re a professional service firm. You sell services. Unlike e-commerce businesses selling products, your people are your greatest asset. Your website acts as your silent salesperson, working 24/7 to convert website visitors into clients. Does your target client understand that you are the right fit for their needs? Make sure by including these 5 key elements:
5 Key Elements to Include on Your Professional Service Website
1. Speak Their Language
Be upfront about who you are, who you serve, and what sets you apart. Explain your company’s mission, values, and what your team is passionate about achieving. Identify your ideal client and tailor your website’s content to their needs and challenges. Avoid industry jargon and use plain language to explain how you can solve their problems. Ask your existing clients why they work with you rather than your competition. You may be surprised by what they say!
Pro Tip: Conduct internal interviews and compare those results to what your clients say. Check out our article on how to conduct a brand analysis. Once you know who your target client is, what you say becomes easy. Always write for your target client. It’s less about you, and more about them. Try to avoid industry jargon and talk to your clients like you would in a one-on-one meeting with them. Explain things in simple terms and make it easy for them to understand how you can help solve their pain points.
2. Strong Calls to Action
Don’t leave visitors guessing what to do next. Tell them what you want them to do, whether it’s signing up for your newsletter, contacting a specific team member, or downloading a white paper. Here’s how to do it:
- Do you want visitors to sign up for your industry-specific newsletter? Add a sign-up form or button right on the page.
- Want them to reach out to your sales team? Put a photo and a button linking to the team member’s bio page.
- Do your clients struggle with knowing who to reach out to? Don’t make it so that they need to sift through 10+ names of people and guess who to contact about their problem. Use key contacts to help direct their questions to the right people.
- Are you actively recruiting and want more qualified applicants? Put buttons and links on the page that go to the careers section of your site. Make it easy for visitors to apply by putting the form or button at the end of each job posting.
- Use the footer as an easy way to navigate to key areas of the site.
3. Demonstrate Expertise
Establish your credibility as industry leaders by publishing valuable content such as blog posts, case studies, and white papers. Showcase your team’s knowledge and willingness to share their expertise.
Share Case Studies: Highlighting projects that you’ve worked on in a case study format can be incredibly valuable. This allows you to tell the story of what problem you solved, how you did it, and the end result of working together. Using case studies can help prospects envision themselves in your capable hands. Many people visiting your site are looking to vet your firm to see if you’re a good fit. Case studies help people feel comfortable referring you and shortlisting you.
Pro Tip: Make a content marketing schedule and stick to it. Over time, you’ll be building up a valuable bank of information that people will associate with your brand. Thought leadership content in the form of blog posts and whitepapers goes a long way to show that your people are the go-to experts in your industry. Don’t be afraid to share answers to questions that your clients ask you.
4. Leverage Social Proof
When you see a testimonial from a respected industry expert or a desired CEO on a competitor’s website, it’s an example of social proof. This can impress potential clients who visit the site, as it uses the influence of third parties to persuade them.
- Client Testimonials: Adding relevant testimonials directly onto your service pages helps prospects visualize the results of working with you by building trust and showing value. We love to integrate testimonials in unique ways to help them stand out and be as eye-catching as possible.
- Awards & Publications: If your firm or some of your people have been nominated for awards, don’t be afraid to include them, tastefully, on your site. And write a post congratulating the winners, it’s nice to share and adds to employee morale. It’s a win-win. 😉
5. Highlight Your Team
Your people are your greatest asset! Showcase your team’s experience and qualifications on your website. When you showcase your people it serves 3 different audiences:
- Potential clients can see who they will be working with and can research individuals on your team to see if they’re a good fit.
- New hires can see if the firm values its people and has an open culture that they want to be a part of.
- People currently working at your firm feel valued as members of the team, and this supports a positive work environment and company culture.
By incorporating these elements, your website will become a powerful tool for attracting new clients and growing your professional service firm.
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