How to Build the Perfect Professional Services Website

Transcription

1 Image here How to Build the Perfect Professional Services Website Sylvia Montgomery, CPSM and Karl Feldman #VisibleExpert

2 Chat Live on Twitter! Follow Use the hashtag: #PerfectWebsite #RethinkingReferrals

3 SMPS CEUs Hinge is an SMPS Approved Provider of continuing education units (CEUs)! Steps: 1. Register to attend our webinars 2. Attend the webinar 3. Subject Line: SMPS CEUs webinar credit 4. Receive Certificate of Completion after attending webinar 5. Report your CEUs to SMPS #PerfectWebsite

4 Today s Presenters Sylvia Montgomery, CPSM Senior Partner, Hinge Marketing smontgomery@hingemarketing.com Karl Feldman Account Director, Hinge Marketing kfeldman@hingemarketing.com Connect with me on LinkedIn: in/sylviamontgomery Connect with me on LinkedIn: in/karlfeldman Connect on Connect on #PerfectWebsite

5 What We ll Cover Today What is a High-Performance Website? 5 Elements of a Perfect Website Integrating Related Technologies

6 What is a High-Performance Website?

7 80.8% of professional services buyers check out your website. Source: Referral Marketing for Professional Services Firms Research Report

8 Clear Messaging and Professional Imagery

9 #RethinkingReferrals 43.6% rule out referrals because they couldn t understand how the firm could help them. Source: Referral Marketing for Professional Services Firms Research Report

10 Your website should convey your overall brand positioning.

11 3 Simple Questions #PerfectWebsite

12 3 Simple Questions What do you do? #PerfectWebsite

13 3 Simple Questions What do you do? Who do you do it for? #PerfectWebsite

14 3 Simple Questions What do you do? Who do you do it for? Why should clients choose you? #PerfectWebsite

15 Imagery sends a message about the quality of your brand.

16 Death by Cliche. #PerfectWebsite

17 #PerfectWebsite

18 #PerfectWebsite

19 #PerfectWebsite

20

21 Responsive Design

22 42% 58% of American adults have a tablet of American adults have a smartphone #PerfectWebsite

23 Mobile Has Surpassed Desktop #PerfectWebsite

24 Google s Mobile Search Update Mobile-friendliness is now a search ranking signal.

25 Responsive Design #PerfectWebsite

26 Educational Content

27 What is educational content? Content that is useful to your clients and showcases your expertise. #PerfectWebsite

28 Educational Content is Not Marketing Copy Syndicated Content Faux White Papers Case Studies Brochures Testimonials #PerfectWebsite

29 There are two types of content.

30 Stock Content Purpose Premium quality to demonstrate expertise Focus Issue level Access Requires registration SEO Optimize titles and landing pages only Examples Guides, ebooks, research reports #PerfectWebsite

31 Your stock content needs a home

32 #PerfectWebsite

33 Resources Page or Library #PerfectWebsite

34 and a front door.

35 Landing Page

36 Flow Content Purpose Draws traffic Focus Topic level Access Open access SEO Optimize titles and content Examples Blog posts, videos, articles, social media #PerfectWebsite

37 Stock content: Long-lasting content with true value Research studies ebooks Guides Flow content: Everyday content meant for community-type conversation Blog posts Tweets Flow Content

38 Some of your flow content goes out into to the world.

39 social media icons/tweets show guest post -

40 The rest stays at home and lives in your blog.

41 Building a Better Blog Optimized for search engines Stream of fresh content Includes cross-links Longer, substantive posts (1,000+words) Includes social sharing buttons Demonstrates your expertise Contains offers for deeper engagement

42 Blog No-No s Your News and Events Who Joined Your Firm Your Community Service Miscellaneous Announcements

43 Stock content offer Social media sharing buttons

44 Optimizing for Search Engines

45 What is search engine optimization (SEO)? SEO is a technique designed to make your content easily accessible to the right audiences through organic search. #PerfectWebsite

46 Types of SEO SEO consists of two main components: On-site SEO: using targeted keyword phrases to communicate the concepts on your site that matter to your audience Off-site SEO: obtaining high authority and relevant websites link to your website through outside engagements and outside articles #WebsiteLeads

47 How to Think Like a Search Engine Relevance - is the content you re creating covering highly searched topics? Website authority - are other respected sites linking to your content? User experience - is your website easy to navigate and satisfying the needs of its visitors? #PerfectWebsite

48 Offers and Calls to Action

49 Stage 1 Attract Prospects Offers to expose visitors to other relevant content Stage 2 Build Engagement Offers to move prospects through the funnel Stage 3 Turn Opportunities into Clients #PerfectWebsite

50 SEE ALSO: Shore Up System Boundaries for a Smoother FEDRAMP ATO #PerfectWebsite

51 #PerfectWebsite

52 A/B Testing Testing is the only way to learn what works and what doesn t: 14.5% Conversion Rate #WebsiteLeads

53 Integrating Related Technologies

54 Your website is not an island.

55 High-Performance Website Your Hub #PerfectWebsite

56 Offline Marketing Social Media WEBSITE Marketing and Automation #PerfectWebsite

57 s, automation, oh my!

58 Free Website Planning Review from Hinge We ll help you figure out: What your budget should be for your new website The best place to start on your website project Which features your new site should include Respond to our follow-up or call us at #WebsiteLeads

59 Thank you! Questions? Sylvia Montgomery Senior Partner, Hinge Marketing Connect with me on LinkedIn: in/sylviamontgomery Connect on Connect with Hinge Karl Feldman Account Director, Hinge Marketing Connect with me on LinkedIn: in/karlfeldman Connect on