Image here How to Build the Perfect Professional Services Website Sylvia Montgomery, CPSM and Karl Feldman #VisibleExpert
Chat Live on Twitter! Follow us: @HingeMarketing Use the hashtag: #PerfectWebsite #RethinkingReferrals
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. Email: ceu@hingemarketing.com Subject Line: SMPS CEUs webinar credit 4. Receive Certificate of Completion after attending webinar 5. Report your CEUs to SMPS #PerfectWebsite
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 Twitter: @BrandStrong Connect on Twitter: @HingeMarketing #PerfectWebsite
What We ll Cover Today 1 2 3 What is a High-Performance Website? 5 Elements of a Perfect Website Integrating Related Technologies
What is a High-Performance Website?
80.8% of professional services buyers check out your website. Source: Referral Marketing for Professional Services Firms Research Report
Clear Messaging and Professional Imagery
#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
Your website should convey your overall brand positioning.
3 Simple Questions #PerfectWebsite
3 Simple Questions What do you do? #PerfectWebsite
3 Simple Questions What do you do? Who do you do it for? #PerfectWebsite
3 Simple Questions What do you do? Who do you do it for? Why should clients choose you? #PerfectWebsite
Imagery sends a message about the quality of your brand.
Death by Cliche. #PerfectWebsite
#PerfectWebsite
#PerfectWebsite
#PerfectWebsite
Responsive Design
42% 58% of American adults have a tablet of American adults have a smartphone #PerfectWebsite
Mobile Has Surpassed Desktop #PerfectWebsite
Google s Mobile Search Update Mobile-friendliness is now a search ranking signal.
Responsive Design #PerfectWebsite
Educational Content
What is educational content? Content that is useful to your clients and showcases your expertise. #PerfectWebsite
Educational Content is Not Marketing Copy Syndicated Content Faux White Papers Case Studies Brochures Testimonials #PerfectWebsite
There are two types of content.
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
Your stock content needs a home
#PerfectWebsite
Resources Page or Library #PerfectWebsite
and a front door.
Landing Page
Flow Content Purpose Draws traffic Focus Topic level Access Open access SEO Optimize titles and content Examples Blog posts, videos, articles, social media #PerfectWebsite
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
Some of your flow content goes out into to the world.
social media icons/tweets show guest post -
The rest stays at home and lives in your blog.
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
Blog No-No s Your News and Events Who Joined Your Firm Your Community Service Miscellaneous Announcements
Stock content offer Social media sharing buttons
Optimizing for Search Engines
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
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
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
Offers and Calls to Action
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
SEE ALSO: Shore Up System Boundaries for a Smoother FEDRAMP ATO #PerfectWebsite
#PerfectWebsite
A/B Testing Testing is the only way to learn what works and what doesn t: 14.5% Conversion Rate #WebsiteLeads
Integrating Related Technologies
Your website is not an island.
High-Performance Website Your Hub #PerfectWebsite
Offline Marketing Social Media WEBSITE Email Marketing and Automation #PerfectWebsite
Emails, automation, oh my!
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 email or call us at 703.391.8870. #WebsiteLeads
Thank you! Questions? Sylvia Montgomery Senior Partner, Hinge Marketing smontgomery@hingemarketing.com Connect with me on LinkedIn: in/sylviamontgomery Connect on Twitter: @BrandStrong Connect with Hinge Karl Feldman Account Director, Hinge Marketing kfeldman@hingemarketing.com Connect with me on LinkedIn: in/karlfeldman Connect on Twitter: @HingeMarketing www.hingemarketing.com/blog www.twitter.com/hingemarketing www.facebook.com/hingemarketing www.linkedin.com/companies/hinge www.hingemarketing.com 703.391.8870