Written by Fernando Maciá
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Professional services require a very peculiar internet promotion. As services are not very tangible, they require a greater dose of information to reduce the buyer’s uncertainty. Find out the minimum you need to get more visitors to your professional services website.
Those professional services web pages consisting of the typical 4 pages of “about us”, “services”, “contact” and “links of interest” were condemned in the past to be invisible in the network.
Our professional services website has to grow in content and quality to open its place in the competitive world of professional services offered on the Internet.
The secret to the success of our professional services company lies in our ability to “demonstrate knowledge” or “show that we are experts” in a given area. Potential clients prefer to hire the professional services of experts in their areas of interest. The Internet is an excellent display to communicate that we are experts in our field of services.
Below we list a series of tips that will help us to successfully promote our professional services website:
1. One page for each service
When designing the content structure of your website try to diversify or expand the number of pages that talk about your services. Do not limit yourself to naming the services you offer on a single general service description page:
Dedicate a page to each specific service of your company.
For example, if you own a pest fumigation company, do not dedicate only one page to talk about the service in general (www.fumigon.com/servicios). Design within your site a page dedicated to termite fumigation, another page dedicated to rodent fumigation, another page dedicated to cockroach fumigation, and so on. (www.fumigon.com/fumigacion_termitas, www.fumigon.com/fumigacion_roedores, www.fumigon.com/cucarachas, etc.).
2. Avoid stock images
When contracting the design of your website try not to use stock images that appear everywhere, that is, the typical images that are placed in presentations and in most websites and that we already know by heart. Do not show that your site is a copy of the competition.
3. Write descriptively
Detail your products extensively with descriptive texts. Do not overuse trade names or trademarks in the description of your services. For example, if you sell home fire alarms, place this phrase several times in the title and content of the web page that talks about the service. For example, do not use only the trade name “Fire Solutions” to name the service.
When search engine users search for a service they type in the descriptive and familiar names of those services and not the brand names (unless they are well known).
4. Create a Company Blog
Try to insert a blog or weblog on your website. Use the blog to publish news about your company, industry news, report on new regulations, inform about new trends, comment on your opinion about a topic of your professional activity, etc. Blogs are programmed in such a way that most oftheir contents are successfully indexed by search engines and consequently can improve your search engine rankings.
5. Offer advice
Users are not always looking for a specific service. In many cases, they seek the resolution of a need. For example, someone who wants a burglar alarm may search the web for information on “how to make my house safe on vacation” or “how to keep your house from being burglarized”. If you insert in your alarm installation services portal a section on simple tips on “how to reduce the risk of theft from your home on vacation”, will build customer loyalty and the day you want to buy a burglar alarm, your company will be the first choice to hire.
Design a newsletter and send it to your customers, contacts, suppliers, subscribers, etc. every month or every 15 days. Insert in the newsletter valuable information for these contacts such as informative articles, publication of new laws in the sector, market news, opinion on studies, company news.
Show your potential customers that your company is informed of the latest industry news.
7. Publish press releases
When you get a customer’s account report it through a press release posted on your web portal. Additionally, publish the news in the press release portals available on the net. Nowadays there are portals that place press releases for free, with which we can reach more readers and also get links or links pointing to our website.
8. Participate in online communities
Boost the public relations of your professional services portal through participation in blogs, forums, social networks, etc. These online communities allow you to register to participate in various discussions and contribute your professional opinion. Both blogs and forums allow the insertion of signatures with links to our website, thus increasing the possibility of visits to our site from these portals. In addition to creating an expert image, many potential clients visit these forums in search of the best professionals in the sector.
9. Differentiate the website from competitors
Try to differentiate yourself from your competitors by adding a Demo of your service, a FAQ page about hiring a service, testimonials from other customers who have tried the service, subscription to your news via RSS feed syndication, etc.
10. Analyze web traffic
Install a good web statistics system in your professional services portal. It is mandatory to be informed of how potential customers reach your site. Above all, analyze the search phrases that generated visits through search engines and you will realize that you have a little market research that tells you what the market is demanding and the contents you should write on your website to catch those future customers.
Conclusion
Your website, much more than a showcase of professional services
Don’t just present your services, try to create a community, use your website to build customer loyalty. Motivate your customers to visit your website so that they do not lose contact with you and consequently keep you in mind when recommending your services. Also remember that your website is not just for attracting customers. It also helps you to contact partners, future partners, suppliers, related associations, attract talent to the company, etc. Dedicating a page within your site to this target audience can improve your website’s performance.
