The Competitive Advantage
March 14, 2017
Your clients don’t care about what you can do… they care about what you can do for them.
We’re working with a new client who has developed a unique market research methodology. It’s really very interesting and kind of heady stuff – with a lot of science behind it. And that’s exactly how it’s described on their website. Which is fine.
In fact, that’s how most firms describe their products and services on their websites in our industry: “here’s what we do”… “and it’s really neat”… “and we’re really great at it!”
Meanwhile, your website visitors – a.k.a. potential clients – are reading that copy and asking themselves, “So what?! Why should I care?”
And they’re absolutely right… why should they care? You haven’t given them a reason to.Continue Reading
December 6, 2016
Planning for revenue growth in 2017: Part 5 of 6
If you’ve been reading along with this series for the past several weeks, you know that we’ve covered several fundamental, but critical, ways to enhance your marketing & sales as you move into 2017, including:
- Understanding the perception of your firm in the marketplace
- Sprucing up your LinkedIn profile
- Starting to blogging
- Picking up the phone
Today, we explore what should be at the hub of your marketing efforts – your website… and how to do a website update.
Without suggesting you embark on a complete re-do of your website – especially before the end of 2016 – here are 4 easy tips to help get your website ready for 2017:Continue Reading
May 31, 2016
This past week, I spent some time online doing research for new project management software. I did a Google search for highly-rated platforms, then went to the website of those that interested me.
One of the first things I do when investigating software is to watch a video demo to get a feel for the platform. This week, though, on the websites of two of the platforms I was investigating, the videos weren’t working! Videos are perhaps the most important element on a website selling software… and they were broken. And these are software companies!
Which got me to thinking about all businesses… after a new website launch, how often do we go back and look through it to make sure everything is functioning properly? If you’re like most businesses, not very often… or more likely – never! At least not until a client calls to alert you about a problem… and by then, the damage has been done.Continue Reading
October 19, 2015
Fact… your website is your top marketing tool – the #1 place prospective clients will go to do their due diligence on your firm.
So, do me a favor right now. Click over to your firm’s website and browse around for a few minutes. Go ahead… I’ll wait!
What did you see?
If your site is like most, you’ve waxed poetic about all of the services you offer, how great your employees are, your ‘special’ internal processes and even your mission statement.
OK, I’ll say it, “Nobody cares!” Not that much, anyway.Continue Reading