A compelling storefront will make customers want to step inside. Your website is no different.
In professional services your public face is arguably two things: your employees and your website. In another article, we’ll talk about why – at great companies – employees like to promote their work and maintain brand consistency, but in this article, we focus on the website.
The Importance of the Website in Professional Services
Picture the toy store window to a six year old. Its full of the latest and coolest toys (of course) but it also has catchy colors to kids in primary school, it easily demonstrates what the toy does, and everything is displayed at the eye-level of 4 feet or less.
Your website should be designed with your customer in mind. And a business evolves, so too should its public face. We see the website as a crown jewel of digital assets because your website is typically the first or second impression on your clients, prospects, and prospective employees.
Business development practices in professional services often start with outbound or inbound efforts. Outbound efforts are engagement points that interrupt your prospective customer like an email, or a phone call. Inbound are the engagements that are initiated by the customer. For example, someone who is seeking your skills or expertise may go to the internet and search (inbound), or you may have called them (outbound). Whether it is Outbound or Inbound, your website is visited somewhere along the way and needs to validate what the potential customer has heard, and instill confidence that they’ve found the right business to help them.
While a website is often seen as a static digital asset, it should be viewed as a dynamic reflection of your company’s long-term vision.
Because websites are so critical to marketing and business development practices for professional services firms, a website should constantly be getting new content, stay visually fresh, and at least be revamped every two years, especially for fast growth companies.
The core reason to evaluate and potentially redesign your professional services website every 24 months is to ensure it aligns with your 5-year vision
Your website isn’t just a brochure; it’s a critical tool for client acquisition and brand perception. A fresh assessment every two years allows you to update your site’s content, design, and functionality to accurately showcase new services, target new markets, and convey a brand identity that is consistent with where you want to be in five years, not where you were two years ago. This proactive approach ensures your online presence remains a powerful and relevant asset that supports your strategic goals and attracts the clients you want for the future.
Run through our 10-Steps to Assess Your Website and if you can’t picture your next visitor grinning like a six-year old who’s gazing at a toy store display window the week before Christmas, contact us.
10-Steps to Assessing Your Website
Step 1: Assess if your website is visually attractive to your audience
A website’s first impression is often its most important. Does the design align with your target audience’s expectations and the professional nature of your services? When in doubt, look for a clean, modern aesthetic with a consistent color palette, high-quality images, and a professional font. Avoid clutter and distracting animations. The overall look and feel should inspire trust and competence.
Step 2: Assess if your website showcases your services in a clear and concise format
Your services should be easy to find and understand. Dedicate a specific section or page to “Services” or “What We Do.” Use clear headings and bullet points to break down complex offerings. Each service should have a brief, easy-to-read description that explains its benefit to the client. Avoid jargon and overly technical language. But embrace visuals, like infographics, that show your customer how your services fit into their process.
Step 3: Assess if your website clearly showcases your value proposition
The homepage, or an “About Us” page, should clearly state your value proposition. What makes your firm unique? Is it a specialized expertise, a unique process, or a commitment to a specific outcome? The website must answer the question, “Why should I choose you over your competitors?” This can be communicated through a powerful headline, a concise paragraph, or a dedicated section explaining your key differentiators.
Step 4. Confirm that your website navigation is easy to use and logical for your customers
A user should be able to find any information they need within a few clicks. The navigation menu should be intuitive and present on every page. Use logical labels like “Home,” “About,” “Services,” “Case Studies,” and “Contact.” A search bar can also be a helpful addition, especially for larger sites. And don’t forget to make it easy to contact you no matter where they go on your site.
Step 5. Evaluate that your website builds trust with social proof
Clients are more likely to choose a service provider they can trust. Incorporate social proof elements such as testimonials, client logos, case studies, and awards. Real quotes from satisfied clients, with their names and titles, are particularly powerful. Case studies that detail a problem, your solution, and the positive result can demonstrate your expertise and credibility. Yes, the logo scrolls are nice too. Now the hard part – get into the habit of routinely adding new social proof.
Step 6. Review your website to see if you provide a clear call-to-action (CTA) wherever you can
Every page should guide the user toward the next step. Whether it’s to “Request a Consultation,” “Download a Whitepaper,” or “Get a Quote,” the CTA should be prominent, compelling, and easy to find. Use action-oriented language and contrasting colors to make the buttons stand out.
Step 7. Assess whether your website is optimized for mobile devices
With a majority of web traffic now coming from mobile devices, your website must be responsive. Test the site on a smartphone and tablet to ensure it loads quickly, is easy to read without zooming, and that all buttons and links are clickable. The user experience should be seamless regardless of the device.
Step 8. Ensure a fast loading speed
Website loading speeds refers to the length of time it takes your website to fully display. Slow websites lead to high bounce rates and a poor user experience. Use tools like Google Page Speed Insights to check your site’s performance. Compress images, leverage browser caching, and minimize code to ensure your pages load in under 3 seconds.
Step 9. Make sure you have an engaging “About Us” page
Clients want to know who they are working with. The “About Us” page should tell your firm’s story, introduce key team members, and highlight your firm’s mission and values. Personalizing your team with professional headshots and short bios helps build a human connection.
Step 10. Make contact information accessible
Yes, this was said in at least two other steps before this, but it is that important. It should be effortless for a potential client to get in touch. Your contact information (phone number, email address, physical address) should be clearly displayed in the footer of every page. A dedicated “Contact Us” page should include a simple contact form, your office hours, and a map if applicable.
Ultimately, your professional services website is a living, breathing asset that requires continuous assessment and refinement to truly connect with your target audience. By regularly evaluating its performance and user experience, you can ensure it remains a powerful tool for finding customers, building trust, and generating new business.
If you’ve assessed your site and see some areas to improve, we are ready to help you with the next step and optimizing your website for success. Don’t hesitate to contact us for a personalized consultation.