What’s on your website?
If it’s complicated methodologies, industry jargon, and dense biographies, then you’re in trouble. In fact, this kind of information not only won’t help you attract new consulting clients, it may actually send them running in the other direction.
Because buyers don’t care “how” you get there. They just want results. They want to know how they’ll benefit from a relationship with you and that you have a proven track record to back up your claims.
Did you ever hear the phrase “what’s in it for me?”
That’s exactly what buyers are wondering when they’re looking at your website. They don’t really care about your approach; they care that you can help them increase revenue, decrease expenses, improve efficiencies, integrate new IT systems without a major headache…or whatever it is you do.
So, with that in mind, what should you have on your website? Here’s a look at 5 website essentials for consultants:
Essential #1. Unique Content.
You should have blog postings, articles, newsletters, white papers, case studies and other unique content that is relevant and of value to your audience. This is the kind of information that will keep clients and prospects coming back for more, while at the same time positioning you as an expert in your field.
Essential #2. Easy to Navigate.
Your consultant website needs to have intuitive, easy-to-understand navigation. You can have the most compelling content in the world, but if your audience can’t find it, then it’s useless. Your primary goal with your navigation should be to ensure visitors to the site can find what they’re looking for in the fewest clicks possible.
Essential #3. Clean, Attractive Look.
The last thing you want is for a prospect to be unable to read your content because you got a little too “creative” with the typeface. Your site should be aesthetically attractive and easy to read. It should leverage the power of strong graphics and colors; it shouldn’t feature endless text.
Essential #4. Focus on Buyers.
Your website should focus like a laser on your buyers, not on your resume or methodology. So demonstrate your value by clearly and simply explaining tangible benefits and results you can deliver; offering testimonials from satisfied clients; and providing case studies that demonstrate your proven track record.
Essential #5. Accessible Contact Information.
You have a sophisticated design, compelling content, and tangible results. Now, if only a buyer knew how to get a hold of you! Don’t let that happen to you. It’s important to make your contact information front and center and easily accessible from every page of your website.
At the end of the day, the success of your consulting business depends on your credibility. And your website provides the perfect place to build your credibility – so you can attract more clients and grow your business.