Websites are the hub of visibility for professional services firms. And the rise of website traffic can be a key indicator for your firm’s success in raising its visibility and online reputation. A drop in traffic, however, could be a sign that your website may be suffering from a number of common problems.
When it comes to website design and development, professional services firms that commit these common lapses hurt their ability to compete and engage its audiences.
Let’s examine 13 make-or-break areas when it comes to website design and development. Improve these areas and you’ll soon improve your firm’s online visibility and reputation.
The majority of professional services websites don’t do a particularly good job of distinguishing themselves. Most blend blandly into the online landscape. Why? They use the same tired visuals as their competitors.
Stand out in an otherwise homogenized and confusing marketplace—one in which buyers struggle to choose between poorly differentiated firms—by avoiding commonly used images like these:
The visual noise from clichéd stock photos communicates one thing loud and clear: your firm lacks the imagination (or confidence) to be different.
Hiring a professional photographer for custom photos may not possible. But it is still possible to establish a unique look, even with stock photography. Consider images from different stock photography houses (stocksy.com or thinkstock.com) and from different pricing tiers. Or avoid standard business imagery altogether and take a more conceptual approach—selecting photos that depict more abstract themes. You may even want to consider using illustrations instead of photography.
And the next time you revisit your firm’s website design, make an effort to incorporate fresh imagery, colors and design elements. Look at your competitors’ websites not as models to emulate, but as departure points—familiar ground to avoid.
Overly complicated and confused writing infects an astonishing number of professional services websites. These sites speak in general terms about solutions but are rarely specific about the problems they solve. Others get lost behind an impenetrable wall of jargon.
Headlines touting vague promises of people, processes, technology and consulting prowess can exhaust even the most committed reader. According to our research, 80.8% of prospective buyers visit a firm’s website at some point during the buying process. And, 43.6% rule out a firm because they couldn’t understand how the firm could help them.
Prospective clients are pretty savvy; they know that impressive-sounding language of many firms’ websites may actually disguise a firm’s lack of differentiation. If your website doesn’t clearly communicate what you do—and for whom—you may never get a second chance for their business.
The solution? Stand for something: a specific service offering, a vertical you serve best, or a special way you approach your trade. In today’s web-centric marketing environment, clarity is one of the best investments you’ll ever make.
A lack of commitment to developing content can really hurt a professional services firm. That is because 23.5% of buyers rule out a firm because of poor quality content.
Is your website Go to the full article.
Source:: Business 2 Community