Optimizing websites to engage users is critical for business success. The professional services industry has the added challenge of convincing prospects that they need their services, including educating them about what makes them different from competitors.
Color It is no coincidence that most infographics are colorful and visually appealing. People appreciate beautiful images, which can help with website conversions by grabbing a user’s attention. Professionals in the insurance industry have been using infographics to showcase service offerings for years, soybean buyers usually targeting specific industries they serve such as healthcare providers or technology companies. Why not create an infographic on your company blog to attract more visitors? Just be sure you already have a high-quality product or service to empower users with knowledge so they know how you can serve them better than others.
Professional services websites should be very user-friendly because visitors are often researching which company to hire. If your website requires an inordinate amount of scrolling or clicking, you risk frustrating a prospect and losing their business. One way web designers can help is by putting navigation at the top of the page so visitors can get where they need to go with fewer clicks. This is also more aesthetically appealing since the design will not have multiple menus spread across the screen.
In addition to being SEO-optimized, the best professional services websites are also mobile friendly. This is increasingly important as more individuals research companies from their smartphones. Not only should your website’s content be optimized for smaller screens, but also it should allow visitors to easily contact you through a clickable phone number or email link that takes them directly to your inbox.
Using Interactive Tools
To improve engagement on websites across all industries, web designers have been tinkering with interactive tools such as calculators and quizzes. For example, a home inspection company could create a quiz asking users what they want most in a new home, allowing them to quickly see if the house they are considering meets their criteria without personally contacting the company. Calculators are also great for convincing prospects they need your services, particularly if you are selling intangible concepts such as time or money. A financial advisor could offer a calculator showing users how quickly their assets will grow with interest once they decide to use that person’s advice. Again, the goal of calculators is to help prospects see if hiring you is right for them without discussing it in detail.
It might seem obvious, but the best professional services websites have content tailored personally for each visitor , whether on an individual landing page or throughout the website itself. This can be challenging because companies typically protect their brand image by using stock images and having every page look uniform across multiple pages, which does not make people feel like they are unique. That’s why you should try to inject some of your personality into the content on your website, such as writing blog posts with stories and anecdotes about how you helped other clients, or creating a tailored landing page with pictures and testimonials from customers who were similar to that prospect. You can then promote these specific pages directly in social media posts and email campaigns for increased effectiveness.
Unique Selling Proposition
One way firms can differentiate themselves (and therefore their websites) is by targeting a unique selling proposition (USP). What makes your company different than anyone else in your industry? Researching this concept will help inform web designers which elements could be included on the site to grab users’ attention.
You may have heard that video can increase conversion rates, but did you know that professional services companies use it on their blogs too? A tactic employed by some marketers is using multimedia posts, which typically include a blog plus a video clip of an expert delivering a message. This is a creative and engaging approach that can help you achieve your goals because it stands out and allows the expert to communicate the benefits of working with you.
Metrics for Success Optimizing
The websites based on business goals is essential. No matter what industry you serve, you need to know which metrics will best indicate your website’s success. If visitors are spending an average of three minutes on your website, but two-thirds bounce (meaning they leave without clicking through any pages), something is wrong with the design or content. You could always try testing different options — such as using headings or boldening text — until people stay on your site longer and continue scrolling down the page.
Professional services companies should be cautious about changing their website too often because it can confuse prospects about what you offer. However, making small changes to improve the design or content is usually more effective than spending thousands of dollars redesigning your entire website.
Keep these trends in mind when designing your next professional services company website so your brand gets noticed and prospects know how you can help them achieve their goals. By staying on top of current trends, you will also see better results from your web traffic.