10 Tips to Creating a Website That Will Improve Prospect Conversion and Engagement, Part Two

Did you know? 75% of users admit to making judgments about a company’s credibility based purely on how their website looks and functions.

So, it’s imperative that the design of your website doesn’t deter people from clicking through your site and heading straight to your competition. Continuing from my previous blog, looking at 10 things you can do to ensure your website is as engaging as it can be. Here are tips six to ten:

6. Give it personality

Remove all those pictures that you have plastered over your website of servers, hardware, and networking gear and replace them with pictures of you and your team. People buy from people, and those business owners that you are targeting are likely to be non-technical buyers, so it is important to appeal to their emotional side and be relatable.

Most businesses already have a service provider that they are using, so the challenge becomes “How can I gain their attention and insert myself as a viable alternative?” A good way to accomplish this is through differentiation and personalization of your website.

7. Add more stories

What do I mean by this? Take a look at your “Home” page and your “About” page. According to Paul Green from www.paulgreensmspmarketing.com, these are the two most critical pages to focus on, as they will generate the most traffic when prospects are checking your MSP out and evaluating whether to reach out and engage with you or not.

Do you tell a story about how and why you started your business? Do you offer stories about your staff, and their interests and their backgrounds? Do you regularly post case studies about your clients, telling stories about how you have benefited and improved their businesses?

Just like adding real-life pictures of you and your team, stories also work to make your organization seem trustworthy and relatable and help to de-risk the purchasing decision of those prospects who are looking to potentially switch out their incumbent MSP for you.

8. Add more video content

Instead of having a written FAQ section on your website, consider leveraging your staff to record videos answering your customers’ most commonly asked questions.

Or how about using video to demonstrate possible signs of a ransomware attack and providing some industry-standard guidelines to help enhance security? A one to two minute video is much more engaging than a dry 20-page PDF.

9. Add more “social proof” in the form of case studies, testimonials, and reviews

Remember tip one? Reviews and case studies are the single most powerful piece of marketing on your site. Your customers talking about how great you are is MUCH more effective than your own words.

Ask your top five customers if they would do a short video talking about how and why they love working with you and your team and post them to your site.

If in doubt, get some help and advice from a service such as TechTestimonials.com.

Grab screen shots of customer reviews and recommendations from your Google Business Profile (previous called Google My Business) or LinkedIn and post them as well. Trustindex.io is a great WordPress plugin you might consider to really show off those reviews.

Have a case study written on a big project that you assisted one of your customers with and highlight how you were able to improve their security posture and mitigate their business risk.

10. Keep Your Website Fresh and Fluid

Review your website on a regular basis and monitor it for any needed improvements. It should never be a “one and done” type of marketing activity and need to be constantly scrutinized and critiqued to keep it as up-to-date and engaging as possible. Your business changes naturally—make sure your website reflects that.

Bonus Tip 1: If you are struggling with what your website should look like or what changes need to be made, I encourage you to go take a look at your competitors’ websites. What are they doing to entice engagement with prospects? What kind of content are they showcasing? What are their call-to-actions? There is nothing wrong with checking out other business’ websites to get ideas for how you can improve.

Bonus Tip 2: For more information on how to improve your website, then you won’t want to miss my next set of office hours taking place April 21. I have invited a special guest to join me—Mark Copeman from Wisecurve, who will be answering your website design questions and providing additional tips on how to improve your website to attract higher quality leads.

Your website may not be the sole reason why you might struggle with your lead gen and revenue numbers, but it is definitely a good place to start when looking to make overall improvements, so be sure to register for my April office hours to get more helpful tips.

Stefanie Hammond is Head Sales and Marketing Nerd at N‑able. You can follow her on LinkedIn and on Twitter at @sales_mktg_nerd.