Making sure you get your tone and messaging right is critical (see my last blog about marketing your MSP and check out the section on messaging). You need to ensure you’re talking to your audience and not at them. It can be easy when you're in the technology space to get lost in the technical side. We forget that most of the people we're selling to have no clue what in the world we're talking about. They do not have a large technical vocabulary. So you don't want to go over their heads to the point where they just leave your website because they don't understand what you're saying.
This means you need to understand and clearly communicate the business benefits of what you’re doing, as this is what will capture the interest of potential new clients. And you need to make sure your website takes your potential customers on a buying journey through your site. This means it needs to lead them in a coherent and relevant way to your call to action. So remember to articulate the why, not just the what.
Attention to detail
High-resolution logos and images are essential—and certainly don't be tempted to just grab pictures (or copy) from Google. Not only is this unlikely to look good, it’s also not legal. There are plenty of royalty-free image libraries.
Also proofreading is critical and we're talking about everything from text to your links. And remember that proofreading your own writing is really hard, as you tend to read what you think you’ve written, not what you’ve written, so if you can try and get someone else to proofread for you.
Don't forget mobile
Today, chances are that when someone is searching for you they're not doing it from their desktop. They're probably doing it on a mobile device. That's how most of us search nowadays and we expect good mobile design—57% of users said they wouldn’t recommend a business with a poorly designed mobile site. You don’t want people having to scroll up and down, left and right, and zoom in and out to find what they want. Everything should flow nice and easy.
Following these three steps will help you create a website that engages your audience. With this in mind, take a look around at what your competitors’ sites look like. You’ll soon see what works and what doesn’t. While stealing images and copy is a bad idea, “repurposing” ideas that work well is a good thing.
Kim Cecchini is senior director, corporate communications at SolarWinds MSP