FREQUENTLY ASKED QUESTIONS
FOR BETTER control OF your Client-Attracting Results
Where Does Optimisation Fit Into Our Marketing?
Optimisation can seem to be a whole new technology, bringing new learning curve. But it's not new, it has just become increasingly important.
Why Optimise Our Website?
Your website is your professional firm's primary marketing tool.
Even when people hear recommendations, read articles or emails, attend a talk and receive leaflets or business cards, etc, they will usually check your website before taking action.
Research says 80% or more of potential clients start with an internet search.
Your website is scrutinised more than ever and you want to give everyone the best first impression possible to encourage as many relevant enquiries as you want. And web design is about more than just looks - you can influence many parts of your interaction with clients.
Why Optimise Our Website For Readers?
Potential clients search for professional services when they need them.
Different types of potential clients arrive by different routes:
- Some people carefully type your URL in or click on a known link
They already have your firm's name and website address and go directly to it.
- Others prefer to use a search engine with your firm's name to find your website
They already have your firm's name and use Google etc. to get to your website.
- More use a search engine to find services they know they want
They know what sort of services they want and want to choose a provider
- And a few use a search engine for a problem they have, hoping to find answers
They have only vague ideas that might link their problem to your website
While you want a clear brand to differentiate you from your colleague-competitors, your website's ultimate aim is to prompt people to enquire with you. You will get most enquiries by catering for all these 4 search routes.
Why optimise for IDEAL Clients?
There may be times when you don't just want more clients. You want better clients.
So you may actively prefer a certain type of client. Those who are more suitable in some way. And you would like to be selective in attracting more of them.
The range of readers exploring your website (as described above) shows us one way we can choose which type you want to attract to your website and encourage to contact your office. There are many other choices.
Ideal Clients are likely to be more profitable. It makes sense to focus your marketing on attracting them. Then you can better match clients to resources and improve other parts of your business. And you (or your staff) will probably find these better clients more rewarding too.
While it may feel risky – many fear too many enquiries will disappear – those who do enquire are much more likely to instruct you and remain loyal with you longterm.
You do not have to sustain that same definition of Ideal forever. You can change it as your situation evolves.
But it's important to note here: this means making clients the focus of your marketing, rather than your services.
Why Optimise Our Website For Search engines?
We have passed the point where Search Engine Optimization (SEO) is an optional extra for ambitious businesses.
It is effectively a requirement now, placed on all websites by Google and other search engines by their continuous development. Ignore this at risk of being invisible in search engines and therefore over-looked by potential clients.
Potential clients often start with an internet search, and will have done perhaps 70% or more of their background research before they contact you. They have had their questions answered. They feel better prepared to enter unfamiliar territory. All professional work is unfamiliar to lay-people - that's almost a definition of the core what professionals do.
So your aim should be to answer as many questions that your Ideal Client is likely to have. This means you raise your chances of Google matching those questions with your answers, instead of your competitors' website.
Think of SEO as the technology by which you develop the communication channel between Google and your website.
How Does Psychology Help Us With Digital Technology
Technology has improved vastly in a few short years. But people haven't changed their approach to making important decisions much over a good many millennia.
Why Use Marketing Principles To Design Our Website?
Accidentally, your website can put people off.
Systematically managed, it can warm them towards you and increase their likelihood of choosing your services. So it is worth working hard on tuning your website to the clients you would prefer to approach you.
Your website should attract, encourage, reassure and invite.
Most professionals are trained in using language to consider compliance with the law, regulations or protocols. But clients' decision-making is rooted in their emotional concerns. So that is where you should focus to boost your website's output of enquiries.
Why Use Psychology Research For Our Website?
Tuning content to the potential client's reaction will improve their experience and prompt more action.
Recent research into decision-making has found ways to nudge uncertain people into helpful choices. This is a very different use of language to professional reports, journalism or academia.
The website's aim should be to attract clients towards a well-designed 'customer journey' of contacts - the website is the first stepping stone for many people and it is the most powerful information-provider you have.
There are more ways that humans are predictable than most people imagine. Selecting the best choice of words to stimulate the most helpful readers' reactions will suit both your firm and these clients.
Why Use Human Choice Optimisation For Our Website?
The best form of optimisation includes both human and search engine decision-making.
Human choice optimisation (HCO) is important because after all the SEO has been done, humans make decisions for their own, not-necessarily-rational psychological reasons. It has always been a requirement, but has been overlooked in the rush for technical progress. Humans haven't changed much but our understanding of their unconscious processes has improved.
After SEO attracts more visitors to your website, HCO works to increase the number of visitors who actually click or call your office to enquire about taking up your services. In a competitive environment, this is probably what you want.
What Are The Implications Of A Revitalising Project
Your website is a key step in the sequence of contacts potential clients have on their journey to engaging you.
As technology improves, your website is at risk of being left behind. And by using modern psychology with ancient advertising principles you can greatly improve the productivity of your website - more enquiries, better informed and more cooperative clients.
How long does a website redesign really last?
There are various answers - it depends on your situation.
- If it has broken in several places, it's worth thinking about systematically updating things.
- If your design is more than 3 years old - websites are generally thought to look outdated by then.
- If your firm is rebranding, it may be important to make sure your messages match your new look.
- If you are becoming disappointed with its productivity - its rate of enquiries.
Is A Revitalising Project Hugely Disruptive To Our Professional Branding?
No. It aims to create a better expression of the branding that produces the results you want.
The recommendations are often a collection of very small changes at critical points in your website. Other parts of your client-attracting process can also be tweaked for the Complete Pathway Project if you wish. The smallest change I have ever made was to add one word that doubled enquiry phonecalls within a month.
Does A Revitalising Project Take Ages?
No. It could be done in less than three weeks and depends on the size of the project you choose...
The bottle-neck is often within your firm as finding new materials such as photos and making decisions about the recommendations can take a long time. Working in collaboration with your website developers means that their availability is another factor.
Would A Revitalising Project Cost an enormous amount?
No. Fees currently compare favourably to a couple of new clients, depending on the size of the project.
And once completed, gaining an extra client a month... or a week... will return very much more than that.
The BIG FIVE Questions You Might Want To Ask Us
Here are our answers to the five biggest questions that common-sense and marketing research say you are likely to ask about our Client-Attracting Pathway development services.
“How much does your service cost?”
We provide 3 fixed-price projects to help you get a grip on the Return on Investment (ROI).
To simplify this into one sentence, these developments cost less than the profit one or two new clients bring you. And the step-change resulting will last years, allowing small adjustments as your situation evolves.
“What are the negative issues or problems with your service?”
Not everyone in your firm will immediately like the changes. Some maybe slow to adjust to change. Others may think that the priority for marketing material is the pronouncement of competitive claims. A few may worry that a change of style could be taken the wrong way by clients – and even by competitor-colleagues.
However, restating the priority of a client-friendly focus will convince most doubters.
And the project can be designed to make changes quietly - High-Velocity for Minimum Disruption or Extra-Quiet Step-at-a-Time to proceed cautiously and minimise adverse public commotion.
“How does it compare to the other providers that we’re looking at?”
There are many, many variations of suppliers of 'marketing services'.
The majority seem to focus exclusively on the first step of the traditional 5-step process: gaining attention. They forget that advertising aims to make sales. But brand building is not enough!
Here, we prioritise the next steps to ensure you get the right attention AND gain best business results.
“What is everyone saying about your service?”
Our clients are relieved to get an outside perspective on the right choice of words.
They understand that the client-friendly focus is more likely to bring suitable clients than loud, persistent, expertise-focussed marketing claims.
In a professional sector where all qualifying training covers the same issues, it is more individual and human features that show your differences – and more are likely to persuade potential client's decision-making in your direction.
“And who is the best service provider?”
We don't know who is best in class at this sort of work.
There are so many design agencies, marketing agencies and marketing gurus... that's why we call ourselves a consultancy instead. We suspect that our blend of technology and psychology is quite rare. And we tend to focus on learning and applying, rather than competing for awards and accolades.
We can't explain everything we do on this website - and it could be way too boring to read it all - so please call or email and let's talk about the improvements you'd like to see in your marketing results.