How to rise above the sea of sameness and have a remarkable website.

Introduction

In this brief article we’re going to explore whether your website is giving you the best chance of being noticed by prospective clients and team members. We will also consider some failsafe ways to improve your website and generate more enquiries from qualified prospects.

Try this simple review of your website
Take your website and that of another, equally worthy competitor, then bundle up the following data –

• Names – Firm; Owners; Team members
• Photos of team members
• Contact details
• Company Logo

Now I’d like you to notionally swap this information with the equivalent data on the other website.

How does it read?

Does the hybrid website say pretty much the same as your current one?

Indeed, have you enjoyed a slight upgrade or now have a couple of extra bullet points that you missed putting on your present site?
Regardless, if the impact is pretty much the same, right down to qualifications of key team members and providing earnest undertakings of personal service and (shudder!) the goal of treating clients like family members, then you have failed my Piffle Test.

That is, there’s nothing on your present website which says something truly unique about your firm about how you add value.

If this is you, then fear not! We are going to explore ways in which you can transform your website from being a passive electronic brochure into an effective ambassador, generating enquiries for your firm and enhancing its reputation.

What makes a website special

Here are my three favourite ways to quickly and effectively make your website special.

1. Glorious, tasteful, imaginative photography. I encourage you to invest in the services of a good photographer because incorporating great photos alone will make your website memorable. Have him/her take more than the usual portrait photos (which of course you need). More relaxed photos taken around the office would be a good start. You and your team in meetings with actual clients is also good. Out on site meetings with clients is even better. People like looking at people!
2. Tell your story. Describe who you like to work with, share something interesting about who you are, explain the background to your firm and share some case studies concerning clients that you’ve helped. Many business owners feel uncomfortable writing about such issues or struggle to see how their firm is different. However, you’ll be amazed how a skilled copy writer can uncover hidden gems and otherwise put your best foot forward.
3. A thought provoking strategy paper on a topic of keen interest to prospective clients. This is where you select a topic which you often discuss with current clients and put it into a compelling summary. Alternatively, it might describe what your clients are most concerned about, such as funding their children’s education or knowing when they’ve got enough funds for a comfortable retirement. An experienced copy writer will help you demonstrate your expertise and prompt significant inquiries from prospective clients.

Beyond this, in the hands of an experienced, capable business coach you can look at developing one or more unique points of difference which will make you stand out.

Typically this would be by way of developing a specialty or a service package. I’ll cover these areas in a future article.

Why this matters

Regardless of how they hear about you and how strongly they’ve been referred, prospective clients will visit your website before reaching out. So too, potential team members will be critically assessing your firm based on what your website tells them. Not only must these visitors get a brilliant first impression, you want them to linger on your site, exploring lots of interesting elements which don’t just educate but leave them wanting more.

Ultimately, this interest you create will not just generate more enquiry but increase the number of prospects coming to meet you “ready to buy”.