If you’re a professional looking for more clients you
need to consider using a website as part of your overall marketing. The Internet
is a great platform for attracting new potential clients, nurturing your
relationship with them and serving your existing clients at a higher level.
To help you get the best results from your online
presence, here are some tips for using a website to promote your practice:
1. Have a plan.
Too many business people waste their websites because they don’t plan. Know
what you want your website to do. What part of your marketing process will it
fulfill? Will it attract new leads? Will it nurture them? Or do you expect it to
close them? You need to build your website to meet your specific business
objectives if you want it to be successful.
2. Educate your market.
The Internet helps us do two things exceptionally well: communicate and
learn. So, use your website accordingly. It can be a powerful tool to help your
prospective clients get the answers they need before (and after) they become
your client. Use your website to provide useful, practical and free help in the
form of articles, audio files, resource links and other content. If you like to
write a lot then make a blog part of your site. Or, include some Q&A
sessions your visitors can read (or listen to) that address many common
questions people have as they search for someone in your profession.
3. Make it part of your business.
Many professionals position their website as a glorified brochure. Don’t do
it! Your website can be a powerful tool to attract potential clients, help
educate them and then continue serving them while they are your clients. In
fact, if you use some of the many Web 2.0 tools available, you can zoom past
your peers by providing a higher level of service to your clients. Your website
is like a huge toolbox full of communication and productivity tools to deliver
more and better service to your clients.
4. Remember, it’s about your clients, not you.
We all hate to hear this. Especially professionals who have spent their
careers developing their skills. But your client does not want to hear about how
great you are or how much you know. Sure, they want to know you have the
credentials to serve them. But that should take only a few lines of text – not
your whole web site. Use your website to help people get what they are looking
for. Rather than telling people how great you are, show them by helping them.
This builds trust and credibility.
Above all, put yourself in your client’s shoes. What do they want and need as
they look for a professional? What information might be most helpful to
Make your website serve their needs and you’ll find it will lead them to you
better than any brochure, mailer or advertisement.