Greetings from Anacortes, WA – the gateway to the San Juan Islands. Since February we have traveled 14,000 miles in the RV and visited 47 states (plus the District of Columbia). Next week, is our last stop … we finish up this year’s road trip in Portland, OR. What’s next? Stay tuned!
Many of you thought our last conversation about fee compression was spot on. I hope it inspires you to take a hard look at your practice and where it’s headed. I believe the solution is to move away from “low end” practice areas where prospects are likely seeking “good enough” reports and into “high end” practice areas where prospects clearly need “the best it can be” reports.
On to this week. I was talking to a friend who had just recently updated her BVFLS website; it was not an insignificant investment, but well worth the cost in her mind. It got me to thinking … how do you know if it’s time to update your firm’s website?
And if you’re new to the blog, welcome aboard. This is what we do!
Your website is the backbone of your online presence. It’s where you provide evidence that you can do what you say you can do. So when people land on your site:
- Is it clear/obvious what you do … what problems you solve and how you can help them.
- Is it clear/obvious what they should do … because a confused mind doesn’t contact you.
So that being said, it’s time to update your website if:
#1 – Your web design is outdated
If your website looks like a digitized version of the 1990s collateral materials we left behind with clients, your web design is outdated. And a visibly outdated website may cause visitors to question your overall commitment to your practice. Also, I would NOT look at other BVFLS firms for ideas or else your new website will look like all the others in the industry. Instead, look at what “creative types” are doing with their websites to attract visitor attention.
#2 – Your website doesn’t support multi-media options
It’s a fact that people are reading less and their attention spans are shrinking. Because so many BVFLS websites are text-based, multi-media, in general, and video, in particular, are great ways to get your website visitors to focus on what you have to offer and allow them to more quickly fill the know-like-trust buckets. (Full disclosure: even I am just getting ready to add multi-media educational content on my website.)
#3 – Your website isn’t secure
If your website URL begins with “http,” it isn’t secure. Secure websites start with the “https” URL, where the “s” literally stands for secure and it means all communications between a viewer’s browser and the website are encrypted. Without the “s” the data being transmitted is subject to hacking. Also, Google uses the https URL as a ranking signal so if your website isn’t secure your position in search results will take a hit.
#4 – Your website isn’t mobile-friendly
More than half of all internet traffic now occurs on mobile devices. Websites created today are mobile-ready right out of the box, which means text, images, and pages automatically resize to the screen they are being viewed on. And if your older website is not mobile-friendly, Google will not display your website in mobile search results – like you don’t even exist
In real life
In a survey performed by Hinge Marketing, 81% of buyers of professional services like our BVFLS services said they evaluate experts by looking at their websites. Enough said. (For practitioners who say their website is not important in attracting new clients, you are only hearing from the people who didn’t reject you because of your website.)
Having to create a new website is not the end of the world. It can be a way to bring some fresh air into your practice. And as far as justifying the cost to create a new website, think about what it may be costing you to leave your old website up.
PS – I’m a fan of actionable ideas that move you forward, so I hope you find this content useful. If something resonates and you want to reach out directly, you can email me or schedule a call with me!
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