I hope you found our last conversation about the four stakeholders in your business model something to take seriously. And by that I mean I hope you can read between the lines and see I was trying to help you generate ideas that would make your practice work better for you, your leads and prospects, your clients and referral sources, and your business.
On to this week. Many BVFLS websites I visit today remind me of digitized collateral materials we prepared for our audience of prospects, clients, and referral sources in the 1990s (for those of us around that long to remember!). That’s just not gonna cut it with buyers of professional services like ours. Read So what? to see why.
And if you’re new to the blog, welcome aboard. This is what we do!
I did not want to start off my first newsletter of the year with this news. But in case you missed it, BV Resources reported this on its Twitter feed back on December 27:
BizEquity has partnered with Envestnet, a wealth technology platform for advisors, to offer its cloud-based business valuation platform to Envestnet’s 60,000 wealth advisors.
I previously wrote about big data valuations back in April 2017. What’s your take on this news?
3 criticial features of your website
While there are many components to a good BVFLS practice website, I want to focus on three critical features that should be front and center for all who visit.
To that end, your website should …
#1 – Make it painstakingly clear what you do and who you serve
Visitors decide to leave or stay within a few seconds of landing on your website. They should immediately be able to grasp what you do and whether you can help them. This means getting straight to the point with the service you provide and having evidence (e.g., case studies and testimonials) that you can do what you say you can do.
Somewhat related. A confused mind doesn’t navigate (or contact you). At most, your website should have three service options to draw visitors in. If you look at RodBurkert.com, you’ll see that my visitors can choose from Coaching, Training, and Consulting.
#2 – Make it thoroughly obvious that you are an expert
So your website visitors to your website now know what you do and that you can help them with their valuation matters. But why should they choose you? Here are some ideas to set yourself apart from your competition:
- Build up an archive of blog posts based on past articles you’ve written and presentations you’ve given that showcase your practice area or industry niche.
- Record videos of answers to FAQs you get. Since you are answering questions, you are simply having a conversation that establishes your credibility and demonstrates your knowledge of the subject that your website visitors are searching for.
- Give away free, branded, downloadable resources that show you care about people being informed and that you genuinely want to help them. (On my website, I have a Download page that provides links to relevant articles I’ve written; on LinkedIn, I have slide decks for past presentations I’ve given.)
Definitely related. You can’t be an expert (in a practice area or industry niche) if you’re not. As our profession continues to progress academically and pragmatically, specialists will rule and generalists will drool.
#3 – Make it wonderfully engaging for your visitors
I previously wrote about how to know if it’s time to update your website. But at the end of the day, you want to make sure your website is pleasing to the eye and easy to navigate. Incorporating modern (but not necessarily the latest) design elements says you take your practice and client service seriously.
Why spend all this time and effort on your website?
Hinge Marketing reports that 81% of buyers of professional services said they evaluate experts by looking at their websites. For those of you who believe your website is not that important in attracting new clients, you are only hearing from the prospects who didn’t reject you because of your website.
Reading that can help
Spotlight Branding is an internet marketing services firm that caters to attorneys, and they prepared a free Website Appraisal checklist that you can use to score your firm’s website.
But rather than you critiquing your website, I suggest enlisting the help of a friend—preferably someone who knows nothing about business valuation and who doesn’t specifically know what to look for.
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!
PPS – If you think we share common interests, connect with me on LinkedIn. If you like my blog, please recommend it to a colleague.