Small to mid-size consulting firms know that a great website can level the playing field with respect to their larger competitors. It can position the firm to compete with high budget marketing programs, if they are focused in message and market. Here are some specific questions raised by our clients:
- “We believe in our work. Our clients love what we do. But we’re not sure how to communicate that level of confidence over a website.”
- “How important are the bells and whistles to deliver impact with a blue chip, prospective client?”
- “To compete against the big firms, what are the key things small to mid-sized consulting firms need to get right on their website?”
- “We’re not really that concerned about Search Engine Optimization as we get a lot of referrals. But, our audience will look at our website before calling us. So, how can we maximize impact once they get there?”
- “How can we bring more of ourselves into our site? This is the secret ingredient in our sauce!”
- “We’ve been through this process a few times with more of a DIY mindset. But this time we’d like to take our own advice and work with a professional. What can we expect will change as a result?”
Consulting firm websites that deliver results:
Improving a website and improving results are not the same thing.
“…we were so impressed with Sandra’s skills that we have referred her to several of our law firm clients for services in similar scope…” Cosgrove, Catherine Moffitt, Associate
The answers to these questions and more depend on the business case for your site – your goals, your target market, how your website fits into your overall marketing plan – so that changes are driven by business requirements, rather than being rudderless improvements.
Consider what you’d like your site to accomplish. Do you want to create awareness? Generate inquiries? Improve close rate on new leads? Save time on initial consultations? Build profile? Generate media interest? Encourage loyalty? Recruit talented candidates? Shape the firm’s culture?
While each of these objectives can certainly be supported by a consulting firm’s website, each would entail a change in scope, creative direction and approach.
So, the first step towards better results is deciding which results you want.
Don’t hold back.
While there’s no one size fits all solution for consulting firm websites, one thing is for sure – generic content won’t deliver on the potential you were hoping for. Regardless of the specific objectives you set out, you will still need to broadcast your vision in a manner that communicates what you’re doing right and why it matters.
Whether you’re considering an entirely new site or a refresh there may be a number of considerations to address before getting started. From establishing the business case through to implementation, our approach was designed to help you sort through your questions, develop a strategy focused on the needs of your practice and build a website expected to deliver on your goals.
Marketing and management for consulting firms:
To discuss how we can develop a coaching program to build and enhance your consulting firm, contact us for an initial consultation, in the Greater Toronto Area (GTA) or via web conference anywhere in Canada.
