Winning guide to digital strategies for professional services
Professional services in digital
Did you know that 80% of professional service buyers visit a company’s website first to evaluate them as a potential provider? This means that they’re seeing your website before meeting you or any of your staff, so you want to make sure your representing the best version of your business online.
To start, you want to make a good first impression by showing them that you’re a trustworthy and professional company worth working with. By building a functional and informative website that makes customers feel welcomed when they enter and inspired when they leave, you’ll be able to achieve this.
Benchmarks for professional services
But it’s hard to measure the success of your website when you don’t know how you fare against other businesses in your industry. Here’s some benchmarks for website landing pages so you can make meaningful comparisons between your results and those of your competitors:
Lead generation conversion rates
According to the Unbounce Conversion Benchmark Report, 36.6% of marketers in the business services industry have at least one page that converts less than 1.4% and saw an average of 618 missed conversions in the last quarter. So with a median conversion rate of 3.5%, if your page has a conversion rate above 13%, you’re already beating 90% of your competitors’ pages.
Credit: Unbounce Conversion Benchmark Report
And the best way to make sure you’re landing pages are converting? By employing strong digital marketing strategies to work with your website.
Strategies for professional services
Having a digital marketing strategy is an important part of any business’ growth plan. Digital marketing isn’t just about attracting new customers – it can also streamline your communication channels so you can remain competitive and relevant to a growing online audience. Here’s some of the digital marketing strategies that professional service businesses can use alongside their website to engage your audience:
Google AdWords: Google AdWords advertising is all about instant gratification. So if you want to get to the top of Google, your need to target your market with pinpoint accuracy – location, time of day, keywords and the pages they land on can all be customised with Google AdWords.
Search engine optimisation: SEO is critical for any business’ success, ensuring your website appears in the Google search results for not only your business name, but location related searches and specialised services.
Email marketing solution: Email marketing is a marker’s go-to digital strategy and can be one of your business’ most powerful tools. Offering valuable content in exchange for your subscriber’s valuable time, email marketing lets you simultaneously reach a vast audience whilst also speaking one-on-one.
Analytics and reporting: Analytics and reporting can be the difference between the success or failure of your digital marketing efforts. So if you want to see a higher return on investment, analysing your digital activity is vital to the ongoing success of your business.
To learn more about optimising your digital assets for online success, have a chat to Bang Digital today.