Your website is one of the most important pieces of marketing collateral you have. It serves as a hub for your services, portfolio, expertise and blog. More clients will find your website before they find you via social media, a referral or other marketing source.
One of the best things to leverage your website is to speak to your potential client through examples or samples of your work. This allows the reader to see a sample of your work before they ever pick up the phone to call you.
That said, be sure to showcase your most successful client stories. For example, if you are a service provider that offers interior design or organizing services, you want to make sure and take high quality “before and after” pictures. This will highlight your work and show prospective clients what solutions you can create for them. But make sure these pictures tell the right story – in the right way. This means NOT taking pictures yourself (unless you’re a skilled photographer). Spend a few extra dollars to have high quality photos taken of your work. You can then use the photos on your website, and in your other marketing materials, both online and offline.
You’ll want to explain the client’s story, what their situation was before they met you and how you helped them solve their most pressing challenges. For example, as a financial advisor you could demonstrate how you saved a couple $xxxx by investing in a 401K plan rather than a regular savings account. Or, if you are a professional business coach, your best examples will be testimonials from your clients about how you’ve helped them increase business and earn more money.
Regardless of the service you provide, use your website to highlight the benefits and results you create. It’s not the place to talk excessively about yourself. Make your website about the person who’s reading it. This also isn’t the time to be reserved or shy about your accomplishments. This is really the time to strut your stuff. It can mean the difference between a potential client calling you or leaving your website to call one of your colleagues.
I’d love to know more about the work samples that you showcase on your website! Please let me know what stories you have posted and how they have supported your marketing efforts. Has a client ever commented about one of your samples? I want to know!