Your website is the window to your company for your existing or prospective clients. Unless they stumbled upon it when surfing the web, prospective clients come for a specific reason.
They have a problem that they need help in solving. Your firm may have been recommended to them or they may have found you by Googling their problem. In either case they don’t care about you, your company history, the number of offices you have or what you have done for other clients. They are motivated by the What’s In It For Me (WIIFM) factor. Can you solve my problem?
Since you probably know the type of clients that you have and want more of, you understand their situation (or should not be in business if you don’t), their challenges and the types of problems that they typically encounter. But do they know that? No.
Now you have an “About Us” page on your site but that is of little interest to prospective clients. So how about an “About You” site page that talks about your clients, their problems and how you can help them? Your demonstrated knowledge of their world will establish a relationship that no amount of yakking about your firm will.
It’s not about you, it’s about them Remember that. They will.
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