I find it interesting and a little ironic, given what we all do for a living, that often times the feedback we give agencies is, Wow, your website is all about you. It’s not about the client. It’s not about the client’s problems. It’s not about how you can help them right now by giving them some insight, some tools, some resources that will allow them to see this agency understands my industry or niche – this agency understands my job and how hard it is, and they’re going to help me be better at my job.
This agency wants to teach me, coach me, and help me get better. Look at this agency—they’re giving me help right now, and I haven’t even hired them yet. So I want you to think about going back to your website and taking a look at it through the eyes of your prospect.
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Hey, everybody. Drew McLellan here from Agency Management Institute, this week coming to you from home here in Denver. You know, we get, asked we get hired often to help agencies kind of fine tune their messaging around who they are, who they serve, how they help. And one of the places we start, of course, is the website. I find it interesting and a little ironic, given what we all do for a living, that oftentimes the feedback we give agencies is, wow, your website is all about you. It's not about the client. It's not about the client's problems. It's not about how you can help them right now by giving them some insight, some tools, some resources that will allow them to see this agency understands my industry or niche –this agency understands my job and how hard it is, and they're going to help me be better at my job. This agency wants to teach me and coach me and help me get better. And look at this agency they're giving me help right now, and I haven't even hired them yet. So I want you to think about going back to your website and taking a look and looking at it through the eyes of your prospect.
Yes, they do need to know about you. They need to know about your history and your culture. But that's not what they should see on the homepage. On the homepage, what they should see is help. They should see the fact that you understand them and that you're going to lean in and be their partner and that you already have resources that are going to help them be better at their job even though they haven't hired you yet. That is what your website should do. That's what makes your website sticky enough that they're like, wow, I've already read a case study, or downloaded a checklist or I found some research data that's really helpful to me. I'm going to go deeper into this website because that means there's even more good stuff inside. Yes, they're going to eventually bump into your bios and your history and your client testimonials. All of that's important, but it's not what you hit them right in the face when they come to the website. The website should first say, hey, I see you, I understand you, and I want to help you. Make that the priority of your home page. And then later, once you've earned their trust, you've earned their interest, then they're ready to hear about you.
Okay? So go take a look and see how you're doing on that. And maybe there are some tweaks you can make. And I don't think they have to be big tweaks, but maybe there's some tweaks you can make that will be more sticky, but also more important, more helpful to your prospects and clients.
