You’ve probably heard time and time again that your website is your marketing hub.
Well I’m not here to tell you that that’s no longer true, but what I’m going to do is take it one step further.
Yes, your website is your marketing hub, but it is also what I like to call your “trust hub”. Why? Because it’s the number one place that you can continually build trust with your prospects and clients, from the moment they’ve first heard of you, to months and years after they’ve signed the proposal.
What I’m going to do over the next 4 blog posts is talk about how powerful your website can be in building trust, and we’re going to start with services.
Ahhhh services. The bread and butter of accountancy. The list of options for clients that, up until recently, was enough when selling to your audience.
Let me paint a picture for you…
Someone goes onto Google and they type “Accountants in [location]”. Your website comes up on the first page.
They click and they see a banner that says “Welcome to [firm name.]” Along the top is your navigation menu, which has your typical run-of-the-mill options: “About”, “Services” and so on.
They click on “Services” and a dropdown appears with a long list: “Accounts”, “Bookkeeping”, “Self Assessment”, “Payroll”, “Advisory”.
Well guess what, that’s not enough anymore.
A lack of meaning
The problem with this approach to promoting services is the lack of meaning, because as soon as your audience reads this, they’re thinking “ok… and?” or even, “so what?”
They have little to no confidence in your services, because this type of marketing isn’t screaming “We can help solve your problems!” or “we can help save your house” or “save your business” or “save your marriage” and so on.
And it gets even worse if you’re using templated content on your site, because that content will be the same from one accountancy site to the next.
When you’ve got all your services described in such a generic fashion, you’re instantly turning away your audience, because they already know they offer you these services.
As we’ve already established, your audience is much more educated than before. Because of the sheer volume of information readily available on the internet, they know the types of services that accountants can offer. Where you were once seen as the all-seeing, all-doing problem solver, you’re now seen as something else entirely.
The other issue with listing out your services in this way is the risk of overwhelming your audience. They’ve already got so much information at their fingertips. They’ve got their own content to deal with, because they’re using cloud technology and have greater access than ever before to their business finances.
In fact, that statement puts even less value on your list of services, because with the advent of this technology, they can already do a lot of it themselves.
So, what’s the solution? How do you promote your services? How do you show to your audience that what you’re offering is worthwhile for them?
Focus on the why
Before I go any further, I want to clarify that I know that you’re a great accountant. You’re doing great stuff for your clients. You’re providing great results.
But the problem is your prospects don’t see that. With your services laid out as they are, you aren’t proving what you do.
Your prospects won’t come to you and do business with you straight away, because they want to see the “why”. They want to see why your services and working with you will have benefit to them.
That means, you want to craft your services so they promote what’s important to your audience. For them, that could be anxiety relief, confidence, destiny fulfillment, a peaceful night’s sleep. Do you see how that’s much more powerful than saying that you can provide an audit, a tax return and so on?
This is what builds trust. Your showing your services, but more importantly, your showing them in such a way that answers the question of “why should I pick this service” and also shows the benefit of having that service.
How one firm renamed their services to focus on the benefits
Originally they had their services structured in a similar way to what I described at the start: The name of the service/product, and then a description of what it was.
And yep, you guessed it, they weren’t getting much traction with it, and the reception to the services wasn’t great.
So what did they do? They restragised everything. Over the course of several months, they created a fresh landing page on their site which summarised and simplified all their services down to 6 pain points and goals: Save time, Pay Less Tax, Increase Profits, Improve Cash Flow, Reduce Hassle and Accelerate Growth.
They also started writing content around those pain points, answering the very questions their clients and prospects had been asking. By doing so, they were able to give their audience practical support before they’d signed up, and also long after.
Not only that, but they had at least one case study for each of the 6 goals. This allowed them to show real proof that they could achieve results, but also showcase the story of how they’ve helped someone succeed. They were showing them who they really are, and telling a story that could potentially impact their audience.
Don’t neglect your website and its content
To recap, your website is so powerful in creating trust for your audience, with your services being one of the fundamental parts that you need to address.
My advice is to go, right now, open a new tab, open up your website, and look at how your services are promoted – Are you just listing them out? Or are you focusing on the benefits, the results, the reasons why your prospective client should choose them?
If it’s the former, then think about how you could rewrite the content for their services. Do you focus on pain points? Could you write case studies for them?
Next week, it’s buzzwords – What are they? Why might you not use them?
See you on the other side!