Effective web design isn’t something many managed service providers (MSPs) have perfected, but 88% of website consumers don’t return to a page if they have a bad experience. A website should be updated regularly and provide a smooth experience from start to finish.
Developing a website takes time, commitment and lots of resources. Here are some reasons why MSPs can get stuck when building a website and some ideas for ensuring the website effectively represents their brand.
Website lacks brand identity
The first step is to make sure you stay on the mark. Your website should include your brand logo, colors, personality and voice. Your business has its own identity, and your customers and prospects need to be able to recognize its attributes in all of your marketing assets. This is what we call strong brand recognition in marketing. Create a brand guidelines template for your team to follow when developing your website. Your website is often the first thing prospects encounter. Your brand should be front and center when prospects or customers arrive. Your website should not look like a competitor’s. Make it your own and unique to you.
You talk about your solutions, not how you solve business challenges
Knowing your audience is essential to developing any marketing asset for prospects. The average business owner is not interested in your technology solutions. They are usually not at all interested in technology. Instead, they want to know more about how you can help them solve their business problems. For example, businesses are aware of the growing cybersecurity threats they face, but don’t know how to protect themselves against malicious threats. Your website should meet these needs. While your solution may have a technical component, prospects don’t need you to explain how it works and why your endpoint detection and response (EDR) software is better than a competitor’s. They are more interested in knowing if you can protect them and their customers against the ever-increasing cyber threat landscape. Connect the dots between their business challenges and your answers by providing your prospects with solutions, not more puzzles to solve.
You are not using your website functionality
Your website isn’t just a place where your prospects can find out more about you. You should also use your website to generate interest and collect leads. Having a clean and efficient website will help you accomplish both. Is it easy to navigate? Does it keep the user engaged? A website with a positive user experience keeps the user on the page. Users have bad experiences when websites have broken links or receive the dreaded 404 error.
Can a prospect efficiently find your contact details or a chatbot to make an appointment with you? Is there a newsletter they can subscribe to if they want to learn more about what your business offers or receive free tips or tricks? Try to make it as easy as possible for prospects to connect with you.
Remember: your website is not your business card; it’s an experience. It should showcase your brand, help prospects identify potential solutions, and generate leads.
*** This is a syndicated blog from the Security Bloggers Network of Blog – Kaseya Written by Dan Tomaszewski. Read the original post at: https://www.kaseya.com/blog/2022/11/11/why-msps-continue-to-struggle-with-web-design/