Saturday, January 14, 2017

Improving Website Leads for Your Professional Services Firm


You have a summit-law-firm-website-design.jpg well designed website for your professional services firm that is populated with high-quality content. Now it’s time to sit back, relax, and watch the traffic and sales roll in, right? Wrong! Just because you have a website doesn’t mean that people are going to find it right away or eagerly buy your services. You must develop a strong content marketing strategy to ensure that your website gets found and attracts qualified leads that are likely to convert into sales.

First, do extensive research to determine what your audience is looking for online. In online marketing, knowing what your audience wants is half the battle. Create a strategy to lead your audience to what they want and then determine what action you want them to take.

Some people who come to your site will be ready to buy, while others will still be looking for information to help them make a purchase decision. Your website’s content and offers should communicate both to those who are ready to buy and to those who are still in the process of researching their options.


The primary factor that sets lead generation websites apart from your average business website is the format and quality of the content. Lead generation websites typically boast an extensive and varied collection of educational content. By consistently publishing value-packed articles, e-books, white papers, etc., you can position yourself as a thought leader and draw in more qualified prospects.

Instead of going out to find prospects with marketing and advertising, allow prospects to find you via your thought leadership. Quality content acts like a magnet – prospects are likely to find it via search engines and social media websites as you publish it. Below are some different content formats you can work with:

    Blog posts – Blog posts are relatively short and easily digestible articles that are published on a frequent basis.

    Guides – Guides are PDF documents that are typically between 10 and 30 pages long and focus on a specific topic. You can secure leads by having prospects provide their contact information in exchange for a guide.

    E-books – E-books are usually 50 pages or longer. Authoring an e-book positions you as an expert in your industry. You can sell your e-book via Amazon and your website or offer it for free in exchange for an email address to boost your lead generation efforts.

    Webinars – Webinars are seminars conducted over the Internet that help you generate new leads as well as nurture existing prospects. Similarly to live speaking events, webinars enhance your visibility but without the hassles of traveling to an event.

    Videos – A growing number of Architecture, Engineering, and Construction (AEC) firms are using online videos, as many people prefer watching videos instead of reading text. You can create videos for case studies, company overviews, service descriptions, virtual tours, etc.

    White papers – A white paper is a report that helps your audience understand an issue, make a decision, or solve a problem.

    E-newsletters – E-newsletters are typically used to provide educational content on a regular basis. You can write exclusive content for e-newsletters or simply link to your latest webinars, blog posts, videos, etc.

The content formats you choose to publish on your site will depend on many factors, including your audience and budget. If you have limited resources, stick with blog posts and e-newsletters, which are easier and quicker to produce. If you have the time, money, and capabilities, try to produce a variety of content, including webinars, videos, guides, and e-books. 

The type of content you publish will also depend on your audience’s preferences. Determine what content formats your audience likes to consume and when. You can evaluate your audience’s wants and needs by requesting feedback and surveying them. Whatever content you choose to produce, be sure to publish a mix of short-form and long-form content. Short-form content, like blog posts, are effective at drawing traffic in, while long-form content, like e-books and guides, help you generate and convert leads.


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