How to Use Your Website to Convert Consulting Leads into Clients

How to Use Your Website to Convert Consulting Leads into Clients

How to Use Your Website to Convert Consulting Leads into Clients. To turn consulting leads into clients, you must educate and nurture your leads until they trust you enough to solve their business problems. “Consulting is a relationship business — there’s nothing my website can do for me to help me turn leads into clients!” You’re right about one thing — Consulting is a relationship business. It could be… Teaching them about how you helped a previous client achieve success Demonstrating how your expertise is a fit for their business Educating them on a common problem in their industry Use websites like Medium, Quora, and LinkedIn to repurpose your content. Your lead magnets are the first step to driving this action and starting a relationship with your leads. Very few consultants actually do this. Since you’re selling your consulting services, you don’t have to write a new sales page to blast to your list every week. Offer You won’t attract new clients through your website if you don’t offer your services. Do you know anyone who needs help with {problem that you solve}?” Making offers for your products and services in between your educational emails is the final step for converting consulting leads into clients. Don’t: Neglect your design You can write consistently for your blog, offer lead magnets, and build up an email list — but if the design of your website is outdated or unprofessional, you won’t get far.

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How to Use Your Website to Convert Consulting Leads into Clients

Marketing and selling consulting services can take weeks, months, and in some cases — years. As a consultant who must balance delivery versus sales, not having enough leads can lead to the dreaded feast-or-famine cycle.

Nurturing and educating your leads is time-consuming work. You don’t want to nurture and educate leads that go nowhere. This is inefficient for your business — almost as bad as spending dozens of hours on an RFP for a project that you might not even get.

Only a third of B2B businesses follow-up with their leads on a monthly basis.

Can you really blame them?

Following-up consistently takes a tremendous amount of memory. You’re already allocating your brain power to delivering results to your clients!

What if there was a way to nurture, educate, and convert consulting leads into clients — at scale?

It’s common knowledge that every consultant and the consulting firm should have a website. Unfortunately, many consultants do not use their website to generate business results.

A well-designed website for consultants helps converts leads into clients. When used correctly, it can be your most powerful sales tool.

The biggest benefit of an effective consulting website is that it allows you to scale your marketing. As a consultant, you are paid for your work on projects — but you don’t get paid to market yourself. This makes the ability to market yourself at scale critical to your business.

Your website is a member of your team that markets and sells your services. When you’re website does marketing and sales for you, you can focus more on helping your clients.

By the end of this article, you will…

  • Learn the 4 steps to turning your website from “digital brochure” to lead-generating machine
  • Know how to demonstrate trust and credibility through your website
  • Understand the changes you can make to your website today to make it more sales-oriented

When you sell your expertise, you’re not focusing on the “close” or sales tactics. To turn consulting leads into clients, you must educate and nurture your leads until they trust you enough to solve their business problems. Your website can help you do that — quicker, and at scale.

I know what you’re saying.

“Consulting is a relationship businessthere’s nothing my website can do for me to help me turn leads into clients!”

You’re right about one thing — Consulting is a relationship business. But your website and digital presence is one key part of starting and developing these relationships.

Four out of five professional services buyers will look at your website before doing business with you.

And a third of professional services buyers have ruled out a firm because of an unimpressive website.

Whether they hear about your business via referral, Google search, a talk you give, etc — the first thing prospects will do before doing business with you is to check out your website.

You can present them with a “brochure” website that’s little more than an online business card (and does nothing to entice them about working with you)…

Or you can design your website in a way that brings them into your sales pipeline, nurtures them, and offers them your services.

The 4 Step Method to Converting Consulting Leads into Clients Online

1. Share what you know

If you’ve spent any time learning about digital strategy, you’ll have heard the term “content marketing.”

For consultants, this means sharing what you know online in a way that educates your prospects. You want this content to be the first step for prospects entering your sales funnel. You create it with the intention of driving customer action.

How to Use Your Website to Convert Consulting Leads into Clients

Your website is the perfect tool to publish your content. You own it. Your content isn’t at the risk of any other business model besides your own.

The goal of this content is to demonstrate your credibility, educate your prospects, and gain more visibility. The more places you can do this, the more visibility and traffic you will get.

If you’re not sure on what to write, focus on just “sharing what you know.”

What can you share that will help your prospects achieve a positive result for their business?

It could be…

  • Teaching them about how you helped a previous client achieve success
  • Demonstrating how your expertise is a fit for their business
  • Educating them on a common problem in their industry

Use websites like Medium, Quora, and LinkedIn to repurpose your content. If you don’t get a lot of traffic to your website yet, you can use these platforms to gain initial traction.

Medium allows you to import blog posts straight from your website without penalty.

You can promote your posts on Quora to relevant questions, by giving readers a “preview” of your full answer, and then link them back to your website.

How to Use Your Website to Convert Consulting Leads into Clients

LinkedIn can go either way. You can write original content for your profile, or write shorter posts that link to the full articles on your website.

Personal brand coach Leonard Kim uses all three of these techniques. He posts answers to Quora, imports them into LinkedIn, and then uses them as the blog posts on his website.

Here’s how consistently sharing worked out for consultant and coach Robert Middleton of Action Plan Marketing:

“Since 2002, virtually all of my business has come as a result…

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