| Your Web site should be the cornerstone
| |
| | Reader. But don't just offer a standard
|
| of your client seduction efforts. The
| |
| | capabilities brochure; we recommend your
|
| site is your silent salesperson -- the
| |
| | menu has a how-to guide or tips brochure
|
| one with whom prospective clients visit
| |
| | that includes capabilities information.9.
|
| before granting you permission to meet
| |
| | Proprietary process. After
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| with them.A top priority for any firm
| |
| | specialization, clients look for a
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| that competes in the professional
| |
| | specific problem-solving process. You
|
| services or technology space is to create
| |
| | should create this process, name it,
|
| an easy-to-update Web site that
| |
| | trademark it and describe it with
|
| demonstrates your competence. As the
| |
| | reverence on your Web site.10. Seminar
|
| Internet matures, content is slowly
| |
| | information. The best lead generation
|
| becoming more important, but it's amazing
| |
| | topic you can employ is the seminar,
|
| how many sites for such firms simply
| |
| | briefing, workshop and/or round table
|
| assert how great the company is, rather
| |
| | discussion. Focus on the biggest problems
|
| than helping prospective
| |
| | that you solve for clients. Your Web site
|
| clients.According to our best-practices
| |
| | should prominently list upcoming seminars
|
| research, the three most common client
| |
| | (to promote attendance) and past seminars
|
| seduction Web site errors are: sites that
| |
| | (to promote your reputation as an
|
| are too busy; sites that feature little
| |
| | expert).11. Privacy policy. In a
|
| more than lengthy company histories and
| |
| | confidential business? Then by all means
|
| other information important to the
| |
| | have a clear privacy policy that states
|
| company itself; and worst of all, a site
| |
| | you will never share contact information
|
| devoid of meaningful, useful, how-to
| |
| | with anyone else.12. Legal disclaimer and
|
| information. Without how-to information,
| |
| | copyright notice. For ideas on legal
|
| a Web site is just a glorified electronic
| |
| | disclaimers, look in the front on any
|
| brochure. Client seduction is defined as
| |
| | nonfiction business advice book published
|
| the art of wooing and winning clients by
| |
| | today. You will see language that says
|
| giving away valuable information.From a
| |
| | the publisher is not engaged in rendering
|
| best-practices standpoint, here are 21
| |
| | legal, accounting or other professional
|
| must-have elements for a superior Web
| |
| | service and the information is for
|
| site that begins the client seduction
| |
| | educational purposes. And protect your
|
| dance:1. A clear positioning statement.
| |
| | intellectual property -- your site
|
| Tell prospective clients, in as few words
| |
| | content and free resources -- by taking
|
| as possible, what you do, whom you do it
| |
| | advantage of de facto copyright laws.
|
| for and what results you achieve. If you
| |
| | Post a standard copyright notice.13.
|
| have a proprietary process or an
| |
| | Focus-specific information. If you are a
|
| extraordinary guarantee, this is the time
| |
| | specialist in a certain industry, like
|
| and place to mention it.2. Free
| |
| | health care, then there'd better be
|
| resources. The key to earning your
| |
| | health care information throughout the
|
| prospective clients' trust is to
| |
| | site (you don't want to look like a
|
| demonstrate that you know how to solve
| |
| | poser).14. News releases. The Internet is
|
| their problems in general. They will hire
| |
| | the No. 1 research tool for journalists
|
| you to solve specific problems. With that
| |
| | today, so include news releases, fact
|
| key fact in mind, your Web site should be
| |
| | sheets, firm backgrounders and longer
|
| filled with how-to articles, white papers
| |
| | executive biographies in one area.15.
|
| and special reports that give away
| |
| | Public speaking. List upcoming and past
|
| valuable information.3. Declare your
| |
| | speaking engagements with industry and
|
| specialization. The No. 1 attribute
| |
| | civic groups. This promotes your
|
| prospective clients hunt for is
| |
| | reputation as an expert and will also
|
| specialization, so put yours right up
| |
| | help you garner invitations for future
|
| front. No successful small firm is "all
| |
| | speaking engagements.16. Job postings.
|
| things to all people"; figure out who you
| |
| | Create positive, upbeat descriptions of
|
| serve, and how, and put that information
| |
| | the stars you attract to your firm.17.
|
| on the front page. Be sure also to
| |
| | Key employee bios. Keep these short --
|
| describe the outcomes you achieve, such
| |
| | 50-100 words. Longer bios belong in the
|
| as decreased costs or increased
| |
| | news release section.18. Client base.
|
| revenues.4. Mission and philosophy.
| |
| | This can be tricky, but it's important.
|
| According to our focus groups, you should
| |
| | If it is appropriate in your field to
|
| include a mission statement, but keep it
| |
| | list marquee clients, by all means do so.
|
| short and meaningful. Clients say they
| |
| | If this is inappropriate, then describe
|
| don't really care that much about mission
| |
| | the types of clients you work for in
|
| statements, but if you can use one to
| |
| | general terms (e.g., "A Fortune-500
|
| further differentiate yourself, it's a
| |
| | Manufacturer of Paper and Consumer
|
| good idea to do so.5. Contact
| |
| | Products").19. Case studies. Our focus
|
| information. Don't make your prospective
| |
| | groups tell us most prospective clients
|
| clients work to find you. Put your phone
| |
| | aren't particularly interested in case
|
| number on every page. Make it easy for
| |
| | studies because they believe specific
|
| prospective clients to e-mail you with
| |
| | cases don't apply to them and their own
|
| requests for more information or a
| |
| | problems. A better approach is to take
|
| meeting. And definitely consolidate all
| |
| | information out of a case study and turn
|
| of your contact information on one page,
| |
| | it into a how-to article.20. Referral
|
| including address, fax numbers, and so
| |
| | mechanism. Your Web designer can easily
|
| on.6. Map and driving directions. If
| |
| | include a feature that makes it easy for
|
| prospects ever visit your location, then
| |
| | someone to refer your Web site to a
|
| you must include a map and driving
| |
| | friend or associate.21. Contact
|
| directions to your office. This will not
| |
| | mechanism. The purpose of the Web site is
|
| only save you time, but is also another
| |
| | to let prospects check you out and then
|
| reason to have prospective clients poking
| |
| | contact you. Have a device that makes it
|
| around your Web site.7. E-mail
| |
| | easy for them to do so.Henry DeVries is a
|
| subscription link. Forrester Research
| |
| | marketing coach and writer specializing
|
| studies show that converting prospects
| |
| | in lead generation for professional
|
| into clients via e-mail is 20 times more
| |
| | service firms. An adjunct marketing
|
| cost-effective than using direct mail.
| |
| | professor at UCSD since 1984, he is the
|
| Once you capture their e-mail, why waste
| |
| | author of "Self Marketing Secrets" and
|
| first-class postage? Offer prospective
| |
| | the recently published "Client
|
| clients solid reasons for giving you
| |
| | Seduction." Visit or e-mail questions to
|
| permission to e-mail them: free reports,
| |
| | © 2005 Henry DeVries, All rights
|
| studies, white papers or notifications of
| |
| | reserved. You are free to use this
|
| key Web site updates. And of course,
| |
| | material in whole or in part in pint, on
|
| state clearly that subscribers can easily
| |
| | a web site or in an email newsletter, as
|
| opt out of your list whenever they
| |
| | long as you include complete attribution,
|
| want.8. On-demand materials (PDF). What
| |
| | including live web site link. Please also
|
| happens if a prospective client wants to
| |
| | notify me where the material will
|
| tell someone else about you? The problem
| |
| | appear.The attribution should read:"By
|
| with a beautiful Web site is that is
| |
| | Henry DeVries of the New Client Marketing
|
| usually doesn't look so beautiful when
| |
| | Institute. Please visit Henry's web site
|
| the pages are printed. The way around
| |
| | at for additional marketing articles and
|
| this is to offer professionally designed
| |
| | resources on marketing for professional
|
| PDFs, readable with the free Acrobat
| |
| | service businesses.
|
