Relevant, reliable content builds trust and trust is important when developing client relationships.
Understand clients’ search patterns
When people need help to solve a problem, usually the first place they look is online. Search brings potential clients to your website. It is how they discover you and evaluate your potential solution against that of your competitors.
These searches take place well before the client ever contacts you. This is why it is important to understand the words people use when searching and the questions they ask. And, of course, it is also important to make sure that potential clients can find your firm online. If you don’t turn up in search results, they may never find you.
Assuming your firm specialises in providing particular services — tax, wealth management, family business advice, accounting or audit — then you’ll already have a good understanding of the most common problems your clients face.
You can use draw on this knowledge to brainstorm the search terms your clients are likely to use when they are looking for solutions to their problems online. How do they phrase their questions? Pay attention to their language when you are planning your content. This helps ensure that you focus your efforts in the most productive areas.
Focus on content that helps your client
Sharing quality content helps build your firm’s professional reputation and demonstrates your expertise.
Content that is useful to potential clients may take many forms: articles, blog posts, videos, reports, powerpoint presentations and slideshares are just some of the content types typically created and shared by professional services firms.
Remember, when creating content to focus on what is helpful to your client or potential client. Case studies are particularly useful but even a biographical note about an employee can reassure potential clients that he/she has the skill and experience to deal with their particular problems.
It is worth thinking through what you say in your ‘About us’ section of your website. For example, a bio might explain that an employee holds a qualification in mediation and is experienced in resolving family business disputes. This information is helpful to potential clients involved in similar disputes.
Make sure that all your content includes contact information — whether that’s a contact form, an invitation to join your firm’s mailing list or button to request a relevant download. You get the best return on your content when your website visitor become a client.
Share your content with your community
Sharing your content via social media encourages clients to engage with your firm and makes it easy for them to contact you. Decide which social platforms work best for you. LinkedIn is good when you want to attract the attention or your peers. Twitter is home to many journalists and can be useful if you are seeking media attention. Facebook and Snapchat and YouTube may be better when you are trying to recruit trainees. Few firms have the resources to be active across multiple platforms so it’s a good idea to be strategic — to know where you want to be active, and why.
Finally, remember to check and update your existing content from time to time and make sure that all links and contact points are correct and working. That way, you’ll get a better long term return on the content your firm creates.
If you need help creating or updating content for your website, I would be pleased to provide a quote. You can contact me here.