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A few weeks ago I ran a 5 part mini course on email about how to improve your MSP's website. So it generates more leads and ultimately gets more prospects on the phone. A number of people have asked for a copy of the emails. So here they are, wrapped up into one blog article. Your website is your shop front. It's the most important online marketing asset that you have. I did 45 critiques in all. And I noticed a real trend. Which was that most people's websites were just "average".
They really were. In fact, it's shocking how similar most MSPs websites are to each other, and how "average" they are. There were one or two that were really good. None were perfect But here's the thing Your website must have a look and feel that appeals directly to the target audience.
So if you picture in your head right now, what does the ideal client look like from your point of view? They will probably have a certain number of users. Geographically, where are they? From an attitude point of view, what kind of clients are they? What kind of thinking do they have? We all want clients who are willing to invest in technology, willing to partner.
You've got to make sure that when someone lands on your website, that immediately, at an emotional level, they are engaged. Because actually the reality is most people when they get onto your website, they're doing what's known as a bounce. They land on your website, they have a quick poke around and then they hit the back button.
We call this a bounce because they're just not engaging with the content. I have a couple of tools to suggest to you on Friday to watch this happening in your website. It's terrifying when you see it. But you've got to make sure that whoever it is that you're looking for, your website immediately appeals to them.
Side note: If you do have one specific vertical or niche that you work in and you also have general clients and lots of MSPs are like that , you may decide to have two websites. You may decide to keep your general website and set up a specific website, aimed directly at your vertical. Back to what I was saying. When we look at stuff, we have things that we think about with our brains - things that we think about cognitively.
And then we have things that we think about emotionally. And the rational mind, the brain is kind of like Spock from Star Trek.
It's all very logical. It uses past experiences to ascertain what's going to happen in the future. The reason I'm telling you all of this is most MSPs when they put their website together, they're putting it together using their rational mind; using the logical cognitive part of their mind.
Because they believe that other people are buying that way. Actually the reality is unless you sell to internal IT support managers, the people you're selling to do not think rationally at all.
They can't because they don't have the knowledge that you do. Your normal B2B buyer cannot think rationally for one key reason. They do not know what you know. They haven't heard of ID Agent. They don't know what ConnectWise is. They don't understand IT Glue.
They don't understand technology stacks. They don't even know how important it is to encrypt their devices. They don't really see two-factor authentication as a useful thing, they see as a bit of a pain They can't use their mind because they don't have the knowledge that you have.
Most MSPs forget this with their marketing. You assume they know what you know. But they really don't. So they're not using their rational mind. Instead they're using their emotional mind. The emotional mind is gut feel.
There's no logical thinking going into it. They're not looking at your website versus someone else's website and saying, "Oh, I see this IT support company here is a Microsoft Gold partner; that makes them excellent. They just don't know what this stuff means. And so you cannot influence them at a cognitive level. They are making buying decisions based on gut feel and emotions and whether or not they LIKE you. Now, this is a massive, massive thing for your website, because what we've got to do is we've got to put a mix of these together.
But we've also got to give them a bit of information for their brain to be satisfied. Put it in another way, they make the buying decision with their heart and then their brain rubber stamps the heart's decision.
And what that means in practice is you've got to make sure that your website has 10 times the amount of emotional appeal than it currently has. When I was doing those 45 website reviews, about 43 of them simply didn't have enough emotional appeal. They were too dry or too cold. They were too impersonal. They didn't feel human enough. It didn't feel like they were people. Where are the people? They're never enough people on people's websites. I need to see people. And I don't mean stock images, we'll come onto this later on in the week.
But you've got to give me the people and the emotional appeal comes from the people. You've got to have it clear in your mind about who the buyers are. This is what I was talking about in terms of clearly defining who do you want. If you only want businesses that start at 50 users, you want 50 to users say, then you've got to have a website which talks to those people.
And you've got to think right. Someone who owns and manages a user business, how do they think? Because it's a wholly different sets of things than someone who's got five staff. When you've got 50 staff by the very nature of having that many people to pay every single month, you have to have systems.
You have to have extracted yourself from it. You have to have a management team. You have to have HR, you have to have all these other things. So the kind of decisions that are being made by a minimum user business compared to a minimum of five user business are wholly different.
And you have to be very, very clear who it is that you want. You cannot appeal to everyone with one website. It is simply impossible. It physically cannot be done. So you've got to be very clear on who you want. Now, the other thing that you've got to be clear on is you've got to make sure that your design and your content of your website matches those target buyers.
Certainly your design and your content need to feel up-to-date. From a website point of view, you're not in competition with other MSPs, you're in competition with ALL other websites. They are judging you and your business based off your website, comparing it to all the other websites that they use. And if your website looks or feels old, impersonal, or just not emotional enough, then that's the judgement that they make. This is your online shop front.
If you're walking down a street and you see a shop front, and it's old and hasn't been updated for a while. And the sign is a bit faded and the windows are dirty. Then you wouldn't be surprised to put your head inside the shop and expect that the shop itself to be the same. And it's exactly the same with your website. If your website looks a bit old and a bit crap, then they will judge the book by the cover. And they will assume that your service and your team and what you do is a bit old and a bit crap.
If someone lands on your website and it's crap, they just leave. They simply don't take time to look around. These are the easiest, fastest fixes to your website. Because these are the changes that have the biggest emotional impact on your prospects. First up is an intro video. It's an absolute must. And ideally it'll feature your team The reason that an intro video is so powerful is because video is the most engaging content.
And if you can get the right kind of video, a really well produced Hollywood style video, that ticks so many boxes. So literally, the first thing that people see when they come into your home page is that impactful video of other people, your clients, talking about how great you are. You then need a well-written home page. Which normally means something written by a professional. If you've written it yourself, it's probably OK.
But OK isn't good enough. Have a look on Fiverr. Copify is like hiring a writer on Fiverr except there's someone doing the hard work of selecting the writers for you. The best process to do this, is for them to interview you over the phone or a Zoom. Record it, get it transcribed, and then essentially your own words can become the home page. All they've got to do is edit and shape your own words. And that's a very powerful thing to do. In makes life easier for the writer, too.
Just make sure your website is written from their point of view, not from your point of view. So you want to avoid things like, "We do this, this is all about us, we like this. You write it from the prospect's point of view. This content needs a powerful headline. The number is a real number of users you support. Other things you need on your home page is an excellent professional photo of you and your team.
Also, some testimonials social proof. LOTS of testimonials, preferably with photos. Or if not then company logos. Make sure you use full names and company names. Hiding details kills testimonials.
Best practice for this at the moment is to embed your calendar into the website use Calendly or Microsoft Bookings, part of Let them schedule a 15 minute video call with you right on the page You can also add trust badges, such as your Microsoft partner logo. Just try to stick to the ones that ordinary people will have heard of. They'll be more influenced by the logos of your local media titles, than the ID Agent logo.
In fact, if you look at any kind of analytics, you'll see that on most websites, most people are looking at the home page and the about us page. Sometimes they're going to look at some of the service pages and sometimes they go to the contact us page. But typically, the two most trafficked pages are the home page and the about us page.
Those two pages are essentially versions of the same thing. So in an ideal world an about us page would have more videos on. In fact, it might have some case studies of the clients that were in the video on the home page. So the video on the home page might be just a 60 second montage of clients talking. But then you might have 3x case study videos on your about us page.
You might have another video with you talking about your journey. You want to tell us why you started the business in the first place maybe you ask yourself that every day!!!
Show us a bit of a business nostalgia. If you've got a photo of you with more hair and your company van from , that would be a great photo to go on there. Because a it shows you've been around for some time, and b people love nostalgia. The critical thing to remember about the about us page, is It's still about the prospect. And yes, you can tell your story in a way which is about the prospects. In fact, you've got to tell your story because it humanizes you in some way.
I actually tell quite a long story. I tell the story of my transition from struggling business owner, into someone who's got a grip on things. And it's also explains why I can work with MSPs. And I want us to bond, I want you to look at that and say, "Oh my goodness, this guy is just like me, except he's not a tech. That makes me more real to you. And that's the kind of thing that you've got to achieve on your about us page.
Which is, using your story and showing your experience in a way which bonds you to the people that you want to buy from you. You were probably consulting and just got a bit sick of it, or you enjoyed the money but you didn't like the inflexibility of it, or whatsoever.
And so you started off on your own part-time. Eventually there came a point where you just sort of threw yourself into it. And fast forward 10 years, you've got six staff and you still got your very first client. It's a very similar story, isn't it for most MSPs? Well, what you do is you take that story and you embellish it and you enhance it. Because that is actually quite a dull story. So you talk about how you were working somewhere else. But you didn't think they were looking after the clients properly.
And you didn't think that they were being proactive enough. Because actually you realized that so many problems can be fixed before the clients are even aware of it. That's the kind of story that people love. And then you talk about how it's just been rapid growth since then, how your clients love you so much, that they've stayed with you. Some of them for 15 years, that you now look after 1, people in this area, which is your user figure number that you've already used on the home page The other thing then that we want to use is lots of photos of real people.
And your staff are going to hate me for this, but I don't care if they don't want to have their photo taken. Because I want to get you more new clients and help you sell more stuff so you can pay them more, which is always the reason for why you need to have photos.
You need more proper professional photos of you and your team. And you really need them to be updated every couple of years or so, just so you can put lots of photos on the website. A key thing to remember with this, is people buy from people.
So, you've got to show them the people. And if you're not showing them the people, they don't know who they're buying from. It's got to be real photos, of real people, and captioned as well. So it's really obvious that these are the people they're buying from. If you're a one man band or a woman band with just a bit of help and that's not an option, then you make the photos all about you. And you become the front person of the business.
Richard Branson does this very, very well. He doesn't run the Virgin companies but he is the front man of the Virgin brand, and gets involved in fronting that up. You can do exactly the same thing. You can pull that trick off if you've got staff, or if you've got one member of staff.
You can be the front person for the business. If you have got some staff, even if it's just two or three, rope in a few of the people, get your other half in there for the day, get the part time admin person and do a photo shoot.
Put yourselves all in company t-shirts or something like that, so it's pretty obvious you all work there. Your staff will try and get out of it if they don't want to. In fact, it's probably the number one whinge from staff is, "I don't want to take part in the photo shoot. I think the answer is always: "Look, people buy from people. We need to show them the people. And ultimately, I want to pay you more, but we need to get more new clients to pay you more.
The photo shoot is happening on Thursday. It'll take 30 minutes. I have heard of MSPs giving copies of the photos to their staff as well, for them to go and use on LinkedIn or whatsoever. I also know that some people are scared of putting photos of their staff on the website because they don't want their competitors to come and steal them. The way I would look at that is, your competitors are going to find out who's working for you anyway, they're only going to steal the staff that aren't engaged.
I don't believe putting your staff on the website is going to speed that up or cause it to happen. I could be wrong, but that's my gut feel on that. Most people aren't looking at your services pages. Don't believe me? Check your analytics.
I would set up an individual page for each of your core services. A small number of people will go looking for them. More importantly, Google will see them. Here's the thing, don't obsess over the services pages. Don't spend too much time on them. Get your writer to write them, focused on the prospect and not you, of course. By the way, the need for a big site for Google is also one of the reasons why you need to have a blog on your website.
Google likes to see websites growing and adding fresh new content. With a blog, you can then add new content every week or every couple of weeks. It's all organised automatically in your blog or call it news if you prefer. The more often you add new content, the more regularly Google will visit your site to reindex it. And the more often it visits, the better. It's a really tough question to answer - why would I pick your IT support business, above all of your competitors?
Most MSPs can't answer this. Even I struggle to answer this with some of my clients. But you need to find something that makes you the no brainer choice called no brainer because ordinary people are making emotional decisions, remember. Something that helps you stand out, head and shoulders above your competitors. You then sprinkle this across your website. To prospects who don't understand technology, you're the only truly unique thing about your business. You and your team.
This is why I'm such a big fan of putting your photos all across your website. Opening hours is another potential USP. For some people it's one of the big factors when they're picking an IT support company. Can they pick up the phone at 8am?. Can they do the same at 8pm?
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