3 quick wins to get more leads from your MSP's website (with screenshots)

I look at a LOT of MSP's websites. Must be well over a thousand over the years. And 90% of them just aren't good enough to attract new clients.

I don't say this to be controversial, and I'm not a cruel person. I'm being realistic.

Your website is your "shop front". If a shop looks shabby from the outside, we don't want to go in. It's the same with a website. If your website is dull, unengaging and looks/feels the same as all the other MSPs, hot prospects won't want to engage with you.

There’s nothing more depressing for me than looking at a home page and seeing a headline that says “Welcome to XYZ IT support”.

Or worse, reading that the business “is a specialist support solutions company that has forged a reputation for excellence in supporting its customers”.

What does that even mean? ??

Most MSP's websites claim to have the:

• Highest levels of customer care
• Greatest quality of service
• Best technology solutions

The problem with that, is when everyone says the same thing, it’s really hard for normal people to differentiate between technology businesses. To them, they seem samey. And samey is a real engagement turn off.

Cue a picture of a cat yawning...

In fact, I'll go a step further: Samey kills sales.

Don't be the same as the other MSPs. Make your marketing different.

You have to start by putting yourself in the minds and hearts of the prospects you want to reach.

They are not like you.

They don’t think about technology from the second they wake up till the second they slip back into sleep. They don’t read technology blogs and websites. Or subscribe to newsletters like this.

They don’t pour over the latest products and equipment, rubbing their thighs in excitement.

They don't put their hands in their heads because of NCE ??

The average everyday normal prospect doesn’t think about their IT much at all… until they have a problem. And then, of course, it's the most important thing in the world to them.

When you put yourself in the mind and heart of your prospects, you realise it’s critical to differentiate yourself from all the other MSPs they could buy from.        

When someone is looking for a new IT support company, they might Google the phrase “IT support TheirTown”.

If they land on your website, do you know how long you’ve got to grab their attention and make them want to read on?

Three seconds. Just three seconds. Terrifying!

So you can see why using the same kind of generic marketing all the other MSPs use is a bad idea. It's scary how often I see the same old tired stock images of "technicians" and networking cables on MSPs' websites...

The goal is to turn a website visitor ---> lead ---> prospect ---> client.

There are many, many things you can do to improve your website. For the members of my MSP Marketing Edge service, we have a series of short fun training courses on websites, and do a full website video critique every month.

But for you now, here are three quick wins to make your website:

1. Instantly different
2. More engaging
3. Better at generating leads

Quick win 1: Make your site about people, not technology

Business owners and managers don't buy technology. They buy outcomes. And people buy from people not businesses or brands.

So show them the people. That means photos of you and your team all over your website. If you don't have photos, get a photoshoot done. Don't let your technicians try to opt out... if they want pay rises, they need to help get more clients ?? If it's only you in the business, just use different photos of yourself.

Tell more stories about people. That's probably your personal story of how you came to run this business. Talk about how your love of technology and your desire to help people have come together. And you love every second of it (even if that's not the case any more ??).

Demonstrate passion not skills. Anyone can train in skills, but a true driving passion is rare and special. Prospects are attracted to it.

Quick win 2: Cram in as much social proof as you can

Our brains still operate with the same programming we had 100,000 years ago. When we lived in caves and got eaten by sabre-tooth tigers.

Back then, we evolved to do what most other people were doing. Safety in the crowd, if you like.

Psychologically, we still operate the same way today. That's why social proof is so important. We're talking:

• Testimonials
• Reviews
• Case studies

When prospects can see that lots of other people like them already trust you, then they will be more inclined to trust you too.

Ordinary business owners and managers cannot cognitively tell a good MSP from a bad MSP, because they don't have the experience to grade their technical competence. So instead they go on how they feel about them. And good social proof makes a company feel safer.

Quick win 3: Make the next step easy for them

What's the thing you want someone to do when they're on your website? Get in touch to talk about their business, right?

In marketing, this is known as the CTA - or Call To Action. It's the thing you want them to do.

You could ask them to call you, or email you, or fill in a form, or even live chat. All of these things are valid.

But right now the very best CTA is to put your live calendar on your website and let them book a 15 minute no obligation video call, on a day and time that suits them.

It's convenient and easy. You won't get many people doing it. But those that do will be the hottest prospects. And the call will last 30 to 40 minutes, because you're talking to them about their favourite subject.... themselves and their business.

You can do this using Calendly, or just Microsoft Bookings within 365.