The #1 Thing Prospects Look for on Your Website

What is the #1 thing on your website that will convince a prospect that your firm is the right choice for a project? Rod Burkert shares his views on what is needed to go from zero to hero and land that engagement.

Imagine I am a prospect for getting your BVFLS services. I found you on Google or LinkedIn. Or maybe I saw an article you wrote. Maybe heard a presentation you gave. Or maybe I got a recommendation from a colleague.

It (almost) doesn’t matter. But now, I’m knocking at your website door. What is the #1 thing on your website that will convince me you are the right choice for my project?

So, I have come to your website. Your design is fresh and clean. Because I’m a busy guy, I’m viewing it on my smartphone or tablet—and I notice (subconsciously) that it’s mobile friendly.

There’s an About page for you or your firm. A description of the services you provide. Bios of your staff. Even a sample report—though I have to say that would be rare. And a Contact page for when we get down to brass tacks.

In fact, it looks just like every other BVFLS website—AND THAT’S THE PROBLEM.

The #1 thing on your website that I’m looking for—the thing that will make you stand out in my mind—is a Ground Zero Case Study … or two.

I want to read how you went from zero to hero on a project that is similar to mine.

• What was the problem?
• What was your perspective on it?
• What alternatives did you propose and why?
• What alternative was chosen and why? And how did it all turn out?

A case study like this gives me an inkling that you can do what your search results, articles, presentations, recommendations, and website says you can do. And, of course, it helps if you specialize in the practice area or industry niche that led me to your website in the first place.

If you offer a multitude of valuation services, the less likely you’ll have a case study that I can relate to. If you offer only a few select services, the more likely that my problem and your case study will intersect. And the more likely I can envision how you can help me.

And the more likely I will hire you—instead of someone like you.

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Everyone has a different idea of what a successful practice is. The practice you want is personal because it is based on what “successful” means to you. I help practitioners focus on the strategies and tactics to build/grow their versions of successful practices. If you want some help with that, e-mail me at rod@rodburkert.com.