Professional services websites

5th September 2016

Digital marketing trends to enhance professional services websites

Many professional services websites fall short in today’s fast-paced digital world. The industry has a reputation for being “traditional” rather than “transformative”. With Sitecore, you can take advantage of the latest digital marketing trends.

We think Sitecore is the best platform for helping professional services websites meet their digital goals. Not just because we’re Sitecore experts. But because it’s recognised by Gartner as a leading platform for website content management. Find out how Sitecore can improve professional services websites with these 7 tips:

1. Embrace digital transformation

Successful professional services websites need a connected digital transformation strategy. There is no other first step to web design. Simply put, digital transformation is about knowing your customers. And accepting the importance of digital in their lives. Digital channels are one of the best ways of engaging with them. It’s also about embracing the same ideas for your employees. Digital can make your internal processes easier too. So you need to get everyone on board for change.

  • Identify business goals and how they translate into digital processes
  • Know your customers and what they want
  • Integrate the right tools to get connected –CRM, EXM, multi lingual
  • Keep following customers’ digital behaviours

2. Use content marketing

Marketers shouldn’t use professional services websites like a stagnant advertisement. Create the right content to get a response from your customers. Something as simple as regular blog posts on current issues lets customers see you as a thought leader.

Sitecore content management system lets you easily create blog posts, web forms and whitepapers, without coding. You can also integrate with email marketing campaign or social media campaign managers. So you can track your content marketing efforts from a single platform.

3. Recognise the importance of branding

Professional service websites need to present a defined brand. Corporate website design is about more than logos and colours.

Clean, simple designs, showcasing your brand are a great start. But your brand should influence every part of your business: the customer personas you cater to, the content you offer, your marketing tactics. You need to seriously consider your brand before the website build starts.

4. Embrace social media

Showing off your social media connections on your site lets your customers know you’re switched on and available. Engaging in the relevant platforms gives you a place to share links to your website and open a dialogue with customers.

For professional services websites, social media is a gateway to customer engagement and advocacy. It’s also a powerful recruitment tool.  Sitecore supports easy integration with systems that will display your social networking activity.

5. Personalise every customer interaction

Unlike some industries, customers don’t tend to visit professional services websites just to browse. They often have a specific reason for visiting your site. If you can identify this need quickly and target content accordingly, you have a better chance of converting. This personalisation is key to providing a great customer experience.

Sitecore lets you manage plenty of personalisation features. Users can be shown content which is location relevant or suits their previous browsing habits. The Experience Database collects customer data so that you can track customer interactions.

6. Consider mobile

Lacking a responsive or adaptive mobile design is a big deal breaker for good user experience. If professional services websites don’t respond to a user’s mobile device, they won’t stick around long enough to convert.

If they switch from one device to the other, users shouldn’t have to start their journey over again. Sitecore cross-channel automation synchronises your content and responses to deliver a personal and consistent customer experience on any device. Device detection in Sitecore 8.1 makes this easier.

7. Engage in Search Engine Optimisation (SEO)

The best marketers and agency partners know that SEO should be at the forefront of your digital marketing strategy. Good Sitecore implementation makes SEO easy for content managers and has a direct influence on a marketer’s ability to hit their SEO goals.

Here at Kagool, we work with clients and agencies to achieve their search marketing goals and provide advice on their Sitecore website. Get in touch with us for help and advice on Sitecore SEO.

What’s next?

Get in touch if you want to know more about how Sitecore benefits professional services websites. We offer a free Sitecore demo to new users. If you’re an existing Sitecore user and think your solution is falling short, ask us about a Sitecore audit.