Inner Circle Media

As business owners, you hear a lot hype about marketing your products and services on the Internet. Experts tell you to “Improve your website. Launch a blog. Build a gigantic mailing list….” The trouble is the marketing information and advice provided online is often directed at companies who sell products and services that are sold exclusively through the internet.

But if you are like the vast majority of service-based companies, your services are delivered by interacting directly with your clients (in person or at least on the phone), so promoting your professional services is NOT the same as promoting a retail product or a service provided only online (i.e. website hosting).

Here are 4 internet marketing myths that could be misleading to service-based companies:

Myth #1— You must have an awesometastic, cool, interactive website.

Reality: You must have a website that clearly defines your service and explains how you help your customers alleviate their problems. Don’t even think about hiring a web development firm until you are clear about who your target customer is, what their pressing needs are, and how you can meet those needs. Design matters, but only so far as your website should look better than your competitors. Content matters MOST. If your content (copy, images, videos, articles, case studies, etc.) is personable, engaging, and speaks to the needs of your audience, they will begin to feel connected to you (and hopefully take the next step of contacting you).

Myth #2—More traffic means more revenues.

Reality: More traffic means only that more people are visiting your site each month. It does not mean that those people are taking any action on your site (reading your blog, filling out your contact form) or ever coming back to the site again. Before you spend money with search engine marketing firms, online advertising, or pay-per-click listings, make sure that your website attracts those people who actually need your services. And be sure that once they get there, they are logically guided toward specific actions.

If you’re wondering if your website compels users to do the things you want them to do, Google Analytics has a great tracking tool called “Site Overlay” where you can see an actual overlay on your own website to see what percentage of users are clicking each link on each page.

If you don’t have Google Analytics to measure your website’s performance, you could do your own user test or survey where you ask some of your customers to critique your website, carry out specific tasks, and provide feedback. The big question should be – “Based on my website, do I look like a credible expert you’d like to do business with?” If they answer YES, then pat yourself on the back. If they answer NO, then improvements must be made!

Myth #3—Build a gigantic mailing list.

Reality: A large mailing list is valuable, but only as long as the people on the list are qualified buyers, current customers, or referral partners. More people are likely to join your list (through your website or by receiving your e-newsletter from a friend or colleague) if you offer them insightful information, incentives, or coupons.

Myth #4—Killer copy will make people buy from you.

Reality: You are selling a service. You are not selling a ShamWow (the chamois, towel, and sponge all in one!). Hype might sell products, but TRUST sells service-based companies and professional consultants. Your website should bolster own brand by showing how you listen to clients, advise them with thoughtfulness and care, and provide exactly the services that meet their needs. If need be, hire a good writer to help you communicate what sets you apart.