Competition for professional services firms is fierce. But the bar for marketing in your industry? It’s surprisingly low. Clunky websites. Confusing messaging. Social media that goes nowhere. Most firms are leaving clients on the table because prospects can’t figure out what they do or why it matters. Every Tuesday morning, I send brief emails that help you create a clearer message, simple strategy, and start growing your business consistently over the long term.
A Better Headline for Your Website
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Hi, Reader! 👋 If your website headline says any version of the following, you’re confusing your customers.
Click through a dozen home services websites and you’ll run into variations of this several times. Attorneys...same thing. Probably a lot of Accountants, too. It's wild how many self-proclaimed "trusted" businesses there are just in your city. You might think it’s clear (we provide a specific service in a particular city) BUT… If EVERYONE is saying the same thing, your customers are burning too many calories trying to figure out which company to hire. The confusion comes in trying to understand what makes you different or a better choice. You can still include your city and service type, but try this instead. Put what you do in a smaller font above your headline and make it an H1 heading.
Then, in a larger font as an H2, use a tagline that hits directly on the problem you solve or your customer’s aspiration.
Here is the other thing... NO ONE believes YOU when you say that YOU are “Indianapolis’s trusted XYZ.” Let your customer testimonials and case studies make that point. Include certifications, licenses, and awards on your website to make that case FOR YOU. Focus on the problem your customers have and how they feel about it, rather than your authority in the space. If you do that, you will stand out from the 15 other “trusted” providers in your area. Remember: Looking or sounding THE SAME as your competition will never help grow your business. Different is memorable. |
Confusion Kills. Clarity Thrills.
Competition for professional services firms is fierce. But the bar for marketing in your industry? It’s surprisingly low. Clunky websites. Confusing messaging. Social media that goes nowhere. Most firms are leaving clients on the table because prospects can’t figure out what they do or why it matters. Every Tuesday morning, I send brief emails that help you create a clearer message, simple strategy, and start growing your business consistently over the long term.
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