Ten tips for selling a service with a Web site.
Pity the poor consultant. Really.Sure, there are the perks, including the nice briefcase, flashy presentation, and ability to tell others what to do. But there are downsides.
Creating a great Web site isn't easy for knowledge-based consultants, such as accountants, financial experts, lawyers, project consultants, or even public relations professionals. What's to show? A 360-degree picture of your well-groomed staff? A close-up of your Phi Beta Kappa key? Screen shots of your client's big bonus after you helped her turn the company around?
Over the years, we've learned a lot about moving products on the Web (especially from eBay). We now know customers want as many details as possible. They want to see the product and to trust the seller.
Selling a service on the Web isn't much different. Prospective clients want to know as much as possible about your organization. They want a clear conceptual image of the final product. And they want to know they can trust your organization.
Consider the following for your Web site:
It's not always easy to market yourself, but as a consultant, it's your business. Wow those potential clients!
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Susan Solomon is the executive director of marketing and public relations for Memorial Health Services, a five-hospital health system in Southern California. In this capacity, she manages promotional activities for both traditional and new media. Susan is also a marketing communications instructor at the University of California, Irvine; California State University, Fullerton; and the University of California, Los Angeles.
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