Typical Professional Services Website Structure
Lead Generating Professional Services Website Structure
If you want to create a high performance website for your firm that consistently generates leads, consider hiring a professional copywriter. As you can see in the sitemap graphics above, typical professional services firms feature fewer pages, mostly explaining who they are and what they do. A lead generating website often has many more pages covering specific topics, services and ideas in depth. These pages are made up of well-written, valuable content that site visitors find useful.
Valuable content pages (the orange boxes) can come in many forms, including:
- Blog posts
- White papers
- Newsletter articles
- Research studies
How does this content transform a typical website into a lead generating machine?
1. Link Building – Well written content that educates your target audience is much more likely to be shared. As you distribute your posts in social media, other sites will link to your site. The more links you have to your site, the higher your search engine authority will be (more links = more traffic).
2. Page Indexing – Every time you publish a blog post, you are adding a new web page to your site. And every web page has a chance of being indexed in search engines. If you write posts using keywords that your audience is searching for, they will find you in Google (or Bing, or Yahoo). Lead generating websites typically pull in the majority of their traffic to content pages, not the home page.
3. Thought Leadership – Prospects are much more likely to take action on your site (for instance, contact you for a proposal) if they trust you. If have a thick library of relevant material, you are building that trust and setting yourself up as experts in your field.
At the top level, most professional services websites look similar. Navigation menus usually include the usual suspects: Home, About, Services, Contact, etc. If you dig below the surface however, you will find that some sites (the high performers) actually have hundreds or thousands of specialized pages. These pages, if well written and accompanies by calls to action, can attract hundreds of qualified leads and inquiries.
Does your company have a blog? How has it helped boost your online lead generation?