Return to Insights

Insights

Selling Professional Services and the Web: Establishing an Impression of Empathy

How does a Web site demonstrate empathy? Most Web sites seem to be written as if they were a simple brochure – in spite of the fact that the Web is a much more powerful medium. The actual fact is that even a brochure can be written with empathy and client-focus. It is just easier to write them from one’s own perspective.

• Personalized content or content streamed by audience. You should know whom you are addressing with your Web site. Whether you are addressing single or multiple groups – you should know enough about their perspective to guide them quickly and easily to what they are looking for. (If you don’t - you are hardly alone, but finding your firm some good marketing support will make your lives much easier!)
  
  
• Client-focused copy. When assessing trust for any professional services firm, most clients assess how much of the firm’s focus is on the client’s needs, interests and objectives rather than those of the professional service firm itself. In face-to-face conversation, humans will gauge this by which firm dominates the conversation. This is not much different online.
  
  Give your own copy an objective review – how much does it talk about your own firm, and how much does it talk about your clients and the value that you deliver to them?

It is a natural part of any negotiation - like the establishment of a contract for professional services - that the two parties become - even if only momentarily - adversaries. This can be mitigated in a number of ways including the metnods described above.

Ready to make your Web site part of your sales team?
Contact us to book an appointment