This is one of those things that I’ve always known, and yet refused to ever actually do despite all the evidence.
I feel like many things like this are becoming clearer over time. Of course I need to do this.
My concern in the past was always that I was afraid of excluding anyone.
But the thing is… Particularly on my website, I’ve gotten relatively few clients from it despite high traffic. A huge part of that is likely that nobody has felt as if I was speaking to them.
When someone is looking for an agency to work with, it’s extremely effective if they hear their industry mentioned, or at the very least a description of their size of business or something else that will make them feel like we’ve worked with businesses like theirs and can absolutely succeed.
I think I need to start out by saying things along the lines of, “we work with Twin Cities small businesses with between 5-20 employees.”
That’s a great start.
Sure, some bigger companies might decide we’re not big enough for them, but that’s fine. It may even be true!
But for the most part, people who don’t fit that description are just going to gloss over it. A business with just the one owner as an employee will probably still reach out, since they aren’t that far from the description. And they may even feel grateful when I tell them we’ll still work with them.
But most importantly: since I haven’t gotten tons of business from my website, it can really only go up from here.
I think it’s also a good idea to list some specific industries or types of business we work with, like:
- Home builders
- Remodelers
- Business Service Providers (accounting, payroll, marketing, HR, legal, finance, etc.)
- Niche product makers (e-commerce)
- Residential services (cleaners, lawn care, plumbing, electrical, security systems)
- Membership organizations
That’s probably a good start.
So now I just need to revamp some of my main service pages and home page and include these descriptions throughout. Especially near the start of each page.
Hopefully this will help increase conversion.