Q: At our MSP business, we want to improve our website SEO so that our SMB prospects can find us more easily. How can we optimize our MSP SEO so we can capture more leads for our sales team to go after?
SEO is an important component of today’s marketing strategies. In a recent Hubspot marketing survey, 61 percent of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. Even making a few little improvements to your website can make a huge difference for your SEO.
To give you advice on how to improve your SEO, we sat down with Barracuda MSP’s web optimization expert, Sarah Duffy, to find out what tips she has to offer. Sarah suggests focusing on these three areas to optimize your website and make it into a lead generation engine:
1. Strengthen Your Message
Effective communication is key, so make sure your MSP website clearly states what your business does and what types of services you offer. When you’re writing this web copy, make sure the message is compelling enough to incentivize prospects to learn more. To receive more calls or get more customers onto your managed service plan, consider including special website promotions and offers.
To reach your target audience effectively, use language they can relate to. For example, if your MSP business focuses on a specific vertical like hospitals, the messaging on your website should reflect your knowledge of HIPAA and the services they need to stay compliant. Keep in mind what your customers are looking for, what terminology they would understand, and what keywords would grab their attention. Having the right keywords distributed across your website pages isn’t just important for SEO purposes; it also helps readers determine if your business can serve their IT needs.
Keep your web copy straightforward and concise to avoid confusing your visitors, and make each web page unique from the others. A great way to engage with prospects on your website is include graphics and videos. This can help break up some of the text on your site without having too much—or too little—white space.
2. Add Calls-to-Action and Lead Forms
Calls-to-action and lead forms add an easy next step for the prospects visiting your site. This is usually a graphic or a line of text that asks visitors to fill out a form to get in contact with a sales representative, download a piece of content, or sign up for an event. To develop the perfect CTA, think about the next step that you want your prospects to take.
For example, if you want prospects to share their contact information for a sales call to learn more, you’ll probably want to include forms. These can simply ask for the visitor’s first and last name, company name, phone number, and email. The CTA can be as simple as “Request a free consultation,” “Request a quote,” or “Request a free on-site visit and IT needs assessment.” Better yet, you can include a combination all three of these types of CTAs throughout your website.
As a best practice, have one CTA displayed on every webpage, even if it is the same call-to-action that appears on other pages.
3. Improve SEO
Search Engine Optimization is a powerful tool to use to drive traffic to your website. To get started, focus on local searches. Look at your ranking in local search results near your city and zip code. If your website isn’t appearing in these results, you’ll want to focus your efforts on getting listed. To get your website listed, make sure your city and geography are included on your website pages so that small businesses in your area can find you. You can also get your business listed on third-party sites, like Google Business, Bing Places for Businesses pages, Yelp, Yellow Pages, local chamber of commerce websites, or other online directories. Setting up these listings will give you a better ranking in local search results because Google will be able to recognize that you’re a legitimate business.
You should also focus on your on-page SEO to make sure it’s helping and not hurting your website. You can do this by avoiding using vague terms on your website and instead using specific terms for the packages or services you’re offering.
For example, most small businesses won’t understand the acronyms you use to describe your business, so write out the terms instead. Think of a small business owner searching for outsourced IT help. They aren’t going to search on the term “MSP” but rather “IT services” or “managed services provider.” When in doubt, be as specific as possible with the keywords you include on your site.
Following Sarah’s tips will help you to improve your ranking on search engines and convert your web visitors into leads for your sales team. Once you’ve worked on improving these three areas, track your website traffic to see if it’s working. When you see more organic traffic coming to your website, you’ll know that your optimization efforts are paying off.