Managed service provider (MSP) websites serve many purposes. But above all else, they need to book sales calls.
At Tech Pro Marketing – my MSP marketing company – we’ve built, analyzed, and refined hundreds of MSP websites. One of the biggest takeaways is that potential buyers don’t want to dig for the information they need. I believe this is a general rule that extends beyond the MSP world.
MSP buyers should be served the key information about your business on a silver platter – from the second they arrive on the site.
Enter the hero section.
What is a “hero” section on a website?
Think of the hero section as the center stage of your website.
This is the section at the very top of your homepage. It’s the first place that site visitors see without having to scroll. Hero sections commonly include a background image, video, graphic, a small block of text, and a call-to-action.
The role of the hero
A good hero section accomplishes several goals. Most importantly, it needs to hook potential buyers and encourage them to visit the rest of your website – or take the intended action (like booking a call). For MSPs, the hero section must clearly convey the who, the what, the why, the where, and the how.
This sounds like a tall order. But with the right game plan, this can all be accomplished with a high-quality image, a couple of lines of text, and a link. Let me explain further.
The components of a great hero section
The hero section of an MSP website should give potential clients everything they need to know about your company – and help them take the first step in using your services. This is what makes the Barracuda MSP website so great. When you first land on the homepage, the hero section tells you exactly what the product is, who it’s for, and how to get started.
Keep in mind that the purpose of your MSP website is to book consultations, not explain every single detail about your services. That information can be saved for the call itself. Here are the major items your hero section should cover.
The who
Tell people both who you are – and who your services are for. This can be explained in the first line of text in the hero section.
The what
This is where you spell out what you do. As an MSP, this is super easy. You provide managed IT services covering all components of a business’s IT infrastructure.
The where
When businesses are looking for an IT company, being local matters. They want to know that someone can be on-site quickly if something goes wrong. This should be front and center in your hero section.
Now, believe it or not, the who, what, and where can be covered in a single sentence.
For example: “(Your company name): Comprehensive, security-focused managed IT support for growing businesses in Dallas.”
In just 13 words, you’ve introduced your company, conveyed the service you provide, clarified your target clientele, and shared the geographic location you serve.
The why
The why can be a little tricky, especially for newer MSPs.
Your potential clients have many, many options for IT companies. You need to show them why they should choose you over them. This involves placing proof points in your hero section. In other words, it’s where you showcase the results you’ve achieved and what makes you a good MSP.
Some of the common proof points MSPs use include average response times, years in business, number of clients, size of the team, cyber threats stopped, etc.
These proof points are usually displayed towards the bottom of your hero section over the image.
If you’re just launching your MSP – and haven’t built up proof points yet – you still have options to showcase your why. I’d be happy to help you find some solutions to use here.
The how
The how involves the path that turns a site visitor into a lead.
This is your call to action (CTA) to book a meeting – which is ultimately the most important function of your MSP website. The CTA needs to be a boldly colored button with clear text, “Book a FREE Consultation,” “Schedule a Strategy Call,” etc.
CTAs are the most analyzed feature on websites. Everything from placement to size, color, and text is thoroughly tested to find what works best.
Does your hero need a makeover?
Your hero section should provide a potential buyer with all the core information about your MSP.
Most people visiting MSP websites simply need an expert to take care of IT for them – a company that is going to manage every aspect of their IT infrastructure and make sure it works day after day. You don’t need to educate them on what an MSP is, what they do, and so on.
The goal is to show that your MSP fits their needs, that you are reputable, and that it’s easy to get in touch with you. An awesome hero section accomplishes this.
Is your MSP website failing to convert visitors into leads? It might be your hero section, and I can help you with this. Shoot me a message on LinkedIn or get in contact through my website.
Photo: Summit Art Creations / Shutterstock
