While I’ve always thought it’s important to look forward, it can also be valuable to look backwards too, to see exactly how far you’ve come. That’s exactly what I did when I was looking over some of my notes and realized that I’d interviewed over 100 different managed services providers in 2019.

From these notes, I realized one common topic that most MSP owners care about is probably one that you’re making a priority in 2020, too: Their websites.

Whenever I review an MSP website and discuss it with an MSP business owners, one of the things I find was that there were a few consistent issues that crept up time and again. These issues were keeping these businesses from the success they so richly deserved.

This is why it’s a good opportunity to go over these crucial design pitfalls with a wider audience, so hopefully we can prevent your MSP from falling into these traps moving forward.

Designing your website too similarly to other MSPs’ sites

On one hand, this is a decision that makes a certain degree of sense. If someone else is doing something that is objectively working, why wouldn’t you want to try to put your own spin on that?

But in reality, you’re failing to capitalize on an opportunity to stand out in an incredibly crowded marketplace. When someone searches for an MSP, they’ll probably visit countless websites. If they all look the same, then they’ll just blend together — making your website just another one that gets lost in the pile.

However, if your website has its own unique design and approach to showcasing your products and services, you will instantly separate yourself from so many competitors. This allows your MSP to capture your prospect’s attention and move to the top of their list.

Not including case studies and customer testimonials

Another element of a successful MSP website, is that people often fail to see the value of your services until it’s far too late.

People aren’t just going to automatically believe that you can actually pull off what you say you can. Their eyes are going to glaze over if your website is filled with technical specifications and product breakdowns. What they really want is proof. In the modern age, case studies and testimonials are how you do it.

Use case studies to show the challenges that your clients were facing and your own unique approach to solving them. Leverage customer testimonials to let those satisfied clients tell their story in their own words about how their lives were improved by partnering with your MSP. Give prospects something tangible and emotional to latch onto and SHOW, don’t TELL, that you’re the MSP that they’ve been searching for.

Honestly, you’d be surprised by what a difference this can make.

The mistake of “me, me, me”

Finally, another common issue that I saw was an MSP website that was essentially about one thing and one thing only: The MSP itself.

Of course, you want your website to promote your abilities as a managed services provider. But what you REALLY want is a site built to attract and engage visitors. To do that, you need to put THEM front and center.

Make sure every element of your website is client-centered — even when discussing the products and services you offer. Focus on the VALUE that you can provide above all else. Go into detail on things like:

  • What your MSP does better than anyone else.
  • Why a prospective client should care about this.
  • What the next step is to begin a mutually beneficial relationship like the one you’re offering.

Never forget that you’re not designing a website to impress other MSPs — you’re designing a website to attract and delight visitors. Get rid of all the technical jargon and present things in a straightforward fashion that outlines who you are and why someone would possibly care. This approach is another great opportunity to separate yourself from so many competitors out there.

Your path to a better website begins today

Whether you’re designing a brand-new website or redesigning one that is currently live, just remember:

  1. Don’t chase a design that someone else is using. Create a new one of your own.
  2. Include as many case studies and customer testimonials as you possibly can.
  3. Resist the urge to make things all about “me, me, me” and make them about your CLIENTS instead.

If you keep those three simple rules in mind, you won’t just have an MSP website that captures the attention of your target audience in all the right ways — you’ll have a site that truly soars in ways that you haven’t even realized are possible yet.

If all of this sounds like more than you’re able to handle yourself, don’t worry — we might be able to help. Contact either myself or one of my colleagues at Tech Pro Marketing today so that we can get your introductory phone call on the books. It’ll give us a great opportunity to make sure our businesses are an appropriate fit for one another, so we can get started on building the terrific MSP website you’ve always wanted.

Photo: Pasuwan / Shutterstock

Nate Freedman

Posted by Nate Freedman

You don't want marketing help from just anyone — you want it from someone that doesn't just know MSPs, but someone that is focused exclusively on using MSP Marketing to help MSPs generate leads. Nate Freedman is the CEO of Tech Pro Marketing, where they deliver predictable, quality leads to Managed Service Providers with their proven MSP Lead Generation Engine™.

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