When was the last time you went to a website and handed over your email address to download a white paper, video, or eBook? You probably can’t remember. A few years back, sure, it might have made sense. These days, “gated” content feels like an outdated concept, even on a MSP’s website.
The decline of gated content
I’ve conducted reviews with dozens of MSPs over the last few months, and I often ask, “When was the last time someone signed up for your email newsletter?” Typically, they can’t remember. The trend is clear: people are no longer interested in giving up their email addresses for content they can find elsewhere, without the hassle.
As we say to our clients and prospects daily, the principal purpose of your MSP’s website is to start a conversation — nothing more, nothing less. The moment you engage a prospect in a conversation, you stand a reasonable chance of closing a piece of business. Why? Because it comes down to human connection and your ability to sell ‘trust’.
The power of human connection
Focusing on achieving that connection on your site is the right thing to do. Having a single, consistent message that encourages people to start a conversation is absolutely the right focus.
David Meerman Scott, one of my online marketing heroes who I’ve followed for the last 15 years, talks about this concept:
I completely agree. People buy from people, and the sooner you can start that connection, the better. It’s exactly what we do with the single, focused call to action on the Wingman MSP Marketing site — offering a free website review to establish human contact. And it REALLY works. We genuinely try to practice what we preach.
When to use specific gated content
The alternate view is to have multiple pieces of gated content on your website – an eBook here, a white paper there. Driving traffic to those sorts of assets absolutely makes sense, when it comes to campaigning work… People who aren’t yet ready to buy – keep them warm with interesting content… share your expertise – drive them to specific content pages around the site… share content – absolutely!
But, for visitors who’ve come across your business via search, have been referred to you or, who have heard of you and want to check you out, your focused message should be to demonstrate social proof, personality and then drive them to start that conversation with you – not to focus them on signing up for a newsletter or eBook.
Implementing a human-centric call to action
Take a look at how you’re encouraging people to interact with your website right now. Is it clear, is it human-focused, and is it consistent? Or are you leaving people with the much weaker message of “Sign up for our newsletter”?
If it’s time to rethink your approach. Here’s a step-by-step guide to help you create a more human-centric call to action:
- Identify your primary goal – Decide what the main objective of your website is. For MSPs, it boils down to starting a conversation. This could be through a consultation or a free audit.
- Simplify your messaging – Remove unnecessary distractions. Focus your messaging on one clear call to action that encourages interaction. Make it about starting a conversation rather than consuming content.
- Demonstrate value – Show prospects why they should engage with you. Use testimonials, case studies, and social proof to build trust. Highlight your unique value proposition and make it easy for visitors to understand what sets you apart.
- Make it personal – Use language that resonates with your audience. Avoid jargon and be approachable. Your call to action should feel like a personal invitation rather than a sales pitch.
- Test and refine – Regularly review and test your call to action. Use analytics to see what’s working and what isn’t. Prepare to tweak and adjust your approach based on real-world feedback.
Conclusion
In a world where digital noise is at an all-time high, standing out requires a human touch. By focusing on a single, human-centric call to action, MSPs can better connect with their audience, build trust, and ultimately drive more meaningful interactions. It’s time to move away from outdated tactics like gated content and embrace a more personal approach.
Is it time for a rethink? Absolutely. Start focusing on human connections today and watch your engagement soar.
By adopting a more human-centric approach to your MSP’s website, you not only create a better user experience but also pave the way for stronger, more authentic relationships with your prospects. So, take a step back, evaluate your current strategy and make the necessary changes to put the human element at the forefront of your digital presence.
This article was originally published at Wingman MSP Marketing.
Photo: 3rdtimeluckystudio / Shutterstock
