to the expertise they’re seeking. In this role, thesite is functioning relatively late in the prospect’sbuying process and is a somewhat passiveparticipant in your own business developmentprocess. Your site has likely been ﬁlling this rolefor almost 20 years in some way.
#2 – ATTRACT CLIENTS WHO DON’T KNOW YOU.
In this second role, the website is operating ata much earlier stage in the buying process. It’sassisting to generate potential leads for thebusiness development team, it’s helping to buildthe ﬁrm’s pipeline, and as a result it is activelycontributing to the ﬁrm’s annual bookings andrevenue. It’s attracting potential clients who don’tknow you, engaging them over time throughinformative content, and nurturing them in such a way that we’re able to identify high value (and lowvalue) prospects for the business developmentteam. This second role is a rather new one for your site, and it may not be doing this much or atall right now. In fact, in our experience less than10% of ﬁrm’s have built a site capable of doingthis right now.
THREE TYPES OF CONTENT
It actually takes three different types of contentfor your site to successfully accomplish the twoprimary roles outlined above:
#1 – EXPERIENCE-ORIENTED CONTENT
This is the content almost every professionalservice ﬁrm’s website already has. It’s content thatoutlines who the ﬁrm is, what it does and who it’sdone it for in the past. It includes such things ascorporate history, founding philosophies, serviceofferings, project proﬁles, ﬁrm news, and bios ofﬁrm leaders and consultants.If I asked you to draw upa site map, this content would represent 95%of the pages you’d likelysee on it. That said,ideally it should compriseless than 10% of your site’s total content. Thisis the content used toaccomplish the ﬁrstrole of your marketing website – helping to close business with prospects who already know you. A prospect with an alreadydetermined need who knows your ﬁrm is really justusing your site to gauge your experience and thecontent outlined above is sufﬁcient to move your business development efforts to the next step ofthat process.
#2 – EXPERTISE-ORIENTED CONTENT
On our blog, I describe this as content thateducates. This type of content exists in the formof blog posts, articles,branded research studies, white papers, and webinars.While this content wouldcomprise only a handful ofpages on the sitemap ofeven a relatively large ﬁrm, itshould represent the bulk ofa site’s content (upwards of 90%). Your ﬁrm usesthis educational content to cast a net to attractprospective clients to your site via search. Thiscontent becomes the deﬁnitive source and proof ofyour expertise.The amount of high value educational content you’reable to produce over time will be the single mostcritical element in accomplishing the second goalof your marketing website – attracting clients whodon’t already know you to your ﬁrm. To accomplishthis task, your ﬁrm needs to be prepared to adda minimum of 2,000 words of useful, high valuecontent to your website on a monthly basis, accordingto Mark O’Brien at Newfangled Web Factory. Thatsaid, if you’re just beginning to produce this sort ofcontent, chances are you won’t see many resultsfrom these efforts until this content comprises atleast 90% of your site’s total content. For instance,if you’re just beginning a website redesign and have
Your ﬁrm uses thiseducational contentto cast a net to attractprospective clients toyour site via search