The Seven Deadly Sins of Marketing Professional Services Online
Selling intangibles is hard work. Putting together a successful Web site that peddles intangibles is even harder.
Lawyers, architects, engineers, designers, ad agencies, physicians, and other professionals don't, however, seem fazed. That's particularly true of the legal world, where no self-respecting law firm would be caught dead nowadays without a Web site.
Here's a look at the top sins that many professional services sites—maybe most—commit... along with some suggestions on what can be done about them.
1. Self-centeredness
This is the deadliest sin.
Visitors come to Web sites for all sorts of reasons. These include checking out bios or seeing what kind of work a firm or practice does.
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Doug Stern (www.doug-stern.com) is a freelance business writer and marketing strategist based in Louisville, KY. Contact him at 502-599-6624 or stern.doug@gmail.com.
