Know-How Exchange : Advertising/PR

Great advice above. Michael is correct about using images of people. The more those people connect, visually, and textually, the better. It's important that the wording sounds as if it's the kind of thing a client would say, ask for, or tell the reader.

To this I'd urge investing in and using images of real customers vs stock images: it makes a huge difference and adds credibility. If you're going to use stock images, be selective and choose only images that no other HR company is using—even if this means you paying a higher price for the image rights.

Have you tested automatically scrolling/rotating banners against static versions to see which version brings you the highest click through rate?

I'm asking this because it's important to know which combinations of visual and text-based content appeal most to your site visitors. I'd urge you not to use rotating banners simply because every other HR company does so. The majority is not always right.

To give your bespoke images even greater appeal, consider using client testimonials in lieu of your proposed copy.

Think about your audience. Do phrases such as:

"EMPLOYMENT PEACE OF MIND. Worry-free regulatory compliance and employee relations guidance."

have soul? Do they have lasting client appeal? Does this kind of language resonate with readers? Does it tell a compelling story? Is it believable?

Have you asked your clients what matters most to them? I'm asking this because what you think matters may be one thing, but what matters to your clients may be something else.

If I'm looking for the kinds of services you're offering, I'll be more inclined to read—and to pay attention to and believe—a testimonial from someone in a similar niche if that testimonial tells me how CPE HR, Inc. got that client the best candidate, or how you saved someone from a tricky situation.