Webinar replay: Why your website doesn’t generate enough leads… and how to fix it

Webinar replay: Why your website doesn’t generate enough leads… and how to fix it

Paul Green Content, getting new clients, growing my MSP through Live Webinars, Videos, websites & social media

Live 🔴 MSP Monthly Profit Booster

Every month, I put on a free webinar – that’s packed with value bombs.

In November 2020’s webinar, we discussed why your website is sooooooo bad at generating leads. And a series of simple things you can do to fix it. This is brand new content you’ve never seen before, covering:

  • Why your website fails the critical three second rule
  • How ordinary decision makers think and act. And why your website leaves them cold
  • Why you owe it to your children, your bank manager and your future retired self to make your website as good as it can possibly be
  • The 10 most important website elements to focus on

The replay is below, and the transcript below that.

First, here's the "fast track" way to get your MSP's marketing SORTED

The Marketing Accelerator's my new entry level training course. There's a new course starting every month for just 10 MSPs. And it's priced to be a no brainer, at just £49 + vat / $69 (one off payment)

Join me for five live Zoom calls to get your marketing SORTED. I talk about this at the end of the webinar recording - and the full details are here.

December's webinar is
LinkedIn is SO exciting for MSP lead gen… you should lick the screen

Monday 14th December 2020

Full details and register for free here

Good afternoon, hello, or good morning, wherever you are in the world. Welcome to our second live MSP monthly profit booster call, I'm just going to bring up the PowerPoint stuff I want to put on screen today. I'm coming to you live from just outside Milton Keynes here in the UK. And we are, that's the one I want. We are live, it's a 1:00 PM, GMT, Greenwich Mean Time. We're talking today about why your website doesn't generate enough leads and how to fix that. For those of you that were on the first of these webinars last month, you'll be delighted to know that yes, I am recording it. I've already set the hit record button, I haven't got to do it again tomorrow.

So here's what we've got coming up for you today. We've got a whole bunch of different stuff, we're going to be talking today about the ordinary people who buy from you, ordinary decision makers. We're going to talk about how they think, how they act, what they don't think about, what they don't want all, of this kind of stuff. We're going to do a little bit of a deep dive into the people that you want to reach. And then we're going to look at why your website leaves them cold. And it's really important for me to be able to paint a picture of ordinary people, so you can understand why it is that your website simply doesn't work.

We're also going to be looking today at why you owe it to your children if you have them, your bank manager and your future retired self, to make your website as good as it can possibly be. In fact, I believe that your website is the single most important marketing tool that you have at your disposal. That may change down the line, but certainly as we stand here in 2020, that is the case. We're also going to then look at some specifics, which is the 10 most important website elements that you should be focusing on. So you've actually got some things to go away and work on with this webinar. We will finish as well with the marketing and business growth Q&A. Now I've just positioned the very high tech way, I've just position my phone over the chat window. So my phone has my notes on for this, so I don't waffle. So as we're going through this, basically, you can't distract me with chat because I can't see it.

So do type your questions into chat and at the end, we'll go back and we'll answer. I'll answer as many questions as you have got. Now this is a brand new content webinar. Obviously, I've done lots of webinars and videos and content before but every single month this webinar is brand new content that you have never seen before. The themes are very similar. So if you've consumed a lot of my content, you'll hear me talking about things I've talked about before, because obviously I have a set of things that I want to talk about with MSP marketing, but the specific content for each of these month's webinars is completely different.

What I am going to do at the end as well is I'm going to talk to you about our entry level live training program, which is called the MSP Marketing Accelerator. So we completely sold out the course that started in November. We have, I think it's either two or one places left on the course that starts in December. And then we've got another course starting January, which I think has got about five places left, and another one in February. This is designed to be, if you like, your first opportunity to spend some time with me working on the marketing of your business. You can see all the details on the website. So it's paulgreensmspmarketing.com/accelerator, you'll see that we've repriced that, we've made it deliberately a steal, because it's five hours, what? Five weeks of live training with me. And there's a finite number of MSPs that can come on to that program, and we've priced it incredibly attractively, which you'll see on that page.

And we've done that deliberately, I'll be completely honest why I've done that, it's because I want to start a working relationship with you. And if you invest a very small amount of money, and you come on board, and you get a lot of value out of that training, the chances of us doing something else down the line are much higher. But of course, there's no obligation to buy anything ever. I'm very much in this for the long-term, and I just want to work with even more MSPs. So go and have a look at all the details on that. I will tell you some details at the end of today's webinar.

Just a quick mention of who I am, if you've not seen me before, I'm in fact looking through the list of participants, just as we're waiting for the intro video to finish. Some names I don't recognise, which is amazing. So thank you. Thank you very much for coming on to this webinar. So I'm an MSP marketing expert. My name is Paul Green, I've been working with MSPs for, it's getting on for just nearly five years now. And before that I owned a marketing company that worked with dentists, vets and opticians. So I've been doing this for around about 15 years or so. But I'm now married to the MSP market, it's the main thing that I do. And I work with more than 350 MSPs around the world, helping them with their marketing.

And it's primarily two things that I do to help people, we have a content service called the MSP Marketing Edge, which is where we supply really high quality content, marketing content and marketing tools to... I think we've got about 325 MSPs around the world on that program now. And it's the same content that goes to everyone, but we only sell it to one MSP per area. And you can see the details of that at mspmarketingedge.com. The other thing that we do is training. So we start with the Marketing Accelerator, which is our entry level training course, we have a very popular 25, 24 week video training program called the master class and we have something called the War Room, which I'll tell you more about next month as well, because that's something that we're just launching next week.

So there's loads and loads of different things that I do with MSPs. But my mission is to help you to improve your marketing, because most MSPs are really bad at marketing. And the fact that you're on this call is good because it's like going to the AA meetings, you have to admit that you have a problem before you can do something about it. So if you admit that your marketing isn't great, this is exactly the place to be. And I will always keep going with the free stuff and free information and the free help. We have a Facebook group with 1000 MSPs in, we've got 2000 MSPs. I have a copy of my book, you can find all of the stuff about this on the website. So there's plenty of free help as well as all of the paid stuff.

So I want to introduce you to someone, this man's name is Dave. Meet Dave, everyone. Dave is actually a picture that's just been taken off the internet. If you type in business owner and go to Google Images, up comes Dave. But Dave is your potential future client. And Dave is representative of the kind of person that you want to sell to. Now one of the things I always recommend to all MSPs, and this requires a little bit of work, but before you start building your website, changing your website, in fact doing any of your marketing, you've got to get something called your marketing persona right. So your marketing persona is the, if you like, a person. I mean, you can use Dave. Go and find him and use a picture of Dave. The marketing persona is the person at which all of your marketing is targeted.

I'll give you an example of how we did this. I used to be a radio presenter, a very long time ago, and in the year 2000 I was running a station called Hereward FM, in Peterborough, which is in Cambridge in the UK. In fact, bizarrely, I found a pen, a promotional pen from Hereward FM, the other day. It's a really good pen as well. And I had a problem where I had basically a bunch of 20, 21 year old male radio presenters who were trying to talk to a target audience of a 40 year old mom. Now what do 20 year old boys know about 40 year old moms? Very, very little. So we came up with the concept of a persona. And we put together, I can't remember her name, it might mean Sandra. And we put together this person that they could talk to, because in radio, you talk to one person at a time.

And right down to we got the magazines that we thought she would read, we ripped out things that we thought would be of her interest, we interviewed moms of that age group, and we spent a great deal of time teaching these 20 year old boys how to talk and what to talk about to 40 year old moms. And that was a very successful station, our audience figures went up, we won like an Oscar, a radio Oscar for one of our pieces of activities. So that was absolutely great.

And within marketing, you can use a marketing persona in exactly the same way. Because the thing is, you don't know Dave, he represents your future potential clients. But you don't really know what he's into, or what he's not into. So you have to make some assumptions and make some decisions. And then make sure that all of your marketing, especially your website, matches up to what it is that Dave is looking for. So for example, if we look at how do we think that Dave thinks? Well, Dave doesn't think about technology a great deal. In terms of what Dave is thinking about, Dave is obsessed with his business. In the same way you know how you're obsessed with your business, yours happens to be a technology business, Dave's is, whatever his business is. Obviously, if you work within a vertical, then you would pick a vertical business.

But if it's just general businesses, just pick one. In fact, you might pick your ideal client. Your ideal client might have 20 users, it might be office-based, it might be something like a CPA, an accountant, a lawyer. So they're information workers where the computers and the technology systems are mission critical to what it is that they're doing. And Dave might be the managing partner or the owner of this business, and even from that, and even if we took that and said that Dave there is your ideal prospect, can you see the power of immediately starting to focus in on that? Because then we can start to think a bit more about how Dave things. What's Dave thinking about? He's thinking about how do we get more clients? How do we make sure that we get the work done? How do we bill more? How do we stop things getting going wrong? How do I keep my staff happy? How do I keep my overheads under control?

So a lot of the things that Dave is thinking about, there's similar things to what you're thinking about. But of course within his business. Dave is not thinking about his technology in technology terms. It's really critical to understand this. It's a core part of MSP marketing, that people, ordinary people who are not like you, do not buy technology, they buy outcomes. So yes, they physically buy technology from you, and it's just the way they're used to buying a phone and gadgets and stuff. But when it comes to dealing with you, they do not buy technology, they buy outcomes. It's the outcomes that they want more than anything else.

So once you start to understand how Dave thinks, you can then look at it and say, what is it that Dave wants from you? Again, Dave doesn't want technology from you. He doesn't want, I'm going to put my cliche IT voice on, he doesn't want systems and solutions. He doesn't want a server or the cloud or any of that shit. What Dave really wants is he just wants things to work. I just want my staff to be productive. I want things to work, I want the technology not to hold us back. I want the technology to make life easier, I don't want it getting in the way of things. And this, of course, is what Dave is looking for, is a partnership. This is amazing. Because the best clients want the partnership. You want the partnership, they want the partnership, this is absolutely brilliant.

But here's the thing, we've got to look at how Dave makes the buying decision. Because everything that I've just talked about there, that comes out in the wash. When you meet with Dave, when you do audits, or whatever your sales process is, we're not talking about the sales process here. We're talking about how do we get Dave to book a 15 minute appointment with you initially? In fact, that's the goal of your website. The goal of your website is to get someone on there and to engage them, and to warm them up sufficiently so that they will book a 15 minute, let's say a video call with you, to discuss their business.

You can absolutely nail it from there, because that's what you do. It's what every business owner does, get someone on the phone or on a video call for 15 minutes, you can convert them to a proper meeting, you can warm them up, you can talk about partnership, you can talk about outcomes, you can talk about all of that stuff. You can win them as a client, and then you can keep them for 20 years, woo-hoo. Because that's what you do. But the hardest part and where most MSPs really fall over is getting that 15 minute appointment in the first place. That's what we're going to focus on with your website today.

Dave makes buying decisions, not with his head, not with his brain, he makes them with his heart. Dave always makes those buying decisions with his heart. It's what he does. Now, when I say with his heart, I mean their emotional buying decisions. Because Dave does not know what he doesn't know. He really doesn't. So he doesn't know the limitations of what he knows about the cloud and technology and collaboration and data security. They know nothing. Ransomware, and I've been doing a lot of work recently on Ransomware, we've been putting some videos together for our members, which we're going to give them next year. I'm terrified of Ransomware now. Now, I've actually seen it in action. It's bloody terrifying. Now you know this, because you've seen it before. But when ordinary people, because I'm not a tech, when ordinary people see it, it suddenly dawns on them just what a complete mind blowing event it would be to lose everything, and have no guarantee of getting it back.

So Dave doesn't know about this stuff. And because he doesn't know about this stuff, he cannot make that cognitive decision about whether or not you are any good or your competitors are. He can't tell a good MSP from a bad MSP. I've been working with MSP for five years. MSPs for five years, I can't tell a good MSP from a bad MSP, I don't know if your technology stacks good or not. I don't know if your standard operating procedures are efficient or not. If I haven't got a clue, and I've been in your world for five years, what chance does Dave stand? He doesn't.

So in situations like this where someone cannot make a cognitive buying decision, what they do is the buying decision gets delegated from here, down to here. So Dave is making an emotional buying decision based on whether or not he likes you. That's right. All those years of hard work, learning, all the accreditation, all the qualifications, they mean less than whether or not Dave likes you. Now, the good news is, you can use your website to help Dave realize, at an emotional level that he likes you long before he ever has to meet you.

Well, that's the goal. But the problem is, and I'm going to show you some websites and I've blanked out details of each MSP. And the websites I'm about to show you are not MSPs I've ever heard of before. I literally just googled for some MSP websites. When Dave, who remembers making an emotional decision, when Dave types in IT support your town, and comes to websites like these, now my screen's gone blank. Is that working for you as well? There we go. When he comes to websites like these, look at that. There's a picture of a server room. That does not emotionally engage Dave in any way. You might be rubbing your thighs right now saying, "Oh, look how clean that is. What a beautiful room. I wonder what temperature it's set at." You might be doing that, Dave is completely blanked up. There is nothing emotional that will affect Dave there. There's nothing that will engage with him.

If we look at another one again, exactly the same. Exactly the same. Oh, can you guys see the shared screen? I'm just seeing on the chat, Paul, move your phone. No, my phone's not over on the window. Let me just check before I carry on. Can you guys see the shared screen now? Can you see the... Yes, yeah. Okay, so most of you can see it. So it did go black for a while, I think that's just a thing. A couple of you can't see it. I think Robert you can't see it. I'm not quite sure why Robert. Just visualise it, really bad website, blocks of stuff. A text like if your business has an IT project complete, but no time or resources to hit the deadline we can help etc, etc. So most most people can see this. Someone has just asked me to go back once, so that was the one with the server room. Okay. So I think you might have to update Chrome if you're having problems. Some people are having problems with that.

Anyway, I'm going to block my chat again, it's just quite distracting. This is my favourite, this is my absolute favourite. This is a website I screenshotted yesterday, I'm not telling you where it is, I'm not telling you who it is. It's no one I know. And I guess there's a photo, a stock image photo of a woman which is closest emotional that gets. But that website looks like it's from 1872, the words privacy policy are even misspelled. If that website has ever won business ever for that MSP, I am completely... It's very unlikely. Very, very unlikely. Because there is no emotional engagement.

Now these are extreme examples, and it didn't take me that much googling to find them. But they're extreme examples of MSPs' websites. And I've seen some shockers. In fact, over the last nine months or so, I've done a number of programs where I've got involved quite deeply with people's websites. And 80 to 90% of them are awful. Now they're not because we've improved them. And I'm going to give you the list of things, most of the things that you need to do to improve your website. But if your website is cold, if it's emotionally cold, you've got to do something about it.

The way for you to test this, the simplest way is for you to give it to a non tech business owner to look at. So someone who isn't married to you or basically won't lie to you, just to make you feel good. I mean, it might be you might have a network group that you're a part of. You might have just business friends, send them a link to your website and say, "Look, please be honest with me. You don't sugarcoat this. What do you see on my website? How does it make you feel?" I guess that's the biggest question, is how does it make you feel?

Because your website is the most important marketing tool that you have and that you will ever, ever have. As I said, right at the beginning of this, it absolutely needs your utter attention and constant attention. Yes, the screen has gone blank again, it will unblank itself. So the goal is emotional engagement. We've got to affect people like Dave, at that emotional level.

So let me give you some 10 things that you need to look in your website for. And the first of them is humans. People buy from people. They do not buy from businesses, they do not buy from companies. Now, don't get me started on brands and, "Hey Paul, how can people go and buy bottles of perfume and cars?" Yes, okay, they do physically at that level. If you're selling a car, someone will go and buy an Audi or BMW, or whatsoever, because they've actually personified the brand. They attribute human elements to the brand. I have a BMW. I know when I get in that car, I feel safe, I feel powerful, I feel masculine. These are all human emotional traits that I've attached to a massive expensive lump of metal and plastic.

And that's what the car companies do, and that's what perfume companies and all of that do. They actually associate, through some very complicated marketing and advertising, they personify, they humanize the products. We can't do this at our level. I mean, well, actually Apple has humanized its products. iPhones are not phones, they are literally an extension of people's arms. Macs, I'm a Mac fan and I know half of you are touching and going, "Oh, bloody, I'll get a proper computer." But I love Apple because it's personified, it's humanized for me in some way. Apple stands for something. But you can't do this. You can do this with products, you can do this with big companies. You can't do this. All you can do is humans selling to other humans. And that's the most important thing.

So your website needs to have pictures of humans, lots and lots of... Well, pictures of humans, it needs to have videos of humans, it needs to have everything. All kinds of stuff. The more human stuff that you put into your website, the better. The more stories you tell within your website, the better. The worst thing you can do is talk about technology, cloud, VoIP, all of that stuff. Because it really is a switch off. Now that needs to be there somewhere. But it's not a priority. It's really not. If someone's searching for 3CX, your town, you might choose to have a 3CX page to attract that traffic. But it really is not as important as you think it is. What's more important is that emotional engagement, which comes from humans, and it comes from stories. And we also want to see some personality in there as well. You want the website to reflect your personality. And the reason I would say your personality, assuming you are the owner of the business, is because you want it to stand for something. You want your website to stand out, you want your business to stand out.

One of my Marketing Edge clients, who I'm not going to name, because I haven't got permission to do that in a public forum, although within our MSP Marketing Edge private group, he's identified himself a number of times, but he has a wonderful website, which is so dominant with its theming and its personality. He's absolutely nailed it. The design goes with it, he's all over the websites, in video form. It's absolutely beautiful. And it's very Marmite. Now, if you're in the US, you won't know what Marmite is. But in the UK, it's a spread. It's made from yeast extracts. So basically it's left over from beer production. And they've run marketing for 20 years saying, "Marmite, you either love it or you hate it." It's not, "I love it. I can't get enough of it." Some people just the smell of it makes them want to vomit. Well, you want your... Yeah, I know.

You want your marketing, you want your website to be Marmitey. You want it to be love it or hate it. Better that someone has an opinion and thinks, "Oh, this isn't for me." Because if someone has that opinion, there's someone else having exactly the counter opinion that, "This is amazing. This is what we're looking for." There's a reason why, on my website, right down to why I called it Paul Green's MSP Marketing, it's because I am the face of the business. I've got four full time staff, we've got a whole bunch of other helpers, not a huge business. But I'm not the person doing all the work anymore. I was for the first couple of years, the goal was always to scale up to a certain stage. But I will always remain the personality, the front man of the business. Because that's really important because no one else can copy me. There are loads of MSP marketing people out there, but no one can be me. And you can take exactly the same approach with your website, no one can be you.

And it must be based around the business owner, by the way, because you're the last person to leave the business. When you sell that business, obviously, you scale back your marketing away from you. But I sold a business in 2016, where the marketing was all based around me. And I actually did a license agreement with them, that they could continue to use me in their marketing for a period of time, which they then decided to scale back which is great. So it doesn't matter too much, even when you're coming to sell the business if the marketing is based around you.

Something else that you absolutely must have loads of in your website is photos. Now here in the UK right now we're in lockdown, too. So wherever you are in the world, maybe you're in some kind of lockdown as well. Here's the thing, you can take photos, professional photos from a distance, yay. It's the most socially distance marketing activity you can do. Other than phoning people. You can get, if I had some new promotional photos, I lost a load of weight at the beginning of the year, and I had some new promotional photos taken in my garden by my photographer, Darren, we didn't go physically anywhere near each other. He had a big long lens, he was taking photos. And that worked really, really well. You can do exactly the same thing.

So if you don't have proper professional photos of you and your team, just do it. You could do it, what day is it today? It's Tuesday. You could have it done by the end of the week, because there's not a lot of work around for photographers right now. Ring all the wedding photographers in your area, all of whom have no weddings to photograph at the moment or very few of them. And you say to them, "Hey, I need to get some shots of me and my team. What would you charge us, just come out and do a quick half an hour photo shoot?" And it's a couple of hundred pounds or a couple of hundred dollars. It's not a biggie. Because these guys are sitting at home. They've got no work. So for them to go out and actually shoot you is great. And a day like today in the UK where I am right now it's quite sunny and quite nice, you can do outside, you can do it indoors, they could bring their lights, don't overthink it, let that be their problem. But get some professional photos.

Oh, and if your team are, their arms are folded like, "Oh no, we won't take part in a photo." You've got to show them this webinar. Engaging with ordinary people through the use of photos and videos and human beings allows you to win more new clients, winning more new clients generates more monthly recurring revenue, generating more monthly recurring revenue allows you to put their wages up. It allows you to give them a pay increase. And conversely, if they don't want to be on the website, I don't know how legal it would be to opt people out of pay rises, I'm sure it wouldn't be legal at all.

But the point is being part of that team, even if there's two or three of you in the team, two or three of you, lots of different poses, you've all got company T-shirt on, you've shaved, you've brushed your hair, you've made your teeth sparkle, and you've sucked your stomachs in and you all look great in that photo, that photo you can use for three, four or five years. It's absolutely brilliant. And I would get a variety of different photos, so you can use them in different places across the website.

There's only one thing that beats photos, and sadly, you can't do this quickly, but it's videos. And videos trump photos because they are just more engaging. And in an ideal world, you want two, three different types of video, you want a 60 to 90 second max summary video on your homepage. And that should be right as far as your homepage as you can make it. We use tools like hotjar.com, which I recommend is free by the way, it has a free forever plan, hotjar.com will allow you to see what people are doing in your website. And it's beautiful, because it will show you things like a heat map, which shows you how few people go down the page, and it also shows you videos of people actually using the page. So you can't see the person, but you can see what they have been doing.

You can see a recording of their session as it were. And you put that into your website and sit and watch those videos every couple of weeks. And you'll be stunned just how little they scroll down the page. So if you're taking a video, and it's a video of your clients talking about you or an introduction video of some kind, you want that as high up as possible. Because actually, those videos are the best form of social proof. So that 60 to 90 second intro video is ideally a mix of you talking, it's ideally a mix of your clients talking about you.

The second kind of video you'd have is then just the clients talking about their experience with the business. Now I have actually got some examples, I didn't put the URL in the PowerPoint, but if you go to, and this is a UK site, but if you go to mspvideos.co.uk, so mspvideos.co.uk and even if you're outside the UK, go and have a look at that, that's a joint venture promotion I have with my photographer, with my video guy, Darren, I promote it, he does the work. And he takes most of the financial benefits of that and I get a little thank you from him. Just so you understand what that is. And on there, you can see a whole bunch of videos that we have filmed for real MSPs in the UK. And they use those videos on their website.

Now we don't offer this service outside of the UK for fairly obvious reasons. But at the very least, you could show that website to your videographer and say, "Do me one like this." Because there are some really, really good videos in there. And as I said, these videos are an example of social proof. So social proof is when most people prefer to do what most other people are doing. And it was a phrase that was coined by DR. Robert Cialdini, who's a psychology professor based in New York who only works in marketing. And he coined this phrase in his book, Influence: The Psychology of Influence, or The Power of Psychology or something like that. It's called Influence and you can get it on Amazon, it's a bit of a heavy read, but it's a great read. And he came up with things like the power of authority, and he came up with reciprocity and social proof. And he was the first person to coin that phrase.

And at a deep psychological level, we are driven, we don't just want to, but we are deeply driven to do what most other people are doing, because of safety in numbers. So our basic programming in our heads today, stems back to when we lived in the cave. When we lived in the cave, if 20 people in the cave were running that way, you just ran with them, because there was probably a T. rex coming this way to eat you. And we're still programmed that way. Now, it's why we do what most other people are doing. So if your potential future clients, if your prospects go onto your website, and one of the first things they see are two or three of your clients talking about how great you are, it's almost like 50% of the job is done, because it makes you appear to feel safe.

And videos are just one form of social proof, you want testimonials. Testimonials are where someone gives you something and you can edit it and put it on your website, even better than testimonials are independent reviews, which you can get on Google My Business or Facebook or Trustpilot or whatever platform you like. Here's what you can do, is you can screenshot those reviews and put the screenshots in your website as testimonials, so long as you attribute where they've come from. Now I think that a screenshot of let's say a Google review has more power than a testimonial that you control. And certainly I use them extensively across my marketing.

So we've got about 25 odd positive Google reviews. And if you've ever left me one, thank you so much for doing that. We screenshot some of those sometimes, because you can't edit the... I know you can get edit a screenshot, but we don't edit the screenshot, you shouldn't edit the screenshot, literally screenshot it with a link back to the original Google review, so they can check it if they want. That has more power, because people know, certainly many business people know you cannot edit a Google review. Therefore, it has more credibility, which is absolutely brilliant.

The other form of social proof, by the way, are case studies, which you would put onto your website as downloads. Case studies are just a way of telling a story about how the experience that someone has had. And I think case studies work best when you're looking at either specific verticals, or specific solutions or specific problems that people had.

The next thing that your website needs, then is really good content. Now there's different levels of content. By content, I mean, really well written homepage, really well-written about us page. And those two pages are the two most highly trafficked pages on any website, because they go on the homepage, and then they go on the about us page to to learn about you. And that's why you need to put all of these elements on both of those pages. In terms of content, you need fresh content at least once a month, ideally, once a week. And that has to be original content that you've either created or had created on your behalf. A lot of these things, if you're not a particularly good writer, just get someone else to do it for you. There's a ton of writers on Fiverr and Upwork who are just waiting.

There is then a very long-term content marketing strategy, and it's based around this book, which is They Ask You Answer, by Marcus Sheridan, the best book I've ever read about content marketing. And in a nutshell, I mean, just get the book, it's on Audible as well. And in a nutshell, you create incredibly long form content that answers the common questions prospects have. And to the best of my knowledge, there's no MSP in the world, right now, that has yet cracked, They Ask You Answer content, because it is a long-term investment. It's a two, three, maybe even five year investment. You need virtually a full time person creating content, you might even have a second full time person creating videos. You've got to read the book, and you'll understand why, I mean, Sheridan shows you multiple examples of how he saved his first business, how he's built his second business, case studies examples, and then tells you how to implement it. Absolutely brilliant. And a number of MSPs that I'm working with now are actively working on this. That's the long, long-term strategy. In the very short-term, you just get some content done.

Something else that you need within your website is data capture. So data capture is where you offer... Well, data capture is where you get their email address, and you attempt to get permission from them to market them. What typically happens is people put some sign up for a newsletter, that doesn't work. So instead, what you do is you offer someone something in return for their contact details. And we call that thing you offer an ethical bribe. So you may have a copy of my book, which is called Updating Servers Doesn't Grow Your Business, and that book I offer on my website as an ethical bribe, I give it away for free, and MSPs have requested a copy. And if you don't have one, by the way, just go to the homepage of my website, so paulgreensmspmarketing.com and scroll down a bit and you'll find a copy of the book. And if you're in the UK or the US, we will physically ship your copy, if you're anywhere else in the world we'll just send you a PDF. Because we only have copies in the US and in the UK.

But you need some data capture, it's not a major priority of your website, but it's there for those people who are interested. And what that data capture allows you to do is to build up an email database, that over time, you can build an audience. And in one of my future webinars we'll talk about the concept of building audiences. Because you get this bunch of people that you can talk to directly. It's a very efficient way of marketing. I have multiple audiences, I have 2000 people on my email list. I've got 1000 people in my Facebook group, podcast has had 25,000 listeners this year. I've got four and half thousand people on LinkedIn. And all of these are audiences. I'm strategically building these audiences, because I want to be able to talk to people and then all marketing is about getting the right message in front of the right person at the right time.

And if you've got thousands of people, or even just hundreds of people listening to you, even if they're slightly only listening a little bit, if they're listening to you, at some point, it's going to be the right moment for them. And that's the goal of what we're trying to do with your marketing. It's what we're trying to do with your website. But having that email database just makes it easier for you to do that.

The next thing that you need on your website is a good call to action. So a call to action is the thing you want them to do. If you think back about 20 minutes, I was saying that the most wanted outcome of somebody being on your website is them booking a 15 minute appointment with you. The best practice call to action these days is to embed a live calendar into your site. So sure, you can still offer them the ability to ring you, to email you to fill in a form, maybe even live chat, a bit of a mixed bag live chat. It has its downsides as well as its upsides. But the best thing right now is to embed your live calendar.

Two options to do that, you've got calendly.com, and then you've got Microsoft Bookings, which is part of 365, so you've already got it. Calendly is very beautiful, works very well, looks lovely. Microsoft Bookings feels like an 80% finished product, you don't have as much control over how it appears in your website. There's another one called AppointmentCore, I have no experience of. Google it, you'll find loads of them and pick the one that's right for you. But Calendly, just is elegant and works.

Many MSPs put that into their website, and then they hit me three or four weeks later with, "Hey, but we haven't had any appointments yet." Well, that's because you haven't got enough traffic going through your website. We have it in our website, and we get routinely somewhere between six and 10 bookings a week. So that's people who've come onto one of our websites, they've chosen to book a 15 minute call with my colleague Ben, who handles our sales and new prospects inquiries and that kind of stuff. But we drive a lot of traffic, we spend two, 3000 Pounds a month on driving traffic to the website, plus all huge amounts of content we put out which attracts inbound content as well.

So if you're not getting people booking those in, it's because you haven't got enough traffic going to the site. You might have the best website in the world, but if you don't have enough traffic going to it, people aren't going to be seeing that. But that call to action is absolutely critical. And remember what I was saying earlier, about they don't scroll down enough, so you can't just put the call to action at the bottom because they won't get there. In fact, you should probably put it near the top. In an ideal world, your homepage and your about us page would have a video at the top, a call to action just underneath the video, and then you start talking about you. And that might feel like everything's out of whack. If actually, I mean, you don't have to take my word for it. What you can do is you can actually experiment yourself and see what works best for you. Because my opinion doesn't matter, your opinion doesn't matter. What matters is the actions that people take within your website.

And the greatest way to do this, and it's free is to use something called Google Optimize. So you set your website up, you put Google Optimize in, and it allows you to run A, B split tests, where you literally, it will create a version of your page for you and it will divert the traffic between the two pages and tell you what the winner is. In fact, I wrote an article about this last week, if you have a look in my blog, it was a fairly in depth article of how we're running a whole series of Google Optimize tests right now, and in fact, it's seeing us, our UK and our US sites are going off in slightly different directions. Because obviously localized audiences act in different ways, which is wonderful to find that out.

Final thing that you need on your website is constant attention. A website is not a one off job, it's constant. Because what happens is you get your website, I mean websites are never finished anyway, are they? Because there's no deadline as such. But you get your website done, you tend to spend some time on it, and then it degrades over time. The look degrades over time, not really degrade, other websites get better and look better. And your website is being judged against all of the websites. Not MSPs, all of the websites. And website design, even I'm not a designer, you're probably not a designer, we can't put into words what makes something look modern or a bit crap. But we know it when we see it.

So you've got to keep your website, refresh it every two to three years, constantly be tweaking the text, adding new content, just playing with things. Trying new tools, speeding up, there's something called Google Core Web Vitals, which is coming in next year, which is all about the speed that your site loads and how long it takes someone to be able to engage with the site. And there's one of the others I've forgotten, it's all Googleable. All of these kind of things, meaning it is a constant activity.

Can you make it a weekly thing? Well, or what's a good habit you can get into? The habit that I have in my website is anytime I learn something new, I implement it immediately. Because I know if I put it to one side, it will be weeks before I get around to it. So I literally, even if that means 10, 20 minutes in the evening of like, oh, God, I learned that today, I might tweak that headline. I'll go in and I'll just do it there and then. And the ability for you to just go in and tweak stuff is really high because you've got the technical ability to do it, it's just you've got to have that mindset of doing it.

Okay. We've got a Q&A coming up in a second. Just before we have the Q&A there's two things I want to tell you about and then I will have a look at the chat. I can see there's some questions which we'll come on to that in a second. The first thing to tell you about is the next one of these webinars, remember it's brand new content every time. It's going to be on the 14th of December, it's a Monday this time at 1:00 GMT. LinkedIn is so exciting for MSP Lead Generation, you should lick the screen. I came up with that three days ago. And I'm rather proud of myself. And I run that by my 10 year old daughter. And she said, "It's not very good daddy, you shouldn't do that." Is she right, is she, wrong? Who knows?

Anyway, so stick that one in your diary. And we'll get the registration page open for that in the next couple of days. I will send you a reminder, as always. Just before we move on to the Q&A, I just want to briefly tell you about the marketing accelerator. So as I said, right at the beginning, this is my entry level live training program. So if you're looking to improve your marketing, this is the program to get started with. I mean, the price we've set is literally a steal. And you can see all the details and the price and how to sign up at paulgreensmspmarketing.com/accelerator.

I want you to think of it as the fast track way to get your marketing sorted. So the way it works is we have a live Zoom call, so I take that Zoom call and it happens every week for five weeks. So for example, the program which started in November is Monday night. Monday night for me. So Monday 6:00 PM GMT and we have different days and different times, so I can make it inclusive to MSPs around the world. The December one, I can't remember when it is, I think it's Tuesdays at 4:00 PM GMT or something, but you can go in and have a look and see. We've got December's, January's and February's programs on at the moment. But every week for five weeks, we jump on a Zoom, and I present content.

So the first week we talk about your website. We go into a lot more detail than I did just there, we get a lot more into the specifics. And I actually show five examples of MSP websites that I think are beautiful. There's no such thing as the perfect one, but there are different elements from each that are worth doing it. And then we actually do a live website critique of one of the people on the call. So one of the members of the marketing accelerator. The second week, we talk about LinkedIn and how to profit from LinkedIn. We did that call last night for the November course. And we look at getting your profile right, we look at getting your connections, how to grow from 400 to four and a half thousand as I've done this year. You look at messaging people, we look at how to move them from messaging to actually meetings, and we look at a whole... Because LinkedIn is the best prospecting place for you right now.

The third week we look at building audiences. So this is that concept of there's a three step process. And I think I was talking about it in last month's webinar, where you build a multiple audiences of people to listen to you, you build a relationship with those audiences and then you commercialise them. So essentially, you look for the opportunities to meet with them and to turn them into proper clients. And that's what we explore in detail, including the proper way to do that data capture, that email data capture, and to build things like a podcast or a YouTube channel or an Instagram following if these things are relevant to you, which for most people they won't be, for some they are, we look at all those things in week three.

In week four, we look at marketing campaigns, so marketing campaigns, it's how you commercialise your audiences. You're sending the same message via multiple different delivery methods. So you might send someone a postcard in the post with an email that arrives on the same day, they target it via custom targeted adverts on Facebook and LinkedIn, and then you phone them. So that's just four methods, same message, four different delivery methods. As you can imagine, the response rates, when you hit someone in four different ways is off the scale compared to just sending them something in the post or just sending them an email or even just phoning them. In fact, just phoning people, it's a very hard thing to do, it's a lot easier if they're phoning about something that you have sent to them.

And then week five, we touch on a success blueprint. So I'll share a blueprint with my clients and we talk about all of the sales and marketing areas and a few operational. I don't go near the tech stuff, but a few operational items. It's almost like the perfect MSP. What does the perfect MSP look like and you're able to look at that and see all the different areas that you need to look at to positively affect your business.

Every week, we also do an ask me anything. I do a full Q&A with everyone on the call and they have access to me throughout the whole program as well on email. So we have a program starting every month and we're going to do this throughout 2021. Our November program was successful also. December, I suspect that by the time I finish this webinar, we'll have sold that because we only have one place left in December. And we will do this every month next year but that's only open to 10 MSPs every single month. So you can look ahead to see December's, January's and February's and every month we obviously put the next month on sale.

As I say I've deliberately made it a no brainer for you. If you're in the UK, it's just 49 Pounds plus VAT. If you're outside the UK, it's just 69 US dollars and wherever you are, we ask you to pay please by US dollars. If you're already a member of my MSP Marketing Edge, you don't even need to put your payment details in, we can just add it to your existing subscription with us, because that's a one off costs, by the way. That's not a subscription, that's a one off cost. When I say this was a no brainer, I was deliberate about this. But as I say, the reason I did that is because it allows you and me to get to know each other better. Maybe you'll go on to buy some other stuff from me, maybe you won't, it doesn't really matter. This is my way of helping people to be introduced to that.

So that's the end of my blatant plug. I'm going to go back and answer some of your questions now. And let me just scroll up to the beginning. I'm sorry, a few technical problems. This platform is normally quite stable. So sorry, if you've had some technical problems with that today. Yeah. So Phil asked, what was that book? Yes, it's They Ask You Answer, Marcus Sheridan. Thank you, Craig, for providing the answer to that. Honestly, I only read this book this year. And it came out a few years ago, and I'm gutted, I haven't read it before. It's been on my bookshelf. I have a lot of books to read that I don't get around to but it is immediately catapulted to one of my top five books. I'm now, with the MSPs, that I'm working closely with, I'm saying to all of them, "This has to be your long-term marketing strategy, because it is such a powerful thing to do." So please do get that book, get it on Audible just listen to it. Whatever you do.

Monique. Hi, Monique. You say, where do you put the calendar link? On the homepage or the contact page, both? Every page. Every single page. I mean, literally every single one. So on your homepage, it would go at the top, depending on how long your homepage was. If it was a long home page, you'd have it at the top in the middle and down at the bottom. Because the bottom is the natural place for a call to action. There is an old marketing formula called AIDA, A-I-D-A, which stands for Attention, Interest, Desire, and Action.

And it always used to be that you would write marketing content to grab their attention, build up their interest, maximise their desire to do something and then tell them how to take action. So your call to action always used to be at the end. With webpages, and with tools like Hot Jar, we now know that if we put the call to action down at the bottom, the vast majority of people never get there. So we actually have a copy of the call to action at the top. So on your web page, Monique, you'd have it at the top and at the bottom, and if it was a very long web page, you'd have it in the middle. You'd have it on your about us page, you'd have it on the contact us page, you'd have it on every single content page. The easiest way to do that is to embed it in a widget.

So I have, I mean, I have about 400 pages on my website, it's insane. And we change the call to action sometimes. And if we had to go and edit 400 pages, that would be horrendous. So instead, we have on each of the blog pages, we've got a widget. It's just a widget within WordPress, it's a fairly standard concept in WordPress. But that's where our call to action is. So if I want to embed the call to, excuse me, if I want to alter the call to action, I just have to go in and edit the widget and it automatically updates across all 400 pages. And I would suggest a similar approach would be a very sensible thing to do, Monique.

Adam says, my marketing guy reckons having too many ways to contact can look unprofessional. How many contact funnels would you recommend? Contact page, calendar, anything else? Yeah, I think Adam, your marketing guy is correct. And I mean, all marketing people disagree about everything. But he's right and if you would just have one, I would say make it the calendar. But you need to have your phone number on there anyway. And your phone number should be at the top right of every page of the website, because that's where people expect to see it. And you would also definitely want to offer an email, because again, some people are just coming into look for an email. And I guess web forms are probably the ones that you would drop. I think it's a matter of focus more than anything else. Rather than being unprofessional, it's a matter of focus.

The best thing they can do is book a 15 minute appointment with you. Because what you'll find is, and we find this, 80% of those appointments are very high quality prospects. They're people who are ready to buy. They've just got questions, or they just need to talk to humans to assure themselves. Now appreciate what I'm selling is different to what you're selling, yours aren't going to be quite as far down that process and ready to buy. But what it means is they're ready to talk. And so 80% of them, when they book a 15 minute meeting, which is a commitment, isn't it? They're ready to talk.

Now, the beauty is they can do it at a time and date that suits them as much as it suits you. Because Calendly and Bookings and the others, they compare diaries and well, they show the availability of your calendar and they can obviously compare it to theirs. So it ticks every single box. But yeah, we find that 80% of people that book are very hot prospects, the other 20% are time wasters. Bloody vendors, salespeople, salespeople working for vendors or people who just want to connect with you. And we brush those people off because obviously, that's not the appropriate call to action. That's what the email's there for, drop us an email. So you will find Adam, I would focus on the calendar above all else, and make that the main thing.

Lefteris, apologies if I've got your name mispronounced, Lefteris, is the MSP Marketing Edge available to Greece? Yes, it is. It's available to all countries, but we only sell... Well, we sell a UK version and a US version. But we have clients in New Zealand, Australia, Singapore, I think, and Ireland, Belgium, the Netherlands. So quite a few countries by. Oh, Iceland as well. We sold the whole of Iceland one MSP, which is awesome. So quite a few countries take it. But you have to choose between the US or the UK version, I would go to the US that's more likely to be suitable for you. The non English speaking countries that take it, they translate video, and so do their own voiceover, which would be up to you to do that. So we wouldn't do any of that.

But Lefteris, if you want to, just make contact with me. Go to mspmarketingedge.com, and you can see how to contact us there, either myself or my colleague, Ben, and we'll happily have a talk to you. And we'll give you a locked area as well. So whatever is an appropriate part of Greece will be yours, and we wouldn't sell it to any other MSP in Greece. In fact, you'd be our first client in Greece. So it would be awesome to talk to you about that.

And final question. I think from Steven Johnson, you mentioned chat apps are not good. We're looking at Intercom at the moment, and it looks amazing. Well, I've got a lot to say about this, Steven. So first of all, I agree that Intercom is amazing because we run all of our customer support for the MSP Marketing Edge on Intercom. So you can't see it on the sales site, but once you're inside and you're client, that's how we run it. We have a knowledge centre in there with about 150 articles and videos. That's how we handle all of our first line support. Anyone who emails us, it all goes into Intercom. And it's beautiful. It's expensive, every time you switch on a piece of functionality, it's another 79 pounds per month, but it is an absolutely beautiful piece of kit.

So you could use that in your website. Actually, you could use that to drive your knowledge centre. The knowledge centre or a learning hub is a core part of They Ask You Answer. And Intercom would be a very, very elegant way of doing it. And it's a very easy way to create content. So a big thumbs up from me for the platform of choice.

The reason I'm a bit down about live chat is a growing number of MSPs I work with have tried it, some swear by it. There's one guy in particular I'm thinking of right now who has generated at least two clients out of the live chat. But there's a lot of noise that goes around that. The biggest amount of noise is your existing clients trying to use it for support. So you have to educate your clients in some way. The guy that I'm thinking of is quite happy having... He's using tawk.to, T-A-W-K.T-O. Or it might be one of the others. But I think he's using that one. It's an app on his phone, and he is quite happy to use that, have a chat at 10:00 at night with someone. I personally wouldn't be happy with that, you might not be happy with that.

Robert makes an interesting observation here, have live chat on landing pages not the homepage. That's a great idea Robert. Certainly, I think the concept of live chat is something we cannot ignore. The amount of... Well, a core principle of They Ask You Answer is that the speed at which people want answers is increasing and increasing and increasing. And if we don't give them answers fast enough, they're going to go elsewhere. So yes, the concept of live chat on a website is absolutely sound.

So I think we're done with questions there. Thank you so much for your time today. We are going to finish there, just five to 2:00 which is awesome. So remember, the next one is coming up in December. I will send you an email about it, if you don't get my emails, go on my website, and sign up. If you're not in the Facebook group, again, you can find the details on the websites. And it would be lovely to have a chat, Lefteris, about Greece as well. Thank you so much. Don't forget the Marketing Accelerator, which we say we've got that one place there for December. And if I didn't speak to you before, I'll speak to you in December, in December's webinar. Have a great day. Enjoy the rest of your day. Bye-bye.

Get a FREE paperback copy of my book on MSP marketing called: "Updating servers doesn't grow your business"

Essential Guide to Marketing and growing your MSP or IT Support Business | Paul Green's MSP Marketing

Inside you'll discover how to systemise your marketing, sales and delivery so you can stress less, grow your MSP and enjoy a better work / life balance

Join 3,720 MSPs worldwide who already have a copy of this book.