Having a strong digital presence is important for managed service providers (MSPs) because their customers search online for IT solutions they need. If you are an MSP, your website often serves as a powerful marketing tool that allows you to speak to your target customers and make your business recognizable and approachable.

Google's study on consumer behavior states that 87 percent of people now turn to search engines when they have a need. If you don't have a website or a strong digital presence, you are failing to tap into this large segment of potential customers who could be vital for your business growth.

When your potential customers research your company, your website is the first thing they are most likely to stumble upon. The information you provide and the thought leadership you exhibit on this website will be the critical factor in their purchase decision.

If you are thinking of using your website to generate market quality leads for your business, this article is just for you. Let's discuss how you can create a killer website that sets you apart from your competition and helps you generate valuable leads for your business.

1) Have a content strategy

As the saying goes, “content is the king” of any marketing initiative. When businesses search for IT services, they need adequate information to support their purchase decision. Your website should offer different types of content including blog articles, whitepapers, ebooks, case studies, webinars, videos, and more.

According to a study by Demand Gen Report, more than 75 percent of B2B buyers prefer to research using webinars, case studies, and whitepapers before making a purchase decision.

Your content strategy should not follow a “publish and forget” model. Periodic refreshing of content is essential to make the search engine bots crawl your website again. Always make sure that you keep your website content up-to-date and accurate.

2) Capitalize on the mobile strategy

Smartphones have completely reshaped how technology is accessed. Hence, your website should have a mobile-friendly design to successfully reach the target audience. A collaborative study by BCG and Google has estimated that nearly 70 percent of B2B queries will be made through smartphones in 2020.

This indicates that MSPs having a mobile-friendly website are likely to have a competitive edge over other players in the market. When you design your site for mobile phones, make sure the content is easy to access and forms easy to fill.

3) Have a user-friendly design

When you have a website to attract potential customers, you need to exhibit professionalism not only in the content but also in the design and look of the site. You need a user-friendly design that is pleasing to look and easy to navigate. A poorly designed website affects your credibility among target customers and makes you lose valuable leads who gave up on you without even trying out your services.

Since you are providing a lot of information on your website, you need to have a proper information architecture that compliments your content strategy. Most importantly, the website should load fast and have consistency in its design.

The color schemes you choose should not strain the eyes of users. Also, have adequate whitespace in your webpages to make the content scannable. Other factors such as having registration forms and call-to-action buttons in the right places will help you in generating leads.

4) Exhibit thought leadership

Your website is the best place to exhibit your thought leadership. By providing valuable insights into the MSP industry, you can share your expertise with your potential customers and drive engagement. If you can position yourself as a thought leader, you can earn the trust of your target customers and earn yourself a credible reputation in the industry.

Decision making is a complex process in various small and medium-sized businesses. Since many people are involved in the decision-making process, it takes a lot of time for key decisions to be made. These decision makers often look for proof of expertise before they sign up for long-term purchase. Thought leadership is the best way to convince them that you have a solution to their IT issues.

5) Convey value proposition

A value proposition is all about telling your potential customers why they should choose you instead of your competitors. As an MSP, you need to talk about the pitfalls of using the traditional break/fix IT service model and how you need to constantly monitor your endpoints to prevent various cyber threats.

Also, your website should talk about how your services are different from the ones available in the market. Avoid criticizing your competitors directly. Rather, convey your message in a subtle manner and tell your customers how your services can make a difference in their business.

To sum up

Your website should be an important part of your marketing initiative. If you are not getting enough leads from your website, it is time to incorporate these tips and get a better chance of turning your visitors into customers. These tips can help you engage with your target customers, position yourself as a thought leader in the MSP business, and set you apart from other players in the market.