All too often, we’re contacted by management consultancy firms that are steadfast in the sabotage of their own Google ranking efforts because they’re not employing digital marketing effectively. These firms believe that embracing the digital movement is a time issue, and they’re unsure of whether online marketing is a wise investment.
The reality is, the candle of traditional practice in management consultancies is burning at both ends, with digital transformation accelerating the process. What’s more, there’s no escaping it. Where reputation was once enough to attract and retain new business, it alone can no longer guarantee long-term success, especially as Google search is now the prime way prospective clients find your firm with 97% of buyers researching professional service firms online before making a financial commitment (Source: BIA Kelsey).
An online presence gives credibility to a company and acts as a gateway for potential clients to become paying clients–the better your ranking, the more enquiries you will receive. If you’re not appearing in Google search results this means you don’t have a good Google ranking. You can find out three reasons why your firm isn’t being found online below:
Reason 1: Your firm isn’t visible to Google
To increase the demand for your services, your offering must be visible and easily accessible online. That’s why search engine optimised (SEO) content is a non-negotiable.
Optimising your content means including (not stuffing) high relevancy, low competition keywords and searched-for phrases inside original, information-rich content (like services pages, blog posts, news articles, image captions, and text snippets).
To improve the visibility of your website it’s important to follow SEO best practices as recommended by top search engines like Google and Bing. These include:
- Streamlined site architecture to help visitors find and browse your content
- Backlinks to your content from other sites to increase your authority and credibility
- Site-wide keyword optimised headers, titles, URLs and image titles to improve your search engine ranking for specific search terms.
These simple optimisations make it easier for search engines to find and index each page on your site, and list you above competitors in search engine results pages (SERPs). When done correctly, you’ll consistently rank higher on Google and Bing, and gain critical exposure to the audiences searching the types of services you offer.
Reason 2: Your website isn’t optimised for Google ranking
A website that works efficiently in the digital age is one that’s mobile optimised. This means that it automatically renders to fit the screen of any smartphone or other handheld device and makes it easy for visitors to read content, browse images, and take action.
Smart Insights says that across the globe, mobile devices dominate total minutes spent online, passing 61% in the UK. Additionally, 66 hours per month are spent browsing the internet on smartphones, compared to just 29 hours on desktop. Buyers are using their mobiles more and more so, if your site isn’t mobile optimised, you’re turning more and more people away from your firm.
These stats highlight that providing a website that works seamlessly on multiple platforms is important if you want to attract and retain prospective client’s attention.
To increase the number of phone calls, callback requests, and direct messages you receive from enquiries who are either ready to buy or learn more, your website must include the following key usability features on mobile:
- Keep your contact information clearly and permanently displayed on every webpage
- Make your practice area, solutions offered, and desired clients clear on your homepage
- Ensure your content is easy to read for all ages and ability
- Include clear social follow buttons and sharing links across your website
- Publish original, thought leadership content and make it accessible from the homepage
- Feature testimonials for social proof and evidence that you do what you say
Failure to provide a satisfactory mobile experience means accepting the fact that you will continue to lose a significant portion of new business enquiries to the competitors that are.
Reason 3: Your social presence is neither joined up nor up to date
While Google itself says that social media doesn’t directly affect SEO, they did confirm that links shared on social media helped with Google ranking. What we can draw from this is that if you are active on social media, then prospective clients will engage and click through to your site, thereby increasing your Google ranking.
This shift in focusing on social media is being felt across the sector, with greater numbers of prospective clients now reviewing credentials and recommendations this way. Social media is the new “word of mouth”, which means firms must either use these platform to engage with clients, or accept a drop-off in the amount, quality, and frequency of web traffic, referrals and new business enquiries they receive.
Firms that are lacking in presence on one or more social media platforms are not only missing out on conversations with their audience, but also being a part of critical industry commentary. If you don’t demonstrate that you are an active and contributing member of the management consulting industry, prospective clients won’t seek your firm out for its expertise. If your firm isn’t a part of industry conversations, then relevant people and groups won’t talk about you or link to you online, thereby impacting your Google ranking in the long term.
If you’re not sure how to effectively implement any of the suggestions above to improve your Google ranking, reach out to us to have a chat. We will implement effective digital marketing tools for you and generate leads and growth for your management consultancy firm. If you have these tools in place, but aren’t seeing the results you are expecting, then we will work out where you’re going wrong.
Contact us to talk to one of our account managers, or if you’re not quite ready for that and want to get to know more about us before chatting, then sign up for our newsletter and receive helpful tips on how to market your firm.