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A website designed for a business offering a professional service has to be different from a product website. What you are offering is different, what your visitors need is different.
1. Your Service is intangible
Unlike products people can see and feel, a lot of what you provide is knowledge. Presenting that on a website requires a different approach. The website should be a lot more ‘informational’. Your clients need to feel that they understand the situation well enough to make a decision.
2. There is normally a knowledge gap
Most people don’t go on the web looking for a service, they go on looking to understand their situation better, and what the alternatives are. Helping them to understand this, and educate them, will go a long way to them becoming a client.
3. Most of the enquiries will happen offline.
Unlike a products selling website, where there is ‘thank you’ page once you’ve bought your book or whatever, professional services just don’t have this. Most of the time people will read your website, and then pick up the phone. Due to human nature, even if you ask them where they found you, they will probably say yellow pages or a friend told them, it’s just the way people are.
Because of this, there is a lot of effort to go into the web site design to ensure that we are able to know who calls and when, so we can better understand how to get more people phoning.