Do you want to know what Top MSPs are doing to optimize their website to increase more visitors into prospects?
Watch our webinar recording or read further to find out how to maximize the potential of your MSP website to convert more leads and put your company on the path to greater success.
Why is optimizing your MSP website important?
The MSP industry is hypercompetitive and standing out of the crowd is difficult. To get more new business and make every visitor count, your website needs to be in top shape at all times and ready to compete.
Spoiler alert: There’s no one secret formula or shortcut. If you’re competing with multiple MSPs in your service area, what truly makes you different if you offer the same services (and potentially at a similar price point)? Ultimately, you have to dig deep and ask yourself what truly makes your MSP unique
The short answer is primarily your people, your clients and unique success stories you’ve accomplished together. But how do you incorporate this in your website? How do you optimize your website to show the amazing service your MSP provides?
Read on and find out how you too can optimize your MSP website.
Your MSP Website Optimization Checklist Checklist
- Eyebrows
- Reviews
- Descriptive, SEO-optimized headers
- Awards
- Company stats
- Location pages & SEO
- Content Score
- Forms
- Onboarding process
- Pricing
Note: The above checklist isn’t an exhaustive list, rather it’s meant to help you get started and focus on elements that are likely to have a significant impact in your ability to improve your website’s copy and convert more leads.
Learn from Top Ranking MSP Websites
Looking at top MSP websites can help you get on the right path to improving yours. It’s ironic since you’re trying to stand out, right? The idea is not to copy them but to see what are the elements on their website that actually makes them stand out.
Website and marketing best practices do evolve over time so we recommend reviewing your website and high ranking ones on a yearly basis at least. At Pronto, we tend to look at two types of website rankings:
- MSP rankings in competitive locations on Google
- Top reviewed MSP in specialized directories such as Clutch, UpCity or CloudtangoNote: We prioritize looking at the directory that gets the most organic traffic and this too may change over time
10 Examples of MSP Website Elements to Optimize
1. Eyebrows
An eyebrow is a small text element or phrase placed directly above a main heading. It provides additional context, categorization, or navigational information, helping users understand the content’s relevance or context before reading the main heading. Eyebrows enhance usability and user experience by offering a brief, contextual preview.
In the example above, the eyebrow is also cleverly used to include the keyword the location page is trying to rank for.
If you get technical and look under the hood, you’ll see that the eyebrow is set as a custom H1. The H1 is important because it’s one of the key elements Google uses to determine intent of a page and what keywords it should rank for.
2. Reviews
Reviews build trust and credibility by showcasing genuine feedback from satisfied clients, which can reassure potential customers about the quality and reliability of your services. Positive reviews serve as social proof, demonstrating that others have had good experiences, which can significantly influence decision-making.
There’s no one right way of displaying reviews. The key thing to consider is placing them above the fold if possible. This will maximize their impact.
Learn more: What are MSP review sites and how can they help?
3. Descriptive, SEO-Optimized Headers
Descriptive headers provide clear guidance to visitors, immediately conveying what each section or page is about. They are crucial for SEO, as they signal to search engines the relevance and topic of the content on the page.
Learn more: Tips for finding the right SEO keywords for your MSP
4. Awards
Awards serve as external validation of your company’s excellence and achievements, enhancing your credibility and reputation in the eyes of potential clients. They provide tangible evidence of your expertise and success, which can help differentiate your business from competitors and instill trust among visitors.
5. Company Stats
Including company stats on your website, such as response times to tickets, calls, or SLAs, and customer satisfaction metrics provides concrete evidence of your commitment to exceptional service. These statistics serve as a tangible representation of your company’s dedication to prompt, reliable support, setting you apart from competitors. Numbers have a unique persuasive power that can significantly enhance the impact of your message.
Below is another example of how to leverage stats to convey your MSP’s experience in a given location.
6. Location Pages & SEO Content Score
A location page is a dedicated webpage on an MSP’s website that provides detailed information about the company’s physical offices or service areas. The purpose of a location page in the MSP industry is to enhance local search engine optimization (SEO) efforts, making the MSP more visible in local search results and helping attract local businesses.
To optimize your location page, we recommend using a few different SEO tools. For content optimization, Surfer SEO provides a data-driven approach to analyzing top-ranking pages in search engine results and provides recommendations for improving content based on factors such as keyword usage, content length, readability, and semantic relevance.
Don’t obsess over getting a perfect score of 100. Instead use more of an 80/20 approach and generally being “in the green” and recommended minimum score.
For keyword research and measurement, Ahrefs is another very helpful to rely on to prioritize page creation and understand what page is ranking for what specific keyword.
Learn more: How location pages help MSPs attract more traffic and conversions
7. Forms
Proper form inputs improves the user experience by making it easy for clients to provide necessary details, leading to higher completion rates and more leads. They also ensure data quality and consistency, facilitating efficient data management and analysis, helping MSPs create client profiles, track service requests, and identify common issues.
A few key best practices to consider when putting together of form intended to lead to a sales consultation:
- A clear and encouraging heading
- Specify that visitors should use a business email address (block gmail/yahoo addresses if the businesses you work with don’t use them)
- Qualifying questions such as the number of employees and what specific service they’re interested in
- A clear call to action (CTA) message for the form submission button
8. Onboarding Process
Showing your onboarding process on your website clarifies the customer journey by providing a clear, structured path that reduces uncertainty and anxiety for potential clients. This demonstrates the MSP’s competence and reliability, building trust and credibility by showcasing a professional approach to client integration.
Another nifty way to visually show a process is with form submissions. See the example to see how an MSP can visually show the three steps involved in booking a call with them.
This type of three step process for booking a sales call is particularly relevant when using an online calendar in order to speed up the process and avoid back and forth via email.
- Submit basic info via the form
- Reserve a meeting time (via an online calendar)
- Receive the confirmation email
9. Message from the President (or Founder / CEO)
A message from the founder or president is important for websites as it adds a personal touch, humanizing the company and fostering a connection with potential clients, building trust and credibility. It allows the leader to articulate the company’s vision, values, and unique approach, differentiating the MSP from competitors and helping clients understand its ethos.
10. Pricing
This is probably one of the biggest opportunity for you MSP to stand out as well as get better leads. Most MSPs shy away from providing ANY form of pricing information on their website.
The point of a pricing page is not to provide exact pricing or a quote, but to set the expectation of how much it may cost to do business with you. Consider the following quote from the owner of one the leading B2B digital marketing agencies:
“Being clear about your cost helps people qualify or disqualify themselves early on. Even if they can afford you, this honesty also fosters trust.
You weren’t trying to hide things and surprise them with a price tag. You let them know exactly what to expect. People want to do business with companies they can trust.” – Marcus Sheridan, They Ask, You Answer
More Resources to Optimize Your MSP Website
If you’ve already covered the website optimization basics we mentioned above, you can continue to take things further. Below is a brief list of MSP-specific resources to help you further optimize your site:
MSP website showcase:
- Industry Page: IT Firm Stands Out with SEO-Optimized Industry Pages
- Location Page: IT Firm Adds Service Area Pages for Local SEO Foundation
- Landing Page: Updated Landing Pages to Increase Google Ads Conversion
MSP Marketing resources to watch and download:
Conclusion
If your website isn’t pitching a compelling reason to work with you, you’re going to struggle converting new visitors into new clients. Optimizing your website so that it can emphasize unique aspects of your business and rank higher on Google is a regular marketing activity you need to invest in.
Consider this: Even staying number one in the rankings requires an ongoing “maintenance” strategy to stay there. While you can’t get higher than number 1, you surely can fallback lower as competitors increase their efforts to overtake your site.
There are a lot of moving pieces and implementing all of them can be time consuming. Our Website SEO Audit and MSP Website Design services are just a couple of options to help you identify SEO opportunities or even completely revamp your website.
Get in touch with us if you’d like to discuss how we can help your MSP stand out!
