Who Are You? The Website Provider Title Conundrum
Today we delve into the fundamental aspects of client acquisition that every web professional should grasp. The first step to a successful client acquisition strategy is understanding who you are in the web industry.
The Need to Identify Who You Are
Recognizing who you are in your business is crucial. It plays an integral role in determining who you serve, your potential lead sources, and the channels you employ for lead generation. But how do you establish who you are? Well, typically, those involved in creating websites for others fall into two main categories:
- Website Builders: These are the tech gurus who love nothing more than immersing themselves in the design and technical aspects of constructing a website. They thrive on the creative and developmental process but would rather not deal with any extraneous tasks. Their primary challenge lies in distinguishing their offerings in a saturated market, with price often being the primary competition factor.
- Solution Providers: These professionals go beyond merely building a website. They offer holistic digital marketing solutions to clients’ problems, often encompassing a wider range of online presence strategies. Unlike website builders, solution providers can compete based on their unique ability to resolve multifaceted issues.
Determining which category you fall into helps shape your strategy for finding new clients.
Finding New Clients
Depending on whether you identify as a website builder or a solution provider, you’ll have different avenues to explore for client acquisition:
Website Builders
Website builders can consider methods such as:
Website Audits: Assessing a client’s current website for technical issues provides an opportunity to offer your expertise to rectify the problems.
Technical Partnerships: Collaborating with marketing agencies that don’t offer website services or SEO experts who need a website builder on their team could provide a steady stream of work.
Solution Providers
Solution providers have a broader spectrum of lead generation channels:
Speaking Engagements: Offering insights at local networking events or entrepreneurial programs can position you as an expert in your field.
Trade Shows & Networking Events: Participating in industry-relevant events could put you in front of potential clients.
Content & Video Marketing: Sharing your expertise via blog posts, social media posts, case studies, podcasts, or video content can draw potential clients to your services.
The key is positioning yourself as a professional, adopting the right title such as ‘solution provider’, ‘digital agency’, ‘web development specialist’, ‘web advisor’, ‘project manager’, ‘business analyst’, or ‘website analyst’ to set you apart. Avoid referring to yourself as a freelancer or developer, as these terms may not convey your value correctly to clients. Instead, focus on the results you can offer clients – things like increased traffic, more leads, better local presence, process improvement, and more.
In Conclusion
Understanding who you are as a web professional is the first step to formulating a successful client acquisition strategy. Whether you identify as a website builder or solution provider will determine the methods you use to find new clients and how you position yourself in the industry.
Stay tuned for more insightful tips on client acquisition, and remember to always stay productive, strong, and never stop learning.
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