The most boring section on a website - after the "Contact us" page - has to be the "About us" and "Our team" pages. As that was on our mind when we created our new website, we faced a challenge of what to put into the “About our team” section. Thus we’ve created a special page for our "boundaryless" organization. This includes all the technology solutions we are using (Google, Apple, HubSpot, Evernote, etc.), and we have given them real company roles. We have included the Founder managed services providers who help us to push the movement in the right directions, and we’ve further included all our friends who helped us in various ways..
I got some interesting feedback in a few conversations lately since we redesigned our website. “I was going to change the ‘Our team’ page like you did.” So I thought I should offer a more comprehensive response. I’d like to show you how you can use this approach on your MSP website to engage more prospects and clients.
First of all, you can get the idea here
Our TeamIt is a traditional team introduction designed to reflect the value to the client that the individual creates. It should be one short sentence capturing the essence of the value that the member delivers to the customers. We’ve also included vendors who we consider as adjunct team members. This both sends out a nod of respect to them, but also recognizes that regardless how you pay someone, you hire them to help you and your clients.
Our BoardIf you have a board or investors whom you want to introduce, there is a better way. We’ve actually had some fun with our board members with respect to what they do and how they help us. We position them as caretakers of our movement - people who are assisting us in creating a viable business that will push the movement to the next level.
Our Principle GroupI wanted to express gratitude to all who help us to push the movement forward: our early adopter clients, our contributors, our advisors and all those whom we want to recognize particularly. We wanted it to be more tangible and that's why we used the bubbles. No startup can operate without a solid group of early adopters and contributors.
Our FriendsI also wanted to recognize the industry peers who I see supporting our clients in different ways: those who have services I admire, or have been applauded by our clients. These are people I know personally, and are in companies of a comparable size to ours.
Put it into practice on your siteHow do you implement these concepts into your MSP website to differentiate yourself?
Your team should reflect the different values you create for your clients, rather than the roles they have in your IT company. There needs to be a social element. Your clients know "Jim the IT support guy," so there has to be a chance to engage with him on Twitter, LinkedIn, Facebook, Google+, etc. Usually your relationship with your customers is personally involved and your team and theirs are working together regularly. Let's make it easy for them to connect.
Your people should create their ‘tag lines’. For you as an owner it can be informative to see how they define themselves. And if it’s done right, they are going to boost this page better in their social networks, which is essentially free advertising.
You can identify your best clients as an ‘Advisory Group’ or something else complimentary. You can use anecdotes that tell about their successes and their solved problems. Also, treating your best clients in such a personal manner shows that your business is human-to-human instead of business-to-business. You can expect some tweets and shares as they use it in their marketing efforts as well.
You use many applications and software suites to build your business. You are also using many vendors and applications to help your clients. If you treat applications as part of your team, it changes the game. First of all, you can display your expertise rather than being someone else’s trainee. Instead of saying you’re “experienced in,” “certified," or a "Golden Partner," you are introducing your "Chief Backup Officer" as Datto, your "Head of Infrastructure" as HP, and so on.
Further you can showcase the tools you are using internally that make sense to your viewer’s concept of your operation. You are a service organization, and you surely use many applications. Highlighting them can display your expertise in these specific applications as well. The "Head of Marketing" and "Head of Social Media" can advertise the tools you’re using, as well as the productivity tools you are using like Evernote, Todo apps, etc.
Finally you can always incorporate all your local friends and partners you are working with, and all the vendors you are using for extending your services. You decide how well they fit into your team, whether they’re the ERP consultants you usually suggest, or software developers, or any other companies.
ConclusionThanks for the positive feedback on this concept. Our version is our own and we wanted it to be unique. What I see is an enormous opportunity for you to start a conversation with anybody -to display your company more humanly, more down to earth, more accessible and more trusted.
So if you have good examples, please add them here!
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