The interchangeability problem
Most agency and consultancy websites say the same things: passionate, results-driven, partners not suppliers. A prospect reading three of them cannot tell them apart.
Specificity is the only differentiator that works. What exactly do you do, for exactly whom, with exactly what results.
Case studies are the whole argument
- The client's situation, specifically
- What you actually did, in enough detail to be credible
- The result, with a number
- How long it took and roughly what it cost
- A quote from the client, named where possible
Case studies without numbers read as marketing. Case studies with numbers read as evidence.
Narrow positioning wins
“We work with anyone” competes with everyone. “We work with manufacturing businesses of 20–200 people” competes with a handful and wins most of those.
Narrowing feels like turning away work. It is what makes the enquiries you do get much easier to convert.
Content that demonstrates thinking
- Specific answers to questions clients actually ask
- Honest assessments including when you are not the answer
- Real numbers and real examples
- A point of view rather than a summary of common knowledge
Be clear about how you work
Process, engagement models, typical durations and fee structure. Prospects want to know what working with you is like before they call.
Vagueness here is what leads to a call spent explaining basics rather than discussing their problem.