Regardless of How You Market Your Answering Service, a Killer Website is Key
By Peter Lyle DeHaan, PhD
There are many ways to market your answering service, limited only by your creativity and budget. Regardless of which strategy you use, you need a website. Even if you claim you’re not accepting any new clients—and I never met an answering service that meant that—you still need a website for existing clients.
And this isn’t just any website but a great one. Your website stands as your make-or-break element to close sales. Regardless of your marketing tactics, prospects expect to find a website. In most cases your website will be part of your marketing campaign. But even if it isn’t, buyers may still look for one. What they see will determine whether they say “yes” or “no.”
Impress them and they’re likely to sign up. Disappoint them and they’ll go to your competitor. And if you don’t have a website, or they can’t find it, you’ve lost their business.
What about Social Media?
Some businesses, including those in the answering service industry, insist a website isn’t necessary, that they get along just fine using social media—thank you very much. However, using social media as your online home base is foolish. You don’t own it or have any control over what happens to it.
On social media, you’re at the whim of corporate overlords. At any moment, your online social media presence could go away or your audiences’ ability to see your content could face severe limitations. All social media platforms are moving to a pay-to-play scenario, some faster than others. At the most basic level, they want to charge you to reach your audience.
Instead, use social media to point people to your website, your home base, the only online real estate that you can own and control.
What about Print?
In the old days, back before the internet, businesses did just fine without a website. They relied on various forms of print media to promote their business and gain new clients. This included the Yellow Pages, newspaper ads, and direct mail. When is the last time you’ve seen the Yellow Pages? When’s the last time you read a newspaper? And what do you do when you receive direct mail? You throw it away without opening it. Even for specific print niches that still work, today’s consumers expect you to have a website. To not have one means you’re not viable. You’re invisible.
What about Online Advertising?
Many people love online advertising. It’s easy to track and determine your ROI. You can measure your success, or the lack thereof, fast. Though the call to action for online marketing can be to call a phone number, most involve a website. And even if the goal is to have the prospect pick up the phone, having a website adds essential credibility to your offer.
Rethink Your Website
You should view your website as your online home base. Use social media to point to it. Social media is ancillary to marketing, not central. And if you prefer print media, the results will be stronger if you have a killer website riding shotgun. The same is true for online advertising. Without a website, you might get a lot of ad clicks but few conversions.
So, scrutinize your website. Is it as good as it can be? Or does it look tired and dated? I’ve looked at a lot of TAS websites. Most could be better. And too many are embarrassing. For the sake of the industry, and the sake of your business, that needs to change.
To market your answering service, hopefully, you’re convinced of the importance of a website, a good website. Next month I’ll share tips on how to make yours stand out.
Peter Lyle DeHaan, PhD, is the publisher and editor-in-chief of TAS Trader, covering the telephone answering service industry. Check out his book How to Start a Telephone Answering Service.