by Melanie Spring, @Sisarina
Preparing to work with the government is so multi-faceted that it's hard to keep everything straight. While some facets include getting certified and finding partners, the simpler ones can get overlooked at times. Many new (and seasoned) government contractors don't realize that their website is being checked out by potential government clients before they make their final decision. Taking care that everything is in order on your website can be what sways the decision-makers to choose you over your competitors.
While your web designer knows how to make your design fit your branding and your web developer knows how to build the pages, it's up to you to make them enticing enough to read. Even if you're not interested in government contracting, take time to read this & think of how you can implement these things for your site. Here are the top 5 ways to make your website jump out at your future clients:
1. Write Great Content
If you fancy yourself a great writer, make sure your content is readable, keyword rich and sounds the way your brand sounds. Everything about your website should match all of your marketing materials, the way your staff talks about your company, and how you would present your company in a sales pitch. Just make sure you have one of your staff read and edit the content before you put it out for public consumption.
If you know you shouldn't be writing your own content, hire a company that specializes in writing government contractors websites like Design To Delivery Inc. These companies understand how your site needs to sound to the government decision-makers and will quickly understand the in's & out's of your business and brand before getting their talented team of writers on your project.
2. Create a Memorable “About” Page
While many companies find that their About page is the least read page of their site, those who work with the government can see that this page can be one of the most read pages. This page should be very straightforward and easy to read with a clear objective. If your company is small, you can put all of your About information on one page. If you need more room, split it up into different pages that include your general description, mission & vision statements, list & credentials of your team, and any certifications you have.
3. Explain Why You're Different (or Better)
Your company is really good at a few niche things but you probably offer a lot of services. Focus your offerings on the things you can blow anyone out of the water on and then list the rest of your services simply. If you stand out as the company that specializes in something, your potential clients will remember you more than if you were a jack-of-all-trades kind of company.
Think about how you are unique, what kinds of things your clients will need, and the words they use to describe those services. Make sure you speak in the client's language. You might understand your industry but not all government agencies can interpret your lingo. Be clear, be quick but also keep your “we're better because...” just as branded as the rest of your site.
4. Show your Past Performance
In order to win government contracts, you have to prove that you know what you're doing. If you can show that you've successfully done what you're promising the prospective client, you'll have a high likelihood of success. It's not necessary to list all of your clients but make sure you include logos, links and/or names of agencies that are in all different areas of the government so you can show how well-versed you are. Many companies tend to not update this page or use pixelated logos so making sure you stand out by having everything organized and crisp will do nothing but help you win business.
5. Make it Easy to Contact You
Nothing says “don't hire me” like a page with only a phone number and an email address. Make sure all of your contact information is listed including the slowly dying fax machine number, mailing address, a linked map of how to find you, and any other pertinent information.
Besides just including contact information, add a simple form to your contact page so it's quick and easy to get through to you. Keep this short by only asking for Name, Organization, Email Address, Phone Number and give them a place to type in their message without a limit to characters. The fewer fields, the more likely they'll fill it out.
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Putting together government proposals is hard enough. Make it worth your time and improve your chances of winning the business by having a website that's up to par with how you sell your company in person. Make sure it's a great online storefront and shows what you have to offer.
