In our last post, we talked about who your ideal client is. The ideal client gives you a target to shoot for. And as you put forth this page, you are telling the world that you don’t work with just anyone. You’re selective.
This raises the bar for them. And this will get you better clients. Because we already established that you don’t want to work with everyone.
After putting together your ideal client, you know who you want to work with, so you want to begin to prequalify the clients who come to your website.
This is done with a simple “Who we work with” page.
A great Who we work with Page puts the Problem Scenarios you came up with earlier together with your Ideal Client so you can begin to tell your website visitors what projects you want to work on and what will be required from the clients you CHOOSE to work with.
I’m using this language purposefully because you want to choose who you work with. But before prospects who aren’t a good fit for your business take up your time you want to prequalify them.
Why You Need This Page
Here’s an example from my business on why you need this page. In the past, I’ve gotten an email through my website from a person requesting a proposal. In my business that’s called an RFP (Request for proposal).
I generally don’t do RFP’s because mostly they are a waste of my time. When I put together a proposal for someone, it takes hours of my time. I do a lot of research and I have to know what kind of value I can bring to the project.
The problem is that an RFP requires a lot of time and you don’t have a lot of interaction with the prospective client. I much rather begin an email conversation and ask this prospect why they chose us and refer them to a few pages on my website to see if we’d work well together before I put togehter a proposal.
So rather than taking on a project without knowing much about the prospect, a Who You Work With Page will help prequalify them. And it’s a page you can refer people to if you have questions about them.
Building a “Who We Work With” Page
Once you have your ideal client in mind, pull out several characteristics that make them ideal to work with you. Characater traits like work-ethic, understanding of their industry, or tech savvyness can be non-negotiables for you. Perhaps you want someone who is available only during your business hours.
Find a few key characteristics you want in an ideal client and use that as you build your Who We Work With Page.
The structure of this page is going to be simple, like many of our other pages. You want a headline at the top, a summary paragraph explaining this is who we work with. Then a series of paragraphs that detail problem scenarios that you want to solve and what characteristic you would want to see in your clients.
An example client I would work with:
Social Media for Businesses can be confusing. We work with doctors, lawyers, and other professionals to choose social networks that make sense, design a great experience for their visitors on that network, and connect social media to their websites. Because of the fast paced nature of social media, our clients need to be avid users familiar with social media or willing to hire an agency to maintain their social media presence.
Today’s 10 Minute Project:
First, get those character traits from your ideal client and marry them with the Problem Scenario’s you want to solve. (And if you didn’t create your Ideal Client, now is a good time to do that.)
From there you will come up with 4-6 paragraphs detailing who you want to work with and what projects you want to tackle.
Questions and Tips:
At this point people usually ask if they can remove the Problem We Solve Page and just combine it with this page. The answer is yes and no.
It may be beneficial to leave both pages on your website. Most visitors to your website will not go through every page like we are. They may only be interested in the Problems Page and not come to this page and you may miss out on potential business opportunities by not having a Problems Page.
But the real answer to the question is “Test it!” You’ll hear that advice from us over and over. Take 3-6 months to run a test and see if it makes a difference in your customer acquisition funnel whether you have these pages or not.
Before you go…
Now before you leave this page, would you consider signing up for my weekly newsletter? You’ll get a series similar to this post giving you ideas to improve the various pages on your website. And this is just the start to a larger, more comprehensive Podcast and online course about Building Websites that Convert visitors into Customers.