TO SELL WHAT YOU SELL,
SHOW WHO YOU SELL IT TO.

A homepage makes a great first impression by anticipating users' needs. A key means of doing this is by addressing their questions and concerns without making them search for the answers. We've discussed several ways to tell your prospective customers what you offer and why your brand is the best, but there is yet another important question they will pose: who do you work with?

An industry specialties list provides a well-defined answer for this question. Such a list forges a connection point between you and your visitors by demonstrating credibility based on prior successes, and that is a contributing factor in why you are the best.

"When your business is based on servicing other businesses, an industry specialties list is a must," attests Michael Lefkowitz, CEO of ECS Business Services.


ECS Business Services provides monthly bill analysis and cost reduction consulting. Companies of all sizes as well as schools and universities, hospitals, hotels, and many other types of institutions have had their fixed costs analyzed and successfully reduced through the strategic management consulting of ECS. Despite the highly pragmatic nature of the solutions that Lefkowitz offers his clients, the nature of cost reduction services could make ECS a hard sell to some.

"Many business owners are skeptical about bringing in new outside services if they are already struggling to save money on their existing ones," says Lefkowitz, "they will wonder if their company is too small or too large to benefit from cost consulting, or if it only worthwhile for certain industries."

An industry specialties list in plain view clears this up right away. A rehabilitation center manager might be very intrigued by the savings a utility or electric bill audit can offer, but could easily assume ECS only works with huge corporations or factories and move on before bothering to read About Us or FAQ's. Instead, that manager's eyes will be drawn to the lower left section of the homepage where Who Use Our Services indicates that ECS is the risk-free cost analysis choice of many a rehabilitation center,

"This feature offers immediate evidence to a potential client that we understand the management of businesses just like theirs," Lefkowitz tells us, "and right there is a concrete reason to work with us."

Along with exhibiting the value of the services you offer, an industry specialties list also helps in search engine optimization efforts by displaying terms that can lead your targeted clients right to your site. If a user specifically searches on "office buildings cost reduction services" or "schools utility audit," the likelihood of your site placing on the first page of their Google search results is higher because these words are featured prominently on your homepage.

To recap 3 ways a simple industry specialties list serves complex purposes:

1.)    Immediately informs inquiring users who you work with.

2.)    Establishes credibility by displaying prior successes.

3.)    Enhances SEO by visibly placing potential user search terms.

Thanks for reading. Jason.
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