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Welcome to Episode 263 of the MSP Marketing Podcast with me, Paul Green. This week…

• How to create the perfect MSP about us page: An about us page must be about the people and the core values of your business. But it’s not really about us, it’s about the prospect. It’s a selling page.
• It takes 50+ touchpoints to get a new client for your MSP: Don’t run marketing campaigns – set up a marketing system. Long-term a system will outperform any campaign you could run, I promise you.
• A Google ads strategy for MSPs: If you want to try Google ads, don’t try to be all things to all people. You need to be very specific to stand out in a competitive market.
• Paul’s Personal Peer Group: Christine from an MSP in Portland wants to know why I’m so insistent that MSPs hire a phone person to contact prospects.

How to create the perfect MSP about us page

The two most important pages on your website are the homepage and the about us page. Why? Because those are the pages that most people are going to look at, the ones they’re most going to be influenced by because they’re most likely to land on your website on the homepage. And then of course they want to know what you’re about. They want to know who the people are behind the business, so they’ll head over to the about us page.

Let’s have a look at some of the elements that you should have on your MSPs about us page to make sure it delivers the most value to your business. Now, where a homepage is almost like a summary of the whole business, the about us page is about the people and the core values of the business. So of course you still have an attention grabbing headline, although a different one to the one that you have on the homepage. And of course you’d still have your social proof, data capture maybe, and certainly a call to action, plus of course videos and photographs of real people. It’s just that you present those in different ways than you would do on your homepage.

The most important thing on your about us page is your story. But it needs to be presented in a way that’s relevant to the reader.

And actually it’s not really about you – you can talk a little bit about you and how you are really into tech, and as a child and you are obsessed with computers, and as a teenager and you’ve been doing it now for 800 years and then 20 years ago you had an entrepreneurial seizure and you decided you’ve got to do your own things, your own way, etc, etc.

I mean, all of that is good. In fact, actually you can take that backstory, you can embellish it, you can enhance it, but you have to tell it in a way that makes it interesting to the reader. Because you being obsessed with computers, that’s not really of interest to them until they realise or you tell them that it means that you are across every technology detail in your business, and you only hire people who are incredibly attention focused, very good technology people, and they’re very good at following systems and documenting success, and all of that kind of thing.

So, you take your story and you keep flipping it round and looking at it from a different angle so that actually your story is about the reader. Even an about us page is not really an about us page, it’s about the prospect. It’s a selling page. That’s what it really is. So of course something else you’d do on there is you’d put some case studies on there. Now, if you’ve got case studies on your homepage, you can repeat those, and video case studies are absolutely fine, you can repeat those across the site. You can also repeat just sort of normal prin...