What Does Your Website Say About Your Clients?

A great deal has been written regarding websites as a reflection of your business and professionalism. It’s 2018, and if you weren’t aware, the internet is ubiquitous. Every year that passes only further cements the reality that legitimate, professional organizations have a legitimate, professional web presence. We could continue to impress this point upon you, inundating you with analogies of how, for many businesses, the website has taken the place of the brick and mortar façade and storefront. But that isn’t the message today. In a business-to-business industry where client endorsement and recommendation can be the difference between growth or stagnation, your website may not only be considered a reflection of your competency but of your clients as well.

Great People Work With Great People

I’ve seen this line (or some variation thereof) time and time again. I’ve even used it myself on more than one occasion for clients. Recruiters understand the implication for clients and candidates. We are experienced professionals and they are experienced professionals; therefore, we should work together. This begs the question of whether your website reflects that you are “great people.” Does your website provide clients and candidates with the feeling that they are partnering with true professionals, or does it leave them with the notion that they have teamed with an ill-prepared representative?

You’re Not the Only Name on the Dance Card

Rare is the case that you are the singular recruiter for any organization within your space. While, depending on your niche, it may be fairly easy to glean who your competitors with a given client are, it is almost as rare that you know which firms are in the hiring manager’s rolodex. So when the time comes that someone comes to that hiring manager seeking their recommendation for a good recruiter, it is not likely that yours will be the only name they share. Chances are, the hiring manager will pass along a handful of options, and the first thing that prospective client is going to do is take the first route to learning more about your business by going to your website.

You could argue that they may visit your LinkedIn profile, but how would that differentiate you from any other competitor? Your website would be your singular chance to make a first impression upon this potential partner.

You’re So Vain, You Probably Don’t Think This Blog is About You

It’s time for a moment of honest introspection. You may think your service speaks for itself. You may think you are the rare but reliable stalwart who doesn’t need to worry about appearances. After all, you get the job done right. The first time. And you may be right about all of this, but that doesn’t mean you’re the only one. What if the choice comes between two equally competent and accomplished recruiters? One has an outdated, dysfunctional website. The other has a clean, modern and professional web presence. Who would you choose?

There is a reality many recruiters relay to candidates every day:  your appearance may not be an accurate reflection of who you are or how well you work, but it will, to some degree, separate you from the pack. Proper grooming and dress won’t make you smarter or improve your work ethic, but it can increase your odds. And why are employers so inclined to go with candidates who present themselves in a more professional manner? They know that this potential employee is a representation of their company, their values and their brand. It is not hard to imagine they view recruiters in a similar way, so when clients visit your website, what kind of reflection does it cast and how does it make those clients feel about themselves?

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Adam Appleton

Adam is a copywriter, editor and content specialist. He focuses on creating content for clients that not only connects with the audience but also looks great and improves SEO.