Let’s face it … there are a lot of web developers and agencies offering WordPress website maintenance.
The competition is rife.
Thankfully there’s also a lot of businesses out there that are in desperate need of high quality support for their website.
You just need to find them 🙂
Content marketing is a great way to get in front of more potential clients and there’s loads of different types of content you can be creating.
A word about outsourcing
Creating content doesn’t come naturally to us all.
It’s very time consuming and there’s a reason that content professionals exist.
If you have the budget, I’d advise getting a content freelancer onboard to help.
Preferably, one that has experience with WordPress.
They will only be as good as what’s in your head though.
You’ve got to at least start with getting all of that awesome WordPress knowledge onto a shared document, that they can then use to begin creating the content.
They’ll do the heavy lifting and you’ll be able to approve it before it goes live.
You’ll save hours of time and have the benefit of professionally-created content, which should ultimately lead to higher conversion rates with potential clients.
10 content types to attract more WordPress website maintenance clients
One of the best ways to demonstrate your knowledge and show potential clients that you know your stuff is by starting a blog.
There are literally thousands of articles you could create that your target audience would find useful.
However, don’t fall into the trap of creating blogs that:
- No one is interested in reading
- Don’t have a call to action
So many blogs aren’t doing the job that they should be, ie. keeping people on your website and driving up conversions.
That’s usually because of one of the above two factors.
Start a shared document with your team and throw in all your initial ideas around WordPress and website maintenance that you think your target audience will be interested in reading about.
Then take that initial list and do some keyword research.
There are loads of keyword research tools out there.
At Glow, we like Mangools as the user interface is super simple and the price is excellent.
It gives us the data we need to inform us on what people are searching for.
Once you’ve completed your research, make sure your blogs are tailored around it.
This way, you know that the content you’re writing is actually being searched for by your target audience.
Finally, make sure there is at least one kind of call to action in view at all times when people are reading your blog.
On blogs that do this well, you’ll often see a call to action (such as a contact form or short animated video with a sign up button) following you down the screen as you read.
You could also top and tail your blogs with call to actions too.
Whatever they are, make sure you have them.
This way, if people really resonate with your content, you’re making it easy for them to convert.
I shouldn’t need to tell you how popular video content has become.
You know as well as I do that it’s everywhere now.
And if you’re not producing it for your WordPress business, you need to start doing so.
Consider some of these stats:
- 87% of marketing professionals use video as a marketing tool (Wyzowl, 2019)
- Video marketers get 66% more qualified leads per year (Optinmonster, 2019)
- 54% of consumers want to see more video content from brands they support (Hubspot 2018)
Yes, if you’ve not produced video content before, it’s a little nervy getting in front of the camera for the first time.
Here’s some tips that have worked for me:
- Write a script – literally write it out – then use teleprompter software so that you can read from that when the camera is on you. You’ll make less mistakes and as long as you don’t read it like a robot, you’ll look like a pro.
- Work with a freelance director or professional video agency – they will make you feel much more comfortable in front of the camera. At Glow, we work with Thunder & Lightning Film and they’re awesome!
If your budget doesn’t go as far as hiring someone just yet, then you can definitely produce good enough quality yourself for now.
Find a plain wall in your house and invest in a tripod ring light (here’s one for a few quid on Amazon) so that people aren’t struggling to see you.
You’ll be able to attach your phone to the ring light and use a clicker in your hand to start and stop recording.
The key is to just get started.
Events are an extremely powerful way of attracting more WordPress website maintenance clients.
There are marketing managers all over the world who are looking for professional assistance with managing the company website and they are the sorts of people who will attend events.
They want to learn more not so they can do it all themselves, rather so they are more informed and more confident when working with suppliers.
Start building your network (if you haven’t already) and use it to partner with other companies that have the same target audience.
As you’re delivering WordPress website maintenance, other businesses with the same target audience could include:
- SEO agencies
- Social media agencies
- Content marketing agencies
Demonstrate your knowledge together and bring your collective contacts along.
Encourage attendees to share the event information with others for maximum reach.
And always make sure you have email marketing in place to follow up after the event and keep people informed of what’s next.
#4 Case Studies
Attracting more clients isn’t just about creating new content.
One thing that potential clients will almost always do, is check you out before signing up.
They want to know that you’ve done a good job for other businesses like theirs.
This builds credibility in your brand and trust in the eyes of the client.
Case studies are a great way of doing this.
The holy grail here is video reviews from your existing clients.
Nothing is more trustworthy than a video review and they don’t need to be super long – 30 seconds to 1 minute is fine.
Try and demonstrate how you’ve improved the quality of support your client is receiving vs their previous supplier.
- how much time you’ve saved them
- your average support response times
- your average support resolution times
You can download our case study template here too.
#5 Conduct interviews
Similar to gathering case studies, conducting interviews with industry experts can be another great way to attract more WordPress website maintenance clients.
Again, it’s about demonstrating your credibility as a business.
By partnering with other experts in this way, potential clients will view you in the same light – an expert.
Keep growing your professional network and ask industry leaders to take part.
They’ll get some exposure (for free) and your business will too.
Make sure you build it into the agreement that the industry expert shares the content on their social media profiles and their website too.
This has the effect of their audience seeing the content too, not just yours.
#6 Mini guides
These are a great and quick way to demonstrate your knowledge of WordPress.
Aside from social proof, potential clients will also be looking for proof that you do actually know your stuff.
Quick little ‘how to’ guides on various WordPress topics will show them that you are up to date with all the latest web / WordPress trends and that you’re constantly giving value.
Mini guides could take the form of carousel posts on LinkedIn and Facebook, as well as short 20-30 second videos on YouTube.
Of course, make sure you repurpose all this content onto a Mini Guides section of your website and add call to actions to encourage people to sign up.
Showing data in the form of infographics is a great way to attract more WordPress website maintenance clients.
The key is to think about the sorts of data that might catch their eye.
Here’s a few ideas:
- How many support requests you handled in the last month
- The speed that you respond to support queries
- How quickly you resolve support queries
- The number of actions you completed on client websites last month
All of this helps in demonstrating value to potential clients that you:
- Actually do track these things!
- Clearly care about the service your clients receive
- Are worth them investing their money into (they’d never be able to do all this themselves)
You know the old phrase “people buy from people”?
Well it’s partly true.
People buy from people that they know, like and trust.
For a potential client to get to ‘know’ you and your business, you need to be creating lots of content and getting it in front of them.
For a potential client to get to ‘like’ you and your business, you need to connect with them in some way.
Yes, content creation helps.
If it’s of value to them and you deliver this consistently, potential clients are likely to ‘like’ you for it.
However, it’s also important to show the human side to your brand.
Show off the people behind the business.
Talk about what the business stands for.
What’s the vision, mission and values?
Are you aligned with any good causes? (Check out these guys, they’re awesome).
All of this helps with making your business feel like one that a client would want to work with.
PS. I know I didn’t mention the ‘trust’ part here. For potential clients to trust you, see #4 and #5 above in this article.
#9 Social proof
Social proof is everywhere now and for good reason.
Potential clients want to be assured of the quality of the supplier they’re choosing.
Show off case studies, reviews (even better if these are video reviews), testimonials, data and icons of trust like reputable publications that have featured your business.
As Shanelle Mullin puts it in her article about social proof, try going further and explain how people have worked with you and what the benefits to them have been.
Display social proof on your website as a constant reminder that potential clients can have faith in you to deliver.
Use it strategically and you’ll generate even more leads.
Where do people sign up for your marketing or your services?
On the contact page?
In the footer?
Wherever that is, put some social proof in that section.
Then, at the very point where the client is considering signing up, you hit them with a dose of social proof to encourage them over the line.
#10 Downloadable resources
These have been around for ages and the good news is there’s loads that you can create.
The idea is that you give away your knowledge (something that’s of value to your target audience) in exchange for someone’s email address.
You can create templates, ebooks, checklists, whitepapers and more.
Once you’ve created your resources, build a landing page for each one that has a very clear lead generation form on it.
Then make sure you follow up with a sequence of emails to keep your leads warm.
That last bit is crucial.
Don’t let people disappear after they’ve downloaded.
You want to keep in touch with them regularly and keep delivering more and more value.
In conclusion, there’s lots of ways to attract more WordPress website maintenance clients to your business.
The key is to demonstrate your knowledge, build trust and credibility and consistently deliver value.
Don’t just sell all the time – it’ll have the opposite effect.
So, are you managing multiple WordPress sites?
I’d love to know in the comments what type of content you create to attract your clients.