Skip to main content

What's the Primary Purpose of your Consulting Firm's Web Site?

Woohoo, look at all the cool services we provide! We're awesome! Did you see all the companies we've worked for? We won awards too!

Weeeaaaaahhh . Wrong. You just missed the boat, pal.

What does a consulting firm do? They solve problems. How do they solve problems? Occasionally they leverage products but for the most part, consulting firms solve problems with smart, experienced, motivated people. The industry-accepted term is intellectual capital.

So, what's the most important thing to a consulting firm? Well, cash flow and profitability rank number one but where does cash flow come from? That's right: services. And who executes on those services? People.

When is the last time you got a call like this? "Well, I was searching the Internet and your firm came up so I thought I'd give you a call." Never happens. I expect anyone handling calls for a consulting firm wouldn't even know how to route this call. Business operates on relationships. If I'm a company in need of help, I'll first contact folks I know and ask them for advice on finding services. Or, perhaps my company is big enough to leverage a procurement department. But I'm sure not going to waste my time on Google looking for service providers.

If this is all true, why do consulting firms focus their web sites so heavily on marketing to potential clients? I believe that's a mistake and a huge missed opportunity.

Consulting firm web sites should focus on acquiring talent. The target audience is talented, smart folks who are looking for a new opportunity. Everything about the site from the home page to employee blogs should scream: "We're the best place for you to work!" The site should be an extension of the firm. It should be as personal as possible--a hand extended and a warm smile to potential candidates sincerely saying, "We're absolutely thrilled to be speaking with you today."

Along with overall theme, here are a few elements I see as must-have's for a great site:
  • Personal profiles - get to know the folks. Here's what Lindsey does during a typical day. Cool, huh?
  • Culture expo - photos from the last outing. Hey, I could picture having a lot of fun with these folks.
  • Staff blogs - what excites these folks? What are they passionate about? What sets them apart?
  • Events - where are they speaking? What have they published? What can I learn from this firm?
  • Communities - how do they make their presence felt? What circles do they travel? How do they contribute to the community and make us all stronger?
Chances are, the potential candidate already established a connection point with your firm. They saw someone speak, they read a published article (you are presenting and publishing, right?), they attended an industry event you sponsored, etc. You've got them checking out the firm but now you need to sell them. You need to be so compelling that they become convinced they need to create an "A" task of reaching out to your firm and prompting for a meeting, or a lunch, or a coffee.

There's no better way to bridge the gap between initial connection point and establishing a relationship than an effective web site. Stop targeting potential clients and start treating your web site's primary audience as potential candidates. It will fuel the flow of candidates into your ranks.

Comments

Arnulfo Wing said…
I 100% agree with your point of view. It is always refreshing to peek into other companies's cultures and not just the marketing stuff they put into their website.
moke said…
great point. I have been meaning to build one of those website thingies for my company. going on a dozen years; now, its kind of a joke that I build them for clients, but don't have one myself. :)

Popular posts from this blog

TFS Error | The type initializer for 'Microsoft.TeamFoundation.Build.Server.BuildInformationNodeBinder' threw an exception.

Posting this one for the search engines. If you ever receive the exception "The type initializer for 'Microsoft.TeamFoundation.Build.Server.BuildInformationNodeBinder' threw an exception.", more than likely, your drive space is at 0 on your TFS application tier box.

I encountered this at a client recently. The root cause was that IIS logs had filled up the OS drive (C:\). I switched IIS logging to the applications drive (D:\) which cleaned up the OS drive and resolved the issue.

Detailed message:


TF53010: The following error has occurred in a Team Foundation component or extension:


Date (UTC): 6/7/2011 4:18:53 PM

Machine: TFSATBOX

Application Domain: /LM/W3SVC/8080/ROOT/tfs-1-129519118182628600

Assembly: Microsoft.TeamFoundation.Framework.Server, Version=10.0.0.0, Culture=neutral, PublicKeyToken=b03f5f7f11d50a3a; v2.0.50727

Service Host: 7ecfbd77-b386-4d75-b038-b05474782696 (DefaultCollection)

Process Details:

Process Name: w3wp

Process Id: 3676

Thread Id: 5752

Ac…

Verified by Visa: Everything We Tell Folks to Avoid

Phishing is defined by F-Secure as: "Fraudulent e-mail or website claiming to be legitimate seeking indentifiable information. Phishing is an attempt to steal your personal data."When I recently attempted an online purchase from WalMart using my VISA card, being a security wanta-be, I immediately thought phishing when redirected to verifiedbyvisa.com and saw this dialog:

Seriously, these folks have to be kidding. You're asking for my personal data during a transaction and claim that's its a service "...at no additional cost." Wow! Thanks...but absolutely not, you jokers. As a malicious thief, I can go a long way with this data.

This is exactly the type of experience which aids malfeasance and the folks trying to steal personal data / identities. How long have we been working to educate folks to avoid providing this type of data under these type of circumstances? Years. And we're just now starting to turn the corner.

VISA, get rid of this! When folks submi…

Windows 10 Creator's Update and Office Conflicts

Recently, Microsoft pushed the "Creators Update" out to Windows 10. It was available in April but it seems to have been force-pushed in the past 2 days. On my mother-in-law's computer, Creator's caused Excel to render a "Bad Image" message when attempting to start declaring "MSVCP140.dll is either not designed to run on Windows or it contains an error". I attempted the SFC and DISM repairs as advised on Tom's site to no avail. When I attempted an Office repair, Office disappeared completely. At this point, I definitely started to panic.

Fortunately, I noticed a pending reboot due to an install/update. Allowing Windows to install that update and rebooting twice brought Excel and Office back to life. I did have to re-register the software but all is well now. If you encounter this issue, stop what you're doing and install/restart Windows. Anecdotally, I've since hear of many folks encountering similar issues.