Most MSP websites convert less than 1% of visitors. Why? They focus too much on design and not enough on what drives action. Here's how to change that:
- Be transparent about pricing: Clear costs build trust and help people decide faster.
- Get your structure right: Include 5 key pages - Home, Services, About, Resources/Blog, and Contact.
- Focus on usability: Make your site mobile-friendly, easy to navigate, and include clear CTAs.
- Show proof of your expertise: Add case studies, certifications, and real client testimonials.
- Use lead-gen tools: Keep forms simple (3–5 fields) and write benefit-driven CTAs like “Get My Free Assessment.”
- Track performance: Set up Google Analytics and test regularly to fix issues.
Start by being clear, building trust, and testing what works. Even small changes can push your conversion rate above the 1–2% industry average.
Optimize Your MSP Website to Keep Visitors Hooked ...
Website Structure and UX Basics
A well-organized website structure, combined with clear and user-friendly design, builds trust and encourages visitors to take action. Focus on key pages, simple navigation, and easy access to contact information.
5 Must-Have Website Pages
- Home: Highlight your main value and include a clear call-to-action (CTA) right at the top.
- Services: Provide a concise overview of your MSP services with bullet points outlining key features.
- About: Share your mission, team expertise, and what sets you apart.
- Resources/Blog: Offer educational content to inform visitors, improve SEO, and gather leads.
- Contact: Include multiple ways to reach you and a straightforward contact form.
Design for Conversion
- Mobile-first layout: Make sure your site works smoothly on phones and tablets.
- Above-the-fold CTA: Place your main CTA where visitors will see it immediately.
- Consistent branding: Stick to a unified color scheme, typography, and style.
- Intuitive navigation: Use clear menu labels and keep options to 5–7 items.
- Whitespace and hierarchy: Use spacing and headings to guide visitors' attention.
U.S. Contact Information Standards
- Phone: Display in (XXX) XXX‑XXXX format and make it clickable for mobile users.
- Address: Include the full street address, city, state abbreviation, and ZIP code (e.g., 123 Main St, Anytown, CA 90210).
- Hours and time zone: Clearly state your hours, include "PST/PDT" or "EST/EDT", and mention any holiday closures.
Building Website Credibility
Adding Proof and Credentials
Once you've established your core value statements, back them up with solid evidence. Here are some ways to do that:
- Case studies: Highlight real client challenges and the measurable results your business helped achieve.
- Certifications: Display any industry-relevant technical certifications that demonstrate your expertise.
- Client testimonials: Include feedback from clients that focuses on specific results or improvements they experienced.
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Lead Generation Tools and Features
Boost your site's trust factor by using targeted tools to generate leads. Once you've established credibility, these tools help turn visitor confidence into actionable opportunities.
Call-to-Action Tips
- Write clear, benefit-focused text in the first person (e.g., "Get My Free Assessment").
- Use a button color that stands out and place it in a prominent location.
- Stick to one main call-to-action (CTA) per screen, with an optional secondary link.
Lead Forms and Content Offers
Design landing pages with forms containing 3–5 fields. Make sure the fields match the value of the offer to reduce friction and encourage more people to complete the form.
Website Performance Tracking
Once your lead-generation tools are live, it's essential to track their performance. This helps you fine-tune and improve results over time.
Setting Up Website Analytics
Start by configuring Google Analytics and integrating tools like CallRail. These tools help monitor website traffic, call activity, and form submissions. On average, MSP websites see conversion rates between 0.1% and 1% of visitors.
With analytics in place, schedule regular tests to identify and address any technical or usability issues.
Testing and User Research
Use these strategies to catch and resolve potential problems:
- Lead-Capture Forms: Test quarterly or whenever new landing pages are launched to make sure everything works as expected.
- Browser Compatibility: Check compatibility every quarter and after significant updates to ensure your site looks and functions properly across devices.
- Content and Links: Run monthly checks for broken links and analyze content performance to address SEO or user experience concerns.
Website Maintenance Schedule
Routine upkeep is key to keeping your website running smoothly. Follow this schedule:
- Monthly: Perform backups, install security updates, run speed tests, and clean up unused plugins.
- Quarterly: Conduct content audits and browser compatibility checks.
- Annually: Renew your domain and update SSL certificates.
Conclusion
Marcus Sheridan highlights the importance of transparency and clear calls to action in building trust and boosting conversions. This guide has covered how to create a clear site structure, establish trust with credentials, use targeted CTAs and lead capture tools, and track performance with analytics. By putting these strategies into action, you can improve your MSP's conversion rate beyond the industry norm. Start refining your website now, and let your analytics guide adjustments to design, messaging, and offers for ongoing improvement.
