How to Specialise for Success

Why advertising a wider range of services can actually reduce your client base

Many companies believe that the broader the services they advertise, the broader their potential client base.

But the opposite can be true. Offering a more specialised proposition can lead to more clients and better conversion.


Make Expansion Easy

You might be the go-to firm in your area, advertising a range services to satisfy a variety of local advice needs.

But once you start looking for clients in other locations, a lack of specialism in your marketing makes any expansion strategy difficult.

Without a niche, you’ll be competing with the large number of other ‘all-services’ firms. Mirroring their proposition means more competition - diluting your voice in a crowded marketplace.

Only by advertising specific expertise will people travel further to take out your advice.

Consider the possibilities of remote advice in an ever more technological age, and ensuring you specialise means your client base can truly widen – as it’ll not just be local people knocking on your door.

To do this, use landing pages. These are pages on your website that target a specific action or intent, and you should use one for each service you provide.

For example, one could focus solely on ‘defined benefit advice for over 55s in Plymouth’. Being specific with your advice area, audience, and location will make you much more likely to be found in the search results.

More general terms such as ‘pensions’ may have higher search traffic, but they’re oversaturated with competition – leaving your firm wrestling for visibility.

When making each landing page, be sure to use your targeted phrase, such as ‘self-build mortgages in Gloucester’, in the page’s main heading and within the page’s copy.

The copy should be around a page in length, and not use your chosen phrase excessively – as search engines can become suspicious of this.

Simply write naturally and you’ll find the page begin to rank highly for prospective clients seeking the exact advice you’re offering.


Improve Conversion with Clear Intent

No client wants a range of services. They each have one problem that needs to be solved.

Think about the typical homepage of an ‘all-services’ firm. It will usually use vague copy promising smart processes and better outcomes. And the next ‘all-services’ firm will do the same.

When all sites start to look the same, clients can no longer differentiate between the good and the best. The firm that’s most convenient to travel to becomes the default. And they’ll travel there without strong engagement with the firm they’ve chosen.

Targeting a niche will not only mean clients will find you more easily, but they’ll be more impressed by your proposition once they do.

When the prospective client reaches their relevant landing page, your copy will speak to them directly. Seeing only expertise relating to their one issue will instantly tell them they’ve come to the right place.

Therefore, make sure your landing pages all come with conversion functionality. Capturing customer information, including a messaging tool, or even simply stating your contact details can be enough for clients to send a highly interested enquiry without further research.

With this level of engagement comes greater conversion. They’ve primed themselves to know you’re the right firm for the job, which makes selling your services much easier.

So identify the specialities you want to target, create the relevant landing pages for those targets, and see your business grow with more, highly-engaged clients ready for conversion.

About the author
Oliver Broadhurst
Oliver Broadhurst
Oliver has been writing professionally in the financial services space for over five years, focusing on topics ranging from customer experience to industry regulation. He’s consulted with organisations such as UK Finance and the FCA to produce business articles, industry reports, and white papers, while providing insight as a member of panels including The Opening Banking Implementation Entity’s Consumer Group.

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