How to Un-Optimise your website for bad clients

We’re always hearing that we should be optimising our site for sales. Fine tuning our keywords and meta pages, page titles and urls to include keywords and phrases that your prospective client would like. But what about those evil clients you don’t want?

We all know that type. The dreaded indecisive client who: changes their mind on the goals of the engagement mid project; thinks prices can be haggled; suffers from death by committee; or analysis paralysis.

But there are ways to keep them at bay and out of that well tuned sales funnel of qualified leads.

Have you ticked off the web marketing basics?

With SEO – stick to the medium to Long Tail range. B2B service providers should never compete for the B2C keywords their clients are buying!

Willis Towers Watson for example – consult to insurance and investment companies on risk. There is no way we should be battling with or for the keywords “insurance” or “investment”.

With PPC (Google AdWords) – Use the superpowers of negative keywords to exclude people looking for something you don’t do. For example – cheap – discount – compare are in the list for Willis Towers Watson for sure.

With Social Media and SMO – please use context

“fantastic blog by @nickwallen

That tweet might be correct, but it tells me nothing! Speak like you would to a potential client. If you’re humourus with clients that’s fine, but engaging with people you value the opinion of. This will be a major hint to potential clients.

Here’s some simple content false friends to also consider

Trending Topics
There is a fine line to balance between saying something to attract attention to your brand and saying something to add value for your clients.

Today #MayTheFourth is trending – I could quite easily make some silly remark and grab some eyeballs with a witty storm trooper image on Pinterest or quote on twitter but what’s the value in that. At least without mentioning my xwing fighter cleaning service

Sure you’ve said something to catch the eye, but valuing your users time and using a title that’s relevant to them is something to admire. Again discretion here please.

Now depending on the size of your organisation simply mentioning base consultancy rates on your site might help to weed out those that think you can “fix their problem for a fiver”.

For larger organisations a more subtle approach could be to mention multimillion dollar implementations and large organisations if that’s your target.

First steps to honest marketing and unmarketing

How We Work
Never be afraid to lay out your terms of engagement. Plain, simple, easy to find, for all to see. Talk of your Agile methods or well defined procedures but make sure they have the least chance to be surprised later on.

Factor in Faults
Don’t hide your faults or spend overt amounts if time on your strengths. If your strengths are like carbs (a moment on the lips, a lifetime on the hips) then talk about how you’re changing and growing through your faults.

Write a Who we are not for blog post
For the brave,  spell it out for everyone.

  • here’s our ideal client.
  • and from past experience, here’s what hasn’t worked.
  • show your stickers and scars.
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What next?
Contact me if I can help you with good honest marketing.

5 thoughts on “How to Un-Optimise your website for bad clients

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  2. First off I want to say great blog! I had a quick question in which I’d like to ask if you do not mind. I was curious to know how you center yourself and clear your head prior to writing. I have had difficulty clearing my mind in getting my thoughts out there. I do take pleasure in writing however it just seems like the first 10 to 15 minutes are generally lost simply just trying to figure out how to begin. Any suggestions or tips? Thank you!

    1. I spend the first 10 mins offline. Thinking through ideas then start jotting bullets or headlines to expand on later. Usually I have a fair idea of the title too and work from there.

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