Marketing

Your website should help a prospect make an honest decision about whether it’s a good fit to work with you, and he should do this on his own, before he ever talks to you,

what you should be talking about is whether you are a mutual fit and how you will go about solving their challenge. Nothing else.

Third, while acknowledging the actual size of your firm, brand yourself as much larger and influential that a small firm would normally have the right to be.

Most clients aren’t ready for everything, so don’t overwhelm them. This can also be a strategy for a later engagement that’s more “advanced” in nature.

No middle ground: free to prospects … or high fees to clients. The distinction here is that the free stuff is unapplied, leaving the prospect to figure out what parts work and which ones need to be modified. Your clients, though, pay you good money to figure that out for them.

The first opportunity is when you are initially discussing the engagement. You’ll want to give the prospective client multiple options for the engagement, each one priced and scoped differently. You’ll probably have a good idea of what they should hire you for, but it’s still helpful to most (not all) prospects to hear the options. You’ll also be p