Your MSP business should have a unique value proposition of one kind or another which emphasizes how what you do provides better solutions than competitors. There is almost always some idiosyncrasy of operation which makes you more desirable to your target market than competition.
Clear Value Propositions
You need to identify value propositions, emphasize it in marketing, and get that in front of target prospects. Following are a few tips to help you make a clear and effective value proposition, ultimately producing expanded conversion:
Begin by Demonstrating Value by the Numbers
Begin content which reflects a unique value proposition (UVP) by collecting data regarding how your MSP business assuages pain points and provides clear value to clients.
You can collect this information internally and you can additionally look into market averages. The more relevant your information to specific target prospects, the more likely they’ll convert when they encounter said content.
Focus on Clarity over Cleverness
Content needs to be readable and entertaining, but it must have true value. Nobody is reading content for prose or grammatical idiosyncrasy. They’re looking for real information they can use to better business. Be clear and concise. Cleverness has its place, but it should be secondary to clarity of UVP presentation.
Respect Information Hierarchy
Think of information hierarchy as a data pyramid. At the tip is an archetypical UVP. For example, in bold text at the top of a page, you might say something like: “X clients save 50% on X cost through Y service”. From there, you expand on that information.
The hierarchy is basically this: you say something factual and brief to draw in clients, then expand on it with stats, and expand further with white papers pertaining to how such solutions provide the value they do.
Your MSP business should construct content in respect to information hierarchy, with an emphasis on clarity over cleverness, and in demonstration of how effective your services are. Such tactics increase conversion.