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There’s no point in buying a Ferrari and keeping it in your garage

Unless you can no longer afford the petrol….

Recently we have been reviewing a lot of professional services firm websites and in spite of the fact that we shouldn’t be, we remain surprised at how many of them are being let down by proprietary content management systems.

Larger organisations often have vast amounts of content and good domain histories, and as such they should routinely rank well for the short tail and longer tail keyphrases related to their services. It would appear that often poor on page optimisation arising from inadequate CMS functionality is holding them back.

Traditionally larger professional service companies would have taken the view that ‘we do not wish to be instructed by members of the public and as such search engine rankings are not important to us’ but as internet usage continues to grow, particularly mobile internet searches, they run the risk of only being found by those who already know them thereby losing out on countless opportunities to grow their brand, extend their influence and reinforce their authority.

Recent research by Forrester (as brought to our attention by Ben at Barker Brooks) titled The Rise of the Digital C-Suite, where ‘C-Suite’ is a term used to describe the chief executives, heads of finance and heads of information at the 10000 most successful companies in the world highlighted that not only is the internet the C-Suite’s top information resource but also that members of the C-Suite search for information themselves.

So, back to the title of this post; if you have a strong professional online presence which is not being presented properly to search engines as a result of a content management system which is not fit for purpose then, effectively, you’re keeping the Ferrari in the garage.

Are you making the most of your content? Check no
Law Firms: How to generate business online.

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