Bottom-Funnel Content for Professional Services Firm Websites
Certain content, known as “bottom-funnel content,” can transform SME firm websites from placeholders into revenue drivers. Bottom-funnel content is information a prospective buyer searches for when close to making a purchasing decision. As an example, think back a decade or so when Progressive Insurance first began to provide its quote along with the insurance quotes of competing insurers. That comparison tool is textbook bottom-funnel content. Someone who is comparing prices is far along their purchasing cycle. The lead generated from the comparison tool is viable and therefore worth engaging with personally and directly to achieve a conversion.
Pricing isn’t the only comparison a firm can make with its competitors. A professional services firm should be as familiar with its competitors as it is with its own firm. This familiarity makes competitor comparisons possible.
Let’s take, as an example, a fictional Miami-based boutique law firm specializing in taxation. Let’s assume that the boutique’s ideal client is a Latin American middle-market (i.e., $1B to $10B in annual revenue) company doing business in the United States. What would be a good competitor comparison for the tax boutique to use as bottom-funnel website content designed to induce prospective clients to call the boutique for a consultation?
One suggestion would be a a comparison chart that emphasized the firm’s deep expertise and intense focus on US taxation of foreign companies. Ideally, the chart should reference primary competitors by name. Providing names might cause some searchers to visit the competitors’ websites. Thus, when preparing your comparison chart, visit your competitor’s websites to ensure that your content is more effective than what they’re displaying.
Here’s a sample comparison chart:
| Choose the Best Experts on US Taxation of Latin American Companies* | ||||
| Firm name: | TAX BOUTIQUE FIRM | BIG LAW FIRM 1 | BIG FOUR FIRM | BIG LAW FIRM 2 |
| Location: | Miami tax office since 1998 | Full-service Miami Office | Offices Everywhere; Tax Talent spread out | Up-start Miami Office opened during pandemic; no specialty |
| # of Miami based Int’l Tax SMEs: | 12 | 2 | 8 | 0 Tax practice based in NYC |
| Languages: | Majority are native bilingual English/Spanish | 1 native Spanish speaking tax atty in Miami | Use their Latin American offices for language skills | Bilingual staff supporting English speaking attorneys |
| Latin American Clients: | 80% are middle mkt. Latin American cos. doing business in US | Exact number undisclosed | Many large Latin multinational companies | Estimated 2-3 |
| Pricing: | Priced to foster long-term client relationships | Market pricing for Big Law in Miami | Bundling discounts available | Market pricing for Big Law in Miami |
The tax boutique’s content does the work for the reader of the comparison chart. On other websites, the reader is expected to read through all the information themselves and create a chart. Few prospects have time for that. More important, how many prospects will appreciate the time saved by this comparison chart? A potential buyer may surmise that since the tax boutique is delivering value with its sales tool, it is likely to also deliver value with its tax services. This why bottom-funnel content is content that converts.
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