1. A Consultant’s Web Site: Lucrative or Just Nice to Have? Tanya Mellen May 20, 2003

2. What is an independent communications consultant? Self-employed Hired by the hour or by project to perform services in the communications field

3. The marketing challenge… Marketing a consultant’s services is a challenge. The Internet provides great potential as a marketing vehicle. The number of consultants using a Web site as a marketing tool is increasing. The use of Web sites is increasing in every field. The number of people using the Web to find information is increasing.

4. What I wanted to learn… Does having a Web site increase an independent communications consultant’s business?

5. How I found the answer… Paper survey mailed to 80 U.S. communications consultants 40: Known to have a Web site 40: Unknown Results shared Gift certificate drawing held

6. What I asked… 32 questions –Two paths: one for consultants with a Web site; one for consultants without a site Different types of questions –General questions asked of all respondents –Specific questions asked of two groups

7. Who responded… 46 responses 58% response rate – A good response, but a small sample Responses from people in 20 different states

8. More about the respondents… 71% in marketing communications Half with more than 9 years of experience Average salary range: $40,000-$80,000 76% age 41 or older 72% female 59% with a Web site

9. Have consultants gained new business through their Web site?

10. Amount of new business gained through Web site Percentage of current business generated through Web site

11. From what groups are consultants gaining business? Web sites appear most effective for generating business from new clients and for generating leads. Web sites do not appear effective at increasing business with existing clients.

12. Survey reveals: Information common to most Web sites 1.Contact information 2.Business overview 3.Overview of service offerings 4.Biographical information 5.Work samples The more types of information included, the better.

13. Survey reveals: Most effective features of a site 1.Work samples 2.Advice or tips 3.Overview of services

14. Survey reveals: Most effective strategies for driving traffic to a site 1.Including site address on business materials 2.Listing on search engines such as Google 3.Listing on site directories such as Yahoo! The more strategies used, the better.

15. Survey reveals: Freshness of Web content and new business People who have gained business update at least quarterly. People who have not gained business update semi-annually. Updating site more frequently may increase business.

16. Survey reveals: Age of Web site related to new business Median age of Web site for consultants who have increased business: 4 years or more. Median age of Web site for consultants who have not increased business: Less than 4 years. The longer a site exists, the more likely it may be to generate business.

17. What it all means… Does having a Web site increase an independent communications consultant’s business? Yes. The mere existence of a site does not guarantee business. The more effort, the more successful the site. –Five success factors

18. Who can benefit from this information? Other independent communications consultants –The field is growing Independent consultants in other fields The people who hire consultants

19. Questions?