Introduction
Whether you are a subcontractor or a large executive protection business, your website is often the first impression potential clients get about your business.
When people hear your name for the first time—whether at a conference, EP mixer, or training—they’ll probably Google you. Whether you are a subcontractor or a large executive protection business, your website is often the first impression potential clients get about your business.
Without one, you’re missing critical opportunities to turn curious visitors into paying clients.
What Should Your Website Communicate?
Answer 3 Questions
Your executive protection website should clearly and concisely answer these three questions:
- What Do You Do?
- What Qualifies You To Do It?
- Who Have You Done It For?
A well-crafted website gives you the power to shape how people perceive your business. It draws in potential clients from social media and helps you communicate your expertise and professionalism.
Offer Actionable Information
Your website shouldn’t just be an online brochure. It’s your chance to provide real value that builds trust and credibility with potential clients.
What kind of value? Guy Kawasaki, a former Apple evangelist, really captured it:
- Information: What just happened? Share important updates or industry news.
- Analysis: Explain what it means and why it matters.
- Assistance: Show how you can help clients avoid risks and stay safe.
These types of content reflect your unique expertise and the value you bring.
Some ideas for actionable content include:
- A checklist for personal safety.
- Case studies showing how you solved a client’s problem.
- Insights on new industry tools or strategies.
- Stories of challenges you’ve overcome that highlight your experience and dedication.
Be Authentic
People connect with people, not just services. Stand out by being human. Share real stories from your life and work—moments that taught you lessons, revealed your character and showed your expertise.
Provide Opportunities for Potential Clients to Reach You.
Your website should make it simple for potential clients to contact you, whether they have questions about your services or want to learn more about your training programs.
The easiest way to do this is to include forms. A few of the most often used forms on websites are contact, request a quote and email sign-up.
What Do These Forms Do?
- Quote Forms are a handy way for companies offering EP services to help potential clients request personalized information that meets their needs.
- Contact Forms work very well for training companies or businesses needing a simple way for potential clients to inquire about offerings or answer questions.
- Email Signup Forms are crucial for growing your business. They enable you to build an audience, share updates, and communicate directly with potential clients.
An Unscientific Look at Form Options on EP Websites
Being the curious person I am, I conducted an unscientific look at executive protection company websites to answer the following question: What types of forms do EP websites use?
EP Websites Form Availability Results
I viewed 34 executive protection services and training websites, looking specifically for the contact, quote request, and email sign-up form types. Here are the results:
- 82% (28) of the websites had a contact form,
- 24% (8) had a request quote form, and
- 29% (10) had an email sign-up/subscribe to the newsletter form.
Interestingly, only one website did not provide any form option.
How Forms are Effective at Converting Visitors into Clients
Request Quote Form
A quote form is essential for securing immediate leads. But what happens after that first quote? If you’re not following up with emails, you’re leaving potential business on the table.
It’s super important to keep the conversation going with follow-up emails! With permission, you can build a communication pipeline that strengthens trust, nurtures leads, and reminds prospects of your value long after the initial inquiry.
If you don’t, you might be missing out on some fantastic business opportunities. Following up shows that you care about your potential customers, gives you the chance to answer any questions they might have, and helps guide them toward making a decision.
By nurturing those leads, you’re not just closing a sale—you’re building a relationship that could lead to future business.
So don’t let that initial effort go unnoticed! A friendly follow-up can make all the difference in turning leads into happy, loyal customers.
Contact Form
A contact form gives potential clients a simple way to reach you. Unlike a Quote form, contact forms should be as minimal as possible.
You Need More than Just the Basics
Gathering basic potential client details facilitates immediate responses and enables ongoing email communication. However, obtaining the information your company needs to help build future client relationships is vital.
Most contact form fields offer name, email, and a message. However, you may want to capture the country and phone number and offer an option to select a particular service.
I suggest you consider leveraging this information to personalize follow-ups, future newsletters, or updates to enhance their overall experience with your business.
For example, suppose a potential client selects one of your executive protection services in a particular country. In that case, you can automatically email them information about your services in the chosen country.
Another example is my contact form. I ask additional specific questions depending on the type of service selected. The answers help me quickly provide a solution or resource rather than wasting unnecessary time sending/receiving additional emails.
Email Sign-Up Form
And for those websites that provide an Email Sign-Up Form, you’re thinking ahead. Many executive protection companies lack email signup forms and miss out on an essential tool to connect with clients.
Building an email list is a powerful way to cultivate relationships with your clients. It allows you to maintain consistent communication, share important updates, offer valuable insights, and keep your services or training at the forefront of their minds.
By facilitating this connection, you can engage with your audience even after their first interaction, making sure they think of you when they need your services in the future. This ongoing dialogue can increase loyalty and enhance customer retention, ultimately contributing to long-term business success.
Does Your Executive Protection Website Need All Three Forms?
The short answer: Not necessarily. The forms you choose should align with your business type and objectives. From my analysis of 34 executive protection company websites, 13 used more than one type of form. Choosing the right combination can help address immediate inquiries and long-term business goals. However, I recommend prioritizing an email signup form.
Why Start with an Email Signup Form?
If you’re serious about growing your business, the first form on your website should be an email signup form. Email marketing is one of the most powerful tools for directly communicating with potential customers and clients.
Whether you’re an established business or just starting, an email list is a valuable long-term asset that effectively and affordably aids in growing your business.
When Email Sign-Up Misses the Mark
Here’s a quick example: Out of ten websites offering an email sign-up form, I decided to share my information with five. Of those, only two sent follow-up emails.
One promised a free online class, but the coupon code expired—an unfortunate oversight. The other promoted a guide filled with valuable insights and expert advice, but I only received a link to their service brochure.
Need Help Setting Up the Right Forms?
Choosing the right forms and implementing them can feel overwhelming. If you’re unsure where to start or want to ensure your forms are optimized for success, I can help. With my expertise in creating forms tailored to executive protection businesses and automating the process, you can free up your time to focus on your business.
Let’s build the foundation for your business growth. Contact me to get started today!
Additional Reading
Chalk Talk – Social Media Marketing Strategy
Executive Protection Self-Assessment Guide
