Your website tells prospects a lot about your company — but probably not what you think it does

Most MSP websites are written from the inside out: the services you offer, the standards you meet, the stack you support. All true — and all invisible to the person you’re trying to win, because they’re not asking what you do. They’re asking whether you’re right for them.

Your buyers are silently asking three questions

Before a prospect ever fills in a form, they’re weighing three things — usually without realising it:

Do they work with people like me? Can they solve my particular problem? And are they any good?

Most MSP sites answer none of these. They answer a fourth question — “what do you do?” — that the buyer isn’t actually asking. That’s the gap I look for when I review a site, and it’s almost always the difference between a page that quietly loses business and one that gets you onto the shortlist.

The fastest way to get their attention

Here’s the single change that moves the needle most.

The quickest way to get a prospect leaning in is to tell them “we work with [their industry].” The moment someone from a law firm, or a manufacturer, or a care provider sees their own world named on your site, you’ve got their attention in a way “solutions for businesses” never will.

Then you build on it. Name the specific problems firms in that industry face — the ones they lie awake over — and show how you help them manage exactly those. Add a case study or testimonial from someone in their world who used to have that problem and doesn’t any more, and you’ve done something most of your competitors never manage: you’ve become the obvious, low-risk choice. You’re on the list of firms they actually call.

None of that requires you to stop serving anyone. It just means your marketing speaks clearly to the clients you most want.

What I do

I help MSPs become the obvious choice for the clients they actually want — instead of one more option compared on price.

That usually starts with the website, because it’s the fastest, most visible win: rewriting it so it answers your buyers’ real questions and speaks directly to the firms you want to attract. But the website is the tip of something bigger — the strategy and positioning behind it — and I help with as much or as little of that as you need, from a one-off fix through to acting as your outside marketing director.

If you’d like to see how the whole picture fits together, here’s [what a well-planned MSP marketing strategy looks like →].

Who I am

I’ve spent thirty years building businesses, and I’ve built every one of them the same way: by picking a specific type of customer and becoming the obvious choice for them, so I never had to compete on price. Wholesale food, software, online training — three businesses, three niches, and never once a race to the bottom.

I now do one thing: help MSPs do the same. I’ve deliberately narrowed this business down to managed service providers, because the advice I give is the advice I take — focus beats being everything to everyone. It means when I look at your site, I’m not guessing at your world; I’m looking at it the way your buyers do.

Let’s look at your site together

You’ve probably already seen the short review I sent — a few quick wins on your own site. The natural next step is a proper conversation: 30 minutes, on a call, going through your website and where the easy gains are.

There’s no obligation, and no pitch you have to sit through. You’ll come away with a clearer view of what your site is telling prospects — and what it could be telling them — whether or not we go any further together.

[Book a 30-minute call →]