Kraftblick team conducted a research and revealed the mistakes custom software development companies make while telling about their services on a website. Check out the results!

1. Why
IT Companies Fail Telling
About Their Expertise?

2. We Are
Goal #1 is lead generation and cost per lead reduction
Google partner
Operate mainly on the US and UK markets
Use Agile to manage internal work process

3. 3
Kraftblick team examines websites of
outsourced development companies
regularly.
Sometimes it can take a while to define if
the vendor provides custom software
development services or not.
We conducted a 3-step research to find
out why it happens.

4. Visitors’Expectations
STEP 1

5. Examples of expertise-related questions of visitors who land on
websites of custom software development companies:
o Does the company develop custom
software or deliver its own products and
solutions?
o Does the company have experience in specific
industries (logistics, healthcare, finance, etc.)?
o How long does the company exist?
o Does this company have a portfolio of similar
projects?

6. Website Review
STEP 2

7. We analyzed websites of more
than 40 web & software
development companies
on Clutch and found out the
mistakes companies make while
telling about their expertise.

8. No section or page with services info1.

9. Some websites don’t have a special services-related page (e.g. “Services”) => visitors
may leave without trying to find this info somewhere else on the website.

10. No page with company general info
2.

11. The “About us” page is important in informing visitors about firm’s mission, team, main
specialization and company’s big events.
The website from the example above provides general company information on the
page with a mysterious name.

12. Info about services is unclear
(incomplete, not specified)3.

13. The example below demonstrates how the company describes web development
services without mentioning the “web” and “development” words on the page.

14. 1 A visitor makes a wrong conclusion that the company
does not provide the service he is looking for and
navigates to a competitor’s website.
A visitor makes a conclusion that the company
does provide the service of his interest (while it
does not), gets in touch and wastes his own and
everyone’s time.
2
Consequences of the unclear information issue:
?
?
?
?

15. No services-related information on
the homepage4.

16. 86% of buyers want to see service information on the website homepage.

17. Technological jargon distraction
5.

18. Some companies describe their services using too many professional technical
expressions. Even skilled CTOs prefer easy-to-comprehend sites.

19. Problems with navigation
6.

20. When a website distracts visitors, they will either need more time to find what they
came for, or they might forget their initial goal altogether.

21. No credibility-proving info7.

22. A website of a custom software development vendor should provide at least some
information about previous customers such as the customer list or testimonials.

23. Info about services has no visual and
logic structure8.

24. Most people don’t read website pages – they scan them.
This page copy is
grouped together
in a way making it
daunting to read.

25. Guidelines for
Adjustments
STEP 3

26. Custom software development companies
Who Needs These Guidelines
having high bounce rate (>70%)
on their services-related pages
spotted troubles with the Users
Flow report (if a visitor spends
quite a long time on the website
opening and closing “Services”,
“About company”, “Home” pages –
it’s a warning sign)

27. Action Plan

28. 1. Identify all buyer personas of a company.
2. Analyze their needs through online research and personal
interviews (telephone questionnaire, for example). Ask them to check
your site and provide their feedback.
3. If the company has more than one buyer persona, define an individual
approach to each customer segment in accordance with its specifics.
4. Decide prospects that deserve the most focus and effort.
5. Adjust information on the website according to the acquired results.
6. Record the bounce rate before and after adjustments, taking into account
traffic quality and sources.
Use this step-by-step plan

29. Additional Tips

30. For example:
“About” page (Who are you?)
“Services” page (What do you do?)
“Our work” page (How do you do it?)
“Contact” page (How can I contact you?)
Every professional services website should have
some form of these pages.
Designing the website structure for outsourcing
software development company, keep in mind logical
pathways (at least one) visitors come across on the
website.

31. It’s a nice example of how a company can quickly answer most of frequently asked questions
without page scrolling.

32. Do not scare visitors by excessive information about services or by
the complete absence of it. Use a mix of iconography, headings and
small pieces of content.

33. Ensure that your visitors will be able to understand what you are
offering within the blink of an eye.
Get rid of the developer technological jargon and write the copy
using your buyer persona language.
Explain complex services in plain English, avoid ambiguous
interpretation of the information and don’t make clients read between
the lines.
Make the website navigation clear: people must know what they
are going to get before they click.
Guide your visitor intuitively through the website and show them
what you have to offer.

34. Create the logical and consistent structure of pages.

35. Provide information about industries, sizes and types of business the
company works with.

36. Main Ideas
Study needs of the
company’s buyer persona
Provide a clear message
about what the company is
offering
Describe services in a
simple and clear
language
Give visitors necessary
information quickly

37. irina@kraftblick.com
www.kraftblick.com
Prepared by Kraftblick team
THANK YOU!