Running a WordPress development agency is no simple feat. Having created and running a successful WordPress agency ourselves, we know exactly what it takes to stand out in this industry.
You have to juggle multiple projects at once and manage and recruit a diverse team of individuals including developers, designers, quality assurance experts, and project managers. As if that weren’t enough you have to market the services you offer to acquire new clients, competing against hundreds of competing offers from freelancers, job posting sites, and other agencies.
Increasing website traffic to attract leads and close new client projects is a growing concern for most agency owners. However, keeping current clients happy and managing ongoing projects can often leave WordPress agencies with little time to devote to their marketing efforts. Overcoming these challenges, however, is not impossible.
If you don’t believe us, just take a look at how we doubled traffic and sales for this WordPress agency using content marketing! To get similar results, we always recommend working with a professional marketing team with experience working with WordPress professionals. But for now, we put together some great recommendations to help you start seeing results right away.
A look into the WordPress industry
WordPress powers 40% of the world’s websites making it a huge market for plugin creators, theme developers, web designers, and WordPress service providers. However, as significant as the WordPress industry is, so is the competition. there’s no shortage of WordPress experts, developers, and businesses. In fact, according to WPEngine, more than 50,000 agencies offer some level of professional WordPress services. Additionally, they report the number of plugins for WordPress has grown 6 times to over 60,000 since 2010, and more than 10,000 themes created for WordPress in the market.
So what can you do to stand out? For one, you need to be good at what you do and offer the highest quality services. Secondly, you need to structure your team to streamline communication and manage client relationships. Finally, you need to market your services effectively in order to reach new clients and close better projects.
Many agencies mistakenly focus too much on the first two points, while neglecting their content marketing strategy. As a result, they might struggle to gain new clients. Providing excellent quality services is of no use if no one can attest to and take advantage of your team’s talent and skill. For this reason, we have seen that effective marketing is the one thing that separates great agencies from truly successful ones.
How to market your WordPress agency?
Acquiring and converting leads for your WordPress agency is a comprehensive, multi-step process. You will probably need to plan out an SEO strategy, do content marketing, link building, revamp your website’s design and content, look into email marketing, create a lead magnet and in some cases even run some ads or do some other type of paid marketing strategy to top it all off.
Below, we’ll look into the main components of a successful marketing strategy for WordPress agencies in greater detail.
Identify your target audience
The first step is to figure out who your ideal client is and where to find him. This will ultimately depend on the type of projects you want to take on. All kinds of industries depend on their websites to thrive, from online store owners to life coaches, universities to large corporations. All of them can become your clients.
For this reason, we recommend you choose your targets smartly and perhaps target your services to a specific niche. This will help you establish yourself as an expert in a specific area. For example, you can become the go-to WordPress developer for hospitals, real estate agents, or B2B suppliers. You can also choose to stay open and take on a variety of clients. Ultimately, the choice is up to you.
Once you know who your ideal client is, make sure you identify their preferred online channels, key problems and challenges, average budget, and overall buyers’ persona. With this in mind, you can tailor your marketing strategy appropriately.
With your target audience in mind, you can move on to the next step, optimizing your site for search engines. SEO will help better position your site in search engine results. This will give your website and services greater visibility. The ultimate goal is to make your business easy to find for your potential clients. Since most people use search engines to purchase products and services, positioning yourself over your competitors is key.
Keyword research is an essential part of this process since you first need to identify what queries your target audience is searching for in order to craft a strategy to help you position yourself for them. Hence why we suggest you always start the process by identifying and analyzing your ideal customer and target audience.
However, SEO extends well beyond keyword research. You also need to learn how to build and optimize your landing pages, add optimized copy all over your site, make sure your site is free from SEO errors, and optimize loading page speed. Furthermore, you must add appropriate meta descriptions to all your pages, add ALT tags to your images, and make other technical SEO improvements.
Our team of experts can help you craft a tailored SEO strategy to increase traffic and leads for your WordPress agency.
Blogging and Content Writing
When done strategically, content writing can help you connect to your audience, build up brand authority, drive traffic and boost your search engine rankings. Blogging is the perfect way to showcase your knowledge, deliver some valuable insight to your potential clients, and position yourself over your competitors.
Well-written articles can also help you promote your services and WordPress products. Even if you are not directly writing about your services, articles can also help you attract attention and drive more traffic to your site, helping more people get familiar with your business.
At Inflowlabs, we follow a tried-and-tested process for our client’s content marketing strategies, keeping in mind the following:
- Keyword research – Before doing any writing, we start by performing extensive research on the best words to rank, among the most relevant keywords for your industry. Whether your agency focuses on a specific niche or specializes in a certain service, we’ll make sure to select the best keywords to help you reach your target audience.
- Topic selection – After performing keyword research, we move forward by choosing the most interesting and beneficial topics for your blog, providing our clients with an outline of the content to be covered in each article.
- Quality content production – We write our articles in-house, research each topic extensively, structure each post accordion to SEO guidelines, and complete a multistep proofreading and editing process when putting together each article.
Whether you are looking to handle blogging on your own or working with professionals like ourselves, we suggest you keep all of these three pillars in mind. Since we know WordPress and its industry inside out, producing content for our WordPress business comes naturally. If you are not writing your content on your own, we highly recommend working with a writer with WordPress knowledge. Remember that your blog is the first and most important place to showcase your expertise and further connect with your audience, so you can’t risk having incorrect, poor-quality, or overly generic content. Being in a technical industry, working with experts will always pay off.
Case studies and reports
Case studies are one of the best ways to offer tangible proof of your capabilities and showcase your strengths and talents. Using previous client work, you can display your agency’s services in a practical way, ultimately helping you turn interested visitors into paying clients.
So, what goes into a client case study? Basically, it is a summary of a completed or ongoing project, outlining the main services delivered, your workflow, and the work process. The purpose of this type of content is to demonstrate the value of your services, offer detailed insights into what working with your agency is like, and offer your potential clients hard data and evidence of your work.
Your case studies also contribute to your site by adding more SEO-optimized content to your website, improving your website search engine rankings and traffic overall.
Collect client reviews
Testimonials incite trust and build credibility for your WordPress agency. When hiring a service provider, all businesses want to avoid misspending resources and wasting time. So more often than not, your potential new clients will be interested in knowing how satisfied your previous clients were with your work.
In fact, nine out of 10 people trust what a customer says about a business more than what that business says about itself. As a result, customers are likely to spend 31% more with a business that has good customer testimonials
By showcasing client reviews and testimonials on your site, you make the process of convincing and converting leads into clients way easier.
Optimize your landing pages
Landing pages are where your website’s visitors turn into customers, which is why getting them right is key. A bad landing page can give off a bad image and keep you from getting new clients. Not properly optimizing the content on these pages is wasting precious online real estate that could be working in your favor.
If you want to take full advantage of your site to gather new leads, we recommend you create or revamp your landing pages following these recommendations:
- Optimize your content for the right set of keywords. Choosing the right keywords for your landing pages is as important, if not more important, than choosing keywords for blog posts and articles. Make sure you gather all the necessary data to select the most profitable queries for your web pages. Ideally, you should target keywords with a transactional search intent. The goal is to find the words that are most significant to your ideal customer.
- Improve the quality of your copy. A landing page is where conversions take place so make sure you are persuasive, and convincing and make justice to the quality of your work. Use simple, honest, and relatable language and address your client’s concerns directly.
- Adhere to design best practices. Your landing pages should above all things be easy to read and navigate. Use plenty of white space, a good color palette, easy-to-read fonts, and high-quality graphics.
- Include multiple CTAs. Make hiring you as easy as possible. include contact forms, buttons, and plenty of calls to action to facilitate the process of clients reaching out.
Take a look at an example from one of the agency sites we built:
Use social media
Building up your social media profiles can actually help you grow your business. While growing in social media does not happen overnight, having an online presence is definitely important. First and foremost, many clients refer to social media to see if your business is credible and if it is still active. Actively posting shows them you are open and ready for business. At the same time, social media helps you remain relevant in your industry and further evidence your knowledge and expertise. Finally, posting on social makes you and your brand seem more open, friendly, and relatable.
There are many strategies for social media growth, some more complex than others. With so many algorithm changes and trends, social media is an art in and of its own, however, there are some general recommendations we can all agree on.
Our first advice is to remain consistent. While you certainly don’t have to post 10 times a day, posting and engaging with others on a weekly basis is a great place to start. It’s not all about posting, you should also connect with others, answer questions and participate in real-life discussions.
Once you have a posting routine down and are making an active effort to connect with others, we suggest you take your efforts a little bit further by joining relevant social media groups. For example, you can find Facebook groups that are relevant or frequently visited by your ideal client and start contributing to them. You can also join groups for WordPress developers since potential clients might visit them looking for someone to hire.
Groups are the ideal outlet to contribute positively while building your online presence and subtly marketing your services
Referral or affiliate programs
If you have been working at a WordPress agency for some time, chances are you already have some past client work to share. A great way to spread the word about your services is to work with your already happy and satisfied clients to get referrals. You can partner with your past or ongoing clients, offering them a discount or commission on any referrals they bring to your business.
Grow Your WordPress Agency
Anyone looking to sell WordPress development services needs to prioritize their marketing. WordPress is a large and highly profitable market, however, it’s also populated with countless competitors from freelancers to other agencies. Following the guidelines above is a great way to get started. However, the best choice when it comes to obtaining remarkable results is working with content marketing professionals that specialize in growing WordPress agencies and businesses.