People like to do business with people. More importantly, they like to do business with people they know, like, and trust. But there’s often a big disconnect between that sentiment and what companies choose to market their business with.

For service-based businesses, client relationships are so important. Business development experts work hard to cultivate those relationships. But what about the interaction with potential clients you haven’t met yet?

Often times, company websites are loaded with text about how the history of the company, the work they do, and why somebody should choose them. What’s wrong with that you ask? Well, it’s the same template all of their competitors follow also. In fact, this is a common practice I see in the construction industry. Comparing websites side-by-side, there isn’t a lot that differentiates them.

Imagine if you took that philosophy of building client relationships and used it on your website.