Let’s face it: the managed service provider (MSP) space is more competitive than ever. Buyers are more informed, expectations are higher, and the old ways of selling just don’t cut it anymore. If you’re still leading with technical specs and a laundry list of services, you’re probably getting tuned out. How do you position your MSP in a way that actually resonates with today’s buyers?
In this edition of Ask an MSP Expert, we’re unpacking insights from our recent webinar with Nate Freedman, CEO of Tech Pro Marketing, who shared some strategies for standing out and connecting with the clients you really want.
Why should MSP websites use proactive chat agents instead of passive AI chatbots?
Most people visiting an MSP website aren’t looking to chat with a robot. They’re dealing with tech issues or trying to make smart business decisions—and what they really want is a human who can help.
Passive AI chatbots often sit quietly in the corner, waiting for someone to engage. But in reality, most visitors won’t take that first step unless they’re prompted. Proactive chat agents flip the script by starting the conversation, introducing themselves, and asking simple questions like, “Can I get your name?” That kind of approach builds trust and makes it easier for visitors to open up. In a space where buyers are often overwhelmed or skeptical, that human touch can make all the difference.
Tools like exit-intent popups can also help capture leads that would otherwise bounce. Even if only a small percentage convert right away, you can stay in front of them with retargeting tools. It’s a smart way to get more value out of every visit—and turn casual browsers into real opportunities.
Should the website focus on one specific service or present all our offerings?
It’s easy to fall into the trap of showcasing every single service you offer right up front. After all, you want prospects to know you can handle cybersecurity, cloud migrations, help desk support, and everything in between. And yes, it’s absolutely fine to list those services in your navigation or on a dedicated page.
But when it comes to your homepage and core messaging, it’s better to keep things focused.
Most businesses looking for an MSP aren’t shopping for one-off services—they’re looking for a partner who can manage their entire IT environment. They want someone who feels like an extension of their team, not just another vendor.
That’s why your messaging should reflect a broader promise. Instead of saying, “We offer X, Y, and Z,” lead with something like, “We’re your IT department.” Include all your services, but make sure your main message speaks to the bigger picture. Focus on how you solve problems, build relationships, and make IT easier for your clients.
Does this strategy apply to MSPs with smaller teams or limited resources?
Absolutely. The strategy is designed to work for MSPs of all sizes. The key difference is in how you invest, either time or money. If you’re a smaller operation, you’ll likely need to put in more time to make it work. Growth requires investment, but with consistent effort, even small teams can generate leads and grow effectively.
There’s a lot to look at when it comes to positioning your MSP the right way. Ready to learn more? Watch the webinar replay now.
Photo: instaphotos / Shutterstock
This post originally appeared on Smarter MSP.