Your website is one of the most important places anyone goes to learn about your company. This goes for the Government as well as businesses who may be interested in working with you on a contract. When you’re dealing with requests for quotes and submitting proposals it is easy to forget that the federal government is run by people and is itself a relationship-based market. Your site should have a basic overview of your business and how you can help clients (both Government and private sector) with their needs.
Informing the Federal Government of your capabilities is a key component to mitigating perceived risk and making sure your company is thought of when work is needed. By having a Government section on your website that is tailored specifically to the federal government, you give decision makers the tools they need to make an informed decision about your company and you’ve provided them with compelling reasons to consider awarding the contract.
1. The federal government is run by people too
Websites come in all different shapes, sizes, and colors. Some websites include a ‘Services’ section, others might have an ‘About Us.’ If it is difficult for a Contracting Officer, Program Manager, prime contractor or teaming partner to find out how your company can help them, you’re not likely positioning yourself as well as you could be. If your aim is to contact them, treating them (and the people who make decisions within the government) like any other target audience will help inform your marketing and improve your chances at being seen as a competent and low-risk contractor. We have found that appealing to the humans who work with contractors at networking events and on your website can have a real impact on the overall perception they have of your company. Making it easier for them to find the info by having a government page where they can see everything that your company has to offer them, makes their job overall easier and puts you in a better light.
2. Space to Showcase Specifically to the Federal Government
Instead of trying to craft every page of your website so that it appeals to everyone, having a separate Government section as a part of your site provides you with an area that can be targeted specifically to the market you’re trying to capture. , This way you can design this page to appeal to only Government employees and other companies who are interested in doing contracting-related work with you. This targeted-marketing can position your company to see more success in the federal marketplace.
3. You Already Have the Content
Don’t underestimate how you look and appear to those who ultimately make the decisions in contracting, as any advantage you can give yourself over the competition will help you meet the goals you’ve set out to meet. It can be difficult to generate new content for your website, especially if it’s a part of your site that is supposed to help you see more business. You want to put your best foot forward, and to do that it is important to put in the time and effort and ensure your content is considered quality. There’s a good chance you’ve already put together the content for a Government page and might not even be aware of it. If you’ve created a Capability Statement or other marketing material with a specific Government focus, that’s the same kind of content you want to put into a Government section on your website.