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PI Profits Agency Shares Tips for Refining, Focusing Web Presence of Private Investigation Firms to Drive Conversions

AURORA, N.Y., Jan. 22, 2014 /PRNewswire/ -- According to niche marketing firm PI Profits Agency (, many PIs are not taking full advantage of the opportunities presented by the Internet. To that end, Paul Beauchemin, founder of PI Profits Agency, has compiled a list of best practices for the web, all tailored to meet the needs of investigative firms large and small. Those interested in an individual, 45-minute web consultation can fill out the form on this page:

Engaging With Visitors

A website that can be printed out like a brochure and be just as useful and informative isn't taking full advantage of the online format. Instead, it's preferable to think of a website as an automated salesperson guiding prospective clients into the sales funnel.


Today, most enterprise-level purchase decisions begin with thorough Internet research. In the highly competitive space of private investigation, it's easy to become part of the scenery. Attention-getting headlines that rivet the visitor into place are step one in overcoming the "5-second rule": the maxim that website visitors decide within 5 seconds whether to stay on the site or keep browsing.

Unique Selling Proposition

Although it sounds too obvious, communicating your unique selling proposition (USP) is arguably the most important job of a website; unfortunately, many sites still fall well short of this goal. To summarize, the USP entails clear market positioning along with setting explicit, tangible expectations. If a prospective client is unable to see what you do differently from the competition, then you will never stand out from the crowd.

Powerful, Focused Copywriting

"When prospective clients visit a PI website, they're looking for a solution to their problems, and so the copywriting needs to speak to them," explained Beauchemin. "Too often I see content on PI websites that focuses on features of the agency rather than benefits to the client. No matter how well written the content, losing sight of the client's fears and concerns is a surefire way to limit conversions."

Information Capture

The immediate conversion rate of even the most compelling PI website might never go above 2%. However, 30 to 40 percent of visitors will eventually make a decision to work with a PI firm. Therefore, keeping your name on the minds of these visitors is vital. One of the best ways to accomplish this is by offering free "cookies" on the homepage – a downloadable report, book excerpt or relevant quiz provide the opportunity to capture visitors' contact information. Once they're on a mailing list, the firm can position itself with this potential client through informative newsletters and other material. Avoid spamming people, though, as this will sully your reputation.

Social Proof

Testimonials from satisfied clients and case studies of especially challenging problems are both tactics for providing the kind of "social proof" that today's consumers and businesses expect. Everyone loves a compelling story, after all, and the praise of former clients is a leading motivator for indecisive consumers and businesses.


Good web design is crucial regardless of the business angle. Beauchemin recommends being straightforward and authoritative. Bells and whistles aren't necessary; filling the page with effective, useful content and intuitive navigation is.

Call to Action

Every page on a website needs a call to action, even if only a few words. This ties in with the visitor engagement aspect of good design philosophy, as a call to action encourages visitors to interact with the site in some fashion.

About PI Profits

PI Profits is a results-oriented marketing, sales and customer service agency dedicated exclusively to the private investigation niche. PI Profits has proven online and offline marketing strategies that are focused on increasing net, bottom line profits.

Paul Beauchemin has over 30 years' experience as a Principal Investigator for a Fortune 100 company, during which he has patented numerous technologies. He also has 20 years' experience as an entrepreneur, working directly with hundreds of millionaire business creators.


Paul Beauchemin

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