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If you are a member of a professional association and they have a website, it is likely that you are going to be able to post details of your business on their web site.

This is a wonderful opportunity, yet so many organisations to not maximise the opportunity. In other words they are not managing their brand online when they do not pay attention to their online profile.

Remember that if potential clients have visited the membership page of your professional association’s website, then it is likely they are searching for some one to be able to assist them with a problem or challenge they are experiencing.

Being a member of the professional association is going means that you are recognised and accredited by your association which overcomes the first hurdle when a client is looking for a professional services firm. You are considered to have a level of professional expertise.

However for them to click through to your website or pick up the phone to contact you, you need to present your distinctive expertise in a few sentances which is usually all that is available to you.

Here are 5 elements that you should incorporate into your online profile:

1. Your name – yes it is obvious but many people forget to detail their name in full and only provide initials. When a potential client wants to phone or email you they need to know exactly who to ask for
2. Your business email address – it looks highly unprofessional if you do not have a business email address, yet so many people still use a free email account with an internet services provider. It is inexpensive to have an email address that reflects your business name and presents you as being serious about your business
3. Your website address – most clients are not ready to pick up the phone to make contact with you straigh away. They want to research who you are and the services you provide before they speak to you. Making contact by phone is a step towards commitment and they are unlikely to be ready to do so when first coming across you online.
4. Your ideal clients - it is not effective to say that you work with corporates, public sector agencies and private companies. That presents an image that you are unfocused in who your ideal clients are. Your potential clients are looking for someone who is an expert in their business sector or function. Being all things to all people is not positioning you as a strong brand
5. Your products and services – rather than listing a range of services you provide, consider how you can position this element of your profile to reference the outcomes that you are able to deliver to your clients.

Being able to list your online profile on the web site of your professional association is a great opportunity to build your profile. Do make sure that you maximise the availability of this service to help you attract more clients.

That way you will be ensure that you leverage your membership of your professional association, position yourself as an expert and you will have one more element in your tool box to help you attract more clients.