The outsourcing ecosystem is a unique one, as it functions in anonymity, doing for other companies what they cannot do themselves.
With the added pressure of competition from off-shore companies, we've found some Australian service providers successfully packing as much trust-building content into their digital marketing strategies as possible.
Melbourne-based company Technetics makes its living by taking on the IT-related “core business functions” of SMEs and corporates across a range of industries.
At first click, the company's website ramps up the trust factor with a rundown of its various awards, including its nomination for the 2014 Telstra Business Awards and entry into the CRN Fast50 list in 2013.
Details of the company's 60-day, 100% satisfaction guarantee are also prominent on the site, as well as a long list of testimonials, details of its industry partners, plus a dissertation listing reasons they think they've 'got the goods'.
One of the most impressive elements of this site, however, is the site-wide presence of the live “chat with us” pop-up. Immediacy, personified!
The front page of Sydney employment specialist EI's website has more calls to action than an AFL umpire on Grand Final day.
In fact, first-time visitors are called to action before even accessing the main content, with a pop-up encouraging them to “receive expert advice, highlights from our media centre, webinar and event invitations and other important updates” by subscribing to its newsletter.
Back on the site, it quickly draws the visitor in with offers of productivity and compliance assessments, free consultations, and a 30-day trial of its proprietary HR tool.
Scroll down half a page and you'll find another solid dissertation on “reasons to outsource HR”, a rolling list of client testimonials, and links to the company's latest blog posts.
Further down you'll also find links to “quick contact”, the ability to download a company brochure, as well as an “in the press” section. And that, folks, is just the front page...
Chartered accountants don't come across as the most exciting bunch of people, but Sydney's Azure group does a good job of avoiding the common cliches.
Its website is one of the most dynamic examples you'll find in this sector, with a slideshow outlining its principal business services dominating the landing page.
Clickable buttons that link through to online enquiry forms, newsletter subscriptions and a 'financial health check' are also prominent, as well as a three-minute video profile of CFO Michael Derin (another clever way of 'humanising' the profession).
In line with the 'front-page-fits-all' trend we're seeing a lot of nowadays, a short scroll will also find links to blog entries and tweets, plus further info regarding Azure's core business offerings.