If your website still reads like a brochure, it isn’t selling, and in 2025, that’s a serious problem.
Whether you’re a Managed Services Provider, VAR, or Office Technology dealer expanding into IT and cybersecurity, your website has become your most valuable salesperson. The problem? Most MSP sites fail to turn visitors into real opportunities. They attract traffic but rarely close the deal.
At IN2communications, we’ve built and managed hundreds of websites for MSPs and dealers across North America. In our recent webinar, “Websites That Sell: Turning Visitors Into IT & Security Customers,” Rick Lambert, Founder and CEO of IN2, and Aaron Dyck, vCIO and Partner at IN2, shared what’s working right now and why so many websites in this space are still falling short.
Here’s what you can start doing today to turn your website into a true lead-generation engine.
1. Most MSPs Don’t Believe Their Website Works
When we polled our audience, 57% said they weren’t confident their website was converting visitors into qualified IT or cybersecurity leads. That’s more than half of business owners admitting their site doesn’t drive results.
The issue isn’t effort. It’s evolution.
Many MSPs built their website five or more years ago, back when “Contact Us” forms and long service pages were standard. But technology and buyer behavior have changed. Think about your phone from 2018. It worked fine then, but today it feels slow, outdated, and limited. Your website is no different.
The modern B2B buyer doesn’t want to be sold to; they want to research on their own. They expect your website to educate, reassure, and give them control over when they engage.
2. The Buyer Has Changed, So Must Your Website
Here are a few stats to put this in perspective:
- 90% of MSP prospects won’t fill out a generic “Contact Us” form.
- 68% of B2B buyers prefer to research independently before ever speaking to sales.
- 62% of IT buyers say their website experience directly impacts their buying decision.
If your website only lists your services, it’s already behind. Today’s buyers want quick answers, proof, and clarity. They’ll leave fast if you don’t give it to them.
3. Look the Part
This sounds simple, but it’s often the hardest truth for Office Technology dealers crossing into IT. If your homepage still rotates through product shots of copiers, you’re sending the wrong message. When a visitor lands, they should instantly see cybersecurity, IT management, and digital services, not the old hardware business.
Ask yourself this: If a prospect found your site through a cybersecurity keyword, would they think you’re an IT company or a copier dealer who also dabbles in IT?
That first impression decides whether they stay or bounce.
4. Search Has Changed, And AI Is Leading the Way
We’ve all seen the headlines claiming SEO is dead. The truth is, it’s not dead, it’s just changed.
Today, more than 60% of online searches end without a single click. People are getting answers directly from search snippets, local results, or AI tools like ChatGPT. So the question isn’t whether SEO matters, it’s how to adapt.
Your customers aren’t searching “MSP Toronto” anymore. They’re asking full questions like:
- “How do I protect my business from phishing attacks?”
- “What’s included in a Managed IT agreement?”
- “How do I recover from ransomware?”
That means your content has to answer those questions directly, in plain English.
5. Clarity Creates Confidence
If your message is complicated, your buyer loses trust.
Visitors should instantly understand what you do, who you help, and how to take the next step. Skip the jargon. Avoid recycled OEM content. Speak in plain English.
Here’s what clarity looks like:
- Simple, modern design
- Clear value proposition
- Visible proof (case studies, reviews, logos)
- Easy navigation and mobile-friendly layout
“With clarity comes confidence,” as Aaron Dyck put it during the webinar. “Make it fast, make it skimmable, make it yours.”
6. Social Proof: Don’t Hide Your Happy Customers
If you have happy clients, let them sell for you.
Most MSPs have strong Google reviews but leave them buried on a “Testimonials” page. Bring them forward. Place industry-specific quotes on your vertical pages — healthcare reviews on the healthcare page, law firm reviews on the legal page.
“Since moving to [Your Company], our network uptime is 99.9%. Their cybersecurity response time is incredible.” IT Director, Regional Hospital
Even better, add short video testimonials. One IN2 client doubled conversions by adding a 45-second video beside their “Book a Consultation” form explaining what happens next.
7. Video: The #1 Way to Build Trust Fast
Video is the most consumed form of online content, yet many MSP sites still rely on text. You don’t need a studio setup, just a smartphone, good lighting, and a clear message.
Start with five videos:
- What our SOC monitors 24/7
- How we handle a cybersecurity alert
- What happens after you book a call
- Our onboarding process in 60 seconds
- A customer success story per vertical
Upload them to YouTube, embed them on your website, and share them on LinkedIn.
8. Replace Forms with Value
Let’s face it, no one wants to “contact sales.” Instead, give visitors something worth exchanging their information for. We call these conversion points: small offers that provide value before you ask for anything.
Examples that work:
- “Get your Cyber Readiness Score” quiz
- “Download the 2025 IT Buyer’s Guide”
- “Access our Virtual Tour”
- “Watch a 20-minute on-demand webinar”
- “Try our ROI Calculator”
One of our clients captured a key decision-maker from a large enterprise through an eBook download: proof that gated content still works when it’s relevant and valuable.
9. Webinars: The New Thought Leadership Platform
Webinars are one of the best-performing tools for MSP lead generation. They let prospects see you, hear you, and trust you.
In one IN2 campaign: 197 registered, 70 attended, and 27 asked for follow-ups.
That’s real engagement.
Promote your webinars two weeks out, record them, gate the replay, and add it to your resource center. Each event builds your authority and your list.
10. Chatbots and Automation: Your 24/7 Sales Assistants
About 40% of web traffic happens after hours. If you’re not there, you’re missing leads.
AI chatbots help bridge that gap. They greet visitors, answer common questions, and capture contact information for follow-up. One IN2 client saw 7.4% of chatbot conversations convert into qualified leads, sparked by questions like “Do you sell this?” or “Can I trade in my old device?”
Pair your chatbot with marketing automation (HubSpot, for example) to send follow-ups or assign tasks to sales. Automation doesn’t replace people it gives them more time to sell.
11. Know Your Ideal Customer Profile (ICP)
Many MSPs try to market to everyone. That’s a mistake. The most profitable firms are hyper-focused on a specific ICP, the type of client they serve best.
Define your ICP by:
- Industry (healthcare, manufacturing, legal, financial)
- Size (employee count, device volume)
- Pain points (compliance, downtime, data protection)
- Profitability (service margin, renewal stability)
Once you know that, tailor your site’s language and examples to speak directly to them.
12. Calls-to-Action That Actually Convert
“Contact Us” is not a call to action; it’s a dead end.
Use CTAs that show value, explain what happens next, and feel approachable:
- “Book a 15-Minute Fit Call”
- “Get Your IT Health Report”
- “See Pricing Ranges”
- “Take the Virtual Tour”
Add a short video on your form page explaining what happens after they submit. People don’t mind filling out forms; they just want transparency.
13. Proof and Referrals: Make Them Part of Your Process
Social proof shouldn’t stop at your website. Build it into your operations.
After every resolved ticket or renewal, ask for a Google review or a referral. Offer an incentive an extended term, a free scan, or a quick reward. If your client loves your work, give them a reason to share it.
Referrals are your lowest-cost, highest-converting leads. You just have to ask.
14. The New Website Checklist for MSPs and Dealers
Use this quick checklist to see how your website stacks up. If you’re missing any of these, it’s time to make some updates:
- Clean, mobile-friendly design
- Educational, question-driven content
- Visible proof — testimonials and case studies
- Gated content (ebooks, webinars, assessments)
- Chatbot and automation tools
- Local SEO structure
- Defined ICP focus
- Clear, value-driven CTAs
When these elements work together, your website becomes your best salesperson, one that’s always on, always consistent, and focused on delivering measurable results.
The Bottom Line
Your buyers have changed. Search has changed. The market has changed. But your website can catch up and outperform your competitors if you start now.
At IN2communications, we help MSPs and Office Technology dealers build data-driven marketing systems that generate real results.
Because the website that educates best, sells best.
About IN2communications
IN2communications is a Managed Marketing Agency specializing in full-funnel marketing strategies, including website development, content creation, lead generation, and ROI analytics.
