7. Use Customer Lingo, Not Industry Lingo

Most of your potential clients searching on the internet for lingo aren't part of the industry, Walters said, so remember to stay away from inside terminology on your website and describe what your business does in plain English.

Most end users in a pickle will be searching for "server support" or "server help" or "outsourced IT," Walters said, not "managed services."

Partners should also segment the geographies they serve in as much detail as possible, Walters said. For instance, they should create an "IT support" page for Queens, not just for New York City, he added.