I have written a paper on the importance of brand identity for services firms.  I hope you will find it useful.  When adding the content to my site I thought - I should tell you why I'm doing it like this!

In accordance with marketing best practice I have put the content behind a registration form.  The reason being that one really should be using ones site to collect 'interested party' data in order to market to them in future.

So it goes a little something like this:
You do some clever marketing stuff that drives visitor traffic to your site
Visitors land on the relevant page, and if they are interested in what you have to offer, they give you their details, it's an accepted quid pro quo
You may not want to sell to them right there and then, so try to strike up a relationship, continue to market to them, continue to remind them that you exist and use this opportunity to let them know how you can help, what your range of services or products are and demonstrate your credibility

In good time your efforts will pay off when your prospects have an opportunity for you.

Simples! Or something like that ;0)