This Podcast Is Episode Number 0302, And It Will Be About The Top 5 Online Marketing Trends In 2019 With Actionable Tips For Contractors
Whether someone found you via a referral, a word of mouth, or through the search engine results page, chances are not all of them will contact you instantly. Most likely, people will check and do an online research of your credentials and company’s credibility. That is what your website is for. Why should a browser choose your plumbing company? Can the site visitor afford your services? What are their options? It could be as simple as someone looking for faucet repairs and you only do brand new installations. Not only will your website provide essential details about your business, but it can also screen clients for you based on the information you provided. Serves both ways, right?
You probably spend most of your working hours at the construction site but understand that your prospective clients (and former ones) are spending their time on your business site. Your online presence makes you a trusted source and a reliable expert that they can go to and come back to all the time.
Make Google love you by creating a cohesive website with high-quality pages and show your website visitors why you do what you do so they will hire your services by implementing these 12 crucial elements to your website.
I take it some of you are reading this blog post from a smartphone or a tablet right now. According to Statista, mobile currently accounts for more than half of all global pages served in 2018. Simply put, your website needs to adapt and respond to its environment (desktop, laptop, tablet, or smartphone) to give your visitor the best browsing experience.
2. A Compelling Landing Page
Selling your services to homeowners involves art and creativity. Words are powerful and visuals are captivating, fused them together to make a fascinating page that will attract the right audience. I’ll take you back to the “grunt test”: Donald Miller, founder of StoryBrand, has an easy and powerful way of evaluating your website. As a rule, upon visiting your site, one should understand what you offer within five seconds. Does your website pass the "Grunt Test" (Assuming a caveman were to open a laptop, look at your site for 5 seconds, and close the laptop, will it be able to “grunt” what is your website about?) With just a quick glance at your homepage, can your visitor answer these three questions:
3. An Obvious Call-to-Action (CTA)
(fictional company and sample website homepage)
A Call-to-Action is a term used in online marketing and selling. CTAs are strong command verbs that prompt your visitor to take a desired action. Using bright, bold colors, direct your prospective client to click this feature button: such as “hire me”, “call for pricing”, “subscribe now”, “schedule a meeting”, or “ask for a quote”. Determine your purpose, have an end goal for each CTA, keep it simple and always be clear. Already implementing CTAs on your site? Test different action words and track your results. Compare which works better. Be sure to place your CTA above the fold for better visibility.
4. Contact Details
A well-placed contact info will prompt the browser to get in touch with you. Make your phone number a clickable link that opens a dial dialog on smartphones and mobile devices, do the same thing with your email address. Do you have a “Contact Us” page? Include Business Address, Service Hours, and Service Location. (If you have an office where clients can come and meet you, a map is useful). A Contact Form with a redirect Thank You page is another worthy function when you have premade questions for your prospective clients (price quotes, flooring options, etc.). Offering multiple ways to contact you demonstrate you’re accessible and personable, not to mention the convenience it brings to your website visitors.
5. An About Page
This is a clear description of who you are, what your business is, how long have you been in the business, etc. This is helpful for clients to know more about your background and for Google to know who is responsible for the website. People want to feel they have an actual connection to your brand, so tell your backstory and be authentic. Engage your reader by letting them know why you do what you do. Remember to use a CTA at the end of your narrative leading to your services or project gallery.
Give a brief overview of the work you are providing and that you have obtained licensing and other necessary permit to implement it. If you have a list of services, be clear and specific by creating headings and including a photo for every service. Create a buyer persona and write as if you’re talking to one individual and highlight the advantages of why they should hire you.
7. Client Testimonials
Build your reputation by showing off your satisfied client’s recommendations and affirmative reviews. Plus-points if you could post their photo and title along with their statement. This will wow your visitors since you have credible professional references who endorse your work.
Large, clean, high-resolution images of your finished projects would be greatly appreciated by your potential clients. Showcase your work and feature your best before and after photos for site visitors to picture similar renovations in their own home.
9. Quality Content
Think of Article Resources, Tutorials, Tips, or even a Blog (with author byline). In the world of marketing and sales, “Facts tell but stories sell”. Capture your reader’s attention by sharing your expertise and helping them solve their “pain points”. Consider your past clients and what they’ve been through before hiring you. Take note of their questions, concerns, and biggest issues while you’re working on a project for them - these could make up for a wealth of information for your future clients and website visitors. Be casual, conversational, and emphatic. This humanizes your company and builds a relationship with your audience.
10. Frequently Asked Questions (FAQ)
I’m assuming you can’t be answering phone calls and emails 24/7. By providing a compilation page of commonly asked questions, you’re establishing support and eliminating your browser’s anxiety that your Services page doesn’t fully cover. It can answer questions such as "Do you have insurance?" and "Do you offer warranty for your roofing work?". Being one step ahead of your prospective client’s “What if”, “How do I”, or “When can I” demonstrates you’re looking out for their best interest and shows them how well you care.
11. HTTPS (Hypertext Transfer Protocol Secure)
Browsers expect a secure and private online experience when using a website. Google encourages you to adopt HTTPS in order to protect your visitors’ connections to your website, regardless of the content of the site. Since security is a top priority for Google, it also uses HTTPS as a ranking signal. Websites that use HTTPS are likely to rank better in SERPs (Search Engine Results Pages) over the sites with unsecured version (HTTP).
12. SEO (Search Engine Optimization)
Google makes hundreds of algorithm changes per year, last August they made a core update on how they calculate the ranking of websites on their SERPs (a key to creating relevant content is found here). Appearing on the top 3 results would be great but how do you achieve it without knowing the technical side of it? Easy! To enhance the search quality, Google made emphasis on a high level of expertise, authoritativeness, and trustworthiness (E-A-T). That is great news for you since you're already in an industry-specific niche. Optimize your site’s E-A-T by simply implementing items 1 to 11.
As you build and/or edit your pages, keep in mind your USP (Unique Selling Proposition): What your business does, whom it serves, why it’s different from other businesses, and how it is beneficial to your prospective client. Note that some of these elements can be placed into sections and published in one page, for instance, Services and Testimonials can go well together. It gives your visitors much-needed assurance that you have successful projects and happy clients in the past. Don't forget to include your Awards and Recognition (if you have any) and place it strategically. Add value to your website footer by including your contact details, policies, and other important links. Make sure to include appropriate CTAs throughout your site so your prospective client can take the necessary steps and of course, hire your services.
These 12 crucial elements along with the design, look and feel of your website contribute to your professional online presence - it puts you ahead of your competition, builds your authority, and brings more income-generating clients to your contracting business.
Thank you for stopping by. Please know that we do care about you and your construction company regardless of whether you hire our services or not. For help with your accounting and bookkeeping needs please fill out the form on the right and we'll be in touch with you shortly.
About The Author:
Norhalma Verzosa is a Certified Construction Marketing Professional and works as the Webmaster of Fast Easy Accounting located in Lynnwood, WA. She has a Bachelor's Degree in Psychology and a Certified Internet Web Professional with a Site Development Associate, Google AdWords Search Advertising, and HubSpot Academy certifications. She manages the entire web presence of Fast Easy Accounting using a variety of SAAS tools including Hubspot, InfusionSoft, Shopify, and WordPress.
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