The Essentials for Designing a Website That Truly Converts

What good does a website do for your Plumbing or HVAC company if it does not convert visitors into actual business? By simply creating a strategic layout on your site and implementing some proven marketing procedures you will start to see a steady increase in your leads, calls, and sales.

Think about your avatar first…who is your target audience? Many contractors say it is homeowners who make an annual income of at least $65,000, as they need to be able to afford their services and are more likely to give them return business. If this happens to correlate with your own expectations it is a good starting point, but you also need to think about your customers’ interests, how old they are, whether or not they have a family, their ultimate fears, as well as their hopes and goals for the future. Then you must entice that specific demographic based on these points. If you want you can always initiate their fears first and follow that with a calming reassurance.

•      Is my plumber going to be a serial killer?
•      Will they make a mess?
•      Are they trying to scam me?
•      Will they do their job correctly?
•      Will they be on time?

Of course these are just a few examples, but you need to alleviate any concerns and make sure they feel safe. You are entering their home and they need to be able to trust you.

Turn visitors into customers

Clearly display your company logo on your site, this establishes that you are a noteworthy company and when you follow this with reviews and testimonials from some satisfied customers potential clients will begin to realize that you may be the one for them.

Include trust icons, such as any awards or accreditations that you have earned along with certain relevant groups that you may belong to. Perhaps you are a member of the PHCC or have received an A+ rating from the Better Business Bureau, this reinforces that you are a reliable company who will go the extra mile for your customers. If your Plumbing or HVAC business is family-owned and operated even better, make this very clear and include a photo or video of you and your team that will relate to your prospective clients on a more personal level.

A strong CTA or Call to Action at the top and bottom of every page is another way to sell your soon-to-be customer. You want it to be something short and to the point, but it also needs to be catchy. Obviously, your correct company name, address, and phone number must be right in front of viewers’ faces, but you should also set up a 24/7 live chat where customers can type in their problems and be met with a quick response.

Your lead magnet is meant to entice people to opt-in, which is great for email marketing, as they have to input their information before they can do so. What are they opting-in for? You need to incentivize them with something they can use, like a coupon or “cheat sheet” which can give them informational hacks on how to avoid or even handle a minor plumbing or HVAC issue. There should also be interesting content on every page of your site that people will find applicable.

Gain even more leads with these helpful tips

Are you present on social media? In this day and age you have to be, it is a great marketing tool for your Plumbing or HVAC company and establishes a stronger following as well as more repeat and referral business. Exhibit Facebook, Twitter, Google+, and any other social media icons on your website to gain more reach. This gives you multiple outlets to engage even more people across the web.

Building your website with a WordPress framework allows you to better construct and optimize your site, plus there are numerous plugins available that will help you to gain more traffic and subsequent sales. Through the use of Google analytics you can also track your progress.

NearbyNow is a highly popular add-on that works with your technicians’ smart phones. It gives them the opportunity to check-in when they have arrived on a job and their location is then displayed on a digital heat map. You should also design a map on your home page that illustrates the areas you service. NearbyNow additionally sends out a request form via email asking your customers to complete a review after the service is finished.

Is your website mobile-friendly?

Another thing you must do is to make sure that your website is mobile-friendly, as almost 5 billion people now have cell phones and 3 out of every 5 potential customers will be searching for your Plumbing or HVAC services straight from there. If your website does not size accordingly with their screen and a click-to-call bottom fails to appear, that prospective customer is likely to go somewhere else.

Developing the right system for superior conversion on your website can sometimes be difficult. In this article we have only scratched the surface of what a sound conversion strategy is. Sometimes it is a matter of trial and error before you get it right, and you may require the assistance of a professional to gain the results you are looking for. At Plumber & HVAC SEO we are always happy to help, so if you are looking to learn more about this intricate process just click here to schedule a time to talk with us or call 866-610-4647.

The Essentials for Designing a Website That Truly Converts Click To Tweet

Tagged as: conversion, Online marketing, Website Conversion, Website Design

Images:

The images are downsized due to limited space here. The original dimensions may differ.
Click on the image to open it on a new tab.