You will never get a second chance at a first impression, so it is crucial to make it a good one! You have only a few seconds to capture someone’s attention on your website. Your website must be designed to capture their attention and convert that potential client into a lead. While you may be getting a lot of business from Word-of-Mouth, it is essential that your website is professional, well-maintained and represents the high-quality services that you provide. If it isn’t, guaranteed you will lose prospects to your competitors. Here are a few must-haves for your trades business website.
When visitors land on your website, they are looking for a solution to a problem they are having. The first thing the visitor should see on your website is clear and concise information on WHAT you do and WHERE you do it. If you are a plumber and you service Ottawa, ON make sure it is clear. This will not only tell the visitor what you do, but it will also help Google understand and can help improve your SEO when optimized correctly. Along with this headline, you should have one clear Call-To-Action (CTA) to help the visitor take the next step and convert it into a lead. This could be something like “Call for a Quote” or “Get a Free Estimate.” The rest of your website should be supporting information. A visitor should be able to understand exactly what your business does when they land on your website without having to scroll.
Focus on How You Solve Problems
Your website should not focus on you. It must focus on how you solve your customer’s problems. They may not know to solve their problem, so focus on those problems that your business solves. They want to know that you can fix their issue! Create a page that focuses one each service your company provides and what problems you solve. Don’t be afraid to show examples and explain how you help your customers. Just remember it isn’t all about you. It’s about your customer.
PRO TIP: Create a blog campaign focusing on each common (or uncommon) problem you solve. Yes, there are a lot, but this type of content can help your website build authority and credibility.
Before and After Photos and/or Portfolio
Before and after photos are a great way to show potential clients how you have solved similar problems in the past. It also displays the quality of work that you provide in a visual manner. Before and after photos are essential for trades businesses that offer renovation services, landscaping, makeup design, painting, etc.. to show your skill. If your business focuses on new construction projects, then instead add a portfolio page to showcase your work.
PRO TIP: Add new photos monthly to keep your website fresh and up-to-date. Get professional photos taken to use throughout your website instead of using Stock Photography.
Along with the Before and After photos, testimonials are key! A testimonial to go along with pictures from your project can help instill trust. As we know, no company will use bad reviews on their website, so it is essential to link to 3rd Party review websites like Google Reviews and Facebook Reviews as well. Testimonials can also be sprinkled through your website on each page for Social Proof.
PRO TIP: Get video testimonials! Ask clients if they would be willing to talk about their experience on video. You can also add before and after footage of their project.
What is the point of having a website if your visitor can’t quickly contact you? When potential clients have an issue – they want answers ASAP! Make sure your phone number and email address and front and center and clickable links. Not responding promptly to inquires reflects poorly upon your business.
PRO TIP: Integrate Facebook Messenger to your website for added convenience for your visitors. If you choose this option, make sure you monitor messages and respond promptly.
Your website should be user-friendly and convenient. Some people don’t like phone calls and would prefer to communicate via email. Add a simple contact form to your website. Keep the form short and sweet, so it doesn’t discourage clients. Add a field to ask for a phone number and call them promptly.
PRO TIP: Use an SMTP on your website to ensure you don’t miss any of those lead forms!
Lastly, you want your website to reflect your business. You know that a Do-It-Yourself project is never as good as professional work. Fixing a DIY project is sometimes very frustrating and often ends up more expensive. Your website is the same. Invest in a professional website that performs, is updated and maintained and reflects your brand.
PRO TIP: It is not enough to have a professional website. Make sure you invest in monthly maintenance as well. Your website needs it to remain high performing like your car needs gas and oil changes.
Your website is a 24/7 salesperson when properly built and optimized. Even when you are sleeping, it can still be generating new leads and potential revenue. It is crucial to invest in a professional website that performs for you.