Establish credibility, boost your brand, and attract more customers when you follow website best practices.
Let’s set the scene: You decide it’s time for a new deck. The one you have now is ancient, isn’t large enough to accommodate your in-laws that come over way too often, and you’re pretty sure if you jumped up and down with enough force, you’d fall right through the structure. So, you open your laptop up and key in the phrase “deck remodel company near me”. You scroll a bit and click on one of the first results. You notice instantly that the company’s website looks like it was designed in 1990. You scan the page, looking for a way to request a quote, but you can’t seem to find one. After scrolling for a bit, you finally come across contact information, but it’s too late – you’ve already formed a less-than-positive opinion about the company. Back to the drawing board you go.
Growing Your Customer Base Through Your Website
The above scenario details what could very well happen to one of your own prospective customers, should you not manage your website properly. Luckily, by following best practices, you can create a website that radiates professionalism and attracts new customers. Here are 5 actions you can take to ensure that your company website doesn’t drive away potential business:
1. Use Self Service
In today’s world, a lot of people find talking on the phone a bit, well, old-school. So, by making it possible to book an appointment, request a sales call, or schedule a consultation online, your home improvement company can accommodate those potential buyers’ preferences. PSA: Don’t overcomplicate your forms! Long, drawn out forms with too many required fields can stop a potential customer in their tracks and scare them off.
2. Include a Call to Action on Every Page
If your goal is to get more inquiries about your services, you need to make it very easy for a potential customer to get in touch with you. The best way to do this is to include a clear call to action (CTA) on each page of your website. This may sound like overkill, but trust us, potential customers will appreciate that you meet them where they are on your website, limiting the amount of navigation they have do. Just make sure the CTA is relevant to the page. For example: if you have a ‘Case Studies’ page that features successful customer projects, you may want to include a CTA that encourages the reader to “Be Our Next Success Story”.
3. Test, Test, Test
If you add anything ‘clickable’ to your website (links to your social media accounts, Yelp page, downloadable resources, etc.), be sure to test them out! Failing to do so could result in a dead link, which will not only be frustrating for the customer, but may give off the impression that you don’t double-check your work.
4. Don’t forget the basics!
You’d be surprised how many companies forget the basic information prospects are looking for, such as your company name, logo, phone number, business hours, and physical address. Be sure to include these pieces of information, and don’t forget to keep them updated!
5. Get to the Point with Your Homepage
Since the homepage is likely the first page of your website that potential customers visit, it needs to clearly (and concisely) convey what it is that your company actually does. By just looking at your homepage, a potential customer should be able to quickly identify who you serve, what geographic locations your serve, and how your products and services benefit your customers. This means you should probably leave your company backstory to the ‘About Us’ page.
With the right layout, content, and design, your website can be a great way to attract more customers – at no cost to you. However, if potential clients are inquiring about your services via your website, you will also need a reliable way to collect, organize, and leverage that information. By using MarketSharp, an industry-specific CRM system built for contractors, you can take advantage of a feature called ‘web lead captures’ to automatically push new prospect information from your website to your customer database. And by having new lead information readily available to your team, you can enable your sales staff to respond faster and start the sales process sooner.
MarketSharp’s CRM system was purpose-built to help home improvement companies like yours drive productivity, automate processes, and close more deals. To learn more about how you can leverage MarketSharp to streamline initial lead entry and speed up your sales process, schedule a demo with one of our team members today!