You’ve got a killer sales team. They’re ambitious, forward-thinking, and equipped to close deals whenever, from wherever. Here’s the catch: they work 9-5.
Where do the before and after hours folks go? Who’s helping them? What’s moving those leads forward? Your website. And it’s about time you make it work for you.
Your Website: The 24/7 Sales Force
Your potential customers aren’t always as inclined to pick up the phone as they once were, but you better believe they’ll be Googling. Who’s there to answer those inquiries? The website you’ve set up. (You have set up a website, haven’t you? If so, you should also check out our SEO guide for contractors to help get your site found on Google.)
It’s not enough to just ‘exist’ online anymore, though. While your site may not be a cost estimator or provide job quoting, done right your website can be a lead-generating machine inviting customers in, enabling them to learn more, and enticing them to reach out.
Here’s what you need to ask yourself to make that happen:
Can visitors get the information they want quickly and easily? Ever been to a website where you can’t immediately find what you need? Frustration sets in, and you’re out. Don’t encourage your visitors to do the same.
It’s important that you view your website from the eyes of a visitor. Consider what they might be visiting for: they want to know more about your company (about page); they are interested in what you offer (services); they want to see what you’ve done (photo gallery/testimonials); they want to reach out (contact), etc. Now, test your site: does it take more than 1-2 clicks to find any of that information?
Remember: the less choices, the better. A sophisticated, professional website should also be simple. Keep navigation intuitive and give your prospects the details they need without making them dig. Make sure there are logical, easy to find paths to the most important information on your site. Also, aside from usability you’ll want to make certain your site responds quickly. No one wants to sit around and wait for your webpages to load. Try Google’s speed testing tool and see how your site speed stacks up.
Is my website up-to-date? Seems like a no-brainer, but it’s not. It’s all too easy to get a website set up then promptly forget about it. Your website needs to be current. Providing the most recent, up-to-date information means a relationship that starts off on the right foot. Consider the following:
- Is your contact information current? Do you have links to social media accounts that you use regularly?
- Do you offer new services/service lines that aren’t shown?
- Have you stopped offering services that are still represented there?
- Has your team grown or changed?
- Are your testimonials diverse and current?
- Are the images of recent work or out of date (and out of style) jobs from years past?
A regular check-in with your website can guarantee that it stays current and offers the best information possible for prospects. While no news is good news, old news is bad news.
Does it look as good as my competitors’? Sometimes the comparison trap is worth exploring. The web evolves quickly and if your content is out-of-date, it’s likely your design is, too. Looks do matter here.
Evaluate your design and whether it’s starting to look a little too ‘90s (gasp!). Benchmark design against both direct and indirect competitors. Ask others inside and outside of your company how they think you stack up so you can get some outside perspective. Sometimes it’s hard to be an objective judge of your own website. Ultimately, the goal here is to not be the dinosaur.
Is it generating leads? With an easy-to-navigate website that’s updated and fresh in design, there’s only one thing left to do (and yes, it’s the most important): make sure it’s generating leads for your business.
Here are a few ideas of how it could be doing just that:
- Contact forms. A simple, embedded form that offers people the opportunity to request quotes, estimates, or more information is crucial for the after-hours visitors and the prospects with an aversion to the phone. Make it easy for them to enter information, ask how they prefer to be contacted, and provide a confirmation that it’s been submitted with a declaration of when you’ll be in touch.
- Email capture. Entice prospects to “opt-in” to your email list and rejoice, it’s your golden ticket! Gaining email consent gives you the open door to visit their inbox on a consistent basis (read: not every day) to nurture the lead both now and over time.
- Contact details, front and center. Not everyone is going to want to wait for a response from a website inquiry; some people do prefer the instant gratification of a phone call. Make your number large and accessible from all pages so it doesn’t take long to spot. Get that lead on the phone, and work your magic.
Make Your Online Home Work For You
Online marketing is here to stay. Your website is the front door to your business — and needs to be at the center of your strategy. The key is for contractors to continuously improve and invest in their website just like they do for other marketing channels like home shows, radio ads or yard signs. More and more homeowners will check out your website before they even pick up the phone to call you for an estimate. Data from our contractors shows a well-designed and maintained website can produce over 30% of your total leads for a small to mid-size company. Not only can it generate leads, it can also be one of your most cost effective lead sources with close rates in excess of 30%. The important thing is tracking your lead sources. Every phone call with a potential customer should include the question, “How did you hear about us?” When you track the responses to this question you’ll see the website really makes a big difference in your leads and business. More than just a pinned-up web page, though, you need a site that toils and sweats as much as you do, on a 24/7 basis.
Overwhelmed? Don’t be. With a little time and attention you can use technology to your advantage over your competitors. For example, try a free trial of JobFLEX and see how we can streamline your quoting process today.
