Why Your Home Service Business Needs a Website
You're Losing Business Without a Website
Let’s be honest. If your business doesn’t have a website, you’re missing out on opportunities for potential customers to identify who you are and if they want to spend money with you. We now live in a world where people Google before they look in the Yellow Pages, or visit online review sites like Yelp before they hire a service. If you want to be found in Google, you’ll need an online presence.
Your Website Will Save You Time
We know your time is limited, but a good website will actually save you time. Your service business website allows you to gain and showcase the credibility of your offering. New clients want to know that you’ll deliver the great results they’re hoping for. A great website can help bring you new work, which means you’ll be spending less time looking for work and more time making money!
Anybody Can Learn How to Build a Successful Website
Don’t be intimidated – we’re here to teach you the processes and steps you can take to build a successful website. It can be really easy, and even free. Our main goal is to help you create an online channel that can bring you business from the click of a button. Service businesses like yours rely on local customers, therefore, your website must actively pursue sources of local traffic to increase sales (hint: we can show you that too!).
Your Customers Use the Internet Constantly
There’s no denying that your customers are actively on the web. Our world has transformed into consuming information online, all the time. You need to be there waiting for them and ready to serve.
What Content Should a Home Service Business Have on a Website?
Content is the foundation of your website and digital presence. The messaging on your website must be concise, direct, and hold value. What do your customers care about? What do they want to see? What would they want to know?
3 Things That Must be on Your Website
- The local area that you service and a list of services you provide. Be concise, but keep in mind what your customers want to hear, not what you want to tell them.
- Your contact information. Ensure this is easy to find and locate on your website. An email address and phones number are ideal. In addition, you will want to have a web form for quick and easy contact requests.
- Customer testimonials and samples of your work. Nothing speaks louder than happy customers and proof that you have a high-quality standard.
How to Differentiate Your Service Business Website
Why is your company better than your competition? This needs to be communicated on your website. Highlight areas of your company that reflects the awesome work you deliver. Maybe it’s your employees, the jobs themselves, the customer service, or the prices, this is up to you to discover. Content is in the form of messaging, pictures, and videos. Landscaping companies love to showcase their work through imagery to gain credibility in their work. In the past, we’ve looked at top landscaping companies that have great content you can find here.
How to Prioritize Content on Your Website
The most important content you have should be included in your primary navigation like the example seen here:
Everything your customer would want to know should be visible to them when they land on your website. For example, the majority of companies have an ‘About Us’ section, this should be in your primary navigation, but it shouldn’t be written out in detail on the homepage. This is because your customers are more worried about the quality of work you do, not your company history. An example of this common mistake looks like this:
Content that involves getting you jobs should be accessible and featured. The majority of your customers will be thinking the following:
- What do they do?
- Where do they do it?
- Is this what I need?
- Are they any good? Where is the proof?
- Where can I contact them or request a quote?
How to Keep Your Website Relevant
Website maintenance needs to be managed in order to keep your potential customers up to date with relevant information that contributes to your service. Adding customer testimonials, up to date information, or content on recently completed jobs reminds your visitors that you are actively providing high-quality service to customers.
The Best Homepage for Your Home Service Business
Your homepage is the first impression you get from your online customers. As you know in the field, first impressions are everything when it comes to building a relationship with loyal clients. We’re going to look at a couple of homepages that do some things well, and other things not so well. As a result, you should have a good idea of how much to include on your homepage, and how you should present it. Key areas we will be looking at for each example:
Navigation: A clear navigation with titles that make sense to the consumer allows the user to understand where they are and where they can go. On the other hand, there is one option in the primary navigation that could be taken to the footer of the site: Blog. This is because their blog itself isn’t updated frequently, something we will talk about later. When you have information that is outdated or not frequently kept up to date you shouldn’t be featuring it. Focus on the key things your customer will want to do. For this example, these are those key things in order: Our Services, Reviews, Service Inquiry, Contact Us, and About us. In addition, having ‘Service Inquiry’ separate from ‘Contact Us’ in the navigation is smart in this case. You don’t want your customer having to search through where to get an inquiry or quote.
Imagery: Although these images are visually appealing, their relevancy is a concern. In addition, the rotating images create mixed messaging and disables the page from having one clear message. To read more about why sliding images can be damaging to your website, click here. The images shown are of people relaxing and doing other things with their time so they don’t have to clean their house. That’s fine, but these should be focused on showcasing your services. Images with the team cleaning, places cleaned, or customers interacting with your team would create a more focused message of promoting your service.
Information: This homepage does a great job of making the essentials visible. Their contact information for a free estimate, where they are located and what they do, and a testimonial located on the right all contribute to the quality of their service. The content is visible and clearly identifies who they are and what they do. If the image and messaging wasn’t changing within the slider, they would have a direct and clear message, which is their one big flaw on this home page. Want to look into different strategies for displaying your contact information/phone number? Read our blog post here.
Navigation: This is an example where the navigation has not been simplified and can cause confusion for a user. Would a customer know where they are going if they were to click on ‘Retail’ or ‘Specialty’? The navigation has drop down options to help navigate the site which is great. Yet, this navigation is too large and needs to be simplified. A simple solution when thinking about your navigation is clarifying the messaging of these options or moving them to a secondary navigation in the footer of the site so you can highlight where you want your customers to go.
Imagery: The images provided are great, real life examples that they have completed that are visually appealing. Image sliders that don’t have mixed messaging or in this case, no messaging at all are permitted and can be used to showcase your work.
Information: The call-to-action below the image for this site feels hidden:
The font is small, and the message is too simplistic. There is no competitive advantage displayed, and the contact button isn’t featured. This could be fixed by moving this messaging and making the font bigger within the images above with a big button for “Contact”. In addition, testimonials are missing from the home page. Being given proof of the quality of your service will give the user on your web page more incentive to click on the contact button.
Thinking about navigation, imagery, and information on your homepage in these respects will drastically improve the engagement of potential clients on your website. The mistakes are easy to catch, and also, easy to fix.
It’s time to get into making sure your website is visible on mobile phones.
Why Responsive Design is Important
Responsive design means that a website’s content, images, and structure remain the same on any device. As a result, when a user looks at a website on their smartphone or tablet, the site will retract to fit on the smaller screen. To read more on the subject click here.
Are Customers Looking at Your Website on Their Mobile Device?
Yes. Mobile usage has dramatically increased over the years and users are starting to associate their mobile devices as their primary search tool. As a result, your website needs to adapt to the changing digital landscape in order to demonstrate your offering.
Ensure the builder you choose to make your website allows your site to be responsive. Click Here for some suggested builders that have responsive design integrated for their websites.
What Can a Blog Do For Your Home Service Business?
— Sam Pillar , CEO Jobber
‘You can easily make frequent updates about your products and services, answer commonly asked questions about the kind of work that you do, and provide valuable information that your audience can use — and here’s the key — without having to purchase your products or services.’
What to Write on a Blog
Wharton professor Jonah Berger and his colleague identify six factors that cause people to share your content and most likely be engaged. This can be your guideline when thinking of topics to write related to your business, customers, and industry:
- Social Currency: If it will make someone look good by sharing your post, they will do it.
- Triggers: Talking about things that are top-of-mind or popular topics in recent news.
- Ease of Emotion: If people care about what you’re writing, they will share. Tapping into emotions about how you build relationships or drastically helped a residential home would be examples.
- Public: The more people that see you doing things, primarily your work, the more likely that they will think that they need your service too.
- Value: News and information that you can use. People share information to help others and allow them to be better off. Your offerings can achieve that.
- Stories: Wrapping your offerings in stories and narratives will allow potential customers to relate and engage with you.
Photos for Your Home Service Website
Listen carefully – DO NOT use free stock photos that look like this:
Your potential customer will feel disengaged and question the validity of the rest of your content due to the images your choosing. It’s simple, use images that are about your business and feel humanistic and relatable to your offering.
Use the following general guidelines:
- Don’t settle for bland and boring.
- If the image doesn’t support your messaging, then I would recommend not using images.
- Use pictures of your offering if possible.
- We call this being on the ‘human level.’ Your imagery needs to be relatable and relevant to your potential customers.
Here as an overview of what we’ve talked about:
- Why have a Website for your Field Service Business?
- What Content should a Field Service Business have?
- The Best Homepage for your Field Service Business
- Why Responsive Design is Important
- Photos for your Field Service Website
By reading through these 5 topics, you are now ready to start building your website. This guide is meant to provide you with a great starting point for gaining business online for your service offering.