If you’re a contractor, you probably have a website that promotes your services and company. Regardless of your industry, the goal of every website is to convert customers. If you’re looking to get more leads, then you should look at ways to increase conversions from your website. Leads are nothing more than an opportunity with a customer. The more conversions you get from your websites, the more leads and opportunities you have with a customer. Whether it’s a phone call, a form, or a chat message, each conversion is a new lead for you to capitalize on.
9 Ways to Increase Conversions From Your Website
- Choose a Simple, Responsive Template – Your website should be easy to navigate and read, as well as look good on every device.
- Use Relevant Keywords Within Your Content – Include keywords your customers are likely to use when creating your content.
- Optimize Your Page Titles and Descriptions – Write clear, concise page titles and descriptions to make sure customers know what to expect.
- Test and Improve Your Page Speed – Optimize your website template and files so it loads quickly for your customers.
- Include Multiple Call-To-Actions – Make it easy for customers to contact you by including your phone number in multiple places.
- Focus On Your Customer’s Needs – Think about your customer’s needs when writing content and make it easy for them to find your services.
- Establish Credibility With Reviews and Certifications – Include reviews and certifications to build trust and credibility with your customers.
- Send Paid Search Traffic to Dedicated Landing Pages – With your paid search ads, direct traffic to custom pages that are designed specifically to convert.
- A/B Test Your Website, Landing Pages, and Call-to-Actions – Continually run A/B comparison tests to see what performs the best.
What Are Conversions and Conversion Rate?
Simply put, conversions are customers who came to your website and then took action. For most contractors, a phone call is the desired conversion. However, the conversion could also be filling out your contact form or using your messaging or chat system. Conversion rate is the ratio of customers who came to your website to the number that actually converted. For example, if 10 customers visit your website and 2 customers call you, your conversion rate is 20%.
How to Increase Conversions From Your Website
1. Choose a Simple, Responsive Template
If your website is cluttered and confusing, your customers will quickly go somewhere else. Choosing a clean, simple design will help increase conversions from your website. While you could hire a website designer, most web hosting companies have a variety of templates available.
Choose a responsive design that looks good on desktop computers, laptops, tablets, and mobile devices. Avoid using Flash, because it no longer works on many devices. Load your website on your computer, tablet, and mobile phone to see how it looks.
2. Use Relevant Keywords Within Your Content
In order to increase conversions from your website, your customers need to find you. By including relevant keywords in your content, you increase the chances of appearing at the top of organic search results. The better your placement, the more likely customers will contact you.
Make sure that you include all of your major services, as well as common variations. For example, include terms like “leaky faucet” and “faucet leaks”. In addition to short keywords, target long-tail keywords as well. Some examples are “how to remove smoke damage” and “why mold grows in the bathroom”.
3. Optimize Your Page Titles and Descriptions
Another way to increase traffic to your website is with page titles and descriptions. Typically, this is the content that search engines display in their results. By writing clear, concise page titles and descriptions, your customers know what to expect from your content.
Strong page titles and d4escriptions also help your content appear higher in organic search results. Together, this results in more traffic. Combined with these other tips, this can help increase conversions from your website.
4. Test and Improve Your Page Speed
Page speed is the time it takes for your website to load. Unfortunately, page speed is one of the more technical aspects of websites.
The file size of your webpages and images, the different plugins you use on your website, and the volume of your website traffic can influence page speed.
There are other factors that are beyond your control too. This includes the device your customer is using, their internet speed, and the browser they are using among many others.
Use a page speed tester to evaluate your website performance. Google’s free speed test tool is a great place to start because it offers insights on issues that negatively affect your website performance.
5. Include Multiple Call-To-Actions
Regardless of whether you provide emergency services, your customers are looking for the service you provide. Your website should make it easy for customers to contact you. The easiest way to increase conversions from your website is by including call-to-actions (CTAs) in several locations.
Include your phone number at the top of your website, preferably in a very visible area. Then include it again in the content itself, such as within the text of your services. Finally, include it in the footer as well. Always use the TEL code in your HTML so your phone numbers become links on mobile devices.
If you provide emergency services, focus on your phone number. If you offer less urgent services like mold removal or plumbing, you may also want to include a contact form or a messaging system. Make your forms easy to use and respond to them within a few hours. For after-hours forms, respond first thing in the morning.
6. Focus On Your Customer’s Needs
As a contractor, your goal is to reassure customers that you can resolve their problem. While you should be proud of your company’s history, your customers are looking for a rescue. Focusing on your customer’s needs will help increase conversions from your website.
Make sure your services are clearly listed on your home page, with subpages that go into more detail. Use simple language and relevant images to convey your information. Avoid overly complicated or confusing terms, especially in your site navigation.
Write compelling content and content that is easy to skim. Keep your paragraphs short and use relevant keywords to help your SEO efforts. If you want to include information about your company, spin it to how you’ve helped customers in your community.
7. Establish Credibility With Reviews and Certifications
Customers want to know that you are trustworthy and reliable. Including reviews and certifications will help increase conversions from your website. While a dedicated page is fine, you should also include reviews and certifications throughout your website.
When it comes to reviews, you may think that every review needs to be 4- or 5-star. However, it’s important to have a mix of reviews. If all of your reviews have 5-stars, your customers are likely to assume they are fake. By having a few 2- and 3-star reviews, you give credibility to those higher-star reviews.
The same goes for your certifications. Include relevant industry certifications from organizations like the IICRC and RIA. You can also include recognition from services like the Better Business Bureau, Yelp, Angie’s List, or HomeAdvisor. Promote your certifications and accreditations on your home page and all of your service pages.
8. Send Paid Search Traffic to Dedicated Landing Pages
Hopefully, you’re running paid search campaigns to promote your services. While it’s common to link to your home page or a specific service page, customers that come through your paid search ads are more likely to convert than if they enter through organic search. For that reason, send them to a dedicated landing page that is optimized for conversions.
For example, if your ads are targeted at emergency water damage restoration, send your customer to a page that only covers those services. Include a list of common services or types of emergencies, like sewage backups, floods, and burst pipes. Make sure your CTAs are prominent. You could even remove your site navigation and other links, making them the only option for them.
If you aren’t using paid search to grow your business, check out our paid search basics for contractors article to get started.
9. A/B Test Your Website, Landing Pages, and Call-to-Actions
If you’re looking to increase conversions from your website, you need to continue to test your website against itself. Create a process for making minor changes to your website and testing them against each other. This is often easiest with two different landing pages or two pages with different CTAs. However, there is no limit to what you can A/B test.
Get More Leads
Increasing conversions from your website is just one way to get more leads. In addition to a number of marketing and advertising techniques, you can also start getting live, exclusive leads from 33 Mile Radius. With our exclusive lead generation platform, we can send you high-quality leads in your area while you wait for your website changes and marketing strategy to perform.
Fill out our contact form below to learn about our lead generation services. One of our business development managers will contact you within 1 business day to explain our system and answer your questions. If you’re ready for more leads now, call 888-594-8381 to secure your area and start getting more leads.