First impressions are important, and with your website being the first opportunity for people to see your business and the work you offer, it’s essential to make a positive impact!
With most of our Certified Installers having their own website, we have outlined some of the most important features that will not only increase the likelihood of your site appearing in web searches, but will encourage potential customers to spend more time on your pages and as a result, choose you to complete their job.
Studies have shown that it takes just 0.05 seconds for a user to form an opinion of your site and decide whether they will remain on the page or leave. The easiest way to capture their attention and encourage them to continue browsing is by improving the design. This includes:
People love to see images of your work, as this not only gives them inspiration for their own homes, but also shows off what you and your business do. Including a gallery is a good way to demonstrate your previous work, but we would also suggest including a ‘projects’ section to your site that allows you to group all your content from a project in one place. This makes it easy for potential customers to see the ‘before’ and ‘after’ images, as well as the customer’s testimonial, so they can get a true feel for the impact of the job.
Similar to your Facebook page, it’s important to give the users of your site actions to follow. These may include following you on your social pages to stay up to date with your work or signing up to a regular newsletter, but it is likely that your most important call to action is asking users to contact you about an estimation. To make sure this attracts the attention of visitors to your site, position this in a prominent place (such as at the top of the site or in the navigation bar) to make it easier for users to click.
Once again, in order to increase the likelihood of your website appearing towards the top of customer web searches, there are several features you should consider.
With many people choosing to browse the internet on their smartphones, it is important that their experience of your site is just as good if not better on their mobiles than when they are viewing it on desktop. With 57% of internet users saying they wouldn’t recommend a business with a poorly designed website on mobile, it’s vital that you consider the user experience on this device to make sure you don’t miss out on potential jobs and customer referrals.
This means that when designing your website, you need to make sure it is optimised for use on mobile, so that users can easily navigate your pages and find what they are looking for. Most web builders take this into consideration when helping you design, but be sure to test all your pages across multiple devices to ensure all users will have a good experience regardless of whether they are on a computer, mobile or tablet.
Although you may know who your customers are based on the relationship you have with them, it’s also essential that you get to know the online activity of visitors to your site. This includes how they have been directed there, what they search for when they are on your site and how they interact with your pages.
The best way to do this is by utilising software such as Google Analytics, which monitors their activity and provides useful and easy-to-interpret reports.
Some of the stats you can learn from this tool includes:
Due to the large number of threats to personal information whilst browsing the internet, online safety is a priority for a lot of people, especially when they are being asked to give our their personal information. Studies have shown that 85% of people will not continue browsing a site if it is not secure, which means users may not stick around to browse your site if they are faced with the ‘not secure’ warning in the URL bar.
If you are asking users to fill out enquiry forms so that you can contact them about a potential job, they may be less likely to submit their details if they don’t think they can trust your site, which means you may be missing out on potential customers.
In addition to this, Google uses a site’s security to determine its rank in search results. This means that the more secure your site is, the more likely it is to appear at the top of search results when customers are looking for your services.
To learn more about making your site secure, visit this link.
Another overlooked feature of a website is the length of time it takes for pages to load. 40% of people have reported that they will leave a website if it doesn’t load within 3 seconds, which means you could be missing out on leads if people have to wait a while for your content to load.
Depending on the web builder you have used, there are multiple ways you can improve the speed of your site. To find out more about these methods, visit https://www.bitcatcha.com/blog/14-lighting-tricks-to-speed-up-your-website/ where you can test the current speed of your site and discover ways to improve it.
The best way to encourage users to browse your site is by keeping it updated with your new projects and announcements. Not only will this keep them interested (as who wants to keep browsing the same content they’ve seen before?), but it will once again improve the SEO of your site due to Google prioritising sites that are maintained.
People have more favourable opinions of businesses who personally respond to their feedback, therefore in order to portray the efficient and friendly service that you offer, make sure your presence on your site is known and that you’re happy to respond to any queries people may have.
Not only will this encourage visitors to explore your social platforms and therefore see more of your work, but by sending them to each of your platforms, these ‘backlinks’ will enable your sites to rank higher in search results, meaning more people will be able to see your business pages when looking for your service.
No matter how people come across your business (whether that’s through social media or word of mouth recommendations), your website is likely to be the online destination they will look for when researching your company. For this reason, it’s important that you offer them the best experience and up-to-date information so that they are likely to turn their ‘browsing’ into an enquiry and eventually a job.
For a more detailed guide on how to develop your website, visit our previous post here.
Also, don’t forget to let us know if these tips have helped you by commenting on the VELUX Certified Installer Facebook Group.