Why Isn’t Your Website Driving Leads and Sales?
Most marketing agencies will pat themselves on the back after helping to drive traffic to your website. They’ll droll on and on about “unique visitors,” “time on page,” “low bounce rates,” and even “social shares.”
On a PowerPoint slide or chart, these analytics look impressive. All of the good metrics are going up. And all the bad metrics are going down. But, don’t be fooled. While positive website analytics is a good thing, it should never distract you from the real goal:
LEADS. QUOTES. SALES. REVENUE. GROWTH.
If you have a website that doesn’t bring leads and sales, you simply have a brochure website. Remember, your home services website should act as your leading 24/7 salesperson.
Fortunately, this blog post gives you several action items you can take today to turn your website into a conversion machine.
But first, let’s review the top 5 reasons your home services business website is not driving leads, sales, and more business.
Website Visitors Don’t Know What to Do Next
Picture a single mom whose heat goes out in the frigid New Jersey winter. She’s holding her crying baby on her hip, scrambling some eggs for her school-aged child, and browsing your website on her phone.
She’s busy. She’s frustrated. And like most Americans, she wants immediate answers. She doesn’t have time to read multiple paragraphs on your home page. She’s not going to spend time hunting for your phone number or service request form.
If your home services business website doesn’t clearly and quickly present the next steps, she’s ditching your site for a competitor’s.
Sure, you’re always going to have visitors to your website who will casually read your blog posts, watch your videos, read your tips and advice, and explore. But, your website should place a priority on those prospects who need immediate results.
ACTION ITEM: On your home page and throughout your website, put the next step front and center. Use clear calls-to-action (CTAs), such as “Call Now for Service,” “Request a Free Estimate,” or “Schedule an Appointment.”
Your Contact Information is Hard to Find
One of the biggest website offenders we see with home services businesses is “hiding” their contact info. I’m sure you’re probably thinking, “Well, it’s on our Contact Us page. Duh.” Naturally, your contact information should be on your Contact Us page. But it should also be EVERYWHERE else, including the home page.
Let’s go back to the single mom who only has seconds to spare. Is she really going to jump through hoops on your website just to find your phone number or service request form? Nope. If she doesn’t find it in 5 seconds or less, she’s bailing.
ACTION ITEM: Add your phone number to your homepage header, not just on your Contact Us page. And make your phone number clickable on mobile devices. Put a Free Estimate form or button near the top of your home page. Also consider adding a Chat feature that’s manned by humans, not bots.
A good consideration: all forms on your site should be short and easy to complete whether from a computer or phone.
Your Website Doesn’t Work Well on Mobile
Not getting calls and leads from your website? It may be a problem with how it’s set up for mobile users. Today, 59.6% of all internet traffic is viewed on a phone. That’s nearly 2 out of every 3 people! If your website doesn’t look perfect on mobile devices, you’re potentially losing out on two-thirds of your business opportunities!
If your website loads slowly, displays poorly on smaller screens, or makes buttons difficult to tap, you’re losing potential leads, calls, and sales. And don’t kid yourself thinking that the prospect will put down her phone and open a laptop. Again, she’s on to your competitor.
ACTION ITEM: Test your site on your own phone. From your phone, can you find a service, understand what you offer, and call your business within seconds?
You Haven’t Given Visitors a Reason to Trust You
Another reason you may not be converting visitors to your website is because they don’t trust you. Simply flashing a phone number in their face is not always enough to win the call. Instead, local homeowners want confidence that they’re hiring a reputable company before inviting technicians or contractors onto their property.
Most home services websites follow the same patterns:
- A home page that vaguely talks about their years of experience
- Stock photos that are clearly not your team or your projects
- Generic descriptions of the services they offer
It’s simply not enough. Before picking up the phone and calling a home services business, homeowners want that peace-of-mind that you will do everything you say.
ACTION ITEM: Build homeowner confidence with genuine customer reviews, testimonials, case studies, before and after photos, relevant certifications, and clear descriptions of your experience.
Your Services Aren’t Clearly Explained
Homeowners coming to your website have 3 main questions they want answers to:
- What do you do?
- What areas do you service?
- How can customers hire you?
If a homeowner is looking for a water heater repair or a metal roof, he shouldn’t have to dig through multiple pages to find that service. Again, that homeowner won’t spend minutes searching all over your site for their specific need. They will leave and never return.
Not only does presenting clear services information help visitors determine if you’re the right fit for their needs, it’s also one of the best ways to improve your SEO results.
ACTION ITEM: Organize your website around the services customers need. Give important services dedicated pages that explain what you offer, which problems you solve, and how to request an estimate or appointment.
Spartan Digital Helps Turn Your Website Into a Lead-Generating Asset
If your website is generating a bunch of traffic but only a trickle of phone calls, form fills, and leads, you have a fantastic opportunity. That’s because getting website traffic is one of today’s most difficult tasks. If you’ve already cleared that hurdle, converting prospects is simply a matter of improving your website.
At Spartan Digital, we are known throughout Philadelphia and New Jersey for turning stale home services business websites into conversion machines.
Ready to find out what’s keeping your website from generating more business?
Request our FREE Lead Generation Battle Plan to discover how to drive more leads and sales from your website.