Your website is half the game for Google AdWords success. Not only that, but it’s also the half of the game that is most often forgotten. Businesses can get so focused on perfecting their AdWords campaigns, writing the perfect ads, working on targetting strategies, and so on that they forget to make sure their website is also up to par. And as an AdWords management company, we can get you that great traffic, but your website has to turn those clicks into conversions.
Your website matters because it is your customer’s first impression of your brand. When that person saw your ad, they decided to go check out your site and see if your business actually measures up to the ad they saw. Your average customer is looking for a business that is competent, trustworthy, and affordable. So what does that mean for your website?
1. Triple-check your spelling and grammar.
We wouldn’t say it if we didn’t have to. If your website has spelling and grammar errors, you are shooting your credibility in the foot. We have seen so many websites with simple, easy-to-overlook spelling and grammar mistakes that killed the business’s credibility. Proofread your website, and then get your business partner and your advertiser and your mom to proof-read too, just in case.
2. Display pictures of real people and real trucks.
Your prospects want to see that you are a real business they can trust. But the more stock photos you use, the less trustworthy your website seems. Don’t use the same stock photos that are on dozens of other moving company websites. Take real photos of your real people and real trucks. If you’re a family run business, take a picture of the family with the dog. Show your prospects that you are indeed legitimate and you aren’t a scam.
3. Show off your achievements and credentials.
Your achievements and credentials demonstrate that you’re the real deal. Show off your BBB ratings, the number of moves you’ve done, your involvement in the community, and your membership in local business groups, chambers of commerce, etc. Don’t be shy; your prospects won’t know until you tell them!
4. Make Your Conversion Action Exceedingly Clear.
Make sure your phone numbers, lead forms, and call to action buttons are big and easy to see. If your prospects have to track down your phone number in the farthest, most difficult-to-find corner of your website, a lot fewer of them will stick around. Many prospects are not proactive, so effectively make the decision for them by making it ridiculously easy to get in touch with you.
5. Make Your Locations Clear.
Be very clear where you’re located and what areas you service. People want to know if you serve their area, because they don’t want to waste the time to call if you’re a hundred miles away, and people also tend to prefer local businesses as more trustworthy. So notify them that you don’t just serve, for instance, Dallas, but the entire Dallas metro, including Plano, Wylie, Denton, and so on. Your Wylie customer will thank you (because they will contact you!)
6. Show off your expertise.
Moving customers like to see that you know what you’re talking about. Demonstrate your expertise with quality content, such as videos on how you operate a move, information for customers on packing tips, tips on preparing for a move, etc. This is also a time to talk about the fact that you’ve done 2,000 moves in the last 20 years, for instance.
7. Make sure your website is mobile-friendly.
Everyone is searching on their phones these days. But if someone clicks your ad and your website isn’t mobile-friendly, they will have a difficult time navigating your website and will quickly bounce. Be sure to have a mobile-friendly website to retain those on-the-go prospects.
8. Make sure your website loads quickly.
If your website loads slowly, you will lose a lot of prospects who have clicked on your ad and spent your budget. So make sure your website pages have fast loading times for optimal conversion rates.
9. Create service pages for all your services.
In the mind of your prospect, if your website doesn’t mention it, it doesn’t exist. So if you offer storage, make sure you have a page on your website dedicated to storage. The same goes for all your services – residential, commercial, long-distance, piano, and speciality moves, etc. People like to see quality, specific, dedicated information about the type of move they are looking for. That information demonstrates that you really do know what you’re talking about, and that when you say you are a moving expert, you can back up that claim with facts. So a single paragraph on your homepage that says, “We do all types of moves!” isn’t going to cut it.
10. Include a page on your employee qualifications.
How do you qualify and train your employees? A single mom may be very concerned about three strong, large men who are potentially high on drugs or have a criminal background coming into her home, where she lives alone with her infant daughter. Not only that, but she is concerned about these men knowing where she lives and where her new home is. So address these concerns. Are your employees just hired labor, or are they certified with background tests and drug testing? What kind of training program do they have to undergo? What type of certification they have to have? Do the truck drivers have valid driver’s licenses? Ensure your potential customer’s peace of mind by discussing your qualifications for employees.
11. Explain your pricing structure.
Many of your prospects have concerns about pricing – no one likes to get ripped off. Everyone hates being slammed with loads of hidden fees they didn’t budget for. So be honest and transparent about how you price. Doing so will boost your credibility.
There you are – our top 11 secrets for a great moving company website! By implementing these secrets, you will take your website from average to the top of the line. And with a great website, those clicks you fight so hard for in Google AdWords will actually turn into conversions, boosting your company’s profits.
