According to a recent survey, the number of people who use the internet to find a local service when they need one is now larger than the number relying on word of mouth. This means that finding new customers for your service business has to start with your online presence.
A well established local HVAC service came to us to create a new website that would tell their story in a way that would communicate well with search engines and resonate with human visitors.
Identify your strengths.
The first step in planning a local service website is to identify the strengths that set your business apart from other local service providers. In this case, a strong technical background and superior training were among the company’s assets. Their extensive knowledge of their field allowed this company to focus on the health and environment benefits of correctly designed, installed, and maintained HVAC systems.
We created a lively blog for the website. We also pulled recent posts onto the home page. Chances are good that plenty of visitors will land on pages answering those common HVAC questions — “What’s a SEER rating?”, for example — but we want those who start on the home page to see that Air Dynamics is a trustworthy source of answers to all kinds of questions on the subject.
Air Dynamics is also a family business with a long history in the area. We were able to use their vintage family photo to illustrate their story on their About Us page.
Think about your ideal customer.
For this company, the ideal consumer is a well-informed customer. People who don’t know much about HVAC and just want to find the cheapest repair guy may choose to go with the lowest bid regardless of the nuances of their HVAC needs. Marketers have for years talked about the “information-hungry” consumer, and the new website needed to appeal to these customers: the ones who want to understand their situation fully and choose the best technicians for the job.
We created a page specifically designed for the informed consumer, with extensive information and links to additional resources.
But while the company knows the characteristics of their ideal customer, they have extensive experience with both residential and commercial HVAC, so we made sure that was clear on their Services page.
Know what your customer is looking for.
People generally start their searches for local services with a problem or an idea, and gradually narrow in to specific points that let them compare your service with that of your competitors. Once your website has helped them with information about their concerns about healthy ventilation and what exactly a heat pump does, you’ve already established that you’re an expert and a generous source of help.
Now they’ll begin to look for the specific information they need to decide whether to contact you or a competitor. That will probably include your location, your service area, whether you accept insurance or credit cards, exactly which services you provide, perhaps your licensing or your Better Business Bureau rating.
Make sure these points are addressed on your main pages.
Make sure, too, that it’s easy to get hold of you. We included social media connections, forms on nearly every page that let customers request a quote or ask a question easily, and click-to-call on mobile and desktop. We also used the company’s eye-catching ad as one more reminder of their phone number.
Whether you’re ready for your first website or reorganizing an existing website, these steps should inform your planning.