Why Your Local Business Web Site is Driving Customers Away
Local search has grown by leaps and bounds over the years. Even after releasing my book “The Definitive Guide To Local Search“, local search continues to evolve and thrive. It’s just not enough to just show up where customers are searching – you need to convert.
A great looking site is just a part of a bigger overall picture. Many times a site’s structure is driven by the business owner, which may not always be the best idea. Small business owners tend to show consumers what they, the owner feels is important.
However, what is important to them may not be what’s important to the consumer. If you are a local contractor I’m not going to care what your office building looks like or who your famous clients are.
I want to know:
- What do you specialize in (kitchens, bathrooms etc)
- If you are insured
- What your work looks like (before and after)
- How long you have been in business
- What clients have to say about your work
- How do I contact you?
These are the basics. There could be more “need to know” information that the consumer will want to know. It’s important as a small business owner that you know what these are.
Once you’ve identified what potential clients are looking for it’s important to showcase this on the homepage of your site. Many business have this information, but it usually isn’t all in one place.
Some contractors use all the real estate above the fold to show off their work, but leave out other information that will help the visitor pick up the phone or fill out a form. Visuals are just one of many key factors. While it is important, no one will hire you based on that alone. So, how do we do this?
A slide show of past work on the homepage is nice. Having testimonials of those customers in the images is a nice touch.
Your site header can read “Serving New York Since 1985” along with any certifications, awards and insurance info – along side your BBB rating. and you have most of that must have info upfront.
It’s a fact – most visitors won’t scroll or even click to another page unless what they see at first glance gives them reason to. A study done by Nielsen indicates:
Web users spend 80% of their time looking at information above the page fold. Although users do scroll, they allocate only 20% of their attention below the fold.
The 2nd most viewed page of a site is the “about us” section. Your “about us”section should also be above the fold in the navigation and contain detailed information about your company, your sales pitch and why customers have chosen your company over the years.
Taking these steps will help increase your request for services which is the goal of every small local business.