A website is not optional for a successful business. It’s a critical asset for any local business, including plumbing services. A well-designed and functional website serves as the online storefront, which is also the first point of interaction. Your website determines your online visibility and conversion of visitors into customers. The business website plays a crucial role in attracting potential customers and converting them into paying clients.
Though building a website is fairly simple, the challenge is to build a website that is well-positioned to help a business grow. In this blog, let’s look at the key steps involved in setting up a professional plumbing website to drive customer engagement and conversions.
Establishing Your Online Presence
The first step in bringing your local business online is to register a domain name and get a professional website hosted. Your website serves as the digital face of your plumbing business brand, allowing prospective customers to discover your company and learn more about your services. With a staggering three-fourth (approximate) of buyers turning to online search during their research process, it is a no-brainer to have a prominent online presence.
Website Design and SEO
Website design, along with content and off-page factors, plays a vital role in search engine optimization and determining your ranking on search engine results pages. When someone searches for plumbing services on Google or Bing, it is important that your website appears on the first page, preferably at the top, in search results. According to studies, only about 10% of users go beyond the first page of search results. Hence, it is critical to rank high in search engine result pages (SERPs).
Creating a Responsive Website
With smartphones dominating the Internet, you need to optimize your website for mobile devices. A significant number of potential customers browse the internet using their smartphones, and a mobile-responsive website ensures great user experience. Search engine have also started giving prominence to mobile-first approach to website design and usability. With a responsive website, your potential customers could discover you through SEO, learn about your business and easily connect with you via your website, irrespective of the device they use to access your business site.
Accurate and Relevant Content
Content is important for both SEO and converting prospects into customers. Your local business website should have great content that provides accurate information about your local business and services, and also helps with SEO. The website content should also have effective “Call to Action” for conversion. Ensure that your website or Google Business profile always displays your current and updated contact information, including your business name, address, phone number, and work hours. Additionally, consider adding landing pages for specific services and optimizing your language to maximize client conversions.
The AIDA Website Marketing Strategy
In addition to aesthetics, your local business website also needs to be an effective tool in creating awareness about your business and eventually converting prospects into paying customers.
In the digital marketing terminology, an effective marketing campaign should utilize the AIDA (Awareness, Interest, Desire and Action) funnel. This marketing strategy involves nurturing the prospects in four different stages.
A prospect could go through all the four stages of the marketing funnel within minutes or take several months to convert into a customer.
- Awareness: In the first stage of the AIDA marketing funnel, you create awareness about your product and services. Without awareness, potential customers are unlikely to discover your business or visit your website. For awareness, you need to utilize various digital marketing strategies such as SEO, social media campaigns, online advertisements, and content marketing to increase your reach and attract relevant traffic to your plumbing website.
- Interest: Once visitors become aware of your business and land on your website, you need to capture their interest. Not all of your website visitors will need a plumber immediately. However, it’s not wrong to assume that they will need to plumbing services later at some point. You can keep them engaged and interested via social media, newsletters and email marketing campaigns. You could send plumbing tips, offers, or educational content.
- Desire: To convert visitors into customers, create a desire for your plumbing services. You should highlight testimonials, case studies, and success stories to build trust and credibility, ultimately generating a desire for your services.
- Action: In the last stage of the marketing funnel, the prospect finally connects with the business. Your plumbing website should have a clear call to action (CTA) that encourages visitors to reach you. Whether it’s scheduling a call, requesting a quote, or offering a free consultation, the CTA should align with your business. The process of reaching your business should be prominently displayed and easily accessible, ensuring that visitors can easily convert into potential clients.