When you’re looking to make a purchase or schedule a service, what’s the first thing you do? For 85% of people, that thing is surfing the web, according to Kinesis Inc. Your website will often serve as your customers’ first impression. As such, your website needs to be designed smartly and with intention. Here are a few ways to do so.
Optimize for Your Customers
Consider your website as the 24/7 salesperson, which has the ability to draw customers in and encourage them to schedule services. When designing your site and developing content, you must keep your customers in mind. How can you do this?
- Mind your website’s page speed. Waiting for a page to load can be frustrating, and will often cause your customers to go elsewhere; Hubspot found that even a 2- second delay can result in an abandonment rate of 87%.
- Use strong Calls to Action. Calls to action instruct your customers to do something – schedule maintenance, ask for a price quote, call for consultation, and more.
- Make it work for mobile. Your website should be accessible no matter the device. Since most people conduct internet searches on a mobile device (about one-third of the population, per Hubspot), being sure your site is optimized for mobile will help you reach your customers no matter where they are.
Make it Beautiful
75% of people judge an organization’s credibility based in their website. Since humans have an attention span of eight seconds, the more visually appealing your website is, the more you can capture your customer’s attention.
- Use white space. Though you may think that white space is a bad thing, HubSpot reports that having it around text and titles can increase people’s attention by 20%. It can also make your site feel open and modern.
- Choose imagery wisely. Though having images on your website is important, be sure to choose photos that are relevant and high quality. As an HVAC company, having photos of families enjoying their home is good; adding photos of broken HVAC units is not.
- Consider your color scheme. Red is the color of passion, action, and excitement. Green is often associated with growth, harmony, and health. Be sure that you choose colors that compliment your logo and convey the right message.
Keep Content in Mind
Since 47% of people look at 3 to 5 pieces of content before engaging with the organization (Demand Gen Report), having good website content is key.
- Put the important information above the fold. You don’t want your customers scrolling down the page to find out how to schedule services. Put your contact information, calls to action, and other important information close to the top of the page.
- Use bullets or icons. The use of bullets or icons can help your customers find the information they need, fast.
- Make your headings matter. The headings should be driven by what your customers will search for: “HVAC maintenance, HVAC replacement, about us,” etc. Since headings are typically given more weight than other content, using the right heading can help your practice stand out and improve your search ability.
Your website is your businesses calling card. For more tips on getting your website in shape, contact BlueWing HVAC today.