4 Website Factors that Turn Visitors Into Customers
You have built local citations and backlinks to increase organic traffic to your website. Your website follows all of the best practices to build trust and convey social proof to the person viewing your site. Now all you have to do is get the visitor to call you. Focusing on conversion rate optimization is the next logical step in raising your conversion rates and turning leads into customers.
Use Calls to Action (CTA’s) Effectively
The most important factor in turning website visitors into callers is having Calls to Action (CTA) all over your site. You need to make it very easy for people on your site to take the next step in the sales process and call you.
Common Pressure Washing CTA’s
“Call Us Today”
“Get a Free Estimate Now”
“Get a Free Quote
“Call Now”
“Get Started Today”
Notice how many of these calls to action include a time like Now or Today. You want them to act immediately. There is a lot of market research that indicates that CTA buttons have a consistently higher CTR (click through rate) when including an element of urgency. The CTA button should also be a different color in order to visually stand out.
2. Top Navigation Should be Limited
A mistake many pressure washing owners make is having too many options in your site’s top navigation. As a general rule, keep things simple and funnel visitors to your money pages. Your money pages are pages that lead to them calling you or you getting their email address.
Pages with a submission form
Free Estimate page
Contact Us page
Your website should have a blog BUT it should not be in your top navigation. Blogs can be a great way for potential customers to find you — but you don’t want people clicking on your blog when they are already on your website? You want them going to your before and after pictures, or your contact us page.
Your website should have an ‘About Us’ page. An argument can be made for having this page link in your top navigation because it builds trust, however, you are likely better off placing a link to this page in the website footer. People who care about your ‘About Us’ page will find this page no matter where it is on your site.
Your top navigation should have:
Residential Services page
Commercial Services page
Contact Us
Other pages to consider in the top navigation:
Gallery of Before and After Pictures
Customer Reviews
3. Display Your Contact Information Everywhere
Your website NEEDS a Contact Us page and this page needs to be on the top navigation of your site and in the bottom footer area. No Exceptions. When we design pressure washing websites, we often include a floating header which means the header menu is always visible, even when scrolling down on the page. At no point should you ever make it difficult for a website visitor to find your phone number, email, or submission form to contact you.
I have seen other pressure washing websites that don’t have their phone number listed anywhere….or if their number is listed, it is only on one page on their site (often tucked away at the bottom of the page).
When I was working in the field as a tech, I would often have customers ask me for a recommendation for a general contractor because the contractor’s website they were looking at didn’t have a phone number to contact them.
Run a professional company and people will treat you like a professional company.
Your website is essentially a lead magnet. People don’t land on your website by accident.
It is your job to:
1. Demonstrate credibility with a professional-looking site
2. Show a portfolio of pictures of your work
3. Implement easily accessible call-to-action buttons to get people to call you
4. If you can’t get a call then get their email address
4. Have a Local Phone Number Area Code
A study done by Revenue.io found that people are 4 times more likely to answer the phone if the number calling them has a local area code they are familiar with. The inverse is also true, people are more likely to call a business if the area code is local.
They may have found your website from your Google Business Profile, in which case they would see that you are local, however, if they found your business through a directory, backlink, or direct mail then they may not know how local you are to them. Having a local number creates familiarity between your business and the customer which will lead to a higher chance that they call you. I have had many customers over the year who would tell me that they were thinking of going with a competitor, but the competitor was based in a further away town. They chose my business because they specifically wanted to support a local business.
I have also had homeowners choose my business instead of a competitor’s business because we appeared to be local due to our area code whereas the competitor was from a town over and the homeowner didn’t want to deal with contractors who were driving from further away. The weird thing about this was that the customer lived a roughly equal distance from my business’s office and the competitor’s business, the only difference was our local area code.
We design websites for pressure washing companies. Our specialty within the exterior cleaning industry translates to your phone ringing more. Get a website that converts leads into customers
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