Business websites are necessary in today’s digital world, but simply having a site isn’t enough if you want to grow your company.
If your site isn’t performing as well as you’d like, it’s time to make a change. Try these six tips to improve the effectiveness of your HVAC website.
1. Create a Clear Call to Action
No matter how neat and clean your page looks, if visitors don’t know how you can help them or how they can reach you, your message gets lost. Create a clear call to action, preferably with more than one option to reach you. There are several options that work, depending on your page design.
- Include your phone number near the top of the page and highlight it.
- Create “buttons” for different services you offer that drive traffic to the appropriate page.
- Make sure your main menu has an obvious link to your “contact” page.
- Use the same “book now” or “contact us” buttons strategically throughout your website.
Your call to action buttons should be consistent and stand out from other content. If you use a blue “schedule now” button on your homepage, you may want to repeat it throughout your site.
Are you struggling with your call to action buttons? Contact us for a free consultation.
2. Use Customer Testimonials
Word of mouth is powerful, and satisfied customers sell your business to others better than anything. Highlight strong customer testimonials on your website and draw attention to key phrases from those comments to set your service apart from the competition.
There are many ways to highlight testimonials, including a rotating “carousel” of compliments or an entire page dedicated to them. Make sure the testimonials blend well with your site’s layout and be picky about the customer comments you use. Testimonials can have a massive impact on new visitors and potential customers.
3. Use Powerful Visuals
You probably know the old adage that a picture is worth a thousand words. Websites are no different, and the right image can have an impact far greater than any words on your page.
- Share pictures that show your employees as a group or performing work.
- For residential companies, you may want to feature pictures of couples and families (bonus points if you use real customers).
- Try to use more photos than graphics, but don’t overdo it.
- When using graphics, make sure they work with your page’s color scheme to keep branding consistent.
4. Write Concise, SEO-Friendly Copy
Have you ever visited a company’s website with large blocks of text? It’s overwhelming and unattractive. You don’t want potential customers to skip over your site and move on to your competition, so clean up that copy!
- Determine the main points you want to cover on your homepage – what you do better than the competition, customer testimonials, and awards you received.
- Keep the copy short and sweet so readers can scan the content for necessary information.
- Highlight important information, like testimonials and specials, to draw the reader’s eye.
Content and copy can be tricky, especially if you aren’t comfortable with SEO (Search Engine Optimization). Contact us to learn more about how concise, SEO-friendly copy can attract more leads.
5. Create a Clean Layout
Part of building an attractive and effective website is the layout. If there’s too much or too little going on, you lose your audience.
Choose an Appealing Color Scheme
Too many colors is an assault on your vision, but a drab site can be equally unappealing. White backgrounds with color schemes of two to four colors work well. Even monochromatic color schemes work if you do them correctly. Just try to stick with your brand’s color scheme for consistency.
Don’t Forget About the Fold
It all starts “above the fold.” This phrase stems from the newspaper world and refers to the most important information appearing on the top half of the page. Even though your website doesn’t have an actual fold, the same principle applies.
If visitors have to scroll a lot to find the information they need, they are more apt to leave your site for one that’s easier to navigate. Keeping pertinent information above the fold is a great way to retain viewers. The “above the fold” rule applies to every page on your site.
If you’re struggling with your website’s layout and just can’t seem to get it right, you’re not alone. It may be time to consider some expert help so you can move forward. Contact us for a free consultation.
6. Make It Mobile Responsive
It’s estimated that by 2025 more than 70% of internet users will only access the web through a smartphone. Even if that doesn’t happen, millions of people rely on mobile devices, like smartphones and tablets, to access the internet every day. How much time do you think they spend on websites that aren’t mobile responsive?
Even if you have a clean, visually appealing, informative website, it won’t be effective if it isn’t mobile responsive. While all of the features won’t translate to a mobile device, it just needs to be navigable and easy to use. Menus should be clearly labeled and easy to access.
The Importance of an Effective HVAC Website
Your website acts as the gateway to your company. It’s a powerful tool for generating and converting leads, so it needs to be appealing and functional. If your current site isn’t performing as well as you want, we can help. Contact us for a free consultation.
