You get why companies that sell products should look into building a website that offers online shopping. However, as a business that offers services – medical, educational, freelance, cosmetic, mechanic, cleaning, etc. – you don’t have anything physical to sell online and ship to customers. It’s too easy to think a slapdash website will do, or worst of all, that you don’t even need a website. However, as Yelp indicates, 85 percent of local customers search for businesses online. As a service provider, you need an optimized, engaging website just as much as product sellers.
Develop an Easy-to-Navigate Website
There’s a fine line between a dull website and a website that overwhelms the visitor with too many bells and whistles. However, you need to get to that place of perfect balance. A professional website designer can craft a website with just the right amount of graphics and a dynamic menu. The most important pages for a service-based business website include:
- Landing page
- Contact (including a map to a physical location if your business has one)
You may have more or fewer pages depending on your business’ offerings, how long you’ve been in business and other factors.
Produce Regularly Updated Content
A blog is essential for a service-based business’ website success. You need something new on your website at least several times a day, if not daily or several times a day. Highlight new service offerings and special sales, but also post content that people interested in your industry will want to know. For example, if your business is a dental office, post about new innovations in dental treatment and solutions to common dental issues. Craft posts that are longer, too, and you’ll get more engagement. For example, HubSpot reports that posts with more than 1500 words receive 68.1 percent more tweets than posts with fewer than 1500 words. Hire a professional to write these posts if you don’t have anyone on staff who’s up to the task.
Since most of your new customers use search engines to find you, you need your website to appear on the first page of search engine results for keywords relevant to your industry. Focus specifically on local keywords, as you have a better chance of appearing in the results for “Denver dermatologists” than you do for “dermatologists” in general, for example, and it’s better to get the attention of customers local to your area regardless. Avoid keyword stuffing, but do indentify a set of keywords that should appear throughout your website strategically in your content.
Hire a professional website designer and a marketing company to coach you through revamping your website if you have a limited staff and no one who specializes in website development on the payroll. When your website starts attracting more visitors and engaging them to check out your business’ offerings, you’ll be surprised at the sudden influx of interested clients. Paying more attention to your website is a simple way to reach out to more of your targeted consumer base.