Getting Results from Your Service Business Website
Let’s start with outcomes because a website that doesn’t generate leads for your service business is useless. It holds no value to your business.
Forget about website design or the actual platform for a second. The most important factor of a website is its ability to produce valuable outcomes.
As a local service business, you want qualified leads; quote request forms completed, your phone to ring, new sales, etc.
With a website platform like ours, you’ll get those results. The rest of this article will show you how it works.
Getting a Return on Your Website Investment: Input, Throughput, & Output:
Think of your website at a macro level, like this:
- Input – The investment of time, money, and materials into building and maintaining your website and marketing ecosystem.
- Throughput – The actual marketing and sales work done to your website, including; design, developing, copy, hosting, customer relationship management (CRM), sales teams, etc.
- Output – New customers. Revenue. Money in the bank.
You need a way to determine that your inputs (investment in your website) are generating positive outputs (revenue and returns on your investment).
Here’s how to do it (using the screenshot above):
- This breaks down your website by landing pages (any URL on your website).
- We’ve added a column to control what the total investment into each landing page has been (SEO, content, development, copy, images, whatever it takes to create a great page).
- Entrances tell us how many people landed on that page over a given period of time via a search engine (this could be set to all visitors or other channels like email, social, etc.)
- Goal completions then tell us how many people entered that landing page (organically through search engines) and eventually (whether on that page or not) took the desired action (filled out a form, clicked to call, etc.)
- Deal value then tells us how much a closed deal or sale is worth for the given product/service that page is about.
- Revenue is determined by multiplying the total goal completions by the deal value, then multiplied by the close rate.
- Finally, you can calculate ROI with these numbers.
Getting a chart like this is easy (if you work with a partner like Avalanche Creative). But, before you can get clarity on if and how your website is growing your business, you need to actually build your website so that you can get people to each one of your web pages and get them to convert.
That’s where you need a great website platform that allows you to build the pages you need.
The Service Business Website Platform
We built a professionally designed website platform for local businesses on WordPress. But, we didn’t build it based on look and feel (that does matter, but more on that later). We built it based on data and evidence from results of generating leads for 20+ local service-based businesses.
It’s built to help you first achieve maximum visibility in the search engines and convert visitors into leads. Then high-quality design is considered.
As revealed above in the screenshot of the input-throughput-output table, you need to make sure your website pages are actually visible.
Why This Website Works for Service-Based Businesses
Building websites for desired outcomes and for optimal search engine visibility is all about creating a better user experience for your potential customer.
Google wants to recommend pages on websites that are relevant to the users’ search query and are trusted. That means that every service you offer better have the most helpful, informative, and relevant page.
You need to make sure you answer every question your potential customer has, efficiently and effectively.
Here is an example – Let’s say you are a landscaper and you offer local hydroseeding services. You want to optimize your hydroseeding service page for keywords like “hydroseeding near me” or “hydroseeding + your service area“.
Google, like the recommendation engine it is, is trying to find the most relevant and trusted result by thinking like this:
- “Is this searcher looking for residential or commercial services, what industry are they in?”
Google can’t tell based upon the keyword, so you better have content that explains who you serve, specifically – for a more relevant experience.
- “What does the service look like? What are the pros and cons of this service? What are the benefits and problems it solves?”
Google doesn’t know how much this searcher knows about hydroseeding. Google wants you to be able to help them if they have questions.
- “What businesses actually offers this service in this city/area?”
Google wants to confidently see that you offer the service the searcher is looking for in the area they are looking for it.
- “When do they need this service?”
Google wants to know, with confidence, that you can offer this service to the searcher at the time they need it.
- “What else might the searcher want to know about this topic?”
Google wants to make sure you are able to answer the most common customer questions about this service and transparently offer authoritative content.
- “Will the searcher need images and/or videos to better understand the service?”
Google wants to see that you have media to help the searcher understand the service better.
- “Have other people purchased this service in this area before?”
Google wants to see that other people have hired you for this service and have had a great experience.
- “How much will this service cost the searcher?”
Google wants to recommend a transparent company that offers some details on purchasing.
- “Do other entities (people, businesses, etc.) trust this business?”
Google is looking for proof that other people or organizations trust you both nationally and locally. You better have links from their sites (Yelp, YellowPages, your local Chamber, etc.) to yours.
We’ve built this website to make sure, that when used properly, you’ll be hitting all those relevancy and trust factors – increasing your search engine visibility.
Key Features of the Website Platform
Every search engine relevancy and trust factor has been considered. With our local service business website builder, you can create a service page in a step-by-step process. Service pages follow a template that has sections for adding;
- A photo gallery
- A reviews section
- A who we serve section
- A frequently asked questions section
- A related posts section
- A pricing section
- A service hours section
You can easily add new service pages, service area pages, and industry pages and each of these templates tell you exactly what content to create.
Within service page templates, you can select the service areas you’ve created. This adds more context to make your site more visible in search engines.
The design of the pages themselves can be highly customized to fit your brand style and colors. Each page starts with a base template:
From the base template, we’ll do a complete, custom design for your business.
- Create strong call to action elements like live chat, phone numbers, quote request and booking forms.
- Custom, page-level call to action to increase conversions.
- Custom, done-for-you web design by our team.
- A custom Google Data Studio Dashboard to measure success.
Building Your Website
We offer a comprehensive service to help you build your website using our local service business website template.
Getting started, you will need:
- A domain name if you don’t already have one.
- A place to host your website (we’ve got you covered there).
- A brand style guide (at the very least; a logo, colors, fonts, etc.)
- A quote for your website (contact us to get started)