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The Ultimate Guide to Website Marketing for Home Services Businesses

Home Services

For home services professionals, competition can be fierce. From HVAC professionals to plumbers, you have no shortage of competitors — and it’s never been harder to stand out from the crowd. 

As the digital world continues to change at a rapid pace, homeowners are looking for solutions in ways that are different compared to 10 years ago. That means it’s more important than ever to learn how to catch the attention of the modern-day consumer. 

So how do you attract the kind of customers that keep your business growing? The answer lies in website marketing. 

If you build it the right way, your website can become a key marketing tool. It’s essentially a business card for your services, helping you get more traffic and turn those numbers into real customers. A website marketing strategy isn’t just an option anymore. It’s a necessity for any small business that wants to survive in today’s highly competitive market.

In this comprehensive guide, we’ll walk you through the ins and outs of website marketing, including key strategies you can use to make sure your website brings in the results you’re looking for. 

What is website marketing? 

Maybe you’ve already built a website, but it’s not getting the success you were hoping for. Or you’ve been avoiding it because of how much time and expertise it takes to build one that really works. 

You can’t afford to neglect website marketing any longer. 

Websites are the gold standard of marketing in the digital age. From your home page to the “about us” page, your business represents everything that makes up your brand. It captures your brand voice, your services, your values, and more. 

It’s also one of the best ways to get your business in front of new eyes. If you’re able to build your Google search ranking for the right keywords, you can attract more visitors — who can then become customers. 

Why a website strategy is your best marketing tool

A website can make a powerful marketing tool. But just creating one isn’t enough. You need to create an optimized website if you want to see results, from improved brand reputation to an increase in traffic. 

What is a website strategy? Your web marketing strategy is just a series of steps you take to bring more attention to your website. It might take a combination of different avenues, including: 

  • Search engine optimization (SEO) 
  • Website design 
  • Link building
  • Content creation (blogs, web pages, etc.) 
  • Social media marketing 

You can think of your website strategy as a kind of funnel. There are hundreds — if not thousands — of potential customers using search engines to search for home services solutions in your area each day. It’s the job of your website strategy to draw those people down the funnel, towards your website. There, they can read your content, learn more about your services, and decide whether or not they want to take the next step and book your services.  

Website design: dos and don’ts 

First things first, let’s take a look at website design. 

The design of your website is the first thing that people will see, so it’s critical that you make a good first impression. In fact, 38% of people say they’ll click away from a site if they find the content or layout unattractive. That means clunky, unappealing, or outdated website design could be holding you back.  

If you’re just starting to build your website or you want to refresh your existing design, here are some of the main dos and don’ts of great web design. 

Web design dos 

Before we get into the things you shouldn't be doing, let's first explore the design elements that work. 

Do create a consistent look

The overall look and feel of your site should be consistent across all web pages. Your “aesthetic,” which is made up of everything from color palettes to banner images, should reflect your brand identity throughout your website. 

What does that look like? It means keeping these factors consistent: 

  • The color palette, or one to three main colors you use throughout the website 
  • The tone of voice used in all your copy, from taglines to paragraphs of text 
  • The layout and navigation for all the pages
  • The fonts used for headers, subtitles, and text
  • The kind of images incorporated into the layout

Do make it user-friendly 

While some industries lean towards more complex web design, it doesn’t need to be too fancy for the home services industries. Focus instead on removing any design elements that are too complex or unnecessary. 

The user experience should be friendly and functional. Try going through the website yourself, pretending like you’re a customer trying to learn more about the business. Is it hard to find your way from page to page? How easy is it to read everything? 

Do optimize for mobile 

These days, more and more customers are searching for home services solutions on the go, particularly through their smartphone or other mobile device. 57% of mobile users won’t recommend a website that doesn’t work well on mobile. 

What’s more, mobile functionality can affect the way Google sets search rankings. If your website isn’t optimized for mobile devices, you could be penalized.  

Try testing things out on your own mobile phone to see how it looks and feels. Look for any places where the layout looks awkward or it becomes hard to navigate. Overlapping text, images that don’t load, or slow navigation could mean that your design isn’t mobile responsive. 

Do focus on speed 

If your page takes longer than a few seconds to load, you could be losing customers. Many people don’t have the patience for slow-loading web pages, so they’ll click away if your website isn’t designed with speed in mind. 

How can you increase the loading speed of your webpages? If you notice your website is running slowly, try removing any large, bulky items like videos or large images. You can also compress images to help improve loading times. 

Do highlight the homepage 

Your website visitors will likely spend 80% of their time “above the fold.” That’s the part of your website you can see without scrolling — the first part of the homepage. 

That means you can’t afford to waste that crucial space. Make sure your homepage has everything you need to convert a potential visitor. Use a compelling headline (like a tagline or mission statement) along with a subtitle that briefly describes your services. Then, include a button to direct visitors to the next step, which can be your contact page or even an online booking page. 

Web design don'ts 

It’s not enough to just know what works on a website. You should also know what design elements to avoid. 

Don't create a cluttered layout 

One thing you should avoid when designing a website is clutter. If someone opens your webpage and sees a confusing, cluttered design, they’re more likely to click away and turn to a well-organized competitor’s website instead. 

Make sure your website isn’t visually confusing. A simpler, streamlined design can draw the eye right where you want it to go. 

This goes for your text as well. If you have any kind of long-form content on your website, avoid using blocky paragraphs. You want the design to look clean, with plenty of white space. Try using bullet points, headers, or images to break up the content into more readable pieces. 

Don't make it hard to navigate 

Everything on your website should be easy for someone to find, right away. Whether it’s the “about us” page or your contact form, they shouldn’t have to spend more than a few seconds to find it. 

The navigation bar makes it easy to move from page to page. However, you should avoid using too many drop-down lists, which can make it hard to find the right page. Keep it simple with a home page, about page, services page, testimonials page, and a contact page. You can also include a search bar to make it even easier for users to find what they need. 

Don't use too many fonts 

To make things easy to read, avoid using too many fonts. Using more than three fonts can make your pages hard to read and unprofessional. The ideal font number is three: One for headings, one for subheadings, and one for your text. 

Make sure the font size is large enough to be legible without taking up too much space on the page. 

Don't forget the CTA 

While you’re busy constructing the perfect home page, don’t forget about the importance of your call-to-action, or CTA. Make sure to include a strong, action-oriented call-to-action right on your home page, as well as your contact page. 

A CTA is the best way to encourage an immediate response from website visitors. One software company found that their conversion rate increased by 106% after they included a clear, direct call-to-action. 

Don't ignore your target audience 

While you’re designing the site, don’t forget to keep your target audience in mind. Try exploring your website through the eyes of a potential user. 

Consider the kind of things they might want to see: 

  • What information do they value the most? 
  • What would they want to see first? 
  • What do they not want to see? 
  • What design elements would appeal to them most? 
  • What feeling should the site's design inspire? 

9 Website Marketing Strategies For Home Services Businesses 

To get the best results from your website marketing, you need a dedicated strategy. 

Instead of just launching a website and hoping for the best, a great web marketing strategy involves taking advantage of all the digital marketing channels available to you. You’ll have to use these channels the right way to see the kind of traffic and revenue increase you’re looking for. 

With all that in mind, here are nine of the top website marketing strategies to take your home services business to the next level. 

1. Invest in SEO

Most people will find your website through a search engine, so SEO is a top priority. SEO is the process of increasing your website’s visibility through search engines. 

In most industries, websites that get the first ranking on the search results can get more than 50% of the traffic for their ideal keywords. That means if you manage to rank for a keyword like “electrician near me,” you can get a flood of new customers. Those that rank lower, however, are competing for less than 5% of traffic. 

Here are some of the ways you can make the most of your SEO strategy: 

  • Technical SEO. Making sure your website is free of technical errors and loads quickly 
  • On-Page SEO. Making your website easy to read and using both short and long-tail keywords 
  • Content SEO. Writing content that offers value to users and includes relevant keywords
  • Local SEO. Optimizing your website for location-based searches by using local keywords 

2. Tap into content marketing 

The phrase “content is king” isn't an exaggeration. Lately, content marketing has exploded as one of the most effective marketing tools online. 

If your website doesn’t already have a blog, it’s time to invest in one. Businesses that post articles regularly see up to four times more website traffic. An overwhelming 96% of advertisers said that content marketing was effective for their business. 

Why? The answer is simple. People almost always turn to the Internet to find answers to their questions. 

The next time someone has a leaky faucet or they notice wear and tear on their roof, they’ll turn to Google to ask what to do next. Whether they’re searching for DIY solutions or basic diagnostics, it’s the first place they’ll look. 

That means you have an opportunity to answer those questions in a simple, helpful, and direct way. When you do, you won’t just win exposure to your company — you'll win their loyalty and trust. Customers will begin to see you as an expert resource for all their home services needs. 

3. Set your business apart 

While making your website SEO-friendly is important, don’t get too caught up in search engines. At the end of the day, you aren’t building your website for algorithms — you’re building it for people. 

Your website shouldn't look like every other home services website out there. Consider what makes your business different from the competition. What story are you here to tell? What problems do you solve? 

This doesn’t mean you need to make things too complicated. Focus on simple, direct language that speaks to your values as a company and the goals you have for your business.

4. Use real photos and videos 

There are countless home services providers out there with their own websites. And what do most of them use for images? Stock photos. 

There’s nothing wrong with a good stock photo — smiling faces of workers, up-close shots of tools, and more. But these kinds of photos don’t build the same trust as real photos and videos do. 

Real photos of your team at work can help people picture what it would be like to book your services. It shows them that you’re a real business providing real results to customers every day. 

You don’t need an expensive camera to shoot decent, high-resolution pictures for your website. With just a smartphone camera, look for photo opportunities like: 

  • Pictures of your team hard at work
  • Before and after shots of successful projects
  • Photos of team members interacting with customers 
  • Behind-the-scenes pictures of your team 
  • Shots of employees overcoming tough challenges on the job

5. Make use of video marketing 

With the rise of video on platforms like TikTok and Instagram, it’s hard to deny the power of video marketing in 2022. 

Video marketing can deliver messages on your website much more effectively. People who watch videos retain 95% of a message, compared to only 10% of those who read text. Adding video to your email marketing campaigns can increase clickthrough rates by a staggering 200 to 300%

These stats show that adding video into the mix could help you convert more customers. To make the most of video marketing on your website, try shooting a short commercial or recording a behind-the-scenes interview with a member of your team.  

6. Incorporate reviews and testimonials 

Getting your website found by new visitors is only half the battle. Once they’re on your website, you need to convince them to stay there. 

Nearly 90% of consumers turn to online reviews to decide which businesses to trust. In other words, reviews and testimonials can improve your chances of converting a casual visitor into a loyal customer. 

Consider adding a page dedicated to real testimonials and reviews. You can even record short interviews with some happy customers to showcase their satisfaction with your services. If you have great reviews on Google, Yelp, Angie's List, or other platforms, you can add them to this page to bolster your reputation. 

7. Add a live chat 

While it’s not strictly necessary, a great way to take your website presence to the next level is by adding a live chat. A live chat feature shows website visitors that you’re responsive and prepared to answer any questions they have. It also allows you to collect lead information that you can use later. 

Most home services businesses already have a phone number that customers can call. But these days, people generally prefer using an online chat or messaging system over calling someone on the phone. 

By adding a chat feature, you can take your contact form into the modern age and provide even better customer service to your audience.  

8. Use pay-per-click ads  

SEO strategies can help boost your reach, but it isn’t always easy to channel traffic to your page. Pay-per-click ads, or PPC, can help you do so more effectively, but they do require an up-front investment. 

Just like the name suggests, you only pay when someone clicks on the ad. While it can get you to the top of Google search results (through a sponsored link), it can be expensive to run these ads for a long time. 

Now that consumers are more aware — and wary — of advertisements online, consider making a unique appeal in your PPC ad. Point towards the kind of value that your business can bring or direct them to a blog post that answers questions they might have. 

9. Direct visitors to an email list 

Website marketing can be effective, but not as effective as email marketing. In fact, one of the main goals for your website strategy should be channeling your visitors onto your email list. 

When you have an active email list, you get direct access to some of your most invested customers. You can send them updates about your business, offer coupons or other deals, and remind them of the value of your services. 

One way to direct your website visitors to an email list is to use a pop-up. Once someone clicks on your home page, they’ll get a pop-up that invites them to put their email in the text box. You can offer additional incentives, like a coupon or a free resource, to encourage them to sign up. 

The bottom line 

A website can be the most powerful marketing tool in your arsenal, but only if you put in the work. If you take action and put a strategy in place, your website could become your biggest source of growth. 

Of course, these strategies won’t necessarily result in overnight success. But with patience, dedication, and the right marketing tools in hand, you’ll start attracting the right kind of customers to your business. Whether it's making content that addresses your customer’s pain points or optimizing your site for Google search, there are so many ways to turn your website into concrete results. 

That being said, you only have so much time as a small business owner. That’s where Scorpion can help.

Our cutting-edge technology can give you the tools you need to make your marketing strategies work — that means more leads, more bookings, and more revenue. Learn more about how we can help home services businesses, or get started with us today.