Website conversion fundamentals for plumbing & hvac contractors

Website Conversion Fundamentals

Friday, April 26, 13

What we will cover in this session

• Marketing Fundamentals - Market, Message & Media• Various website formats and what works best• Key components that you must have on your Plumbing or HVAC Business Website• Core Elements of Conversion• The importance of a mobile enabled site


Marketing Fundamentals



Market:•What is your idea customer / target market?


Marketing FundamentalsMessage• What makes you unique?• Why should someone choose to do business with you?



Media:• Where can you reach your market with that message?



•Where can you reach your market with that message?


Marketing FundamentalsMessage is CRITICAL


Website Formats & Options

• Basic HTML Site

• Site Builder Site (GoDaddy, One & One, etc)

•CMS (Content Management System)

•Wordpress

• Joomla

• Drupal



CMS Systems are IDEAL• Scalability (Can easily add many pages, change navigation structure on the fly, etc

• Easy to access, modify & update (like Word but Web Based)

• Very Search Engine Friendly

• Blog is typically bolted in (must be adding new content consistently)

• Many plug-in options that make the site more Web 2.0 Properties (Social Media Integration, Blog Syndication, Mapping, etc)



Wordpress Is GREAT for your Plumbing / HVAC Business


Navigation, Pages & Flow

Your website should have•Home

• About Us (Meet Our Team, Why Choose Us, etc)

• Our Services - Emergency, Drain Cleaning, Water Heater Repair, Water Heater Installation (Tankless), Bathroom Remodeling, Repiping, Sewer Cleaning, Leak Detection, Sewer Repair, Bathroom Remodeling, etc)

•Our Service Area

•Online Specials

• Reviews / Testimonials

•Contact Us


Elements of ConversionYour website should have• Number in the TOP RIGHT Corner

• Web Form where customer can request a quote / service call

• Links to your Social Media Profiles (Facebook, Twitter, LinkedIn, Google+, etc)

• Direct links to your online reviews / testimonials

• Company Name, Address & Phone Number on every page of the site

• PERSONALITY - Real Photos & Videos of you, your team, your trucks, etc

• A clear explanation of WHY they should choose your company

• Special Offers & Incentives to drive action

• MOBILE READY Version for Mobile Visitors


The Pages Your Site Should

• Address the persons specific concern and engage on that note

• Have a CLEAR call to action after each block of text

•Pull them deeper into your site with additional content that will help them choose you (about us, special offers, before & afters, etc)

•TELL THEM WHY THEY SHOULD CHOOSE YOU

•Have a web form on each page or at a minimum on the contact us page


Core Elements of Conversion

• Phone Number in TOP right hand corner of each page

• Clear call to action after each block of text

• Have a web form on each page or at a minimum on the contact us page

• Pull them deeper into your site with additional content that will help them choose you (about us, special offers, before & afters, etc)

• TELL THEM WHY THEY SHOULD CHOOSE YOU

• Add personality into the site (be authentic)

• Leverage Reviews, Testimonials & Video

•Be Mobile READY


Website Conversion


Website conversion fundamentals for plumbing & hvac contractors

Business

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