Conversion Optimization for Home Service Websites
byon May 11, 2018
Conversion optimization in web design is the act of arranging your website layout in such a way that online users are more inclined to convert or sign up for your services. You can have a website that looks amazing, showcases your brand in exactly the right light and has the best high-res images, but if your website isn’t optimized for conversions, then you might as well not have one.
What’s the point of having a website if you’re not getting leads from it?
It’s important to stay up to date on conversion optimization best practices, but we at VitalStorm, who work primarily with home service companies, understand that your conversion process is different from other businesses and know how to implement conversion optimization for home service websites. We have tips that are tailored specifically to your sales funnel.
Position Your Phone Number Where Users Can Easily Find It
While other businesses can get away with call-to-action buttons, through which you can immediately purchase a product or service, home service companies receive most of their leads through phone calls. For this reason, it’s imperative to the success of your business to display your call center number in a place where online consumers can find it without having to hunt for it.
When users land on a webpage, their eyes tend to follow an F shape. They start at the top left-hand corner of the page (where your logo should be), travel immediately to the right (where the navigation bar should be), then back to the left and down the page. From here, users will read the content from left to right, completing the “F.”
Above the navigation bar, you should insert your phone number in an on-brand color that stands out and in an easy-to-read font.
Set Up a Secondary Call-To-Action
While most of the leads for home service companies come through via phone calls, there are users who would prefer to sign up for your services online. Those who aren’t in need of emergency services and want to just schedule an appointment may not feel inclined to call your business, no matter how readily-available your number is.
In this case, you should have a secondary call-to-action on your website, such as a form-fill that allows users to schedule an appointment or contact you with questions. You should display the form-fill above the fold (or place where the webpage meets the bottom of the screen when a user first lands on it) so that people can find the secondary call-to-action right away.
What Else Can I Do to Improve Conversion Optimization?
Well, you’re off to a great start! One of the first things we would suggest doing is researching the topic – which is exactly what you’re doing now by reading this blog.
You can also do your own research by signing up for heatmap tracking platforms, like Crazy Egg and Hotjar, to watch how your users interact with your webpages. These sources can help you determine what aspects of your webpage are working in your favor and which ones need to change.
You can also sign up for web design services through VitalStorm and leave everything up to the professionals! We’re not just experts at designing and implementing expert websites. We’re also intimately familiar with the home service industry, and we understand that the conversion process is different for your company than, say, Target or Amazon. Our expertise is in conversion optimization for home service websites.
Let us handle everything for you. Sign up for web design services through VitalStorm today by calling the number at the top of the screen.