There were just 210 million websites in 2010. Just over a decade later, there are more than 1.8 billion. Not only is the online space crowded, but it is also fast-moving, and your website needs to stand out. What was perfectly fine a few years ago can be outdated today.
While all small businesses need well-designed websites to stay relevant and visible to clients and potential clients, visibility is especially important in the competitive plumbing industry.
Which begs the question: When was the last time your plumbing business took a good hard look at your website? To that end, we’ve created a roundup of 15 must-have attributes for your plumbing website.
It should be mobile-friendly.
Mobile devices now account for more than half of all website traffic. This number is only expected to grow in the future. This means it’s critically important to make sure your plumbing website is optimized to perform as well on mobile devices as it does on desktops.
It should have long-form content.
Long-form content — typically in the range of 2,000-plus words — has the potential to provide the ultimate value for readers by doing a deep dive into a topic. There are many reasons to include long-form content on your website including the following:
- It positions your business as an authority.
- When people engage more deeply with it, they spend more time at your website
- It has more inbound links
- It gets more social shares
- It can become the basis of an email marketing campaign
- It will provide a lot of material for social media posts
Perhaps most importantly of all? Longer posts tend to rank higher than shorter posts, which can help boost your visibility. In other words, if you’re looking for how to build a brand online, long-form content may be the answer.
It should have “click-to-call” phone numbers.
With more and more of your plumbing business website visitors accessing your site on mobile devices, clickable phone numbers make it easy for them to directly connect with you with just a tap.
It should have a map to your location.
Again, it’s all about making things simple and easy for website visitors. Don’t make them go looking for maps and directions. Show them exactly where you are by providing a map on your site.
It should have a blog.
Blogs are one of the best ways to build brand credibility, engage customers, and drive traffic to your website. In fact, businesses that blog get a whopping 67 percent more leads than those that don’t.
Just make sure to incorporate SEO best practices on your blog as well as your website. This is the key to maximizing traffic.
It should load quickly.
According to a study commissioned by Google and conducted by 55 and Deloitte, reducing your website’s load time by a tenth of a second can lead to a conversion rate increase of more than 10 percent.
It should be optimized correctly.
Just how important is it for your plumbing business website to be optimized for mobile and desktop alike? Nearly three-quarters of web designers believe that non-responsive design is the No. 1 reason why visitors leave a website.
It should have high-quality images.
In a survey of which visual elements are valued most by consumers, images claimed the top spot — beating both color and video.
But all images aren’t created equal. High-quality images are professional and boost your business’s credibility; conversely, low-quality images look amateur and can detract from the impression you make.
It should be current and include relevant content.
An up-to-date website has many benefits, including:
- Fresh content will keep visitors coming back for more.
- Regular updates and changes are beneficial to SEO.
- Outdated or incorrect content can cost you customers.
- You’ll get an edge on your competition.
- You’ll be able to improve marketing features and add sales, thereby improving ROI.
- You can evolve your website’s design to keep up with trends.
- You’ll keep pace with evolving SEO algorithms.
- You’ll remain compliant with changing legal requirements.
It should be user-friendly and easy to navigate.
Sixty percent of consumers say usability is an important characteristic in a website. Slow load times, poor navigation, bad content structure, and obtrusive use of audio and video will cause visitors to click away instead of enticing them to stay.
For even more on what sends visitors away from your website and toward your competitors, check out our breakdown of things people hate about websites, and how to fix them.
It should describe all of your products and services.
A staggering 85 percent of shoppers say that product information and photos are important to them when choosing between brands. Make sure you highlight all of your products and services so your website visitors find exactly what they’re looking for.
It should offer online appointment scheduling.
Understanding the customers is a vital part of marketing to them. A recurring theme? Demand for all things simple and streamlined. Enter online appointment scheduling, which comes with a multitude of benefits including:
- Reducing human error
- Speed and simplicity
- Decreased missed appointments
- Reduced cost
- Meaningful analytics
- Easy access
It should showcase your business’s awards, certifications, and licenses.
Your customers want to know that you have the knowledge, skills, and expertise to fix their problems. Rather than requiring them to chase your credentials, put them front and center on your website.
And don’t forget customer testimonials! “Social proof” is having a major moment, and the majority of prospects now prioritize peer feedback over sales pitches.
It should link to your social media channels.
Your website and your social media are powerful partners. For starters, it helps you grow your followers on your social media platforms, which gives you one more touch point. If your customers don’t visit your website, you will still stay top of mind on social media.
Furthermore, Google has indicated that adding social media links to your website may also increase its SEO visibility.
It should feature coupons and discounts.
Offering specials on your website doesn’t just drive sales and create revenue; it can also help you build your mailing list by capturing prospect data.
Your website is the face of your plumbing company. Is it working for you as hard as you need it to? If not, The Light Digital is here to help. Whether you’re looking for information on how to increase your sales leads or you need guidance on brand visibility, we’re ready to put our plumbing internet marketing expertise to work for you.
To learn more about our comprehensive digital marketing services for the plumbing business, contact us today.