For many pest control business owners, having a website is an afterthought, resulting in a website that leaves something to be desired. However, being that most customers search the internet for their goods and local services nowadays, a company’s website design needs to be a major priority. Having a carefully planned website where you can showcase your services will help you earn more new customers and can help with your SEO efforts. Here are a couple of recommendations we at WSI have learned while working with many pest control companies over the years.
You can really make your content stand out on your website by using high quality images which accompany your text. Now, you might be tempted to use stock photos but using them could negatively affect your content marketing strategies.
A study conducted by Marketing Experiments Blog analyzed the reaction of people to a banner image used in the homepage of a website. The case study showed that the photo of a real person created more engagement when compared to that of a stock photo.
Stock Photos vs Real Photos
Stock photos may be cheaper, but they are also generic. They will not be able to add value to your website. They will certainly not be able to truly capture the essence of your brand and your company’s core values.
Another disadvantage to stock photos is that you won’t be the only one using them. You might find yourself checking out your competition’s website only to find out they are using the very same photos you used!
When deciding which images you will use, take a look first at your competitors’ websites and see the photos they are using. Avoid using similar stock images and similar themes; instead, find a different and better way to represent the services you are both offering. You can do this two ways:
Hire a professional photographer to take photos of your business and your people while in action, so your site visitors will be able to see you for who you really are and know the kind of work you do.
You can also take the DIY approach for a low-cost solution. Ask your team to bring along a camera during their operations so they can take pictures while doing their work real-time, or take photos of happy clients that were satisfied with the work done (with their permission, of course). This way, you get to humanize your brand, and you will be viewed as authentic and sincere.
Call to Action
Another important element of your design that will make the difference between a customer who contacts you and one who doesn’t is a call to action. A call to action (CTA) is a marketing strategy implemented within web copy that prompts the viewer to do something.
It can come in the form of a statement or a button. Some of the most common call to actions used within the pest control industry are variations of the following: “Call now to schedule a free inspection” or “Sign up to receive special offers.”
You will want to place the call to action strategically on your website. It can be above the fold or at the bottom of the webpage; just make sure that it is placed prominently, and that it will be easily seen by your site visitors.
Color and space should also be taken into account. Countless A/B testing done on several landing pages and websites have shown that merely changing the color of the CTA button into one more eye-catching immensely improved the effectiveness of the button.
Aside from placement, another important thing to consider in a CTA is a sense of urgency. CTAs such as “Call us today…” or “Call us now…” will make the site visitor more likely to act promptly. Lastly, run A/B testing to test how effective one call to action is compared to another. This will allow you to continuously improve.
Take Your Pest Control Website to the Next Level
Don’t wait another day with a lackluster website that is costing you customers. These two elements are important but barely scratch the surface of how you can optimize website design to maximize its effectiveness.
We specialize in helping pest control companies get the most out of their web design. Contact us today to learn what we can do for you!
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