HVACR Business

AUG 2017

Help hvacr contractors master the critical components of business management.

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11 HVACR BUSINESS AUGUST 2017 www. hvacrbusiness .com ENGAGE Your Website Readers S tudies reveal you have just 2 to 6 seconds to capture a visitor's attention. ere are any number of SEO techniques you can employ to drive your HVACR website up in the search engine rankings. ere are dozens of little tips and tricks to grab a larger pool of visitors and drag them to your landing page. But at the end of the day, what is that bundle of clicks and browsers worth? ey are worth no more than your con- version rates. A conversion happens when a visitor takes positive action with a phone call or email inquiry. If your site lacks quality content, it lacks trustworthiness. It will rank lower and lower in Google as the search engine realizes that your visitor's attention span is suffering and that dwindling retention of visitors will be reflected (quite poorly) in your con- versions from VISITOR to LEAD to CUSTOMER. ere are 10 questions every HVACR contractor's site has to answer to remain relevant and competitive and convert browsers into buyers. However, before we answer those ques- tions, however, here's one for you: What do you do if you are on a website that is unimaginative, uninformative, con- fusing, unattractive or outdated? Of course, the answer is painfully clear: you leave (Google calls this a bounce). If you want to keep people from click- ing away from your website, here are the questions your visitors need answered, quickly and simply: 1. Can you solve my problem? Your visitors aren't interested in you, beyond what you can offer them. Surprise, surprise: humans have a selfish streak, es- pecially where their wallets are concerned. On the other hand, this is fabulous news, because knowing this allows you to cater your content accordingly. Your website needs to be less, "Look at me!" and more "Look at this!" People aren't visiting HVACR websites for leisure or entertainment — they want answers and they want them fast. You have a limited window in which to build the trust capital required to con- vert a digital passer-by into a real-world, wallet-out and ready-to-buy prospect. You have just 2-6 seconds to hook them and the best way to do that is by immedi- ately answering this first question with a bold headline: Get On-Time AC Repair and Same-Day Service from Craftsmen Who Get It Right … at Prices That Suit YOUR Budget! If you get them interested quickly, you have a greater shot at a positive response. 2. How will you solve my problem? People have an expectation of transpar- ency, so there's no point disguising any- thing about your company. Visitors should get a clear understanding of your compa- ny's skill set, history and methodolog y. Your website needs to be less, "Look at me!" and more "Look at this!" People aren't visiting HVACR websites for leisure or entertainment — they want answers and they want them fast. BY MICHAEL HAINES continued on page 13

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