Google has put together some very insightful information about how customers choose a tradie. Although it specifically relates to services provided in the home - eg by plumbers, electricians, cleaners, gardeners etc, some of the information is useful to the broader service industry.
On average, a customer will conduct between three and four searches before making a decision about which company to use. So what can you do to make customers select your business?
1. Your website must be mobile friendly
It is now estimated that nearly 70% of people use their mobile phone to find a service. If your website is not mobile friendly you are missing out on so much potential work it is hardly worthwhile to even have a website if it is not mobile responsive. To make your website mobile friendly does not mean you need to have your website reworked from scratch - which can be quite expensive. As long as your website is not too old or outdated you can have your website converted to make it mobile friendly. This is a much more cost effective than getting your entire website redone.
2. Create trust
Having a website that creates trust quickly with your customers is very important. Nearly 60% of people will book a service within 2 hours of searching for it. For a customer to be able to make such a quick decision they need to be able to find all the information they need on your website quickly and feel comfortable using your business. There are numerous ways this trust can be created including:
- Reviews - having customer reviews is a great way to let others say how good you are!
- Service area- as a minimum you need a service area map that shows the suburbs you work in
- Content - have lots of useful information that shows that you are an expert in your industry
- List of services - clearly list out the services you provide - especially as a lot of tradies now specialise within particular areas of their industry
- Price list - depending on your industry a price list might be useful. Even if you do not provide a price list, providing information such as free quotes, or your call out fee can be an effective way to create trust.
3. Click to call
Most people, when deciding on which tradesman to use, will make contact via email or phone with two. This means you need to be able to be contacted quickly or your potential customers will move onto the next person on their list. Many large companies have a booking or instant quote tools, so if you can't afford this for your website, you need to have at least a 'click to call' feature. If your website has this feature it means customers can call you directly from your website on their mobile phones. With around two-thirds of customers booking a service via phone this is an important feature to have.
By making your website mobile friendly, providing useful information that customers can find quickly, and being easily contactable are just some of the many ways your website can help you reach more customers.
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