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Anatomy of a Service Business Website That Grows Customer Trust [Infographic]

EJ B,

Apr 3, 2018 @ 4:00PM 4 minute read

Your website isn’t just a marketing tool, it’s also a relationship builder.

A site that stands out among the competition is one that clearly depicts a company visitors want to work with.

We’ve broken down the components of a service business website that not only help convert site visitors into clients but also reflect who you are and what you value. Each section is filled with tips on how to get your business found online, establish trust and introduce the personal elements about your business.


Infographic: What to Include in Your Service Business Website to Build Trust and Grow Your Business

1.Personal, professional branding

Branding is arguably the most important aspect of any site. Everything from the color and layout you choose to the site’s images and text offer visitors a first impression of your business. You want that impression to be professional and memorable.

What do you care about or do better than the competition? Use a logo and tagline that are memorable and unique to you.

Especially when people are shopping around for different services, offering more than the standard stock photography and generic list of services will help them remember and return to your site.

2. “About Us” section offering a real glimpse into company

Home owners want to know what it would be like to work specifically with you. In a survey about local business websites, 46% polled were more likely to trust a business that included an image of the business owner, so be sure to include images of yourself and your team.

3. A call to action linked to an online booking form

You want to make it as easy as possible for people to contact and book your services. Your primary contact information should be easy to find on your site. Encourage clients to contact you or book a cleaning with a strong call-to-action (CTA).

Make sure your CTA links to your online booking page. According to a recent survey, 70% of consumers prefer to book through a website, Yelp, or Facebook page, rather than on the phone. Using online booking is a way to make it easier for your customers to utilize your services. It shows that you care about their time and convenience.

4. Other convenient ways to contact you

Communication is one of the most important aspects in building a relationship between your business and a customer. While an online booking page is an important means of communicating with customers, it can’t be the only way. Even if 70% of consumers want to book online, that still leaves 30% who prefer other options. Make sure you have other contact info available and easy to find for folks who want to contact you directly.

To foster a happy relationship with your customers, don’t ignore the importance of providing a phone number or address where people can contact you directly or reach you immediately if there’s an emergency.

5. SEO optimization via your unique offerings

Building a great website is just the first step. Now you have to help people find it, and that’s where search engine optimization (SEO) comes in. The most important step is using the right keywords throughout your site that people search for when they’re looking for house cleaning services.

To find out what people are searching for in your area, search for house cleaning and the name of your local region. Google will offer other popular related searches. For instance, keywords for Denver would include prices, deep house cleaning, move out cleaning services, and apartment cleaning.

Next, identify the search terms that describe what your business is best at and make sure you have that information on your site.

Google search results example

Stand out (to both Google and to customers) by offering detailed descriptions about these terms. For instance, you don’t want to simply say you provide move out cleaning services. You want to explain why your move out cleaning services are unique.

6. Transparent testimonials & customer reviews

Adding testimonials from your current clients can do wonders to secure new bookings. Customers want to hear from other customers. For instance, one company, raised their online sales by 35% when they added reviews. And a survey about consumers searching for local businesses found that 84% of people trust online reviews as much as personal recommendations from people they know.

These online reviews shouldn’t just come from testimonials on your website. Customers expect to be able to find your company in business directories, such as Google My Business, Angie’s List and  Yelp. Having your business listed in these places offers legitimacy to your company, increases your site’s ranking in web searches, and shows a willingness to be transparent about your services.

Follow and respond to all reviews of your business. This shows that you’re willing to listen and communicate, two values that can go a long way to meeting the concerns of homeowners.

7. Warm invitation to new customers

Consider offering a new customer discount as a way of sending a warm welcome for folks to try out your business. This discount will pay off in long run. Most satisfied customers won’t balk at the price increase for continued service. American Express found that seven out of ten consumers will spend more on businesses that deliver exemplary services.

8. Resource hub for site visitors and existing customers

When you add a blog to your website, you turn it into a resource hub about your business and your areas of expertise. Blogs can help with SEO and branding and can help you show off the things you know best.

It can also add new value to long-standing customers. Especially when you offer online bookings, you’re already giving clients a reason to continue visiting your site. Reward them by adding current-customer-only special deals and promotions into your blog.

9. Add a personal touch to everything on your site

Make sure that your site’s history and values are listed either on the homepage or an “About Us” page. Anytime you add something new to your site — whether its a new offer or a new blog post — ask yourself if it sounds like you and reflects your values. It’s small personal touches that will truly make your site stand out to visitors.

Whether you have an existing site you’re looking to improve or building a new one from scratch, you can use these nine tips as a check-off list to ensure your site has everything customers are looking for.

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