The latest figures show that 86% of people looking for local services like plumbers and heating engineers now do so online. The Internet has reportedly replaced Yellow Pages as the first place many UK domestic and commercial clients head to for their tradesmen and their number one destination is Google.
Having a high visibility website can be very profitable for self-employed installers as it can for large companies, and we?re finding that even many word of mouth customers now expect to see a professional website before calling. So why then, are many plumbers and heating engineers still not being found online? And even worse ? many of the tradesmen I speak to that do already have websites find them to be underperforming.
In my work with over 50 tradesmen, here are the five steps to attracting new jobs from the Internet:
Get a decent website
There is a misconception that all websites are much of a muchness and it doesn?t really matter what the website is like, as long as it?s there. Unfortunately this couldn?t be further from the truth. The good news is that the best websites aren?t always the most expensive as many web design companies completely over-specify what is required because they don?t understand the needs of the plumber or heating engineer. The best tradesman?s website is simple, easy to navigate and answers all the potential customer?s objections; namely ?am I going to get ripped off?? and ?does this person look like they know what they?re doing??
By far the most common mistake is to make the site look and sound generic. Unfortunately most plumbing and heating websites lack any sense of the person behind the business and use generic pictures of taps dripping, flames, smiling American families and professional photos of jobs that clearly the tradesman behind the site had absolutely nothing to do with. Potential customers visiting this site get absolutely no idea if this person is genuine because the site is essentially interchangeable. This leads nicely into step 2?
Make it personal
People like to buy from people and the most effective plumbing and heating sites are friendly and personal in nature. No matter how big or small the company, a picture of the person or people behind it shows website visitors that here is someone who isn?t afraid to put their face to the business. The text on the site should be written in a professional but personal and friendly way and avoid being too long or boring. People are impatient online so it?s important to give them the information they need in a clear and easy to navigate way. Landline and mobile numbers tend to be more successful than freephone numbers for the same reason ? because it?s obvious they belong to a person rather than a call centre.
Another important part of your website is customer testimonials. The truth is that what your past customers say about you is ten times more believable than what you might say about yourself. Having testimonials from real customers is a very powerful tool online and the good news is that it doesn?t have to be hassle for you. For example, our tradesmen websites allow customers to log on and leave their own testimonials so you don?t have to get bogged down chasing and collecting them yourself.
Get found where people are looking
With 90% of UK Internet searchers using Google, it?s absolutely crucial that you are showing up on the first page when people search for a plumber or heating installer in your area. The vast majority of plumbers? websites are totally invisible online and as a result it?s no surprise they are doing nothing for their owners. So how do you get your site showing up? There are three main ways:
- Advertising. Unlike Yellow Pages, to advertise on Google you pay ?per click?. Every time somebody clicks on your ad, you are charged an amount you decide. Essentially the more you are willing to bid, the higher up you will be shown. This can get expensive in some areas however, particularly in London where first page listings can cost up to ?12 per click!
- ?Organic? Listings. These are the regular Google results and require SEO or Search Engine Optimisation. The details of Search Engine Optimisation are beyond the scope of this article but it is essentially promotion of your website on the internet to make it look popular to Google, which then rewards it with higher ranking. This tends to be the most profitable method for you in the long run, though finding a company to do it can be a minefield (see free DVD for tips).
- Maps listings. The third way to show up on the front page of Google is through Google maps listings. Some plumbers already have listings on Google maps but without optimising these listings, adding pictures and personal text etc they usually under perform.
The best approach is to use a combination of all three. It?s worth being cautious, however: because there is widespread lack of understanding about the technicalities of Google listings, many less-than-reputable companies target tradesmen and will try to sell various ?Google services? through cold calling. If in doubt, ask to speak to one of their other clients and never sign a contract. If it?s not working for you, you should be free to leave at any time. Finally, Google themselves will never call trying to sell you advertising; it?s just simply something they don?t do. If someone phones claiming to be from Google and tries to sell you advertising, run a mile!
Don?t be afraid to stand out
One of the reasons consumers love the Internet so much is the variety and choice on offer, with different options just a click away. This is both a blessing and a curse though! The most successful tradesmen online have identified something, however small, that makes them stand out from the crowd. One plumber and heating engineer I worked with recently decided to offer a fixed price service, mostly focussing on smaller jobs. He chose to publish his prices on the website, which is a bold move but one that appeals to customers reassured by the openness and clarity of his offering. Within two hours of his website going live he had already got his first job from it. Another client decided to focus purely on bathroom installations, so we branded him as a bathroom specialist and he now targets the larger bathroom jobs and works for customers who appreciate knowing a specialist is doing the work.
Be accessible
One of the main failings of many plumbing websites is not allowing visitors to get in touch through a contact form or by email. Many tradesmen aren?t used to communicating by email and so assume there is no need for it, but we?re seeing an increasing number of consumers who prefer email communication either because it allows them to get in touch at any time of day or night or because they?re not confident talking on the phone about things they don?t understand (like their boilers, for example).
This doesn?t mean that you have to be chained to your computer all day, but having an email address on your website and checking it at least once a day can be profitable and mean that you are getting jobs your competitors aren?t because they don?t respond.
Another great reason to offer an email address is if you find it difficult to always answer the phone. Some of my tradesman clients are nigh on impossible to get hold of by phone during the day, and potential customers are unlikely to spend much time retrying when another plumber is literally just a click away. Offering them an email address or letting them leave you an email message through the website can be a good alternative.
Whether or not you already have a website, the Internet will continue to be the first place people go to look for their tradesmen. Will they find you?
To claim a FREE copy of his 40-minute DVD ?A Plumbing and Heating Engineer?s Guide to Getting Work from the Internet? with real life examples and simple next steps to get your business online, simply text ?PHPI DVD? and your name and address to 07912 303876.
Source: http://phpionline.co.uk/articles/making-most-internet
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