When it comes to the type of industry that you’re in, there’s a great difference between retail, manufacturing and service. Your website needs to reflect these differences in the best way possible. The reason behind this is quite simple. You see, in the retail business (especially in 2020), your website would, more likely than not, be in the form of an e-store. Nonetheless, unless you’re providing online services, a business website of an enterprise belonging to the service industry will have two primary purposes – introductory and informative. With that in mind and without further ado, here are several tips on how you can build an impressive service business website.
Assume they’re there for the information
The first thing you want to do is assume that your audience is there for the sake of the information. You see, the figure that about 78 percent of all local mobile searches end up being offline sales can also be applied to the service industry. Maybe they’re there to see your contact information. On the other hand, maybe they’re just there to check out the range of services that you provide. Then again, Google My Business is not the only place that people will visit to check out your reputation. Who knows, maybe your audience wants to check what brands you’ve collaborated with in the past. So, if you assume that they’re there for the information, make sure to offer it to them in the place where they expect to see it.
Keep track of everything
When building a website, you need to make sure that it hits the mark. How do you do that? Well, it’s fairly simple, you just keep track of all the most relevant metrics and go from there. The simplest way to do so is to get your hands on an efficient digital marketing reporting software. The biggest mistake that you can make in this field is assuming that your work is ever done. What you should do is make a loop of implementing change, tracking the audience response and then leaving it as it is or making a change (depending on the kind of response that you get). As you can see, it’s a never-ending process.
Sometimes they just want advice
Even though you’re offering a service, there are a lot of people who merely want to ask for advice. Now, unless you’re offering an advisory service, this usually creates a counter-intuitive scenario in which you’re actively helping people in their DIY project, which means that they won’t actually need your services. So, should you do it? Absolutely. Like any professional, you don’t want to give up the most valuable industry secrets, nonetheless, you shouldn’t assume that every interested party is a potential client. If they just want advice, they just want advice and if they can’t get it from you, they’ll go someplace else. Why miss out on an opportunity to make a good impression?
Make a blog
Linking to a blog from your website is a natural continuation of what we’ve just talked about. There’s no better way to offer advice than to just put your thoughts out there and allow the interested parties to choose which of these guides, tutorials or list of tips they are interested in. Provided that you work in a field that consists of many different categories, you should find a way to make your blog reflect that. This, alongside with a search box, will make the navigation easier. Nonetheless, it is unlikely that the audience will type in keywords directly into the search box on your blog. More likely, they’ll look for answers on Google, which is one more reason why your SEO matters.
Fight for a top spot
As we’ve already hinted at. Even the best website is completely useless if there’s no one there to see it. This is why your first step needs to be improving the visibility of the website in question. Something that the majority of the online audience knows intuitively (even if they do not know the exact numbers) is the fact that 33 percent of all online searches end with the first result. By the second Google search page, the traffic falls by a staggering 95 percent. What does this mean for you? Well, mostly that your website needs a decent SEO strategy.
Eventually, you need to leave some room for the finesse. Does your website provide an online service? What’s the demographic of your average customers? What is the average conversion rate within the industry and is your market segmented? Once you combine the above-listed universal rules with these situational factors, you’ll create a truly impressive business website.
Jennifer Hahn Masterson is a senior business strategist, holding an MA degree in business communication. She is always doing her best to help her clients find their place in the ever so competitive business arena.