If you’re a home services provider, your services are what’s important, and visitors to your site will want to know exactly what you do and how you do it. What’s more, service pages dedicated to relevant keywords help you rank well on organic Google search results. That’s why it’s so important to write engaging service pages for your website. But how do you write service pages that will get customers’ attention?
An effective service page does four things: defines the service, demonstrates the value of the service, explains your process, and explains how your company is unique in how that service is provided. In order to do those four things, you need to know who you’re writing to and how the service will benefit this person. If you own a landscaping company and one of your services is lawn mowing, one of your audiences may be working homeowners. Your service can benefit them by ensuring that their lawn is cut every week and looks great, but another benefit is that it saves them time.
How Do You Stand Out From the Crowd?
When it comes to how your service differs from that of the competition, thinking about your audience is crucial. If we continue with the mowing example, maybe you differ from the competition because you allow clients to choose the date and time their lawn is mowed, which provides them with the benefit of scheduling for a time when they’re at work, so that you’re not in each others’ way, and they’re not being awoken early by mowers on a weekend (it’s the worst).
Explain What your Service Is, and How You Do It
Defining the service and your process is also crucial. While lawn mowing might seem self-explanatory, there are still some things people will need to know about how you do it. Do you use riding mowers or push mowers? Are they zero-turn mowers? Is weed-whacking included? How often will you mow? If it storms during a regular mow time, how will the mow be rescheduled? All of these questions are things your service page can address. If your clients can get the answers to their questions on your site, that’s less fielding questions and answering the phone for you, and the more confidence your clients will have in your services.
Once you’ve considered all of these things, you’ll have compelling content for your service pages, content that will answer your potential customers’ questions and inspire them to pick up the phone and give you a call. Not only that, well-written service pages will help your site’s SEO, which will help you get found by other potential clients.
As a contractor, you don’t have a ton of time. Between juggling different subcontractors, lining up your next projects, and putting out fires that come up unexpectedly, you’ve got a lot on your plate. Your schedule doesn’t leave a lot of time for marketing, which can mean you’re often forced to take on jobs that aren’t exactly what you’re looking to do, just to keep your schedule full. If you’re looking for a way to start breaking into another market, whether that’s commercial residences like apartment complexes or a higher class of electrical contracting, the absolute first thing you need to do is define your target market.
If you’ve been bouncing around from job to job, and none of them really seem all that similar, you’re working too hard to get jobs you don’t actually want. It’s time to sit down and define your target market, so you can work smarter, not harder, to get higher-paying jobs that you legitimately would like to work on.
Why Know Your Target Market?
Knowing your target market is the first step to marketing your company in a way that’s smart, cost-effective, and that will provide massive ROI in the long run. If you’d like to have the power to pick and choose jobs that are best for you, rather than just best for your schedule, you need to define your target market. It’ll take a little bit of research on your part, but it’s actually a pretty easy thing to do, and one that will set you apart from other contractors to get you the jobs you legitimately want.
Defining Your Target Market:
The first thing you need to figure out is who you’re catering to now. What jobs do you take on the most often, and what commonalities do those jobs have? Then, figure out what market you’d like to work in. Sometimes, they’re similar. For example, if you typically take on smaller projects like commercial apartment renovations, but you want to start building apartment complexes from scratch, that’s not a huge leap to make. It’s just a matter of defining where it is in the market you’d like to work.
Research Primary Points of Contact
Once you’ve figured out where you want to take your business, it’s time to research your primary points of contact. Start with the market you’re already working in. Who do you most often talk with? This isn’t always a decision-maker, but the person put in charge of finding a contractor for a project. Whether this is a project manager or one of the decision-makers’ assistants, these are the people who first reach out to you for a job. It’s important that you figure out as much as you possibly can about these people, from how old they are to the salary they make to how many kids they have.
This way, you can develop what we call a buyer persona, to help better understand who these people are and what their pain points are when it comes to their professional lives. The idea is to develop three or four buyer personas that give you a window into the lives of the people you most often deal with. Check out this blog about buyer personas for a lengthier description on how to develop your own. Then, you can address their pain points and create content and emails that solve those issues for them. Once you’ve collected a great deal of information for those contacts in your current market, and you’ve got a few solid buyer personas going, start to do the same for primary points of contact in your goal target market.
While it’s important to develop personas for the people you most often contact, you’ll also need to understand the decision-makers. Though you won’t deal with these people directly as often, they’re the ones giving your primary points of contact the go-ahead to sign with you, and they’re the ones you ultimately need to convince. After you’ve established buyer personas for your primary points of contact, do the same sort of research on those decision-makers. Understand what they’re looking for in a contractor, and what problems they most often run into, so you can develop your company to solve those issues. The better you understand the decision-makers in your industry, the better you’ll be able to cater your services to them and their unique needs, goals, and pain points.
Once you’ve made up your buyer personas, it’s time to take a good, hard look at the information you’ve collected. What are the pain points that all personas share? What are some ways that your contracting company speaks to those pain points? You provide a unique service that functions to make their lives easier, but how can you translate those services into a language that’s easy for those contacts and decision-makers to understand? Take a minute to look over the research you’ve done, and the personas you’ve created to figure out how best to use this information to your benefit.
Develop content for each target buyer persona
Finally, after you’ve done the research, analyzed the information, and know where to go, it’s time to develop content that speaks to each of those target buyer personas you’ve developed. From your research, you likely know that each persona has different needs and goals when they’re looking for a contractor, and you can write and share content that speaks to each one of them individually.
Take care to start small. When you’re first working on defining your target market, start with just three of the most relevant buyer personas. Develop content that is rich and useful to those three personas, and watch to see how that content affects your business. This gives you a solid platform to build from, and once you’ve perfected the content for those three personas, you can branch out into some of the other target personas you’ve identified in your research.
Define Target Market, Boost ROI
When it comes to marketing your contracting services, it’s a lot easier to market to a specific group of people than it is to market to the vast population on the internet. By defining your target market, and the buyer personas within that target market, you’ll be able to generate qualified leads much more efficiently, and at a lower cost to you. Once you’ve implemented the basic buyer personas, and have started to develop content around each of them, you’ll find it’s much easier, and less time consuming to market in a way that truly generates the leads you want.
That said, we know defining a target market and building out buyer personas isn’t always easy. If you’re looking for a bit of help on your digital marketing strategy, or aren’t sure where to start when it comes to defining your target market, don’t hesitate to get in touch with Evenbound. We’re experts at developing buyer personas, and we have a knack for unearthing valuable target markets that can place your contracting company exactly where you’d like to be. Feel free to set up a no-obligation consultation with our President, John Heritage, to see how we can help.
Whitmore Homes is a local, family owned custom home building company dedicated to creating one-of-a-kind homes that perfectly suit their client’s lifestyle and design tastes. Whitmore Homes makes an effort to truly understand what their clients are looking for, and they pride themselves on keeping open, clear lines of communication with their clients throughout the building process, to ensure the end product is precisely what the client was looking for. Whitmore Homes is a prominent, high-end custom home builder in West Michigan, and needed a way to set themselves apart from the competition.
The Challenge of Qualified Leads
Whitmore Homes had a goal of increasing sales, but as is the case for most high-end home builders, not just any lead is the right fit. Whitmore Homes wanted to increase their number of qualified leads so they could build at a higher price-point that suited their place in the market. They needed to increase their overall traffic to draw in qualified leads that fit their business model. To do that, they not only needed an effective digital marketing strategy, they also needed a platform where they could bring those leads in.
Evenbound took on the Whitmore Homes digital marketing project, and as we built them a new, responsive, and attractive website that is snappy and user friendly, we also applied our unique digital marketing strategy, tailored specifically to Whitmore Homes’ goals. Following the implementation of our new web design and superior digital marketing methods strategically developed for custom home builders, Whitmore Homes has seen exceptional results.
Results that Deliver Sales
In our first year with Whitmore Homes, we’ve delivered more than 1,000 visitors to the new site every month. What’s more, we produced exactly the sort of sales leads Whitmore Homes was looking for—353 of them—to be exact, this year alone. That’s more than one qualified sales lead every single business day. Whitmore Homes has also seen a massive bump in their conversion rate and organic traffic arriving to their site, but the figure that most stands out as proof of Evenbound’s ability to provide the results our clients are looking for is that high number of sales leads.
Evenbound has cracked the code to marketing high-end home builders. Our strategy, when tailored specifically to the unique goals of home builders and developers, is guaranteed to draw in qualified traffic and boost sales. To see how the Evenbound strategy could work for your home building company, download the case study below, or schedule your own one-on-one consultation for a personalized plan.
Today’s home buyer is skeptical. They know there are a number of builders out there looking to make a quick dime, and they won’t even consider talking to anyone before they’ve done a great deal of research. They’re looking for a home builder who understands the type of home they want to build, and one they can trust to get the job done in an honest way. If you’re a home builder in today’s market, you’ll have noticed that it takes a bit longer to get clients on board, and you’re probably looking for ways you can close sales more quickly. One of the absolute best ways to ensure your home building company stands out from the competition is to include video testimonials.
Why Video Testimonials?
Video testimonials offer the highest level of social proof to skeptical home buyers. Not only do they serve as a great way to get positive content up about your building abilities, but they also prove that the quality service you talk about on your website is a genuine benefit of working with you. It’s a way of providing word of mouth referrals in a digital age.
Video testimonials give your company authority and credibility. Any home builder can say that they offer superior communication, and strive to build the dream homes that each of their clients are looking for. By providing video testimonials, you’re proving that your company really is that great by offering a credible third-party review to your potential clients. Video testimonials function just like the online reviews you see on Amazon, but better. If you were purchasing a new blender on Amazon, it’s likely that you’d select a few promising options, and then compare the reviews for each model.
That’s exactly how video testimonials work, but the interesting thing about video testimonials is that they’re irrefutable. Some consumers are still wary of written testimonials because, in reality, anyone could have written them. Video testimonials are much harder to fake, which makes them all that more credible. They’re especially useful for home builders because choosing to build a new home is a major investment. New homeowners are going to want all the proof they can get that your company is legitimate and honest before they even consider calling up your sales department.
How to Get Video Testimonials
It’s actually surprisingly easy to get video testimonials for home builders. If you think about it, you’ve worked closely with a homeowner for months while their home was under construction. You know the homeowners well, and you’ve provided them with the space they’ll call home for decades. Most previous clients will be comfortable talking to you, since they know you well, and as long as they’re satisfied with their home, most of them will be happy to provide a video testimonial.
To get video testimonials from previous clients, all you really need to do is ask. Think of the projects you’re most proud of, and the homes you know your clients love. Then ask if they’d be willing to help your company out by offering a short video testimonial.
It’s a good idea to encourage those giving testimonials to talk about the entire process. You want to leave the testimonial up to the client as much as possible because it should be authentic, but if they ask for a little direction, make it clear that they can talk about the process as a whole. How was it like to work with you through the building process, and of course, how did they feel about the end product? Consumers love a story, and the more information they can get on how your home building company functions throughout the process, the better.
Add Progress Photos
Your video testimonials can be relatively informal if you like, but it’s also helpful to consider putting together images of the end product and adding them into the video. This way, potential clients watching your testimonial videos can see and hear from the client but also see visual proof of the work you did for that client. It’s a great way to add another layer of authenticity and showcase the beautiful craftsmanship your company is known for.
Feature a Number of Testimonials
Be sure to feature testimonials that are relevant to each target persona. Whether you often work with doctors, wealthy stay-at-home moms, or new couples looking for that first home together, be sure to collect video testimonial from clients who fit into each of your target personas. The more testimonials you have, the better. If you start getting more testimonials than you know what to do with, make a separate page on your website that’s dedicated to testimonials. You can still feature individual videos on other pages, but it’s helpful to have a spot that’s easy to find for those potential clients looking to hear from past clients.
Where Do I Put My Video Testimonials?
Once you have a few video testimonials put together, don’t be afraid to share them anywhere and everywhere. Definitely put them on your website, consider featuring them on your blog, and share them on your social media accounts. Don’t flood every channel of your digital platform with video testimonials all at once, but consider sprinkling those testimonials in anywhere it seems relevant, in a way that’s not aggressive.
For example, you don’t want every single Facebook post you make this month to be a video testimonial, but you might consider posting one new video each week. You won’t want to have 15 testimonials on your homepage, but you could feature one or two in convenient locations, and link to the rest if potential clients want to learn more. It’s also worth considering embedding a video in your regular email newsletter. The testimonial shouldn’t be front and center, and it shouldn’t overshadow whatever helpful content you’re providing in the newsletter, but it’s a good idea to include a testimonial at the end of the email, where people are sure to see it after they’ve gotten through your helpful content.
Use Video Testimonials to Shorten Sales Cycle
If you’re a home builder looking to boost leads and shorten the sales cycle, video testimonials are one great way to do it. They offer credibility and authenticity to your home building company, and they help assuage the worries of skeptical consumers. While video testimonials alone can’t get you more sales, they’re an integral part of a comprehensive, effective digital marketing strategy for any quality home builder. If you’ve got more questions about growing your company’s online presence, or you’d like to professionally implement video testimonials to your website, get in touch.