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.
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.
In the B2B manufacturing industry, it’s often difficult to generate new leads. Many companies have worked with the same clients for decades, and while they could use new customers, are unsure of how to go about it. As you may have guessed, the internet and your website play a big part. Today, your website is your greatest tool to create business. When used effectively, it can act as your own virtual sales rep, catching leads 24/7. But to do that, you have to optimize your website to become that perfect lead generation machine you’re looking for.
First, let’s talk about what we mean when we say digital lead:
A digital or online lead is a person who is interested in obtaining your B2B manufacturing company’s product or service. These leads are people who come to your website, read your content, and decide to contact you for more information. Specific to B2B leads, these people are often near to making their purchase decision, have an idea of the size of their purchase, and already have a budget allocated.
You get leads when a site visitor fills out a contact information form, with their name, email address, and maybe a little bit more of their personal information, in exchange for more information, or subscription to your newsletters or email. Once you have those leads, you can focus on nurturing them, through targeted content, until they finally make their purchasing decision.
But how can you get more leads?
There are two things that affect how many leads your B2B manufacturing website generates. The first is overall site traffic, so the amount of people who are coming to, and viewing your site. This includes anyone who looks at your website, whether they’re coming from Google or Facebook.
The second is your conversion rate. This is the percentage of people that come to your site as viewers, and then convert to a lead. For example, if 100 people visit your site, and 2 of those 100 people fill out a contact information form, your conversion rate is 2%.
Typical B2B industry conversion rates span between 2-6%. If you don’t know your conversion rate, or if yours is way below those numbers, don’t worry! We’re going to tell you how to bump them up.
Here’s how to increase both your site traffic and your conversion rate:
Upgrade your website
If you’re like most B2B manufacturers, you probably started your foray into the internet wilderness with a website that basically functions as a brochure for your company. It probably doesn’t have a ton of pages, it doesn’t have a lot of information, and other than your phone number and maybe an email address, there isn’t any other way for potential clients to contact you. While it’s good that you at least have some online presence, this website isn’t doing any work for you.
Your first step to more traffic is to create a website that looks beautiful, is user friendly, interactive, and mobile friendly. It should offer your potential customers the information they’re looking for, with a content-centric design. An old, outdated website is one of the first things that turns potential customers away, so with your new web design, you’ll start seeing a boost in traffic just because it looks more modern. An upgraded website is also a good way to bump your ranking on Google. Google likes websites that are regularly updated, and the more content you have, the better you’ll rank for relevant keywords. The higher you rank on Google, the more traffic you’ll get.
Start a blog
Once you have a new, modern, user-friendly website, it’s time to start a blog. While this sounds pretty intimidating at first, it’s actually one of the easiest things you can do to increase your site traffic. All you have to do is think of questions your clients ask you regularly, and answer those questions in a blog post. Do your best to write posts that address specific pain points of your B2B manufacturing clients in a clear and thorough way.
Additionally, make sure to incorporate SEO tactics into your blog writing process. Your best bet here is to focus each blog post around one keyword. Then, include that keyword into the blog in a way that seems natural. Google has gotten pretty advanced in the past few years, so it’s likely to recognize synonyms, meaning you don’t have to stuff the same exact word or phrase into one blog post 50 times to rank for that keyword.
The 80/20 rule
If you want to increase your traffic and keep people coming back for your awesome information, there’s one content rule you really need to know about: the 80/20 rule. Your blog content should be 80% informational–content that answers client’s questions, and gives them relevant information they can use–and 20% promotional–content that has to do with your company specifically, whether that’s talking about awards you’ve gotten, or just detailing the services you provide.
While this might seem like an extreme ratio, if you look at your blog from a customer’s perspective, it is necessary. While you are trying to sell, no customer wants to read pages of marketing jargon that just talks about how great your company is. That type of content won’t draw in more traffic, and it won’t help you boost lead generation. Use it once in awhile, when you really have something great to say, but make sure it takes the backseat to content that’s actually useful to your target audience.
A lot of B2B manufacturers don’t use social media accounts because they don’t think it’s a legitimate way to market their product. They are wrong. If you think about it, almost everyone you know has some social media account, whether it’s Facebook, LinkedIn, or Twitter. And since these social media platforms are so good at targeting ads and content to specific demographics, it’s very easy to get your name in front of the right people. Simply by participating in the conversations that other industry leaders and potential customers are already having on Facebook, LinkedIn, and Twitter, you extend your online reach. The more people that see your ads, and read your helpful content, the more pathways you create for potential clients to navigate to your site.
Boost your conversion rate:
Place more calls-to-action
Another major part of lead generation is how many of your site viewers actually convert to leads. If you want a website that functions as a lead generation machine, then you have to have a good conversion rate. And if you want a good conversion rate, you need calls-to-action. The most important point is that they need to be everywhere.
“Request a Quote” and “Learn More Now” buttons make it easy for potential clients to reach out to you, and they boost your conversion rate. Place them at the end of your blog posts, in the top and middle of relevant pages, and anywhere else you can think of. Sometimes, clients may not be sure if they need help or not. If they’re on the fence, oftentimes an easy call to action button is just motivation they need to request more information. Most simply, the more opportunities your site viewers have to convert, the more leads you’re going to get.
Add gated content
Going along with that last point, gated content is another great way to offer more conversion opportunities. Gated content is highly relevant, informational content that site viewers can access for free, after they give you a little bit of their basic contact information. So, say you had a great ebook about “how to choose the right metal finish for auto bumpers.” This is really useful content for a potential auto manufacturing client. Since they want that information, and they can get it for free, they’re usually willing to put in an email address and phone number to gain access. Then you both win:
You get their contact information and they get the content they needed for free. This is a great way to draw in leads who aren’t as far along in the buyer’s cycle. Then, through your lead nurturing emails and newsletters, you can maintain contact until they’re ready to buy from you. This is a great way to boost your conversion rates, because it offers another conversion form, but it targets a different type of lead. The more gated content offers you have, the greater your potential to capture leads in all stages of the buyer’s cycle.
One of the best ways to boost your conversion rate is to consistently A/B test your Calls to Action, and your landing pages. For instance, do you get more conversions when your buttons are blue or orange? Are people more likely to fill out a contact form if you don’t ask for a phone number? A/B testing will give you insightful data that helps answer these questions, which you can then implement to optimize your site. As long as you have access to your site’s analytics and metrics, you can go ahead and monitor what these small changes do to your conversion rate. A few tips:
Make sure to only change one thing at a time. If you change the color of a button as well as the script, you have no way of knowing which change is actually driving your conversion boost.
Your testing should be controlled. If you tested a blue button for a week – Monday through Sunday – you should give an orange button the exact same testing time frame before you compare results. Site traffic can vary widely by day and time. If you test one color on Monday and Tuesday, and then a different color on Saturday and Sunday, it’s possible that the changes you see are more a result of the different days’ traffic levels than the different color button. People are more likely to look at your website on a weekday than on the weekends, so just measuring the success of one button on the weekday and a different button on the weekend won’t provide you with accurate results.
Other Lead Generation Considerations:
Know your metrics
The best way to keep track of how your website is performing, and how many lead opportunities you’re getting is to stay informed about your site’s metrics. You need to monitor them regularly, at least once a week, if not every day. This how you find out what’s working and what’s not, and how you know which adjustments to make.
Site analytics will also tell you where your leads are coming from. Whether traffic is coming to your site from Facebook, Linkedin, or even a paid ad, you need to know. This will help you optimize your paid ad campaigns and your social media strategies to get the most traffic, and thus leads, as possible.
Develop a plan
The absolute best thing you can do to turn your B2B manufacturing website into a consistent lead generation machine is to make a plan. It’s easy to start something, and then forget about it if you don’t have a schedule with deadlines and attainable goals. By creating a plan that outlines how much content you need per week or month, that states your monthly or weekly lead generation goals, and that reminds you to check your analytics and metrics regularly, it’s much harder to fall off the wagon. When you have goals and deadlines to meet, you’re more likely to implement positive changes, and keep working at them to continue to optimize your website’s lead generation potential.
If you have more questions about increasing your B2B manufacturing website’s lead generation potential, make sure to get in touch.
If you’re looking for more information about boosting your online presence, and drawing in more site traffic, check out our B2B Manufacturing Inbound Marketing Guide. In it, you’ll find all kinds of tips and tricks to optimize your site and your marketing strategy!
We’ve worked with a lot of B2B clients, and one thing we’ve noticed many companies seem to have in common is an old, outdated website.
We get it. As a B2B manufacturer, your website is probably your last priority. You needed it when the whole world went to the web, and since then you haven’t made many changes to it. A lot of B2B manufacturers don’t see the point, as you can’t physically sell your product online anyway; a salesperson has to handle any client, so what could a fancy website do for you that your sales team doesn’t already?
Well, that would all be fine, except for two things: 1). Technology moves so quickly that your website, once new and cutting edge, has probably fallen far behind the rest of the competition. 2). With the rise of the internet, buyer habits have changed, making your website the first thing any potential client looks at.
What we’re getting at here, is that a website redesign is inevitable if you want to stay current and generate leads. That’s why we put together this B2B Manufacturing Website Design Guide: so you have an easy reference point when you do decide it’s time to upgrade.
A complete redesign might sound daunting, but this Website Design guide will help you determine what exactly you should integrate into a new site, and how it will help you in the long run.
You’ll be able to figure out exactly what practices you need to implement to put your website back at the top. The website design guide will make it easy for you to redesign your website in a way that helps you stand out as a leader of the industry, and generates leads.
You can download the guide now, or keep reading to see if an upgrade is something your B2B manufacturing company actually needs.
Not sure if an upgrade is really worth it?
Let’s just see if any of the following sound like your current website:
It’s Not Mobile Responsive: Your current website doesn’t accommodate mobile viewers. It’s big bulky, takes a long time to load, and doesn’t resize for phone or tablet screens.
Has Too Much Copy: Got a lot of words and not a lot of pictures? That’s an issue. If your home page is one giant square covered in all kinds of content in small font, you’re looking at an upgrade.
Doesn’t Reflect Your Brand: If you haven’t updated your site in at least 5 years, chances are it’s not reflecting your company’s vision or goals. 5 years is eons in the digital world. Your company has probably grown and made changes over those 5 years, and so should your website. You want your site to be an accurate depiction of the quality work you do, and the vision you have for your company. An old website is more than just outdated, it looks unprofessional and sloppy too.
Bad Imagery: Still using stock photos? Maybe don’t. Customers can spot stock photos from a mile away, and they take away from your authority and credibility. If you are using stock photos, they should at the very least be eye-catching and high resolution. No blurry pictures allowed.
Talks Only About You: If your website does nothing but regale your customers with stories of your overall greatness, you need an update. Online clients don’t care why you’re the best at what you do, they just want to know what, specifically, you can do for them.
If any of the above sound like your website, if it’s big, slow to load, and just not user-friendly, it’s time to upgrade. Your B2B manufacturing website is your biggest lead generating tool; you don’t want it to just sit on the internet and take up space.
A website redesign might sound like an impossible and lengthy task, but it really doesn’t have to be. While it might take you a minute to find someone to work on it for you, the money you spend redesigning your website will be pennies compared to the leads you’ll generate with a current, modern, and user-friendly website optimized for the web.
There are a few things a B2B manufacturing website has to have to generate leads, but once you implement those, you’ll have a functional website that puts you light-years ahead of the competition, and shows off your company as it really is: an ahead-of-the-curve industry leader.