Hello! My name is Travis, and I built a million-dollar restoration company in 12 months by leveraging digital marketing. I have been in the SEO industry since 2012 and have helped hundreds of companies create explosive growth.
Enough about me; let’s get to it.
A Guide to Best Practices in Web Design for Restoration Websites
In today’s world, having a high-performing restoration website that is user-friendly, attractive, and informative is essential.
In this guide, we’ll discuss how you can use a beautiful website and Conversion Rate Optimization (CRO) to turn casual clicks into serious leads for your business.
Evaluating Your Current Website
Just like you must revisit your methodology for damage restoration regularly, you must do the same for your website. What worked last year might not be so helpful now; you might also find that as local demographics change, so do the needs of your consumers.
When performing a website audit for your business, you should consider some of these key components:
- Traffic: how many people are visiting your site in a given period?
- Bounce rate: How many users look at a single page and then leave?
- Conversion rate: How many users click to send a request for your services? 10% is pretty good, while 15% to 20% is awesome.
If you’ve got low traffic, a high bounce rate, and are receiving very few conversions, the problem isn’t your services – it’s your website.
Core Web Design Principles for Restoration Companies
What’s a great website for a restoration business look like? There are five key components to having a beautiful, highly effective website.
Responsive design: Google prefers mobile-friendly websites; responsive design also greatly improves usability. View your website from multiple devices to see it displays correctly everywhere.
User experience: Easy navigation, high load speed, and easy-to-read copy keep visitors exploring your website.
Aesthetics: Prospective clients should feel reassured and comforted by your website: this means an attractive yet professional design.
Relevant content: High-quality content assures potential customers (and Google) that your business is legit. Focus on the essentials, such as whether you’ll bill directly to their insurance agent.
A clear call to action (CTA): Explain to users exactly what you want them to do and why. Make it easy to contact you directly from every page on your site.
The Importance of Local SEO
In a nutshell, Local SEO is about optimizing your page to be very clearly associated with your given service area. This is essential for a restoration website; local businesses must generate leads from local users, not those hundreds of miles away.
Our water damage SEO guide includes invaluable resources for creating a lean, mean, lead-generating machine from your website.
Conversion Rate Optimization (CRO) Basics
Conversion Rate Optimization is about getting people to perform a desired action on your website; typically, this will be about filling out a contact form to get an estimate.
Some key elements impact conversion rates for restoration companies, which you should strive to include wherever possible.
- Create clear calls to action: Direct users where to click or what to do.
- Develop specialized landing pages: Make a landing page for each service your business provides; you may also want one for each major town in your service area.
- Provide clickable forms: Create online forms for users to contact your business rather than making them pick up the phone or find your email address.
Analyzing User Behavior for CRO
If you want to convert visitors into customers, you need to understand how they use your website, as this will help immensely with your water damage restoration SEO.
Google Analytics is the most common tool to track user behavior; it’s incredibly comprehensive and will vastly improve your conversion rates if used correctly. Google has a free Google Analytics course that will help you get familiar with this tool.
Website Maintenance and Updates
You need to regularly reassess your restoration website to ensure it’s still beating out the competition. This includes cleaning up broken links, adding more information, and, most importantly, checking that your website is secure. After all, you’re gathering contact information from potential clients: you must keep their data safe.
If you’ve found that your conversion rates are dropping, it might be time for a website redesign; we’re happy to assist through our restoration SEO services.
Partnering with a Web Development and CRO Expert
Working with a professional designer on CRO for your restoration company’s website can rocket you to the top of search engine rankings – if you choose the right expert.
When selecting a design team, ask for an example of a website they’ve worked on in the restoration industry. Examine the sites of your closest competitors to see what they’re doing, and ensure that you’re hitting all the same points they do.
Be sure to put the overall cost, timeline, and delivery date into your redesign contract so everyone’s on the same page.
Conclusion
When marketing your business, you must create a well-designed, optimized website that fully describes your work.
Remember that SEO is an ever-evolving project, not a one-and-done deal and that you should rely on hard statistics to see when it’s time for a website redesign.
Whether you are starting a new water, fire, and mold mitigation business or trying to grow an existing one aggressively, a website redesign combined with a strong traffic generation strategy can help businesses tremendously.
Resources
- Water Damage SEO Guide
- Fire Damage Lead Generation Guide
- How To Start A Restoration Business
- Restoration SEO Services
