Is Your Website Actively Losing You Service Calls?

In the fast-paced world of today, your website is often the first and sometimes only time a possible client sees you.  This is your online store, your best salesperson, and your brand advocate all in one.  If it's not working at its best, it could be actively turning away the very customers you’re trying to attract.  It’s a silent business problem that many owners don't even realize is happening.  Look at what your website might be doing wrong and how you can fix it to make it a money-making machine.

First Impressions Matter: The Digital Handshake

Everyone knows that you only get one chance to make a good first impression.  When you're online, that window of chance is incredibly small—we're talking seconds here.  People who might become customers are quick to judge your site as soon as they arrive.  Are you sure that this site is professional and safe?  Can I get a sense of this company right away and see if they can help me?

A website that looks old, has bad images, or is hard to navigate gives a subconscious message right away: if they don't care about their own website, will they care about the quality of their work?  What a terrible first image for a service that depends so much on technical accuracy, safety, and dependability.  Possible clients will just feel uncomfortable or annoyed and leave.  One click of the "back" button means a missed service call, a missed job, and lost money.  The way you build your website is more than just how it looks; it shows how professional and careful your business is.

Are You Making Potential Clients Work Too Hard?

Every bit of trouble makes it more likely that they will give up and try the rival.  Think about what you can do for people.  Let's say a property manager needs a price quickly for lift phone installation in a number of buildings she is responsible for.  People will leave your site right away if they can't see a big "Request a Quote" button or a clear phone number on the home page.  Your contact information should be easy to see in the header, the bottom, and on a page called "contact."  

They don't want to go on an online treasure hunt to find your phone number or have to fill out a really tough contact form.  Your contact forms shouldn't ask for anything more than the most basic information to get the conversation going.  From visiting your website to getting in touch with you, the process must be as easy and natural as possible.  People will leave your site quickly if they have to click through three pages to find a phone number or fill out a form that asks for personal information. To get a possible customer to buy from you, you need to get rid of everything that could stand in their way.

Your Website Should Be Your Hardest-Working Employee

These days, a website should be a lot more than just a basic online brochure.  It should be a live, changing tool that helps your business all the time.  Without you having to do anything, it can screen leads, answer common questions, and direct people to the exact service they need.  If all your website has is a list of services and a phone number, you're missing out on a big chance to make your business run more smoothly and give your customers a better experience that makes you stand out from the rest.

The good news is that it has never been easier to turn a website that doesn't do anything into one that does.  The technology that makes website platforms work has changed a lot over the years.  For example, with powerful Wix integrations, you can add a huge amount of functionality that will directly lead to more service calls.  You can include a live booking calendar that lets clients set up a site survey right away, so there's no need for emails back and forth.  You can add live chat so you can answer a possible customer's question right away, while their interest is still high.  You could even make a thorough Frequently Asked Questions (FAQ) page that answers common questions about compliance, installation times, and maintenance. This would show that you know what you're talking about and gain trust before you even speak.  You should think of your website as an employee that never sleeps—a resource, a guide, and a way to get things done.

What Your Website Says When You're Not Looking

Besides the clear problems with design and contact, your website is always sending out small messages that can either increase trust or decrease it.  A big part of getting a service call is making the customer sure that you are the best choice.  If a website doesn't have project galleries or testimonials, it's losing out on a great chance to show social proof.  Photos of your clean work and good reviews from other clients might be all a possible client needs to pick up the phone and call you.

Mobile-friendliness is another important factor.  People will already find your website annoying if they have to pinch and zoom to read the text or click on tiny buttons.  Another quiet killer of leads is a website that takes a long time to load.  A big chunk of users will give up after every extra second that a page takes to load.  There is a feeling of professionalism and trustworthiness that makes a visitor want to take the next step and become a customer. These factors include social proof, mobile performance, and speed.

Turning Clicks into Customers

One of the most important things your service business has is its website.  Putting money into your growth is not a cost.  Don't let it be a leaky bucket where possible customers fall through the cracks because of bad design, hidden contact information, or material that doesn't build trust.  It is possible to find these trouble spots and fix them by looking at your online presence with the eyes of a busy client.

Change your website from an static brochure to a powerhouse that generates leads.  Make it look clean and professional, and make it very simple for people to contact you.  Use it to show off your skills and earn people's trust.  When you do that, you'll stop losing service calls and start getting them, and those one-time clicks will turn into loyal, long-term users.