Are you of the “if you build it, they will come” mindset, where if you offer excellent service, the customers will come running? While that sounds good, let me ask you a question. If a prospective customer never knows about your outstanding service, how will they ever experience your service in the first place?
Marketing can be boiled down to a ‘battle of perception’ in the consumer’s mind. Similar to when you’re at the store, and you see two boxes of cereal. One has a professionally designed box that catches your eye, and the other is just plain simple to put it nicely. Which one will you choose? How does your mind decide which is the better cereal? Often, you will be drawn to the cereal with the packaging looks the best. It uses the concept that if it did a better job at this initial encounter, it would do as good or better at subsequent encounters. If you were to buy both and blindly test both of them, you could accurately judge the two, but that’s not how the service of home services works.
The same way that you and I choose cereal is the same way your prospects select a service provider. No, they may not be looking at boxes and comparing them side by side, but they may very well be looking at two websites side by side. If your site is the inferior one in your prospect’s mind, you have lost to your competitor, who gave the perception of being a superior choice. That is real money that is NOT coming into your business.
The importance of your website
There are two aspects to marketing, one is ‘identity’ of a brand, and the other is ‘promotion,’ which is the process of driving eyes to the identity of the brand.
The ‘identity’ aspect is where you “show and tell” your prospect what your company is all about. It conveys the message of what you do, how you do it, where you do it, when you do it, and why you do it.
The traditional methods of portraying the identity of a company are a combination of things such as business cards, brochures, and many other printed materials. Now, in the modern era, most of that info is digital and displayed on something like a business profile page on Facebook, a Google Map Listing, your Yelp profile & most importantly, your website.
In the past, when you would promote your identity, you would run a tv commercial or radio ad, asking listeners to mail-in or call-in their information. Now, you may promote your identity using traditional methods like tv or radio along with modern techniques like advertising online, and you send them a link to your website. This website has all the information that they need to make an informed decision about choosing your brand.
Your website is typically the first thing your prospects see. When a consumer is looking for a service provider, certain criteria will need to be met before they select a service provider. Some of these things are subconscious, and they don’t even know they are looking for, but our brains are hard-wired to either bring up reds flags or say ‘safe to proceed.’ Our website designs incorporate many of those subconscious cues that they are looking for, so their brains say ‘continue with this company.’