[PPMA Pulse] Is your website a tool or a crutch?

In our online culture, the Internet is now the first place people go to get their news, look up information about their favorite artist, find a new recipe, compare products and order items — the list goes on and on. So it is not surprising that it is also the first place people go to research a company or professional service they are considering hiring. A well designed and functional website is key to attracting prospects and keeping their attention. In fact, consumers are likely to pass on a business if the website looks amateurish, does not offer enough information or, worse yet, does not even exist. Rather, your website should be a clear reflection of your business, your professionalism and your valuable services. Just as someone likely would not want to dine at a restaurant with a limited menu and poor ambiance, they also are less likely to choose the services of a company whose website does not have the right content. Strong websites are of importance to a business of every size, but small business owners should be especially mindful of the impact a well designed website can have on their business.

Everyone has probably come across some great and not-so-great websites, but what are those important factors that separate the good from the bad?  While individual opinions and tastes differ, there are certain features that influence how a consumer will view a website, such as a clear concept, fresh content and visual appeal.

In life, people do not have much time to make a first impression and the same goes for a website.  According to Jakob Nielsen, Ph.D, principal of the Nielson Norman Group and acclaimed “king of usability” by such publications as The New York Times and Internet magazine, users focus on only a small portion of your content per web page.  On the average web page, users have time to read at most 28 percent of the words during an average visit, although 20 percent is more likely.  Because attention spans while surfing the Web are short, it is necessary for your site to grab visitors from the get-go.

TAKING YOUR SITE TO THE NEXT LEVEL.
An ideal website clearly explains your company’s core messages, corporate values, and showcases your products and services. It should appear professional and reflect credibility and reliability, portraying your company the way you want it to be perceived. Whether you are just getting started in developing a new site, are interested in updating an existing site or simply want to do a quick audit to ensure you are on the right track, the tips below will help you stay on the right path.

1. Does your site have a clear concept and structure? Whether you are designing the website yourself or hiring a web developer, it is imperative you decide what information should be on your site and how it should be presented and accessed in an easy-to-navigate design. You know what customers are looking for, so make sure your website helps them find the information quickly and easily or they will look elsewhere.
2. Speak to your target audience. Make sure your website makes a customer feel welcome, gives them the feeling of a valuable service and addresses their concerns. Avoid using industry jargon that will not resonate with your customers and will hurt your ranking on search engines. Instead, pepper your copy with common, everyday terms that your customers use.  To find out what keywords are most commonly used by consumers when searching through Google, try using the Google AdWords Keyword Tool.  For example, “bed bug extermination” has 18,000 monthly searches, whereas “bed bug treatment” has 27,000 monthly searches. 
3. Make sure your website is visually pleasing and that the content resonates with your audience. Try not to use design concepts and colors that are hard on the eyes.  You want visitors to spend time on your website and peruse all the information, so it is important to strike the right balance between graphics and copy.  Be consistent in the design, which includes font size.  Consistency keeps the visitor focused on the information you are providing. Also link, whenever possible, to relevant news stories, pest information and other sections of your website to keep the visitor engaged.
4. Keep it fresh.  Nothing turns a visitor away more quickly from a website than stale content. A site’s content as a whole can be overwhelming. Instead, focus on updating one section at a time, such as posting a new blog, updating a service description and adding press releases and articles to the company news section.
5. Choose images carefully.  Incorporate images that will strengthen your credibility and promote your professionalism, such as a picture of a clean, well-branded service vehicle, a technician consulting with a homeowner and other pictures that are representative of your customers. Whenever possible, avoid using stock photography. Too many websites feature the same photos and savvy visitors can easily spot them. If possible, it is better to have a few professional photos taken to personalize your website. 

CUSTOMER AWARENESS EFFORTS.
After your website has been designed and developed, the next step is ensuring your current and future customers can find you. Nearly 50 percent of Americans pointed to the Internet as their main source for finding a pest professional in the 2010 Pest Control and Attitudes Survey conducted by PPMA.  Of the respondents who search for pest control companies on the Internet, 92 percent said they use search engines such as Google.Although it would be wonderful if they would type your web address or company name in the search bar directly, it is better to assume that they are starting from scratch to find a service provider. Therefore, you will have to employ certain measures to guarantee your visibility in Google and other search engine rankings. 

The best approach to boost your ranking on major search engines is to utilize Search Engine Optimization (SEO). By definition, SEO is the process of improving website ranking and visibility in search engines by figuring out what people are searching. This approach is more art than science and while some companies hire experts to help guide them, the process is also manageable by non-experts by incorporating key search terms into website copy and tweaking it as necessary. Although results may take time to build, when SEO is done right you will get higher quality and higher volume of traffic than you did before. Many businesses also opt for advertising on search engines in hopes of putting their website in front of customers who are searching for terms relevant to their business. Others also opt to have their site link from related or non-related sites to drive traffic.  Promoting your website in as many ways as you can imagine will definitely yield results. 
 

REAPING THE REWARDS.
Much like a house plant, a good website will quickly wither and die if not tended to on a regular basis.  Whether you tweak your SEO strategy or add new content, updating your website will be an ongoing, day-to-day task. When managed correctly, a website can be a marketing machine, securing new customers, promoting key services (which will in turn boost revenue), and establishing your company as a credible leader in the industry and marketplace. 
 
The author is executive director of the Professional Pest Management Alliance. She can be reached at mhenriksen@giemedia.com.