The key to being found as a business is putting your information where customers are likely to look. Today, that means creating and optimizing a website. While your company may have thrived for years with little or no online presence, times are changing. The digitization of everyday communication, which has been ongoing for decades, is entering a new stage.
When faced with a need around the house, from plumbing to electrical work or an HVAC repair, people may simply look online to find a nearby field service provider. If your company doesn't appear in that search, you could miss out on that job.
"If people searched in your area, would they be able to find your company?"
The increasing use of smartphones has represented somewhat of a tipping point: An online search may now be a consumer's main way to find information, whether or not that person has a computer at hand. In fact, online marketing expert Neil Patel highlighted just how common digital searches for local businesses have become, with 89% of people looking for these kinds of companies once or more every week and 58% doing so daily. If they searched in your area, would they be able to find your company?
Once you've decided that you need a website, the natural next question is what kind of content should go on your page. A site that is poorly optimized isn't living up to its potential as a promotional tool. To become visible to your audience, consider the following tips.
Making your website easily readable on mobile devices helps your business in two ways. The first reason to go mobile-friendly comes from the simple fact that smartphones are everywhere. When customers decide to look up a field service business, they might not be near a PC, so they'll turn to a phone. If your site looks awkward on a small screen, the potential client may pass you by and pick the next-highest search result.
Search Engine Journal added another compelling reason to mobile-optimize a site: Google prefers sites that have features to improve their performance on smart devices. Once you've implemented an adaptive design, it's time to think about content features that will make the site easy and enjoyable for mobile users to interact with: Short meta titles for articles are a good choice, as are scalable images and a lack of screen-obscuring popups.
The fact that customers are finding companies through web searches doesn't mean they're not going to make a phone call. In fact, Patel noted that 76% of local searches lead to a phone call. Your website should make this transition from internet to voice as easy as possible, ensuring phone numbers are clickable links for smart device users. If you operate a headquarters for walk-in business, the address and hours should also be visible on the app. For field service, though, the phone is the highest-priority link between digital and traditional contact methods.
Once you create a website that is easy for search engines to find, one that represents your company well and makes you visible to the customers in your area, it's tempting to declare the job done. There's more to do, however. Your site's content won't stay as fresh over time. Keywords may not always be as effective as they are when you first implement them.
SEO expert Jon Rognerud, contributing to Entrepreneur, specified that you should test your search effectiveness time and again, making a spreadsheet to show whether performance is getting better or worse. Adding content over time is important whether or not your strategy changes. Search engines may not value stagnant sites as much as ones that frequently publish new pieces, so stay busy.
Follow these hints, and your field service company is ready to stay visible in the highly competitive digital era.