When auditing your business website for the purpose of improving its HVAC website advertising effectiveness, the first thing to review and check for are website design issues that may be costing you leads.
Your website is your professional business image online and first impressions are lasting ones.
The following is a list of website design issues to check for:
- Does your website inspire confidence and trust to new visitors?
- Does your website make a good first impression on its visitors?
- In only 3 to 5 seconds, does your website inspire a visitor to stay or to leave?
- Are the images on your website high-quality, crisp, clean, authentic-looking images?
- Are your website colors a match for the products and services you sell?
- Are your website text, fonts, and navigation easy to read and understand?
Website usability studies have proven that having consistent colors across your site and using consistent type font so pages are easy to scan and read along with having a normal navigation bar helps to keep visitors on a website longer and reduce website bounce rates.
You may be wondering, “do I really need to add trust symbols to my site? Is it really that important?”
To answer that question for you…
Yes, you want to make sure that you are meeting industry best practices by providing trust symbols to prove that your business is a legitimate company in your industry. You want to add badges and logos of industry organizations, affiliations and certifications that help to qualify your business as a legitimate, trusted company. You want to show that you are an A+ Rated BBB company, or that you are a PHCC member, or that your HVAC company is an Angie’s List customers service award winner, or you want to integrate any other trust symbols to help prove that your business is a trusted, certified contractor.
Next on the checklist is navigation. Navigation is critical in order to create good usability for your visitors.
Your website and web pages should be easy to navigate. Your main website navigation bar should tell a story to each visitor that comes to your website. It needs to tell a story about what your company does. And most importantly, make sure that it’s easy to find your company’s contact information on your site.
Let me show you how powerful some of these trust-building adjustments can be for an HVAC company struggling to get phone calls from their website.
One HVAC company we’ve partnered with was averaging about 1 call every 2 days from their website. When we added some very important trust symbols to their site, we instantly saw an increase to 2 phone calls every day with the same amount of traffic coming to their site. So would you rather average 15 calls per month through your website or 60 calls per month? I think the answer is pretty obvious. Add those trust symbols!
Be sure to boldly show your phone number and contact information on all pages of your site, so that no matter what page your visitor happens to be on, they are able to contact you right then and there.
Also, with mobile usage blasting through the roof with no slow down in sight, you want to be sure your website is mobile responsive and shows up on different screen sizes in an aesthetically pleasing manner, specifically on desktop computers, laptop computers, on an iPad or tablet, on an iPhone, Android or any other smart phone device. This is a critical component contributing to the overall user experience that your website visitors have with your business. This is many times your first impressions… don’t blow it!
A good web developer should be able to create a mobile-optimized version of your website to ensure it shows well and can respond to all the various screen sizes that consumers are using today.
We have the expertise to check your website advertising design; click here to schedule a discovery call.