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How to Improve Your Small Business Website

An easy-to-use, informative website is one significant way your small business can stand out against other HVAC, plumbing, or electrical companies.

If you are looking to revamp your website – take a look at the below simple tips to improve your website and user experience, which should ultimately help to grow your customer base and revenue.

Regularly Update Your Content

One key mistake that some small businesses make on their website is not updating or refreshing their content. You don’t want customers visiting your site and seeing a coupon or deal that has already expired. Make sure you check your website often to remove any old content and add new content as needed.

One thing to consider is updating your website copy every season. Select a few products or services that make sense to promote each season and write your website copy around those. Be sure to include promotions or deals featuring those products.

When you are writing and refreshing your content, you want to be sure to add keywords that will help you rank high when people search for your business. This is called search engine optimization, or SEO. If you aren't familiar with SEO, you might want to consider hiring a consultant who can help you make the most of your content and provide you with SEO tools to help you rank higher in searches.

Include Easy to Find Calls to Action or CTAs

What do you want someone visiting your website to do? Call your business right from the page? Subscribe to your newsletter? Fill out a lead gen form? Whatever your goal is, you want to make it prominent and easy to find.

The easier your CTAs are to find, the more likely a customer or potential customer will fill out the form or call your business.

Wherever you list your phone number on your website, make sure it is active as a click-to-call option. That means if a customer finds your website by searching on their mobile phone, they can click on your phone number, and their phone will automatically call your business. You want to make it as easy as possible for the customer to contact you.

If you have a newsletter you want people to subscribe to, make sure you put a form or email submission box easily accessible on your website. Entice your customers to subscribe by offering a discount for an upcoming service if they subscribe to your newsletter.

Keep Text Limited to Short Paragraphs and Include Images or a Video

Paragraphs of text can be a turn-off to a customer. They want to find what they are looking for quickly or see visual representations of what they can expect from your business.

As you write your website copy, consider that less is more. You want to convey your message simply. Think about using bullets, short paragraphs, or highlighting/bolding critical pieces of information so that when someone is scanning your site, the important information or words will jump out to them.

Including pictures or videos is another great way to make your site interesting for your customers. Pick a day when you take a team photo so you can display that proudly on your website. Or, follow around a technician for the day to get action shots of them in their truck and installing equipment (with permission from the homeowner, of course).

Infographics are another great way to display your content in a more visually appealingly way. Create one that lists all your services or top products so customers can easily see if you can help them with their issues.

Make Sure Your Website is Optimized for Mobile

According to Oberlo, roughly half of all web visits come from mobile phones. When people are out and about or don’t have access to a computer, they search on their phones. This is why it is essential for your website to be optimized for mobile viewing.

If a customer searches for HVAC repair near me and pulls up a website that is challenging to navigate on their phones, they will likely go to another option. You want to ensure people have the same viewing experience on their phones as they would on the web.

If a website isn’t set up to be viewed on a mobile device, search engines will rank them lower in the algorithm, and your site won’t come up when people search.

Now that you have some easy tips to get your website refresh started, it’s time to get to work! Remember to also promote your website on social media. Link your social posts to different pages on your website to increase your traffic and brand recognition or recall.