Building an on-line presence that makes it easy for customers to find your service company.

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Presentation transcript:

Building an on-line presence that makes it easy for customers to find your service company.

Why the Web? Print Media is dying. Yellow Pages…

Direct Mail: 10,000 Postcards – 11 Phone calls

Newspaper Ads $24,000 spent. $30,000 sold.

Internet Search Engines

Google – The Big Gorilla

Searching With Google

Helping Google Find Your Site Key words. Say what you do. Say where you do it. And say it many times in your website’s text. Meta tags (Key Words encoded at the top of your website) Fresh content. NO Canned text. Be original or don’t bother. Include video. Sites with video get higher rankings. Reviews. Lots & Lots of Customer Reviews. Links no longer key. DO NOT pay for backlinks. Traffic is now key. The more traffic the better you rank.

Getting Customers to Stick Around Clean appearance Easy to navigate Useful content Photos – include your staff Free download – in exchange for their address. Video (Professional; not homemade)

Getting Customers to Buy Special offers. Think retail; “limited time only”. Change them regularly. Your credibility. Include license info, insurance info, testimonials, awards, community support. Technical information. Customers use the internet to research companies they want to do business with. Your company is on stage. Make your company easy to contact. Include your phone number on each page. Include a “contact via e- mail” link on each page.

Websites that fail: “Home Brew”

Websites that fail: “Cookie Cutter”

Websites that Work

Website Design: Keywords Key words are the link Google uses to connect search engine users to companies like yours. About 1% of the words on your site should be key words. Trade Key Words: Air Conditioning, Heating, Service, HVAC, Repair, IAQ, A/C, Furnaces. Region Key Words: Your City, your county, your neighborhood.

Evaluating Performance Using Google Analytics

Facebook – The Challenger

Company Facebook Page

Facebook Advertising Campaign

Other Social Media Yelp, Kudzu, etc. – Free Review Sites Angie’s List – Paid Member Only Review Site LinkedIn – “Corporate Facebook” Blogging (Weblogs) Twitter

Traps to Avoid Using the wrong people Spending too little Spending too much Outsourcing the responsibility Stagnation. Update your site regularly; keep it fresh! Piecemeal efforts. Put your website on all stationary, forms and print ads. Keep up with social media.