Are your prospects looking for specialists, or are you the perfect fit? – By Victoria Downing.
Are you the perfect choice for your customers? I have no doubt that you are. But do they know that?
Do your potential clients arrive at your website and say, “This is exactly what I’m looking for”?
Odds are the majority do not. And that’s to be expected. After all, here’s the type of content you’ll find on a typical remodelers website:
“Our services include additions, kitchens, bathrooms, master suites, interiors, interior design, decks, porches, landscaping, finished basements, in-law suites …”
Phew! And therein lies the rub. You offer all these great services and you want the world to know it. But this “we do it all” approach doesn’t necessarily leave your site visitors feeling warm and fuzzy. At least not in the short term.
You have 25 seconds (at most) to convince them that they should not hit the back button and go to the next result in their Google search. So how do you do that? One powerful way is via microsites.
A microsite is a website that is comprised of only a handful of pages and is dedicated to one specific service you provide.
The benefit of running microsites is two-fold: A) your site visitors know the moment they arrive that you specialize in the exact project they need completed. This is comforting and validating. B) You have a tool that helps you own the top position in Google search.
Let’s look and both benefits more closely.
Benefit A: I’m Home!
Assume for a moment that you’re in the market for a red baseball bat.
Imagine, if you will, what a visit to the fictional website Ann’s Sporting Goods.com would look like. You probably envision a navigation bar listing all the sports (football, baseball, hockey, hiking etc.) tons of sub-navigation like Apparel, Equipment, Shoes, and so on. A clearance items section, images of fit athletes running. Is that about right?
Now imagine visiting Ann’s Red Baseball Bats.com. How clean is the picture in your mind? You see nothing but red baseball bats, right? Every size, every shape, every age group.
Which website makes you feel like you’ve found what you’re looking for? More importantly, which website are you more likely to buy from?
The same principal applies to remodeling, with a bonus kicker: specialization carries a lot of weight. A dedicated website reeks of specialization. People feel comfortable with specialists.
Benefit B: Own Google results
Without getting into all the specifics of SEO, let’s just say this is a strong tool in your quest for top Google rankings. Although there are many variables that go into Google’s algorithm, one thing you can count on is that the actual domain URL and the content on that page carries a lot of weight. Think about it, how do think a website called HartfordKitchenRemodeling.com (not real) would perform when someone in Hartford searches for kitchen remodeling?
Of course there’s more to it than that. But in the end Google’s primary goal is to provide relevant content. It’s difficult to argue that the sample microsites above aren’t relevant to what the people were searching for.
This is a “top of the funnel” web marketing strategy. Use microsites to get people into your world. Get them to submit a form, call or email you. You want them to know you are the best choice for their project. After that your primary site is perfect. In fact, after they submit the contact form, have it redirect them to your main site, saying in fact, ”Look what else we do!”
Once they know they’ve found the right company, that’s when the “we do it all” approach becomes an asset. It reinforces that they’ve made the right choice because — hey, you do it all!
Victoria Downing is the president of Remodelers Advantage (www.remodelersadvantage.com), the training organization for renovators and builders throughout Canada and the United States