What we will cover in this session
• Marketing Fundamentals - Market, Message & Media• Various website formats and what works best• Key components that you must have on your Plumbing or HVAC Business Website• Core Elements of Conversion• The importance of a mobile enabled site
Friday, April 26, 13
Marketing FundamentalsMessage• What makes you unique?• Why should someone choose to do business with you?
Friday, April 26, 13
Marketing Fundamentals
Media:• Where can you reach your market with that message?
Friday, April 26, 13
Website Formats & Options
• Basic HTML Site
• Site Builder Site (GoDaddy, One & One, etc)
•CMS (Content Management System)
•Wordpress
• Joomla
• Drupal
Friday, April 26, 13
Website Formats & Options
CMS Systems are IDEAL• Scalability (Can easily add many pages, change navigation structure on the fly, etc
• Easy to access, modify & update (like Word but Web Based)
• Very Search Engine Friendly
• Blog is typically bolted in (must be adding new content consistently)
• Many plug-in options that make the site more Web 2.0 Properties (Social Media Integration, Blog Syndication, Mapping, etc)
Friday, April 26, 13
Navigation, Pages & Flow
Your website should have•Home
• About Us (Meet Our Team, Why Choose Us, etc)
• Our Services - Emergency, Drain Cleaning, Water Heater Repair, Water Heater Installation (Tankless), Bathroom Remodeling, Repiping, Sewer Cleaning, Leak Detection, Sewer Repair, Bathroom Remodeling, etc)
•Our Service Area
•Online Specials
• Reviews / Testimonials
•Contact Us
Friday, April 26, 13
Elements of ConversionYour website should have• Number in the TOP RIGHT Corner
• Web Form where customer can request a quote / service call
• Links to your Social Media Profiles (Facebook, Twitter, LinkedIn, Google+, etc)
• Direct links to your online reviews / testimonials
• Company Name, Address & Phone Number on every page of the site
• PERSONALITY - Real Photos & Videos of you, your team, your trucks, etc
• A clear explanation of WHY they should choose your company
• Special Offers & Incentives to drive action
• MOBILE READY Version for Mobile Visitors
Friday, April 26, 13
The Pages Your Site Should
• Address the persons specific concern and engage on that note
• Have a CLEAR call to action after each block of text
•Pull them deeper into your site with additional content that will help them choose you (about us, special offers, before & afters, etc)
•TELL THEM WHY THEY SHOULD CHOOSE YOU
•Have a web form on each page or at a minimum on the contact us page
Friday, April 26, 13
Core Elements of Conversion
• Phone Number in TOP right hand corner of each page
• Clear call to action after each block of text
• Have a web form on each page or at a minimum on the contact us page
• Pull them deeper into your site with additional content that will help them choose you (about us, special offers, before & afters, etc)
• TELL THEM WHY THEY SHOULD CHOOSE YOU
• Add personality into the site (be authentic)
• Leverage Reviews, Testimonials & Video
•Be Mobile READY
Friday, April 26, 13