Note: “Sucks” Is A Technical Term We Use In Marketing! 😉
After reading post you’ll be able to judge for yourself whether or not your website sucks, so please read on!
If you’re going to go direct to the public for business, you have to have a website that converts visitors into paying customers. Your website has to establish you as the obvious expert and it needs to convey a know me, like me, trust me feeling with the home buyer.
So Here’s Your Website’s Mission…
You want your sales website to contain all of the information that a home buyer needs to convince themselves that you are the perfect person to protect them from buying a money pit!
Bonus: If your website is done correctly, many of visitors will book their inspection online without ever talking with you or your staff!
Therefore Your Websites Goals Are…
- To convey your best sales message 24/7
- Establish you as the obvious expert, and
- Build relationships with home buyers
Okay, If You Are Making Any Or All Of These Common Mistakes Then Your Website Sucks!
1. The site is all about the home inspector.
The truth of the matter is, nobody buys anything until they understand what’s in it for them. Think about your own buying habits, I know you don’t buy anything until you understand what’s in it for you. So the home buyer has to convince themselves that you’re the right person to protect them from buying a money pit. However, when the site is all about you, you, you the homebuyer doesn’t understand what’s in it for them and they quickly hit the back browser button and look for someone else who shared with immediately what’s in it for them by selecting their home inspection firm. You have about three seconds of the home buyers time to share with them why they should choose you, otherwise they go away.
2. The inspector's name and/or picture are missing.
Home buyers don’t want to do business with a faceless, nameless corporation, they want to do business with people they know, like and trust. When there’s no name and photograph of the owner on the site they don’t develop that know me, like me, trust me feel from the site. When they don’t develop that know me, like me, trust me feeling they hit will the back browser button and select someone else for their inspection.
3. Inspection pricing is on the site.
When you have your inspection pricing on your website you have eliminated the need for the home buyer to call you. You want the homebuyer to call you so that you can share what’s in it for them by selecting your firm. When you have your price on the website you basically have turned yourself into a commodity. Many consumers already perceive home inspections as a commodity because of the home inspector list most Realtors use. Consumers think if the real estate agent has three inspectors on the list they’re all equally good and the deal then turns on the lowest price. However, we all know that quality of home inspectors varies greatly and you want to be able to share that with the homebuyer when they call you.
4. Having Adsense ads on the site.
If you have AdSense ads on your sales website then your site truly sucks. If you understand how AdSense ads work, you know that Google determines what your site is about and shows other relevant websites. In this case, the other relevant websites they would show would be your competitors websites. So in essence for a few cents a click your allowing your website visitors to leak off to your competitors. Really?
5. Not providing the right content to get home buyers to select your firm.
This is so important, I want to share it again. A home buyer will select you for their home inspection once they understand that you’re the person that can prevent them from buying a money pit. They also want to know you, like you, and trust you, so you have to have the right content on your site to convert that home buyer from website visitor into a paying customer.
There are nine pieces of information that you need to have on your website so that it can consistently converts.
- Effective Sales Copy
- Social Proof
- What You Inspect
- Sample Inspection Report
- Expertise Proving Video
- Your Guarantee
- Who You Are
- A Way To Schedule Online
- Several Ways To Contact You
AND NOTHING MORE!
So, does your website suck?
If so, take action to change it today. Going direct to the public for business is a great way to reduce your dependence on real estate agent referrals. Now that you understand the formula making the changes you need, fixing your site should be fairly easy.