Have you ever found yourself stewing over why your website doesn’t bring in more leads?
It can be frustrating. I’ve been there more times than I dare to remember.
Getting to the bottom of it can be a slow, painful and sometimes expensive process.
So when we review a plumbing and heating website and look for ways to help them get more sales enquiries, it makes sense to go ‘back to basics’.
And one of those basics is the ‘call to action’.
It’s simply the ‘thing’ that we’re asking the reader to do as a result of reading the page.
Sounds fairly straightforward doesn’t it?
But, don’t make the mistake of skipping over this, it’s too important.
I’ll explain why shortly.
But first, let’s look at what typically happens on a plumbing website.
You land on a website and it’ll probably have a homepage, maybe a few ‘service pages’ for things like, boiler repair, boiler servicing, plumbing, etc.
There might be an about us page to give a bit of background about the company.
Then finally, a ‘contact us’ page.
The contact us page usually contains the telephone number, the company address and maybe an enquiry form or email address.
It’s generally accepted that, if someone wants to get in touch, they can via this page.
Don’t get me wrong, I’m not saying don’t have a contact page.
It’s more about having a ‘call to action’ on each page where you are trying to get more enquiries. Most commonly on your ‘service’ pages.
If needs be, it might be a different ‘call to action’ depending on the service too.
Here are five ways to make sure your ‘call to action’ is working for you and not against you.
1. Make A ‘Low-Resistance’ Offer
A mistake so many plumbers make is asking for too much too soon.
At the point that they’ve only just landed on your website, it’s most likely far too soon for them to make a ‘buying decision’ just yet.
Unless you’ve done a great job of building trust on the page, then they’ll probably need to see if you get back to them in a timely manner, whether you come across as professional or not, whether they like your proposed way of fixing their problem.
So just start with something small which doesn’t have a big commitment in time or effort. For example, a pricing and availability check, a pricing guide or an info pack.
2. The Action Must Be In Line With The Reader’s Expectation
When someone is searching for something, they already have a general expectation on what needs to happen. Venturing too far from this can create unnecessary anxiety and cause the reader to head elsewhere for the thing they are looking for.
For example, if a person has a leaking tap and they land on your page and it’s offering them a free guide to help them choose a boiler, whilst it’s a ‘low-resistance’ offer, it’s not in line with their expectation.
They had an expectation to talk to someone about their problem, check pricing, check availability and so forth.
3. Clearly Describe Exactly What They Need To Do
This one can seem a bit overkill. After all, how hard is it for someone to understand that they need to click a button?
And I agree.
However, that’s on the assumption that they’re giving everything 100% of their undivided attention.
If they’re having a conversation, listening to music, watching TV, then any help to make things easier will help increase the amount of people that take the action.
Especially if your description makes it sound really easy.
4. Explain What Will Happen After The Action Has Been Taken
This is really an extension of the last item.
By describing what will happen after they take action, you can help to remove any ambiguity or anxiety over what might happen.
The more they understand, the more at ease they will be with going ahead with the next step.
Instead of just putting, ‘click here to request a boiler quote’ try explaining what will happen…
5. Repeat The Call To Action
Don’t make the mistake of only putting your call to action at the very bottom of the page.
People rarely read a page in its entirety these days, particularly if the copy is longer.
Make sure it appears in the page fold (visible part of the screen when the page first loads) and repeat it throughout the page. Even after every section if you need.
Our highest converting page has the exact same button repeated 15 TIMES on the same page.
FREE Review of your plumbing website and marketing
Getting a plumbing website designed and built is a fairly straightforward process.
But getting that website to consistently and predictably bring in new customers month after month isn’t so easy.
If you’ve ever given it a go yourself, you’ll no doubt have experienced the difficulty. Getting anything working takes investments of money and time to figure out what works and what doesn’t
Thankfully, you have the opportunity to take an incredible shortcut.
We work exclusively with fast growing plumbing companies so we’ve already done the hard work.
You’ll get a ‘no holds barred, take no prisoners’ full review of your website and marketing to find out each of the things that are currently growing or slowing your business right now.
Reviews take time to prepare for and host so we can only do a small number each month.
