4 Tips to Improve Your Home Services Website’s Conversion Rate

Updated on: 24-08-2021 by WEB-ROI

Conversion rate optimization tool

A conversion rate refers to the percentage of visitors to your website that complete a desired goal out of the total number of visitors. A high conversion rate indicates successful website design and strong marketing; it means that people are interested in what you’re offering and that your website has made it easy for them to access that offering. 

Your conversion rate is an excellent insight into the effectiveness of your marketing and web design. It’s a key element in your paid search strategy, too. If you’re not successfully converting visitors into customers, why are you advertising in the first place? Conversion rate optimization allows you to maximize your return on investment, helping you to find the sweet spot that urges the highest percentage of your prospects to take action. 

The benchmark for Google Ad conversion rates (the average website conversion rate) for those in the home services and landscaping/garden business is 4.26% for search ads and 0.35% for display ads. You can take several steps to meet or exceed this benchmark and ultimately improve your conversion rate. Let’s take a look at some tips and tricks to build a high conversion rate for your home services website and kick your business into the next gear! 

1. Keep It Simple 

Nothing makes a prospective client turn around faster than a sloppy, confusing webpage. If that’s how you choose to represent your business, how can they trust you to do a good job on their home?  

Website conversion rate optimization begins with simplified web design. Err on the side of minimalism – say only what you need to and remove unnecessary clutter. You want your landing page to steer prospects to take action, not cause them to detour to avoid the mess! Create a clear, functional, and pleasing UX and UI for your consumer.  

Are you looking to improve your conversion rate and bring in more qualified leads? At WEB ROI, that’s what we do! Contact our team today to get started. 

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2. Clear the Way to Your CTA 

Since conversions are defined by visitors who execute a particular desired action, it’s no wonder why call to actions (CTAs) are crucial when increasing your conversion rate.  

Positioning your landing page’s call to action strategically is crucial. It should be clearly visible and draw the eye (a minimalist design helps achieve this!). Studies have shown that instilling a sense of urgency and using action words in a CTA helps to drive conversions – here’s a list of 100 strong CTA words you can use to jumpstart your website remodel.

Attention spans are short, and people lose interest exceptionally quickly. Try to avoid using terms that imply to visitors that they’re in for a long journey; a CTA that states “Book Now” will likely drive more success than “Get Started,” for example. 

3. Test, Test, Test! 

As with anything, practice makes perfect, and website design is no different. Employ simple A/B testing; an experiment used to determine which website variation performs better by presenting each one to users at random and analyzing the results. 

This tactic allows you to make changes and secure concrete information about what’s working for your home services website versus what isn’t. Not only does A/B testing impact your conversions in the short term, but it helps you to determine what to prioritize in the future. Think of your test results as a sort of road map, leading you to success. 

4. Personalize Your Site 

Consumers are typically more comfortable interacting with humans than robots and more trusting, too. Instill a human presence into your landing page and your brand as a whole to drive traffic and increase your conversion rate. 

The typical commercial experience for many brands lacks connection and human emotion, so by incorporating a personal touch and a flair of personality into your content, you’re well on your way to leaving the competition in the dust. 

Consumers trust friends, family, and people they relate to far more quickly than they trust a business or corporation. This trust in humans extends to other clients, too. The good news is you can use this to your advantage by incorporating positive testimonials on your site. You can display them prominently on your landing page, but they can also be strategically integrated into conversion-intended communications such as sales, event registration, and customer retention emails. 

Our team at WEB ROI has the experience and industry know-how to generate conversions and propel your home services business to the top. Reach out to us today to discuss how we can help you to accelerate past the competition and embark upon the road to success! You can also download our eBook for more tips on lead generation.

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