A website is one of the best and most cost-effective ways to market your lawn and landscape business. This is why updating your website to keep it relevant and fast is vital for business growth.
Trends in web design change almost daily, so it’s good to keep up with them. Additionally, search engines like Google are constantly updating their algorithms to provide the best search results. Updating your website to best address these updates is critical to maintaining your site’s ranking.
1. Visual Appeal
If your website looks professional and is loaded with interesting information, current and potential customers will see you as an authority and expert. But if your website looks poorly designed, they’ll make assumptions about your company that you may not like.
People will stop engaging with a website if it’s poorly designed, Heien says. “People spend 45 seconds looking at a website’s main image; make sure it reflects what you do,” he says. “They only spend 5.5 seconds on the content, so make sure you use pictures.”
2. Responsive & Mobile Friendly
According to BroadbandSearch, mobile traffic has increased 222% in the last five years. Ignoring the mobile market is risky. Making a website mobile-friendly is now common practice. Responsible or mobile-friendly design combines techniques to allow a website to flex and adapt to the screen size the visitor is using (e.g. smartphone versus laptop). Mobile-first design is also trending as a result.
“Today, your customers expect you to have a website, and they want to be able to easily contact you online,” Heien says. “Having a modern website is important; your competitors have them. In fact, 40% of your visitors check out your competitors’ websites if your website design isn’t responsive.”
People visit your website because they are seeking useful information. Redesigning your website can allow you to re-address how you communicate with current and potential customers. Today, people move fast … you may have only two to four seconds to engage a new customer. Your words must quickly focus on their needs and alleviating their pain points.
Heien says a simple FAQ page can increase your productivity and let you focus on doing what you do best. FAQ pages answer your customers major questions up front.
Also, Heien says having 50 to 600 words per web page is typical for ranking well on Google.
4. SEO & Lead Capture
Not updating your website could mean customers searching for you can’t find you. Search engines regard websites with the most recent content as the most relevant. Even if your content is great, if it’s the same as it was five years ago, search engines might not thing it’s relevant anymore.
Also, as you redesign your website, rethink your keyword targeting and the overall conversion rate of your website. The way people search and how they search continually changes.
As part of your content, always include a call-to-action, Heien suggests. Web forms account for 66% of lead capture, yet 60% of all websites lack calls-to-action on their websites.