One of the beauties of SEO is its applicability to a wide variety of industries. We’ve had clients across the spectrum – from health and beauty companies to auto repair shops. While the general rules of SEO are the same across industries, there are certain on-page elements that we tweak for specific types of businesses.
In this blog, we are going to go over the basic on-page elements that a service-type business should have. With a service-industry client, the goal of an SEO campaign is to drive traffic that will convert to actionable leads. For example, a local moving company that we work with wants to increase the amount of New York traffic to its site. Once a potential customer lands on the site, the goal is to get that person to take an action, either filling out a moving quote form or calling to request a quote. This idea is the same across a variety of service industries – from wealth management firms to insurance to CPA firms. The website needs to hook the user to inquire further.
Using this moving company as an example, we’ll walk through all the essential elements a service company’s website needs to capture the user’s attention and get them to act.
One of the most critical elements a site should have is a prominently displayed phone number somewhere in the top header. Providing users with an immediate means of contact will make it more likely to convert the casual browser to an interested and invested customer. Additionally, many customers browse results on mobile devices and might prefer the ability to easily call rather than trying to read the fine print on a small screen. Imperial Movers has the phone number listed in the upper right-hand corner of the header, making it easy to see and take instant action.
Somewhere on the homepage, there should be some type of quote or inquiry form that allows users to easily submit a request for additional information. Including a call to action button, like “Get a Free Quote” or “Ask Now!” may entice a user to take an action more quickly. Back to our mover example, Imperial has quote buttons in two very visible locations on the landing page. The top button is red, which catches the user’s attention. Try to use an eye-popping color to make the button stand out.
The Navigation Menu
A proper navigation menu for a service website should be positioned along the top of the theme in the corner. This layout makes the process of navigating quicker and easier for users to find what they’re looking for.
Professional navigational buttons can also provide benefits on a site that only has one page. In this situation, each navigation option should take the users to a specific point on a page that highlights key service perks.
About Us Page – Moving Company Example
Because a business is a brand, you must include an “About Us” page somewhere on the site. This page should contain information that explains the story of your business to build trust with the user. For example, the about us page for Imperial Movers (http://www.imperialmovers.com/about/) discusses where the company is located in Greenwich Village, the company’s values, and shows pictures of the team that does all the moving. Additional pages give information on Imperial’s credibility and licensing information. All these elements familiarize the user with the company and make it more likely that they will book your services.
Easy Access to Helpful Resources
When customers shop for services, they like to have options, and the best way to successfully serve these shoppers is by putting social media functions on a website. The big benefit to using social media tools on a business site is that the channels will give your employees opportunities to interact with customers. Social media buttons also enable users to share information from your blog they may interest other potential customers.
Name, Address, and Phone Number
Somewhere in the footer of your site, you should list your company’s name, address, and phone number. This not only helps customers know where to find you, it is also an on-page element that is critical for search engine rankings.
Ensuring your site has all these elements in place is a great starting point for your on-page SEO and marketing strategy. By making it easy for a user to take an action, you’ll have better chances of converting a casual user to a paying customer.