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4 ways your website may be frustrating your customers

Your business may be housed in one building, but it has a second location: its website. And just like any business location, it needs to give your customers a positive impression of your products and services. Don’t drive business to the competition down the road by committing these rookie mistakes.

1. Your site doesn’t have a search bar at the top

Gone are the days when you could rely on people to dutifully search through the navigation bar and all its drop-down menus at the top of your website to find the specific page they wanted. Truth is, using a search bar is nearly always faster and easier, and nowadays people just expect there to be one. Without a search bar, you’re slowing prospective customers down and making them work harder for the information they want. Where’s the point in that?

2. Some of your pages have walls of text

You can write the most flawless, informative paragraphs, but if a page on your site has hundreds words with nothing to break up the text, it can be difficult to read and few will bother. Instead, write paragraphs that are no more than 3 or 4 sentences long, use relevant pictures and graphics whenever possible, and label sections with easy-to-understand headers in bold. That way, your text will catch people’s eye and be much easier to read.

3. Basic information about your company isn’t front and center

What’s your company’s phone number? Which counties do you service? What are your hours? Questions like these bring a lot of people to your site, and you want to provide easy-to-find answers.

Simply having a search bar they can use to find this information isn’t enough. First off, your About page and Contact page should be prominent on your navigation menu. Resist the tendency to place the Contact page on the drop-down menu under the About page; the Contact page is certainly important enough to warrant being placed on the main navigation bar of your website, where it can’t be overlooked.

Then, consider the information provided on both pages. Make sure it answers every question people visiting your website would want to know about your business, and that it’s presented clearly. Too often, businesses unintentionally hide important details, like phone numbers and hours, in paragraphs in the body of a webpage instead of displaying them prominently at the top.

4. You’re using jargon

The average homeowner or business owner likely doesn’t know what VRF and IAQ stand for. They’re not sure what ductless heating and cooling systems really are, have never heard of an evaporator coil, and aren’t aware R-22 is a type of refrigerant. They may not even be sure what HVAC means.

If you use these terms on your website without an explanation, you’re making prospective customers feel stupid and confused. Everyone has different levels of understanding, but if they truly understood the finer points of HVACR they probably wouldn’t be looking around a contractor’s website. Find out if you’re using too much jargon by asking a friend or relative outside the industry to go through your website and point out anything they don’t understand.

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