Wheth er you are a local pest control company or a national pest control company, your pest control company website plays a large role in getting pest control clients for your business. Unfortunately, most pest control business websites aren’t set up in a way that actually brings in business. In this post, you’ll learn how to set up a pest control company website that actually attracts new pest control clients to your business.
Traffic is not enough to make your pest control website successful
A common misconception among pest control business owners is that if they get enough traffic to their pest control company website, sales will automatically happen.
Getting traffic to your website is one essential part of your pest control marketing plan, but sending traffic to a website that doesn’t convert won’t lead to more sales.
In addition to traffic, your pest control business website needs to have a way to generate pest control leads. One type of lead generation strategy is to offer a free quote on pest control services or free home inspection for pests.
At a minimum, make sure your website has a call to action button for getting a quote or free inspection and a clickable phone number.
How to generate more pest control leads from your pest control website
Not everyone who visits your pest control website is going to be ready to hire you immediately. Certainly some will, but often most people will still be in research mode.
Your website needs to be optimized to generate leads for those who are ready to buy and those in research mode. In addition to the call to action button for a free quote, you could also offer some kind of download in exchange for a visitor’s information.
For example, this could be something like a pest prevention checklist. The main idea behind this lead magnet is to offer something your ideal customers actually want.
The best way to achieve this is to offer something that solves a potential customer’s problem, answers common questions, or helps them stay pest-free.
Your pest control website should have a clear benefits-focused tagline
The tagline of your website is the first thing people will see on your pest control website. This is often the statement shown on your website header image.
Your tagline should be focused on the core benefit of your pest control service. It needs to highlight why people should choose to hire you vs the competition.
The reality is that most people today have a short attention span. If people can’t tell that you are the company for them after being on your website for a few seconds they will usually leave.
This is why having a compelling tagline for your pest control company is so important. As we mentioned before your tagline should be focused on the benefits your customers receive and a key reason why people choose to hire you vs the competition.
For example, your tagline could be something like, “We take the stress out of pest control so you can have the peace of mind of a pest-free home.”
Make your tagline focused on what’s in it for the customer and your company difference to see the best results.
Why should people hire your pest control service?
We talked about highlighting why people should choose to hire your pest control company in your tagline, but this is often only a sentence or two. A more detailed version of this would be to include a dedicated “why hire us” page in your pest control website template.
This page is almost a combination of several pages you might include on your pest control website. For example, you might include a little bit of your pest control company story which would be like your about page.
You want to highlight the benefits of hiring your company, like increased peace of mind of having a pest-free home. Another thing you might talk about is the extensive training your employees have and the hiring process you go through. You may also include testimonials of happy customers or even a case study of one of your ideal customers.
Again, some of these things may have a dedicated page like a FAQ page or testimonials page. However, having a little part from each of your key pages on your why hire us page can work well to build trust and credibility quickly.
Your pest control website template should include real photos, not stock photos
When it comes to businesses like a pest control service that sends technicians into clients’ homes, building trust is extremely important. They say pictures tell a thousand words, well stock photos usually tell a thousand bad ones.
Now if you are just getting started you might only have stock photos to use on your website, but as soon as you can, replace them with real photos. The reality is that there are only so many pest control stock photos out there.
This means that if you are using stock photos there is a good chance your competition has the exact same photo on their site.
When your pest control website and photos look like everyone else, you won’t stand out in a good way. If people don’t see real photos on your website people may think your company is new, inexperienced, and untrustworthy.
Real photos of your staff and employees can build trust faster as potential customers can see the people who may come to their home. In most cases when you use real photos that look professional, it can dramatically improve conversion rates from your pest control website.
Highlight the benefits of your pest control service not just features
Another mistake we see people make on their pest control websites is that they only talk about the features of their pest control service.
For example, it might say we get rid of pests from gutters, eves, soffits. Treat cracks and crevices, place a granular barrier, interior, and exterior treatments, etc.
Certainly, people want to know what you do as a company, however, people buy because of the benefits they get. So when you are talking about the features make sure you explain how those features are a benefit to the customer.
As another example, you might say how your company has been in business for 20 years. That’s great, but think about how those extra years of experience are a benefit to your end customer.
Does it mean the products you use work the best and the methods you use to keep pests away longer because you know what works and what doesn’t based on your years of experience?
When you only list features it makes your pest control company look like everyone else.
Create service pages for your primary services
Another question to think about is what are the primary pest control services you offer. Do you offer any specialty pest control services?
For example, do you offer a bed bug elimination service? Does this bed bug service use heat treatments or chemicals or both?
You could create a page dedicated to bed bug treatment or bed bug removal. These are high-volume search terms that people are looking for.
Not only would a dedicated pest control service page highlight your expertise on that subject, it can also drive a lot of traffic to your website.
Plus, when people come to your site searching for a specific service but don’t see it on your pest control website, they may think you don’t offer it. This could drive people to your competition vs hiring your pest control service.
Does your pest control website answer common questions your ideal customers have?
As you build your pest control website always be thinking about messaging and positioning from your ideal customer perspective. For example, what are some of the most common questions, problems, and objections people have to hiring a pest control service?
A common objection might be that people want to do their own pest control. Can’t they just buy traps and sprays from the local hardware store? Won’t that be just as effective?
This is where educating your customers really comes into play. Your pest control website needs to be a resource for potential customers. When you come from a place of education and help your ideal customer with information it builds trust.
When all things are equal, people end up doing business with companies they trust. So creating content that builds trust and credibility needs to be an essential part of your pest control marketing.
Include a FAQ page on your pest control website
Taking this question answering idea to the next level would be to include a FAQ page on your pest control website. Typically as you deal with customers over time you’ll start to see patterns in their questions and concerns about hiring your pest control service.
In order to save your customer service and sales team time, you could answer some of those common questions and concerns on your frequently asked questions page. Certainly, some people are still going to call in with questions, but those who are on the fence might do more research on your website first and get what they need from your FAQ page.
A couple of things you might cover could be questions related to employee training. People want to hire experts, so you can highlight that your pest control technicians go through extensive training before servicing homes.
You could cover details on the products you use and how they are more effective and last longer than over-the-counter pest control.
Since people are letting technicians and strangers into their home, you might talk about your hiring and screening process for employees. This can give potential customers peace of mind when hiring your pest control business.
There are many options for content to put on your FAQ and it can be a great resource to help improve conversions on your pest control website.
Include a blog in your pest control website template
So far we have covered service pages, answering common questions, and including a FAQ on your website. The part of your pest control website template we suggest including is a blog.
A blog can also be used to build credibility and trust and it can help educate your potential customers. Plus, with blog posts, you are able to target additional keywords that drive more traffic to your pest control website.
For example, pest warning signs is a highly searched keyword for various kinds of pests. You can create blog posts that cover the warning signs and give prevention tips for those pests, and even highlight your pest removal process.
Not only could blog posts like that generate high volumes of traffic, but you could also include a call to action to hire your service without being pushy. For example, let’s say you did a post on warning signs of an ant infestation. At the end of that blog post, you could have a call to action like, “Want our help to get rid of your ant problem? Click here to schedule a free pest inspection!”
Having a blog and creating blog posts targeting keywords your ideal customers are searching for can generate more traffic and pest control leads for your business.
List your service areas and include location pages on your pest control website template
Unless you have a national pest control company you likely will be doing business in various cities and suburbs as a service area. Including a service area page and specific location pages for the cities you do business in.
One of the best ways to generate local pest control leads is through location pages on your pest control website. When you promote your pest control business on various platforms you often aren’t exactly sure where people seeing your promotions live.
Certainly, if you are running paid advertising for your pest control business only target your service area, but outside of that, you have less control. This means that when people come to your pest control website they are going to want to know if you service their homes.
If people don’t see a location page for where they live they might assume you don’t service their area. Most people are pretty lazy when they are doing research and if they don’t see a page for their city, they will move on to the competition.
Plus, when you have a dedicated location page, your pest control website can show up when people use search terms like pest control services Boston. It also can help your website show up for searches like pest control services near me and other related terms.
Have testimonies, reviews, and case studies
Another kind of content you want in your pest control website template is going to be reviews, testimonials, and case studies. Most pest control companies are going to say that they are great on their pest control website. However, there is a huge difference between you saying your pest control company is great and a happy customer saying it.
If you want to dramatically increase conversion rates on your pest control website you need to have some kind of social proof on your website. The average person is going to do research on your pest control company before hiring you and looking at customer reviews is one of the first places they will look.
Instead of making people search for reviews online, you can simply include them in your pest control website template. Make it easy for people to find what they are looking for without them having to leave your site.
A more advanced form of review is a case study. This is more of a story outlining a customer’s full experience with your pest control service. For example, maybe a customer had a problem with wasps.
You could explain that they had a wasp nest under their front steps and they tried to treat it on their own with no results. However, after they hired your pest control service, the issue was gone after two days and never came back.
These stories and reviews are powerful and can help increase conversions on your pest control website.
Include tracking on your website
Last but certainly not least you want to include tracking on your pest control website. Part of knowing what is working and what isn’t is having accurate tracking on your website.
One of the best ways to do this is through Google Analytics. To start you want to make sure the tracking code from Google Analytics is installed on your website.
Another very important step is to set up goals on Google Analytics. Goals are a form of tracking that will track things like form submissions or appointments booked.
Setting up goals can get a bit technical, but make sure that form submissions on your website are sent to a thank you page. This step is important because you can easily track goals this way and if you run Facebook ads you can set up conversion tracking more easily.
When you can track what is working you can put more of your marketing efforts towards that and scale your pest control business faster.
Conclusion
Overall, having a pest control website that actually converts is an essential part of your pest control marketing plan.
Whether you are promoting your pest control business with paid advertising, SEO, or face to face, people are going to visit your website to research your company further.
Plus when you optimize your pest control website you will start to attract your ideal customers and convert them on autopilot.
Having the right content like service pages, FAQ pages, location pages, and blog posts need to be the foundation of your pest control website template.
Finally, when you have the right content in place, make sure you set up effective tracking to see how to optimize your pest control website further.
Use these pest control website optimization tips to take your pest control marketing to the next level!
P.S. If you are struggling to market your pest control business and could use more leads, check out our digital marketing audit and schedule a call with our marketing team!
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