This post was authored by Monica Hemingway
Your website is usually one of the first places that prospects "see" you and the quality of your website immediately tells them what kind of business you are. Is your tree care website organized, professional and quality-oriented? Or is it disorganized, sloppy, and low-quality?
To ensure your website makes the best possible first impression, focus on your website design and usability. In other words, make sure it’s aesthetically pleasing and simple to use.
Here’s what you can do to set yourself apart from the competition and convince prospects that you're the right option for them:
#1 Make Your Website Responsive
Mobile media use is now greater (51%) compared to desktop (42%) and other media usage, according to a 2015 mobile marketing trend analysis of KPCB. The implications are clear: A mobile-friendly (responsive) website is critical for making that good first impression and staying competitive. Not to mention, Google will penalize you in the search results in your site isn’t mobile-friendly.
Not sure if yours is responsive? Click here to check it using Google’s Mobile-Friendly Test Tool.
#2 Keep It Simple
Less is more when it comes to website design. Unfortunately, it’s easy to get carried away with all the latest bells and whistles, which often produce websites that are anything but simple.
By cluttering up your pages (especially your home page) you make it overwhelming for viewers and frustrating for visitors. If they don't know what to focus on, they’ll end up leaving you for a competitor.
Keep it simple by:
- Using an easy-to-read format – bullets and lists work well, as do short paragraphs (no more than 4 or 5 lines of text).
- Using a larger size font (14px at a minimum) that’s easy to read (no fancy swirls and embellishments, please!)
- Keeping pages short and putting the key information at the top so readers don’t need to scroll down to find it.
- Minimizing the number of different colors and keeping them consistent throughout the website.
- Focusing on only one key message per page.
- Limiting the number of choices a viewer must make on a page – minimize the calls to action and links to click on.
#3 Make Your Website Easy to Use
When someone visits your website, make sure they can quickly and easily find exactly what they need and do all the things they want to do (like request an estimate, contact you by email, or schedule service). Here's how:
- Use a simple site structure without a lot of layers.
- Minimize the number of clicks needed to find something.
- Use buttons where possible instead of just text links. This is especially important for viewers who are reading your website on a mobile device.
- Use a simple navigation menu with as few “buckets” as possible. Use words people recognize - this isn't the place to be creative.
- Put the key information (like phone number and service area) on every page and ensure that it’s visible at all times.
- Place things where people expect to see them. For example, put navigation at the top of the site, sidebar on the right, and logo at the top left.
#4 Look Professional With High-Quality Images and Graphics
There are few things that add to the professionalism of your website as much as high quality images and custom graphics.
Because you’re in the tree care industry you have almost an unfair advantage when it comes to imagery; you can take photos of your own work to show potential customers.
Here are a few tips for snapping a good photo:
- Don’t use stock images – people can spot those a mile away.
- If you can afford a professional photographer, hire one. It’ll be well worth the investment.
- If you don’t have budget for a pro, use a good camera that takes high-resolution images.
- Take photos in flattering lighting conditions (noon is not a good time to take outdoor photos).
- Take a LOT of photos! Only some will turn out to be “keepers” that will look great on your website.
- Optimize (compress) your images before uploading them to your website. Large files will slow down your website and negatively affect search results.
When it comes to graphics, don’t overdo it with all sorts of different icons, buttons, banners, lines, borders, etc.
Yes, you want to use some of these – but keep them in a similar style and color, preferably one that relates to your logo (you do have a custom logo, right?).
Skip the drop shadows, gradients, rotating images, and animation.
With half or more of your customers and prospects looking at your website on a mobile device, a nice clean, uncluttered look works much better.
In Summary …
By understanding what your audience (potential, current and past customers) really wants to know and providing it to them in clear, digestible pieces that are easy to find and read, you distinguish your tree care company as an authoritative and trustworthy business owner who does high quality work.
What does your website say about YOUR business?
This post was authored by Monica Hemingway
Monica Hemingway, Ph.D., is a Licensed Arborist, Industrial Psychologist, and Digital Strategist – an unusual combination that gives her unique insight into online business for the tree care industry. You’ll find her at ITG Multimedia helping companies grow their business or writing about digital strategy for the green industry at MonicaHemingway.com.