Written by: StructureM
Let’s face it, a home remodel, addition or major improvement project like a roof or new windows is perhaps one of the most significant investments a homeowner will make in their lifetime. It’s a decision they’re going to spend some time researching, and you should be their best source of information.
Core Service Pages describe in detail what services you offer in an easy to navigate platform. They are an effective way to organize your website, and, when written well, they are one of the most effective ways to bring in new leads. By adding Core Service Pages to your website, you will establish yourself as a reliable expert, build trust with potential customers, and enhance the searchability of your website.
At StructureM, new clients often come to us with websites that are not much more than an online brochure – a section that describes basic services, a gallery of completed projects, a little company history, and contact information. They may look good, but with today’s search engines, they do not contain enough information to generate the web traffic you need to see a steady stream of leads.
We want to help you change that.
To get started, you’ll need to know how search engines like Google work. They’re programmed to scan websites looking for keywords and keyword combinations. Over time, the algorithms that search engines use have become more sophisticated, so a long string of repeated keywords is overlooked as spam, while keywords used in a natural way, sprinkled throughout a website, is favored. Core Service Pages provide an ideal platform for the use of keywords on your website.
The Search Is Key
As the world wide web has grown, people’s searching habits have also changed and become more sophisticated. Most people start their search by looking for information about a specific topic so they are informed when they make a final choice. Instead of searching for “contractor” along with their location, they’re likely being more specific and searching “home addition” or “kitchen remodel” in their area. They may even be drilling down a level deeper, using brand names, specific industry terms, or perhaps including the name of a specific suburb or neighborhood.
The content on your Core Service Pages needs to work for both search engines and potential customers, and to do that you need to choose strong, specific keywords.
First, think about your services, your niche, what your company does best, or a service where you’d like to see growth. Those keywords are topics that you can use to organize your Core Service Pages. Then, list your Core Service Page topics, and take those topics a step further by brainstorming subtopics that relate to your Core Service Pages. For example, “Kitchen Remodel” might be your Core Service Page, and subtopics might be, “Countertops, Flooring, Lighting, Choosing Appliances, and Pantry Solutions.” Don’t hesitate to be thorough in coming up with subtopics and keep both search engines and searching customers in mind.
Your Core Service Pages provide the opportunity to use keywords, and the more often keywords are used in a conversational way in your content, the better your website will perform with search engines. In the marketing industry, this is called Search Engine Optimization or SEO. Core Service Pages can and should include several keywords or search phrases. Consider the questions your customers will have as they begin their research process. While someone might not initially search for “kitchen remodel contractor” they might search “pantry solutions,” and you want to be ready to provide them with answers.
If your website includes a blog, there’s a good chance that you have some content to work with already. A good blog should be addressing your potential customers’ questions and providing them with valuable information. Those blog posts can be used in your Core Service Pages, as content and as links to the existing blog posts. Both enhance your standing with search engines. Yes, you’re repeating yourself, but it helps build your keyword recognition and establishes yourself as an expert with potential customers.
Whether you have a blog or not, you’ll need to do some writing.
The best approach is to think of your Core Service Pages as books. Perhaps Home Additions is one book, Kitchen Remodels is another book, and Bathroom Remodels is another. Each subtopic under your individual Core Service Pages is a chapter. As you write, you’ll want to explore each subtopic thoroughly. Subtopic content can also be used to blog posts.
This might be where you’re starting to feel overwhelmed, but keep in mind that you are the only expert on your business. Your experience will speak for itself if you let it. As you write, keywords – and opportunities to use them – should emerge throughout the content. Always keep in mind your potential customer and answer their questions as completely as possible. Avoid unnecessary “fluff,” and dig deep into each topic. It can help to tackle one subtopic at a time. Find help if you need it, and at the very least, ask someone to proofread your work before you add it to your website.
At the top of each Core Service Page, you’ll want to include a series of links to the various subtopics within the article. Your potential customers aren’t likely to stick around if they need to do heavy searching for answers to their questions. Within the Core Service Pages, consider places where you can add links to your blog posts or to other pages that provide additional information. For example, if you’re a dealer for a specific product, be sure to include a link to their site. Your potential customers will appreciate it, and search engines will add value to your website when you link it to other reputable sites. Likewise, if you have any certifications or endorsements, include links for them as well.
Finally, each Core Service Page and each subtopic should include a call to action like, “Contact us for a free estimate,” or “Call us to discuss the details of your project.”
The overall goal of creating Core Service Pages is to generate more leads. That will happen in two ways. With good keyword use, Core Service Pages will quickly improve search engine rankings, putting you closer to the top when someone uses your keywords in a search. They’ll also provide potential customers with information they need, which establishes your expertise and builds trust. When they wrap up their research, potential customers will be more likely to reach out to you because they have established a connection to your company.
Major home improvements are an expensive undertaking and convincing potential customers to take the leap with you requires a focused approach. If you want to increase your leads by 15%-50%, StructureM can help. Our advice has taken many businesses like yours to the next level, and our team of experts love creating success stories. Contact us today for a free website audit.