Do your customers have a tendency to leave your website quicker than you’d like? It might be that your user experience is chasing customers away. With careful planning and proper design, you can turn a poorly performing website into a lead-generating powerhouse! Today, we’ll define the user experience and discuss how plumbing contractors can improve it. By the end, you should have a simple game plan for creating fresh growth for your company.
Let’s get started!
What is the User Experience?
The name says it all. The user experience (UX) is simply a consumer’s journey through your website. Now, that journey may end within seconds. It might also last for thirty minutes. Success depends upon your company’s (or your web designer’s) ability to direct the consumer to where they need to go. Many elements affect the journey, including:
- Homepage & Landing Page Design,
- Service Categorization,
- Content Quality,
- Calls to Action,
- and more.
While logic may govern the ultimate purchase decision, emotion drives potential customers throughout their user experience. The wrong combination of eagerness and frustration drives would-be clients away from your website. That’s why you want your site experience to flow as smoothly as possible, with no speed bumps along the way!
Key Metrics for User Experience
Conversions aren’t the only metric you should be concerned about as a plumbing company. The user experience produces many types of data that can reveal kinks in your content mapping. Perhaps the most popular measure of plumber SEO success is the user bounce rate. This term describes the percentage of users who leave the site after visiting just one page.
Keep in mind, it’s very common for people to leave after viewing your homepage. Some people only need to look up your company’s hours, while others perform initial recon on local services. It’s completely normal for plumbers to have bounce rates between the 60 and 70 percentiles. Higher rates could indicate an issue with your homepage!
Since bounce rate can be deceptive by itself, it’s crucial to include other metrics in your site analysis. Examine factors such as scroll depth, how far the average user looks down the page before leaving. Of course, you should also include average time spent on site and the average number of pages viewed. Plumbers can easily gauge their site health by consulting the company Google Analytics account.
So how can someone who isn’t a plumbing SEO professional take this data and interpret it?
Signs of a Healthy User Experience
- Length: Most user journeys last well over a minute.
- Depth: Most users scroll down the page for additional information.
- Multiple Pages: Average pages viewed rounds up to two (at least).
- Lead Development: A good percentage of people call or email your company.
Symptoms of a Poor User Experience
- Bouncing: More than 70% of people leave after one page.
- Shallow Scrolling: Most users don’t scroll down very far on the homepage.
- User Complaints: People call because they can’t find their service on your page.
How to Enhance UX
The good news? Plumbing contractors with mediocre or poor user experiences can fix them! Below, we’ll walk through each step of a hypothetical journey that one of your future clients might go through. With each step, we’ll offer ways your business can make significant improvements to your UX and plumbing SEO results!
Part #1: Homepage & Landing Page Impressions
Did you know that the average person forms an opinion about your company within 0.05 seconds of landing on your website? (SWEOR) This first impression heavily influences the ultimate destination of your user experience, whether that ends with another bounce or a quality lead. Of course, 0.05 seconds isn’t enough time to complete a thorough read-through of your homepage. So what elements are crafting that initial opinion?
Key (Initial) Factors in Homepage UX
- Clean Company Logo
- Simple Menu Navigation
- Professional Graphic Design
- Excellent Images
- Clear Call(s) to Action
Since the human brain processes images much faster than text, much of the user experience hinges on clean menu design, pleasant spacing, and vivid color. Of course, you’ll need to back this imagery up with well-written content and easy navigation. Ideally, your customer should be able to scroll through your homepage and find their required service within 10 seconds or less.
Part #2: Progressing into Services
Speaking of navigation, your menu system forms the backbone of your site’s user experience. Keeping the menu concise and visible can be a serious challenge, especially for plumbing contractors with numerous service offerings. The temptation to include every single repair service spells disaster for far too many businesses. So does the allure of dozens and dozens of city pages.
What do all these pages do for customers however? They make it exceptionally difficult to find the services they actually need.
Most successful plumbing companies restrict themselves to a handful of service categories. This allows users to find their services quickly, instead of instinctively bouncing from text overload. If your company caters to a larger community, be sure to limit your city pages too! You’ll still get a high volume of calls, and crafting quality content will be so much more manageable.
Part #3: Engaging Users With Content
Most Americans go through content at a 9th grade reading level. In other words, plumbers need to keep wording professional but fairly simple. Avoid throwing out special terms that only contractors understand. While it might feel exciting to prove your plumbing expertise, your potential clients won’t appreciate the vernacular. Let your license and association credentials prove your skill!
What other tips can help plumbing companies improve their SEO results and user experience?
Pro Content Writing Tips
- Don’t forget to include great images!
- Spell out your service process in a step-by-step list.
- Manage your customer expectations with average time requirements and costing.
- Link to other helpful services that might apply to their situation.
- Include your company name and phone number a few times throughout each page.
- Mention well-known industry authorities in your content to increase your credibility.
If you’re hunting for ways to impress your audience, trying using step-by-step lists and visual guides! As we mentioned earlier, people process visual information a lot faster than they do text. Save their time and energy with these convenient content features.
Part #4: Finishing With a Call to Action
Your site users have made it all the way through multiple pages of text and several minutes of reading. Now, they’re ready to make the call (or email) to your business. This is perhaps the simplest, yet incredibly important part of their user experience. All your hard work could go to waste if there isn’t a clear call to action.
That’s why the most successful plumbers provide call buttons at both the top and the bottom of their pages. Make the buttons clearly visible against the background! Your phone number should be spread across the text too.
Need Help Crafting Your User Experience?
Our team at the Plumbing Webmasters supports numerous companies across the United States. Thanks to the hard work of our experienced web designers, graphic artists, content writers, and social media experts, our clients dominate search listings in their local service areas! We’d love to help your business grow too.
To learn more about the user experience and how our plumbing SEO experts can help, contact our friendly staff today at (877) 388-9884. See for yourself why so many companies trust us with their online marketing!