November 2023

Hardworking websites: how to use your home services website to capture quality leads

First impressions leave a lasting impression—and your home services website is one of the most important impressions you can make on your customers. For better or for worse!

Is your website a finely tuned conversion machine, turning visitors into valuable customers in mere milliseconds? Or does your hardest-working salesperson leave more questions and concerns than confidence?

Effective home services websites, the kind that capture and convert high-value leads without you lifting a finger, answer these four questions clearly and concisely:

What do you do?

From the moment lead lands on your website, they should understand what services you offer and who you do it for. And they may not know what service they need so make sure to include the problems you’re solving with your services—so every customer knows they’re in the right place.

If you have multiple services, we recommend dedicating a page on your site to each of these core offerings. That way, potential customers can quickly scan your service options to make sure they’ve found the right company, then click to dig deeper and learn more about the service they need.

For example, a plumbing company might have distinct pages for plumbing repairs, installations, drain services, and water heaters, rather than describing each of these services on their home page. Each service-specific page, tailored with relevant content and visuals, serves as a focused resource for visitors interested in those offerings.

Where do you do it?

The next question your website should answer, once customers know exactly what you do, is where you offer that service. Location, location, location—it’s as vital online as it is off!

Your service area should be prominently highlighted throughout your site and reiterated in the footer of every page. That way, potential customers can quickly recognize if you serve their area, no matter what website page they start their journey on.

As a bonus, highlighting your service area throughout your site can boost your local SEO efforts by making it exceptionally clear to search engines exactly where you work.

What makes you different?

Now that potential leads know what you do and where you do it, tell them why they should choose your service over every other option in town.

Every market is teeming with HVAC techs, plumbing pros, roofing specialists, expert electricians, and more. That’s why it’s your differentiators and your ability to quickly communicate them that make you stand out.

“From the moment a potential lead lands on your website, they should understand exactly what you offer and who you do it for.”

Your home page and each targeted service page should not just highlight what you do. It should explain why your approach, skills, price, reviews, or warranty are different. Whether you offer a unique extra benefit, back your work with a best-in-town guarantee, or have the top-rated service in town, make your differentiator clear—and clearly valuable.

How can I book?

The final question worth answering on your high-impact website is how customers can take the next step. Whether you offer an estimate, direct access to your scheduling calendar, or want to start with an intro call, make that next step exceptionally clear and easily accessible.

In addition to offering a simple contact form, it’s important to be transparent and honest about your operating hours and response time. If your website says you’re on call 24/7, or that you’ll respond within one business day, honor that commitment! There’s no better way to build trust from the start than answering quickly, scheduling accurately, and showing up when you say you will.

Want a website that WOWs?

Your website isn’t just a digital placeholder. For many home services businesses, it’s your storefront—the one place your customers can see who you are, what you do, and what makes you unique.

At HomeBoost, powered by MediaSpark, we turn basic sites (and social media channels and outreach campaigns!) into lead-generating powerhouses that work around the clock—so you can connect with and convert more best-fit customers.

To start building your tailored marketing strategy, connect with our team and boost your brand!