4 Custom Website Principles for Contractor Leads

One thing everyone in the service industry can agree on, is that contractor leads are not easy to come by. The competition is fierce, and the demand for digital accessibility is considerable. Still, there must be a difference between contractors that generate online leads regularly and those that fail to do so. We can expound for hours about search engine optimization, pay-per-click advertising, and social media marketing, but there is one aspect to online marketing that sets the foundation for everything else, and that is custom website design.

Based on our own information, as well as ideas and concepts we’ve referenced from authoritative sources, we’ve come up with a list of 4 things service industry workers must look for in a custom website. A site that will ultimately produce exclusive contractor leads. These 4 things are:

1. Custom Web Designer

We’ve all seen commercials for companies promising ready-to-use websites for your business. Don’t fall into this trap. Just like anything worthwhile, creating a valuable website takes time and expertise. Choosing from a stock design, or website factory will only hurt your company in the long run. Custom web design — meaning, a professional designer who knows coding and will build your website from scratch, is your best bet for a sustainable business website going forward. Traits of a professional web designer include:

  • Domain Name Registration: Someone willing to discuss your domain and hosting options, – every contractor site should have a branded dot com domain name
  • Original Design: Someone who builds designs specifically for you – don’t use stock designs that look the same as your competitors, but go for unique original designs instead
  • SEO-Friendly Coding: Someone that understands how to optimize a website on the back-end – the SEO process starts with HTML and CSS
  • Public Portfolio: Someone with an accessible portfolio – any designer worth partnering with will have a design portfolio they are willing to share

2. WordPress CMS

One great way to invest in a custom website is with a WordPress content management system or CMS. But don’t get confused. WordPress offers two different platforms. One is WordPress.com, which is a stock blog site for bloggers and freelance writers. Creating a site on here would not be wise for your business. The second entity, WordPress.org, is an open-source CMS that allows web designers to construct completely custom websites using the amazing WordPress tools. WP CMS helps your custom website in the following ways:

  • Content Marketing: WP makes it easy to add pages, blog posts, and images
  • Design Freedom: Its open source nature makes WordPress a dream CMS for designers
  • Search Optimization: WP CMS is known to assist with SEO practices
  • Plugin Installation: WordPress offers website enhancing plugins that can be designed and distributed by creative technicians across the globe

3. Clear Call to Action

If properly optimized, every visitor of your website has a general idea of what they are looking for. The objective of the website is to provide a call to action or CTA that will engage users immediately. A significant aspect of this is CTA placement. You want the user to notice it immediately. This can be done by placing the CTA in a user’s natural visual scope. You can test the effectiveness in control groups before you ever launch the website. In general, a CTA should be:

  • Concise: Say as much as you can in as few words as possible
  • Direct: An easy task, like calling a phone number or emailing an address
  • Emphatic: Large text accompanied by a visually engaging UX element
  • Measurable. Use Google Analytics to measure the effectiveness of your CTA

4. Use Lead Generation Forms

Marketers must walk a fine line between obtrusive pop-up ads, and legitimate lead generation forms. Perhaps you should offer a link to fill out a form, rather than have the form pop-up on its own, automatically. This allows users to feel like they are in control, rather than being manipulated and taken advantage of. Many users don’t like to feel pressured, but rather educated. Quality lead generation forms should solicit:

  • Contact Information: A phone number, address and email
  • Discount: Consider including an offer for a discount like 15% or 20% off the first lead generated
  • Inquiry: A space to write an inquiry, or a drop-down menu to select from the most common ones
  • Visual: Ensure the form is visually appealing, modern-looking in design, and easy to navigate