Content marketing is one of the most effective and important aspects of the overarching digital marketing philosophy. And in 2021, it is only getting more important. At Contractor Webmasters, we know that Google is constantly updating its algorithm to scan for, locate and index quality content with value to offer their users.
So you must ask yourself: as a pest control technician, are you writing compelling content for your website? The pest control content that you come up with has to do many things. For one thing, it has to get you noticed by web crawlers so that your website will rank higher with pest control SEO. This will generate more unique, cold traffic to your website – giving you a better chance to generate pest control leads.
Secondly, as we have already touched on, your pest control content should be offering something of value to your visitors. This works to endear your company to your customers, increase brand awareness, and make it more likely that they will trust you when they need pest control services.
And lastly, your pest control content should be moving people along the sales funnel. You should have varied blog content that pertains to the unique interests of everyone in your sales funnel – from people looking to research pest control to people who are ready to pay for your services.
It’s a lot to take in, we know. If at any time you feel a bit overwhelmed, we’d like to help. You can reach out to us for full content marketing services for your pest control company. But for now, let’s get into detail about how to write compelling pest control content.
1) Conceptualize Content
The first thing you need to do is establish the goals of your content. There are a lot of different types of content that need to be written for effective digital marketing. Here are just a few examples:
- Landing pages
- Service pages
- Blog posts
- Ad copy
So for every piece that you write, you have to establish a goal. For example, you should have many blog posts directed toward many different kinds of customers. You should have blog posts that inform people and help you establish authority in your field. You should have blog posts that ultimately encourage customers to use your services. And you should have blog posts that are specifically crafted to be shared and increase your web presence.
Landing pages should focus on the merits of specific services. Landing pages are tied to pay-per-click ads and are what your customers see when they click on ads promoting a specific service. So they have to correspond to the ad.
Conceptualizing your content also entails knowing who you are writing to. This is an important preparation method. For example, do you want to target younger millennials who have just purchased their first home? Or are you trying to reach older, established homeowners? Your language and tone should accommodate your audience, and the content should speak to their needs. You can also categorize your audience by region or the types of pest problems you know are prevalent in their area.
2) Write Compelling Pest Control Content
Did you know that visitors to your website are likely to leave after 15 seconds? Needless to say, that’s not enough time to make a purchase or set up an appointment. So it’s important to hook your visitors as soon as possible. Here are some tips:
- Evocative Headlines: The title of your blog or your web page has to speak to your customers’ needs. It has to tell them that the following content will address a question you have to help you solve a problem. “What to do when you Have Roaches” is a good example of a headline that speaks to the needs of customers. Numbered “Tip” headlines are also effective (you’ll notice we used this tactic for the post you are reading now). Consider titles like “10 Tips for Keeping Roaches Out of your House.”
- Insert An Alarming Statistic: It may be helpful to use an attention-grabbing statistic in the first few lines of your copy. This can help pressure the pain point for many customers and compel them to read on to seek a resolution of some kind. Something like “Did you know that 63% of US homes have roaches?” can spur interest in a reader right away and keep them hooked. That is a real statistic, by the way.
- Subheadings: Breaking your content up into helpful subheadings that plainly tell the reader where they can find specific content will also help them stay on the page. Your subheadings should indicate the content that the visitor will read in that section and highlight a major point of interest concerning the overarching post.
3) Prioritize Readability
Did you know that the average reading level in the United States is between 7th and 8th grade? (See what we did there?) It’s true, so you have to make your content readable for most people. That means using short sentences and paragraphs. And for pest control experts, it also means speaking in layman’s terms. You may be tempted to use a lot of pest control jargon that shows the reader that you are an expert, but you have to avoid this urge for the sake of readability.
Make sure you are using a grammar checking tool like Grammarly as well. This will help make your content more readable and give it a better flow if you aren’t a scholar.
Parting Advice for Pest Control Companies
It may also be helpful to workshop blog ideas with your family, friends, and colleagues. Think about your customers’ questions regularly and use that as a jumping-off point for blog topic ideas. And if you are ever at a loss for words, so to speak, you can always reach out to us here at Contractor Webmasters for content writing and content marketing services.