We all know that with face-to-face interactions, your equipment and how your employees are dressed can make a difference in establishing credibility to a customer.
A slobby appearance and messy work truck gives a customer a certain impression.
Good branding, clean truck, and a well-dressed employee create a much more credible impression.
The same goes for your website.
A clean design that makes it easy for customers to navigate and get what they need quickly can easily establish credibility for a potential customer before they make their first call.
Professional Design and User Experience
In 2024, less is more.
We want to accomplish two things while creating a website, but in balance.
- We want to establish services for Google and other search engines to know when to serve up the website.
- We want to give customers a good user experience.
How do we accomplish each one of those separately?
To accomplish SEO, we want to have separated service pages, but having 100+ pages can be confusing to customers.
SEO + UX
We can accomplish both by creating specific landing pages for services and service areas that are user-friendly. Then give links for customer to “learn more” about each of the specific services and service areas.
This is a balance that is best for both worlds, giving search engines the content they need to properly index your site and give users the option to view the big picture items with an option to go deeper.
Consistency and Brand Identity
Based on your USP, does your website and branding follow through?
If you’re a high-end producer, then the website can’t look like it’s from the early 2000’s. Even if you are the lowest prices around, your website can’t look like it was made from your buddy’s friend who sometimes does web design.
Tips for Consistency:
1. Call To Action
Are you readily available to customers or do they need to fill out a form to get in contact with you? From the beginning, a customer should know if they can easily reach you or not. If you answer phones or have someone at your company that answers phones, then put “Call or Text” on your website.
2. Pricing
If your pricing is competitive and helps sell a product, then list it on your website. Wear it like a badge. Hiding your pricing says “this is custom and could be expensive”. If your pricing is custom, then omitting it will tell a customer that you’ll need to put work into formulating a quote.
3. Branding
The trucks that show up to do the job or people who interact with the customer, should continue the same brand as the website. This consistent interaction from start to finish help brand a company in a certain way. If the website is a knockout beauty, then some guy smoking a cig in overalls and a stained shirt pulls up in a white van, the customer is going to be confused from a lack of consistent branding.
Building Trust Through Functional Design
We can start by removing pop ups.
After that, helpful content that adds to user experience will not only rank well in Google, but also build trust and authority too potential clients.
Case Study
When I think of consistent branding from web design into the real world, the first company that comes to mind is Kooler Garage Doors. Matt has really created an experience on his website to build authority in the garage door repair space with consistent branding and helpful content. After someone books a time with him by calling, his service professionals show up branded in branded trucks.
Conclusion
To wrap it up, the main point is to establish credibility online through the customer’s first touch point. Build your infrastructure to extend the branding into real life and capture customers’ attention for the long term.