When things go wrong – and they often do – the maintenance man (or woman) is our first port of call. The jobs themselves may be small, but it’s a big business. The property management industry in the US is worth an estimated $69 billion per year, and is growing at over 3%.
The barriers to entry are very low, which results in a marketplace that’s highly competitive. So you need to stand out to be successful. It’s also an industry that’s increasingly conducted online.
Services marketing (a set of marketing strategies focused on selling non-physical products, like maintenance services in our case) is a complicated subject, with the value proposition to the customer based on more than just price. In many cases, the person you invite to work on your property, or entrust your possessions has to be someone you trust.
Creating trustful relations with a customer with whom you may never have met before includes building a rich and comprehensive website, keeping it up-to-date and functional, adding rich content to show off your skills and creating online advocacy with social media.
A clear, simple and well-designed website is your shop window. We explore how you can get the best from your online presence while making a website for your maintenance business.
A value proposition is quite simply the reason why people should choose your business above others. If you do one thing, do that one thing well. That’s the message for the single proposition site.
There may be multiple reasons why people should buy from you, but your customer proposition should be simple – and your website should reflect this.
This window cleaning template is a great example of promoting a single proposition. It’s well designed and clear, with the continuous scrolling look feeling modern and simple for the user to understand. The site explains very clearly what you offer, which should aid navigation and SEO. It’s uncluttered and contains all essential information on the front page including multiple access points for clients. Customers can also search for online validation through the social media buttons and access more content to support their decision-making.
This website is built on a MotoCMS template, which offers some really interesting benefits to keep your message and your brand strong. As your business grows, the CMS does too, enabling you to grow this single proposition with a clear site hierarchy and a consistent brand look and feel.
If your business offers multiple services to your clients then your site needs to explain clearly what you do, and how your customers can access your services.
Offering a simple and accessible diagram to illustrate the services on offer, this heat insulation template allows the visitor to understand your offer easily. The gallery at the bottom of the page offers access points to specific service offers for users.
If your site offers even more services, there are templates such as this one offering an interesting and engaging icon-based navigation structure. The scrolling gallery keeps things moving, with customers offered a variety of access touch points to get more information and engage more with your business.
If you offer services to different types of clients (general public and trade, for instance) you can manage different entry points to the site by using this template.
It’s all about simplifying the navigation for your users while maintaining the strong focus on all of the services you offer.
Building your site on a CMS enables you to make changes as and when you feel necessary. In many service businesses there are seasonal peaks and troughs, which is why you need a website that’s easy to manage and easy to update.
The Moto CMS admin panel makes it simple for you to build a variety of pages, all based around the same template design – swapping them whenever you wish.
Using bold and colorful blocks with this dry cleaning template you can easily edit text and photos for each offer, keeping your site fresh and up-to-date. You can change it as often as you wish, testing offers to manage capacity and assess their impact.
You can also change and manipulate the site hierarchy, moving entire content blocks and materials on the site without needing to know any programming languages.
The freedom to change your website is useful, but match it with analytical data that you can get as an administrator with Moto CMS. Thus you can take your customer offering to another level. In-depth analytics can help you to focus your site. You can unlock the secrets of how users navigate your site, the most popular offers you have, etc.
The key to success is in using analytics and embedding them within your business strategy. Given that 59% of Google searchers use the engine to find local services, it’s essential that you improve your offer to them.
There’s a big benefit here for perfecting the dark arts of SEO. It’s such a huge subject we can only touch on it here, but local searchers seek local information, cues and reference points. Analytics can help identify your core audience and help you target your site for them.
When creating your website, use the analytics to help set targets. They can also be used to highlight how people are accessing your site, their location and the way they navigate through your site. Information is power, so use it to your benefit. When using a Moto CMS template to build a website, you can enable Google Analytics and track your data easily. This option is available in the ‘Website Preferences’ Section of the admin panel.
When selling a service, words are cheap – it’s content that’s king. Use video, audio, imagery and, well, just about anything to promote your service.
Scrollable image galleries and YouTube video integration are key aspects of a CMS and they work well on this roofing template. The key to content is in creating content that presents your business in the best possible way. The good news is, it doesn’t need to cost the earth to create.
Most mobile phone cameras are capable of capturing video and images that will work online. In some cases, amateur footage is more authentic, appearing more real to the viewer.
As with most pioneering trends, not everyone is quick to catch on. By embracing the need to produce rich content you can create a competitive advantage over your rivals.
Building social media into your business is essential – there’s no denying that, although there is increasing conversation about it by the experts. The reality is that it’s a free and simple way to engage with customers, which is an opportunity most businesses pass up at their peril.
Creating accounts is simple, and the kind of rich content generated and shared as previously discussed is the perfect way to create connections.
When building these into your site, it couldn’t be simpler with the range of social media widgets provided by Moto CMS. No longer do you need to enter the source code of the page and drop in lines of code to enable this, it can be done quickly and easily by anyone with a basic knowledge of how to use a computer.
The social media icons – acting as buttons – are clearly displayed in this template, meaning users aren’t searching for your social media presence.
Linking rich content to your social media feeds is one way of engaging an audience, encouraging them to share is another. Thankfully, this is also simple and easy with Moto CMS.
These tips are the basis on which you can build your site, but always remember to create something with personality. A CMS system can provide the building blocks, and the tools for you to create functional sites – but it’s up to you to inject some of what makes you different and special into the site.
Social media, rich content like videos or photography, testimonials from previous clients and more can help build up the trust in you and your business.
Using analytics and information can help you understand your customers, where they are from, how they use your website, and perhaps most importantly, what’s not working.
By creating a website that works – and providing high-quality services to back up the claims – you’ll attract customers but, more importantly, begin to build brand equity and create a real business with value.