Is a rookie mistake with your website costing you new customers?
You’ve personally never claimed to be a website expert (I don’t think!), so it is to be forgiven that you may have made this rookie mistake with your website. The thing is, it’s probably costing you new customers.
To understand what I mean, lets take a look at the experience through your customer’s eyes when they want to find a particular trade service (and haven’t already got a ‘go-to’ tradie).
It all starts online with both mobile or on a desktop.
For this reason why it is essential to have a website for your trade business, even if it’s just a simple single-page set up sitting there as a marketing tool.
Previously we have discussed exactly ‘what’ needs to be included on your website and ‘where’. However, outside of the aesthetic and informative nature of your website there are two other critical factors that has to be considered, which in fact are THE most important of them all…
Website/Page loading speed and mobile responsiveness. Both affect website bounce rates which result in lost customers.
Let’s look at each one individually so you really get what we mean.
Website/Page Loading Speed
Have you ever clicked on a website only to close it and move on shortly after because it’s simply taken way too long to load?
Mobile Marketing Engine tell us that 74% of consumers will wait 5 seconds for a web page to load on their mobile device before abandoning the site.
They also share that 71% of mobile browsers expect web pages to load almost as quickly or faster as web pages on their desktop computers.
With a growing number of people searching on a mobile device, the speed in which your page loads is critical to capturing eye-balls on your website.
To ensure you haven’t made this rookie mistake you can check your website’s loading time using Google’s PageSpeed Insights. Simply put in your URL and select ‘Analyze’. Google will give you a suggestions summary with information on what works, what needs to be fixed and what you should consider fixing. Some major (but easily fixable) factors that effect your website loading times include your server, the quantity/size of images and external scripts.
Talk to your web developer if you don’t understand these things and get them to help.
Let’s move on the to second most critical factor…
What if I told you that Google would demote your website in their search rankings if you don’t offer customers a mobile-friendly version of your website?
(Basically the Google algorithm displays the ‘best’ pages first)
Well, they have.
In fact you will be heavily penalized if you don’t. Google is trying to assist the mobile users.
It is for this reason you can’t afford this rooky mistake. It would be a great idea to check your website’s mobile responsiveness using Google’s Mobile-Friendly Test. Again, just put in your URL and select ‘Analyze’.
You can also check out how your website looks on different devices and device models using Chrome. To do this open up your Chrome browser, search the website you wish to test, select ‘View’, select ‘Developer’, select ‘Developer Tools’ and lastly click the small image of a Phone/tablet at the top of the popup box that appears. Then, just go through and choose the device view you want to see.
If your website isn’t mobile friendly then speak with your web developer. It’s time for an update. You will need to adjust the layout or template you use.
Don’t make these rookie mistake of losing customers because of poor website functionality. Those lost leads could amount to hundreds and thousands of dollars worth of work for your business. Test and (if necessary) make changes to your website today!
For more information check out The Tradie Show – Episode 6 ‘A Tradies Guide To Building User Friendly Websites’