Hood & Vent Cleaning Website Design Analysis — Houston, TX

I say Friday. You say “small business website design!” Friday…

Ok, maybe that’s not very catchy. But here’s what I got for you this week: An analysis of a hood & vent cleaning business’ website. Hot’z brings the clean to restaurants all around Houston, and it’s time for us to find out how their website brings in all those clients.

Standard rules apply: there are 5 essentials of business website design that you have to know if you want to turn online prospects into customers. To make them easier to learn, I’ll analyze Hot’z’ website and point the 5 essentials out to you as I go. Game on? Game on.

See the site in action: hotzpowerwash.com

Design:

Does this site get your attention or what? It may be the bright red background, or the animated chef popping out from behind the homepage, but something is definitely going to draw you in. Of course, that only matters so much. The most important thing is what you do with that attention. In this case, Hot’z successfully leverages that attention by delivering a headline that clearly states how they can improve the lives of their prospects. There is no confusion about what they offer, and the brushed steel background (imitating the look and feel of a brand new hood) is a nice touch, too.

Marketing:

There are a number of marketing elements Hot’z incorporates well. Here are a few…

1) Contact Info in the Right Place – If you’ve followed this blog at all, you know I always support putting contact info in the top-right corner of the website. In this case, I like that they also accompanied the number with a tagline, “The Kitchen Exhaust Specialists!” It is just another reminder that the prospect has found the righty type of business to help them solve their problem.

2) Save $$$ Badge – One of the reasons to choose Hot’z is that they combine the services of fire inspection and vent cleaning. I like that they designed a badge in the bottom left corner to highlight this benefit.

SEO (Search Engine Optimization):

SEO is the practice of optimizing your website so that search engines can understand what your website is about and rank it for relevant keywords people might be using to search for sites like yours. The better your SEO, the higher your website ranks for certain keywords. Hot’z does a great job optimizing their copy for SEO. You’ll see many incarnations of keywords like “hood cleaning,” “vent cleaning,” and “kitchen exhaust,” as well as local terms like “Houston” and “southeast Texas.”

Copywriting:

If you read through the copy on Hot’z website, from the eyes of their target market (restaurant owners), you’ll pick up on a few key points. First off, Hot’z does a great job expressing a genuine desire to help restaurant owners make their lives easier. This is huge. Second, there is a focus on reliability. This theme is emphasized due to the lack of reliability that many in the audience have likely experienced from others in this industry. Reliability sets them apart.

Programming:

Programming governs how a website works – loading pages, clickable links, all that good stuff. When it doesn’t work, the website ends up looking cheap and unprofessional, which is bad news for lead generation. Hot’z programming worked well, and that counts as a point for their professionalism!

Does your site have all 5 of the small business web design essentials? Find out by downloading our Ultimate Small Business Web Design Checklist.

Best,
Joy