What time is it? Time for small business website design tips! Totally set myself up for that one…
Here’s what I have for you this week: An analysis of a paving and seal coating business’ website. Armor Paving paves roads and repairs potholes, making transportation and infrastructure buffs all over the Springtown, TX area pretty happy.
My standard website analysis rules apply: there are 5 essentials of business website design that you have to know if you want to turn online prospects into customers. I’ll point them out as I go through the site.
Go through the site with me: asphaltexpert.com
Armor Paving is in the enviable position of offering a service that is easily understood, even by those who know nothing about the industry. Oh, you pave roads and fix potholes and stuff. Cool. For those in the industry, it’s even easier. Their main task then is to make sure they don’t get in the way of that message coming through clearly in their website design – and they succeed with flying colors. The business name lays the foundation: the image is big, bold, and drives home the service they offer, and the rest of the design is professional and clean. It doesn’t get in its own way… and it’s wonderful!
There are a number of marketing elements Armor Paving’s site incorporates well. Here are a few…
1) FREE Quote – I like that they include a link to request a free quote on their homepage (and right in the middle of the main image, no less). Only thing I would change would be to put the actual form there instead. Just cut out the middle man.
2) Trust Logo – At the bottom of the page you see the Better Business Bureau icon. This is an easy and effective way to increase trust in your business, because it immediately shows that you are the real deal.
3) Testimonials – Your prospects will always trust what your customers say about you more than what you say about yourself. So the more testimonials, the better – especially if you can feature them on your homepage. (Even better than testimonials? Ratings and reviews! They come across as more objective than testimonials.)
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. Armor Paving targets the keywords: asphalt paving, pothole repair, seal coating, and parking lot striping.
Armor Paving’s tone and style is typical for business-to-business (B2B) businesses: straight and to the point. This totally works for them, and one thing I really like is the layout and spacing of the copy. They use short sentences and bullet points to make the text easy to scan. Well done!
Bad programming can (will) kill your site’s effectiveness. Bye-bye, leads. Luckily (or, rather, by design) Armor Paving’s site functions flawlessly. Nailed it!