It’s hard to believe it’s been almost 30 years since the creation of the first website. (Fittingly, it outlined how to create webpages.) These days, having a website is a must, especially if you’re a local business owner, and you want to gain new customers. Since pest control is such a competitive industry, having your own website gives your business the best opportunity for potential customers to find you.
That said, the internet is complex and constantly in flux. It’s unorganized and a digital dumping ground for, well, everything. With all that information racing through cyberspace, you certainly don’t want your website to get lost. According to this Forbes article, “Unlike ‘Field of Dreams,’ if you build it, they will not come. And by they, we mean visitors to your website. Unfortunately, this is a common misconception people have when setting up their websites … It’s a process that demands your full attention and will require a fair amount of trial and error, such as which techniques are working or not working in your attempt to drive traffic to your site … In short, be prepared to spend a lot of time improving and adjusting your site.”
Outsourcing your website creation to marketing professionals can help you avoid costly mistakes such as:
Website Design – First impressions are important, right? Web design can make or break how your potential customers view your brand. They will either want to learn more about your pest control services or leave and go to your competitor. And if they leave, then you’re losing potential revenue. A professional marketing team will work with you on layout, web design, and ensure your content remains relevant and fresh.
Imagery, Color, and Brand Recognition – Did you know color has a psychological effect on a person’s mood and feelings? Yellow maybe your favorite color, but if your website looks like a highlighter, you may be creating a sense of anxiety amongst your customers and prospects. Additionally, you can’t just add any photo you want to your website. Photos and images have their own usage rules. Illegal use of an unauthorized image could result in fines, or even worse, a lawsuit. Professional designers know the ins and outs of color, imagery, and composition and how it can affect your audience. A professional designer can work with you to ensure your brand is unique and attractive to your customers.
Responding to Change – Remember back in January when you thought the Australian wildfires were going to be the defining moment of 2020? Then COVID-19 came along, and your customers canceled their services as quickly as the wildfires started. How fast were you able to pivot your marketing efforts and messaging to reassure your clients that pest control was deemed essential? Pest control companies that had professional marketing teams were able to respond quickly and get creative to alleviate their customers’ anxiety, and therefore, stay competitive.
The reality is, if you’re a pest control business owner, then you’re consumed with the day-to-day operations of managing your business. Do you really have the expertise, creativity, and, most importantly, time to manage your own website too? Most likely, the answer is “No.” The notion of managing your own website is outdated because of how challenging it is to accurately and effectively respond to change.