Attract the right visitors to your website and convert them into loyal customers with quality pest control content.
If you’re wondering how content can help grow your pest control business, think about it this way. Content gives you the opportunity to showcase the value of your brand and highlight the services you provide while building trust with your audience.
The best way to build trust is to create content that provides useful information and helps solve your customers’ issues. Your pest control company is the expert at eliminating pest problems. Help your target audience reach the same conclusion by creating relevant, interesting and helpful content to those reading it.
To break it down further, keep these 4 principles in mind as you’re creating content:
- Attract
- Engage
- Educate
- Call to Action
If you apply these 4 principles to all of the content you create, you will generate website traffic, build an audience and produce leads, which you can then convert to sales.
Let’s take a look at 3 areas where you can focus on producing quality content to expand your reach.
Level Up your Pest Control Website with Quality Content
Regardless of how many great web design features your site may have, without content, your pest control website is incomplete. The most important pages are your homepage and your service pages.
Your homepage has to cover the basics: simple navigation, professional branding, easy-to-find contact information, and a strong call to action. Plus–you guessed it–some quality content. When customers land on your homepage, more often than not, they’re looking for information, so make sure you give them something useful.
Here’s a few different ways you can add content to your homepage:
- Create a video–Customers want to connect with the business they’re buying from, so put together a short video introducing your company and your team.
- Link your social media posts–If you’re updating one of your social accounts frequently, display those posts to add some dynamic fresh content.
- Display customer testimonials–Social proof from satisfied customers gives your brand credibility and heavily influences potential customers’ perceptions about your business.
- Incorporate an FAQ section–Frequently Asked Questions are a great way to organize your content and provide helpful information to your customer base. Not sure what questions to include? Look at Google! For example, if you type “termite treatment” in the search bar, scroll down, and you will see a section that says “People Also Ask.” Then it lists some of the most popular searches such as: “What is the best treatment for termites?” “Can I get rid of termites myself?” “What kills termites permanently?”
The questions in your FAQ section can then link directly to the relevant service page. Plus when you optimize your FAQ pages with relevant keywords, they are extremely valuable to your organic search performance. All of this will help drive traffic to your service pages and homepage, and with useful content, you’ll keep your site visitors engaged.
Boost your Pest Control Website’s Traffic with Blogs
If you don’t have a ton of content on your pest control website right now, that’s ok. Blogging is a great way to add updated content to your site. Plus every time you publish a blog post, it adds an indexed page to your site, which gives you more opportunities to show up on Google’s search engine results page organically.
Your blogs should follow the 4 key principles we discussed earlier:
- Attract – Center your topics around keywords or questions most important to your customers and most frequently searched.
- Engage – Keep your articles interesting and easy to read!
- Educate – Not only will your customers appreciate the knowledge but an educated customer makes decisions faster, shortening your sales cycle.
- Call to Action – Guide your readers into taking the action you want them to perform. Subscribe to your newsletter? Follow you on social? Download a free guide?
The goal of your blogs is to establish your company as the pest control expert in your local service area. Useful and informative blogs will help you get there! Stay away from industry jargon and match your writing style to the personality of the customer you’re targeting. Also, repurpose your blogs for your social media posts.
Here are a few ideas on blog content:
- Three signs you might have termites in your home
- Ten questions to ask when choosing a pest control company
- Is mosquito control safe for kids and pets?
- Three signs you have bed bugs
- How to keep ants from taking over your kitchen
- How to clean your garage to prevent mice
- Homeowner versus Renter: Who’s Responsible for Pest Control?
- Are scorpions poisonous?
- Do house flies carry diseases?
- How often is pest control needed?
The Power of Email Marketing for Pest Control Owners
Email marketing is a great way to keep your pest control business top of mind awareness for your customers and prospects. Your goal when sending out emails should be to generate more leads, opportunities and new business.
In the pest control industry, the average open rate for emails should be around 18-20%. To drive this level of success, segment your lists and focus on content that speaks to your different buyer personas. Start with a great subject line. For example, if you are sending a mosquito control campaign in the summer, you may send one template focused on “Bug-Free Backyard BBQ’s” to your male buyer personas and another template focused on “Preventing Mosquito-Borne Illnesses in Children” to your female buyer personas. The key is to personalize your emails to your subscribers’ specific needs so your message resonates with them. Also personalize your emails with customers’ names and locations to improve their open rate.
You can also measure your email campaign’s click-through rate. This is the number of people that click on the call to action link in your email, which routes them to your website or another web page. You want to aim for a 2-5% click-through rate, so you have a steady amount of leads coming in after you send out a campaign.
