As a pest control business owner or manager, if you were approached by a highly reputable salesperson who specialized in selling pest control services to everyone in the location(s) your company services AND who could attract quality prospects day in and day out, how quickly would you make the decision to hire this individual? Believe it or not, every pest control company has a salesperson whose job it is to do exactly that!
A website should be built with the goal of converting sales, rather than to just be a pretty brochure. Unfortunately, that is what far too many pest control websites look like. Your website should act as your best sales agent and requires a TEAM of content creators, developers, and marketers to create and maintain it to ensure that it continually serves its intended purpose. Do not think for one moment that a simple web developer or graphic designer knows how to create a website designed for lead generation and sales. Your site must include certain key elements to be the lead-generating, money-making, revenue-growing pest control website that will act as your best performing salesperson.
If you’re in the pest control industry, you likely do not have a background in web design, nor a degree in web development. A simple internet search might tell you the basics to having a business website, but what does it really take to create a site that gives your company the leverage it needs over competitors in the pest control industry? Think of the process in these terms to understand why we call it a SMART pest control website. In many cases, a website may be built by a graphic designer or maybe an HTML coder, but in most cases, neither of those individuals understand what the objective is for your website from a pest control SALES point of view.
If you take the time to do your website correctly, it can and should be the most valuable investment you make in your business! There is nowhere else that you can advertise your business, services, target pests and locations served where potential consumers can get in touch with you in seconds! Why else do you think your website should exist? It should be a lead-generating money source that grows your business each and every month!
The real hard part is figuring out how to make sure that whenever prospective pest control customers look for a new company, you are there. That means when they do a search by city, by service, by target pest, your website is present. That’s the secret sauce that will make the internet and online marketing the catalyst to your long term, efficient, and profitable growth.
It is pretty hard to rank highly on search engines when everything is lumped on your website into few webpages. Categories on a website need to be separated properly so that search engines can match what potential consumers are searching for with the exact services you offer. In pest control, this is most effectively done by separating the pages by services offered, locations served and target pests.
Simply put, if you provide service to more than one location, create separate webpages for each location as well as separate webpages for each target pest for each location. The idea is to get the highest rank in the search engine result pages (SERPs), and search engines favor exact matches. If you service Las Vegas, NV, for example, to have a chance of coming up when someone searches “Bed bug control Las Vegas, NV,” you will have to be able to direct them to a webpage for that specific city regarding that specific bug problem. If you service both Las Vegas, NV and Henderson, NV, there will have to be a webpage for bed bugs in Las Vegas and a separate one for bed bugs in Henderson as well as pages for every other target pest in either city.
A second most crucial factor for a successful pest control website is CONTENT. When it comes to online marketing, content is king and you cannot produce too much of it. You need to be regularly publishing fresh content on your website targeted around your service offerings. The more quality content you publish on your website, the higher Google will rank you, improving your chances of generating new business.
There is a lot that goes into creating a site that generates leads and sales, but keep in mind that is the exact reason your site exists.
