Electrical Gems #165 Oct-Nov 2021 | Page 28

THE BRANDING ISSUE
WHAT ARTICLES WOULD YOU LIKE TO SEE ? LET US KNOW : EDITOR @ GEMCELL . COM . AU
Glenelg , SA , if you do solar installation in Glenelg , SA , you want to appear in the search results .

5

MAKE IT VISUALLY
APPEALING Today , there ’ s no excuse for bad web design . People who land on your site aren ’ t necessarily going to expect Picasso-esque levels of visuals , but they will expect something professional . So , get some nice pictures of yourself , your van , and some work taken . Make a good impression . You ’ re a pro – your website needs to shout this loud and proud .

6

SHOW OFF YOUR
REVIEWS What do you do when you find a product or service online that you might want to engage with ? Damn straight – you check out the reviews . And people will do that for you , too . Can ’ t find any ? Silence speaks volumes . Ask for reviews – on Facebook , Google , TrustPilot , in writing … however you want to collect them is fine . Just put them on your website !

7

SHOW OFF YOUR
EXPERTISE Later in this issue on page 32 we ’ re talking about content marketing . We ’ ll delve into it more there , but the principle is this : you need to show off your knowledge and expertise , and your website is the perfect place to do so .

8

AND A DOLLOP OF
PERSONALITY WHILE YOU ’ RE AT IT The beauty of a lot of work that we do as electricians is that it ’ s direct to the customer . It ’ s personal . You build up a rapport , you do a good job , have a bit of banter and you know they ’ ll call again . Your personality is critical in this , so show it off on your website . Put some personality into your website words and images , record a 30-second video talking about how important customer relationships are . Let them get to know you before you get to know them . They ’ re then invested in you before you even know they exist .

9

CONTACT ME !
A basic one but an easy one to forget – make sure your contact details are on there and they ’ re easy to find . Ensure you have a number of avenues to contact you too – call , email , WhatsApp , Facebook Messenger , Instagram … whatever you have , list it . Make sure your emergency number is clearly marked , too . You want to make it as easy as possible for people to contact you . Tip : put your estimated response time against each of them too – while any rational person wouldn ’ t expect a reply to a Facebook message at 1am , you always know there are some strange folk about .

10

DATA CAPTURE
If someone doesn ’ t contact you directly , the second best action for them to take is to give you their details . So , your website needs some mechanism for ‘ data capture ’ – a sign-up box . You can offer discounts , priority bookings , new product information , a monthly newsletter – whatever it is , offer something of value , and have a method of capturing the information that ’ s volunteered . n

DIY JOB

Websites don ’ t have to be huge expensive projects – and they no longer need to be a DIY mess , either . There are a number of DIY providers out there , such as Squarespace ,

TOP TIP : DON ’ T FORGET MOBILE

Wordpress and Wix that offer templated websites that you essentially just need to add your own pictures and words to . It ’ s straightforward enough , and there are a whole host of videos on YouTube to take you through step by step .
Mobile accounts for more than half of web searches , yet many people still fall into the trap of forgetting all about mobile devices when creating their websites . Is your site mobile friendly ? Test it out . If it is , great . If not – i . e if it doesn ’ t look good and work in the way you would expect it to – you need to do something about it . Stat .
THIS IS NO SET-AND-FORGET
Your website is part of your business – it ’ s not a set and forget . It ’ s a virtual shop window and everything inside has to match up . If you talk a good game online it ’ s got to be reflected in person – and if people make enquiries online they ’ ve got to be treated in the same way as they would be in person .
28 GEMCELL . COM . AU OCT – NOV 2021