Winter is coming, and that means that the boiler and gas sector is about to see a dramatic increase in customers searching for their services online. Jonathan Birch is Creative Director at Glass Digital. Here, he explains the importance of a strong online marketing campaign and shares some tips for boosting your online presence.
We're living in an increasingly digital world, and when people need emergency repairs or servicing this winter, the first thing that many of them will do is grab their laptops or smart phones and use a search engine to find a business that can help them. So, if you want to capture those searchers and turn them into paying customers, you need to make sure your site is performing well on Google and other search engines. In this article, I'll bring you up to speed on what you need to do to ensure your business stands out online.
Get your site up to speed
Your website is the first impression that many customers will have of your business. When trying to choose between two similarly priced services, prospective customers are likely to end up going for the business with the most professional looking website. So, you need to make sure that your site looks great, responds quickly, and is simple to navigate.
The benefits of this are two-fold. Firstly, Google and other search engines favour sites that offer a good user experience (UX), so having a nifty site will help to improve overall rankings for your key terms. Secondly, users who land on your site are more likely to stay on site if it’s fast and responsive. Plus, if it's easy to navigate, it will be easier for them to find exactly what they need, meaning they will be more likely to get in touch or buy from you.
Build your authority with onsite content
Once you've got a great website, you can start publishing informative, helpful content that's relevant to your products and services. Targeting the sort of questions that your customer base has about boiler and gas appliances will help to draw a valuable audience to your site, and it will also demonstrate to potential customers that you really know what you're doing. Plus, search engines place great value on authority, and great content will show that you're an expert in your field, improving SEO across your whole website.
Naturally, your content is going to perform much better if it's engaging and high-quality. Search engines are increasingly clever these days and can tell which pieces have good spelling and grammar. And, it goes without saying that people will be more likely to read your content if it's well-written, too. If you don’t really have a way with words (or you've got your hands full running your business) you might want to outsource this work to a copywriter or agency — preferably one who can use industry tools and the latest insights to optimise the content for SEO.
Reach out to other sites for guest blogs
Guest blogging is an excellent way to continue to strengthen your expertise and authority, and to promote your gas and boiler services online. To do this, you'll need to reach out to the sort of websites that your target customers visit, then offer them a guest blog in exchange for exposure. To improve your chances of getting accepted, try to think of an idea that will appeal to their readership and is highly relevant to your own expertise.
If the owner of the site agrees, you should also include a link back to your site somewhere within the content. Search engines often see backlinks as 'recommendations' for your website, which can help to boost your performance in their rankings.
Even if you're not a tech whizz, there's still plenty you can do to make your business stand out online. Take these tips on board, and you should be able to improve the performance of your site in search engine rankings.