In the current business climate, you need a pest control website. When people are searching for a service, most will check Google first, so it’s important that you build a website that reaches those people and converts them to customers.
Maybe you’re a new pest control business owner who wants to build a pest control website yourself. Or, you run an established brand and want to make sure the existing website is up to date with current pest control marketing trends.
Either way, your pest control website needs to do three things.
- Generate traffic and reach new people
- Showcase your services and experience
- Let customers contact you and inquire about work
To help you out, we’ve created this guide to building a pest control website that’s successful.
Pest Control SEO is Key
Search engine optimisation (SEO) is the most important step when it comes to building a pest control website. Your SEO strategy dictates if people are or aren’t finding your website and where they discover your business.
Many pest control companies think they know how to reach their target audience, but SEO research ensures you’re not missing out on more popular results. Your first step is to find a list of valuable keywords people are searching for. Google Ads has a useful Keyword Planner tool that lets you compare what keyphrases get the most monthly searches and cross-compare your competition on these pages.
Find which high-value keywords and key phrases best match your business and use them throughout your website, from your headings to body copy and even meta descriptions. Each step helps Google or other search engines find your website and serve it to interested users.
You’re also not limited to one set of keywords. Ideally, you’ll have your main ‘broad’ keywords that you use on all pages of your website (e.g. local pest control, ‘town name’ pest control, pest control near you). But, each page is a chance to expand your keyword reach, so do your research for each service you offer because there may be an untapped audience pool waiting.
Source Good Images
People want to know your business is legitimate at first glance. The easiest way to make a good first impression is using professional photos of your team! Showing pest control technicians, utes and equipment in your branding is the quickest way to build trust.
Stock images can get you most of the way, but when it comes to technician shots, you’ll want pictures of your actual team. That way, potential customers can associate a name with a face and are more likely to have trust in your team.
Time To Build!
There are several options available for pest control websites now! With plenty of services available, there’s surely something that works for your business. If you want a quick, easy-to-build website that you can do yourself, options like Squarespace, Shopify or Wix are best. If you want a more customisable website with a higher learning curve, a WordPress Self-Hosted website gives you more freedom, but you’ll likely need a designer to help out.
Once you choose how your website will be built, make sure to follow some trends to ensure a good user experience. Because we’re focusing on pest control websites, we won’t go too far into basic web design strategies. There are plenty of those around. Instead, here are a few pest control-specific design choices you should consider adding to your site.
Fast Forms: When it comes to pest control, some people just want to know you can handle the job and get in touch right away. We recommend having your contact form quite high on your website, be it the header or the second/third thing people see.
Pest Lists: Having a slider or list of pests you service on your website menu or home page lets customers know what pest control services you provide. Most of the time, people looking for pest control have a certain job in mind, so categorising your services by pest can improve your click-through rate. More visual ways to showcase this service are advised instead of just listing out a bunch of pest names. Images or icons let users instantly recognise the pest they want to remove.
Lead With a USP: Once a user is on your website, you have a very short window to capture their attention. Starting with a selling point is a great way to keep your visitors on your site. This tagline should be short, sweet and tell visitors what they want to hear.
Good Copy & Design – Your website works as a really big ad. It needs to be accurate, informative and most importantly, correct – but above all else, it needs to sell your service. You don’t want to bog readers down with paragraphs upon paragraphs. Keep everything simple and utilise sections and titles to make sure your website is skimmable.
When building your pest control website, make sure it is the following:
- User-friendly
- Easy to navigate
- Responsive (works on multiple devices)
- Consistent (Branding, Language, Structure)
Make Sure Your Website Answers Frequent Questions!
Not everyone visiting your website will be comfortable hiring you immediately. Plenty of visitors will be comparing your services with your competitors, so make sure they have plenty of information to help convince them that your service is the best choice.
Take some of your most frequently asked questions and answer them organically through your website. Customers may want to know, “What pests services do you offer?”, “What are your processes?”, “How much will this cost?” and similar queries. Covering these topics clearly and proactively on your website is a good idea.
Highlight The Benefits Of Your Pest Control Service
An old and effective marketing trick is to show the feeling your service provides, not just the solution. For example, wording something like “enjoy a pest-free home again” is a lot more enticing than “rat removal services”.
There’s a time and a place to be matter-of-fact, but it’s a good idea to have a comfortable mix of these strategies on your website. Another example is businesses that advertise how long they’ve been operating. Instead of saying, “In business for 20 years”, let the customer know what that experience means for them. Does it mean more satisfaction, better results, or more support? Don’t tell us, tell them!
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Expand Your Reach
Think of your website as a net on the internet. The larger it is, the more leads it can catch. Building a pest control website is never really done. It should continually be growing and improving.
More unique service pages are a great way to further your organic reach. Likewise, more content on your website helps attract people from multiple parts of the web and brings them to your hub.
Great ways to expand the reach of your pest control website are:
Blogging: Content marketing is a great way to expand your reach on the internet, but it’s not as simple as just whipping up an article here and there. Blogs can drive consistent traffic to your website, but you should research which keywords will be the most beneficial. Find what keywords are relevant to your target audience and base solutions on the questions they’re searching for.
Multiple Service Pages: You need a ticket to win the lottery – the same goes for website SEO. Websites with more pages have better odds of ranking higher than websites with only a few pages. That’s because each page you have acts as a new pathway for people to reach your website. If you have a page dedicated to how you control cockroaches, then it’s more likely.
Proof Of Work
You can’t expect people to believe what you’re selling at first glance. A lot of viewers in the ‘research’ phase will need proof of work, so give them what they want.
Reviews, testimonials and case studies let you paint your business in the best light. 84% of people trust online reviews as much as personal recommendations from friends. By including proof of work on your pest control website, you make it easy for customers to find what they’re looking for.
Ensure Tracking Is Set Up
Seeing is believing. That’s why website tracking is so important. By setting up the correct tracking measures, you know exactly what people are doing on your website. You’ll be able to see how many people are visiting your pest control website, how many are clicking, how many are leaving and much more. What this allows you to do is understand when something is firing as intended and when something needs some tweaking.
Firstly, set up your Google Analytics. You’ll need to inject a small bit of code into your website to do this.
Next, make sure your Google Goals are set up. You can program these to trigger whenever someone takes a valuable action on your site, like form submissions or getting in contact. Goal setup can be technical, but the payoff is having an advanced understanding of the actions people are taking on your site.
You should also spend some time setting up your Meta Pixel tracking, especially if you intend to be marketing on social media or being quite active on them.
Good tracking shows what’s working, so you can put more marketing efforts towards them.
Austates Has You Covered For All Pest Equipment & Repairs
With years of experience, the Austates team understands that every fleet has special requirements. We work with a range of vehicles and equip them all with top-notch Pest Management systems. If you want to level up your pest control fleet, call us today for a fast quote.