Make It Easy to Contact You: 5 Tips for Better Client Contractor Communication
You invest your time and money into marketing efforts, online and offline, so it's important to make sure you're getting the best value for your advertising dollar. From business cards to billboards, all of your marketing efforts should drive two basic messages to your customers: 1) We are the people you need to contact when you need help with X service, and 2) Here's how you can contact us when you need us. Having a catchy phone number and domain name is great so long as you're not upsetting your NAP just to obtain them - but for now, let's focus on five tips that help all contractors to make it easier for prospective clients to contact them and thus improve client contractor communication.
Five Tips to Easier Client Contractor Communication
- Have Contact Info on All Your Marketing - Sounds like a simple marketing lesson, but it is important to have multiple methods to contact your company on each marketing piece. At a minimum, you should include your phone number and web site on every marketing element in your arsenal.
- Have a Clear Call to Action - Whether you're in an industry that clients would typically "shop", such as remodelers, or a professional that serves 24/7 emergency calls, such as restoration contractors, it is important to have a clear call to action paired with contact information. An example would be – "If you need plumbing service in Pensacola, call 850-XXX-XXXX today" – This confirms to the client exactly what you do and what someone should do to get your expert services.
- Phone Number & Contact Button at the Top - The content "above the fold", or the part of your website that is visible before a user scrolls, should contain a basic snapshot of your company's most important information – Who you are, what you do, and how to reach you. Keeping your phone number and a contact button in the top section of your website makes sure prospective clients can quickly contact you, and helps to make you look more reputable and open.
- "Tap to Call" for Mobile Users - With more and more users searching the web via mobile device, having "Click-To-Call" links is important. This allows smartphone users to call your business with a simple tap, as compared to copying your number and opening the "phone" app of their device. Streamlining the communication process this way helps to convert visitors into leads.
- Two Kinds of Forms - Depending on your industry, you may have multiple web site forms for perspective clients. If you are in an "emergency repair" industry, you'll want to have a simple sidebar contact form available on nearly all of your website's pages. This shorter form should only require the most basic information needed to get to the next portion of the repair transaction, such as name, phone number, and email address. This allows for more rapid form completion when your customer needs help in a hurry. Regardless of your industry, you should have at least one main contact page form. This longer form can gather more information, such as client address and specific client needs. Just remember that the longer your form is, the less likely that users will complete it.
Why Do I Need Multiple Ways to Get Contacted? Shouldn't They Just Call?
Of course, certain situations lend themselves to specific methods of contact. Chances are if your potential customer has a burst pipe and water is raining through the ceiling, they're going to place a phone call instead of sending an email. But you should always allow clients to contact you in the method they find most convenient. If a client looking up remodelers while they're supposed to be at work, they're going to want to stealthily fill out a form online instead of calling you for more information. By giving your clients multiple avenues to contact you, you increase the chance that a customer will take the plunge and start the communication process.
About Chris Lonergan
Chris Lonergan has over 12 years of contractor marketing experience with Footbridge Media. With a background in web design, print design, content creation, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their companies and grow their operations.
Chris Lonergan has previously contributed to and/or been featured in PM Magazine (Plumbing & Mechanical | Contractors x Engineers), theNEWS (ACHR - Air Conditioning | Heating | Refrigeration), Service Roundtable's blog, inPAINT Magazine, the SMB Marketing Agency Show, and the Green Industry Podcast. Chris is also a past SGI/CertainPath breakout session presenter.
