Know-How Exchange : Website Critique

There are a number of things you can do to improve the site, but the one that will make the greatest difference is placing a clear call to action somewhere near the top of the page.

Second choice, create separate landing pages for each of the types of service so people who just want assistance with, say, their safe locking mechanisms don't have to wade through the dozens of other things you can do. They really don't care about the range of services you offer. They care about the problem THEY have and whether you can do THAT.

A twist on that would be a homepage that lets visitors easily self-select and go directly to the appropriate landing page.

How do you get traffic to your site? Where/how do people find you?

Other comments:
* Get rid of two trucks at the top of the page. One is enough.
* There is no image of a happy customer above the fold. I'd much rather see happy customers than trucks or safes or locksmiths at work.
* Too much copy. Can you just use a few bullet points?

Finally, how do you know you are not getting the conversion rate you "should be" getting? What metric are you using? What standard? Or do you really mean that you hoped the conversion rate might be higher, so you are disappointed with your result?

(Aside: You've got a typo "Closed Sundays in Obersvance")

I'd suggest segmenting your website to better fine-tune your offer for your different clientele: commercial, residential, automotive, and safes. Each of these people ultimately care about the same thing, but how you converse with each of them is different. And the visuals would be different. Trying to put a single menu for everyone on one page is likely to appeal to very few.

Also, on first blush your offering's not much different that your competition. They are locksmiths also. They also say they care about security & customer service. Are you faster? Cheaper? Are your customers more satisfied (I don't see a top rated Yelp review, for example)? Are your security solutions proven better (from 3rd party independent people)? Is your customer's property less vandalized than your competition?

My first thought is to consider your highest converting/most in-demand service, then design the site to be as useful as possible to that kind of customer based on where they are contacting you from.

For example:

I am making a wild assumption that you get more calls for lock-outs versus safe cracking. So, where are lock-outs most likely to be, and what device are they probably using to find help?

Where? - I would venture to say that a lock-out client is probably stranded in a parking lot or on their front porch.

How? - Mobile device.

Make your landing page and/or home page INSANELY simple, easy to use, and contain only the essential info. Something like:
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(Small but legible logo) - Serving the Dallas/Fort Worth Area

Emergency Locksmith Service

Locked out? No Problem!

Weekdays: $47
Weekends: $67

Send Help Now! (On a button that auto-dials your business)

- Super Fast Response
- Master Locksmiths
- Over 70 Years Experience
- Insured and Bonded
- Satisfaction Guaranteed

Your Time Is Precious. Get Back to Life!

1-888- Locksmith (again, on a button that auto-dials for mobile)

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That is a very rough example, but I hope you get the point.

I believe it would benefit you to have a simple app created for iphone and Android users (it isnt very expensive). Give it away for free. Call it "Dallas Locksmith" or something that indicates the service.

Focus on providing crazy simple, useful, and actionable solutions with only the most essential info, especially price. Even though prices vary, dont make locksmith customers fill out forms or go through automated voicemail menus. Advanced service inquiries? Perhaps. But not your everyday customer.

Keep it simple, direct, and easy to use. I strongly recommend Against building your brand, site, or services around SEO. You will be one Google algorithm update away from total ruin. Yes, SEO is important, but dont rely on it or ANY single platform (e.g., Facebook, phonebook, Adwords, Craigslist, SEM).

Spread out. Use and test different methods, but not willy-nilly or simply at random. It would behoove you to sharpen your focus and narrow your target customer groups. Create separate campaigns for each service. A person who is stranded in a dark parking lot could care less about your digital lock service for fire safes. Right?

Try to nail down a specific customer type (aka "personas" or "avatars") for each service you provide, not just "Anyone with a lock" or "Anyone with a safe". Decide who you want to serve and tailor that part of your business and marketing toward them. Spend your time and energy finding out where your customers hang out. What kind of phones they use. Annual income. Preferred payment methods. Age group, and so on.

Hint: Check out Facebook Insights.


More Thoughts, Hints, Suggestions:

- Build your brand by focusing on your customers' needs. Be easy, reliable, affordable, fast, friendly, secure.

- Build separate web pages for each service. For each service page, have at least one landing page. Check out https://LeadPages.net - incredible landing page service with free tutorials and a blog that talks all about this.

- For SEO/SEM: Try to focus on keyword phrases based on what people search for when they are ready to buy or need help asap. Also use your city, suburbs and state. You are more likely to benefit from ads and search results from keywords like "locksmith dallas tx" rather than "24 hr locksmith service" (you will have to test it out to be sure).

- Ask for an email address in person after the service is complete. Send them a thank you email and ask them to share socially in exchange for a coupon or a free how-to guide. Make it easy with a premade button/link for them to use.

-Try to get on Angie's List and other customer referral sites.

- If I am locked out of my car, home, office, safe, or whatever; I want to see a price, a phone number, and basic info that reassures me you are professional. Make me jump through hoops and you lose me.

Remember, my answer makes a lot of assumptions for the sake of example. I love all the advice posted above. Especially KSA's advice about design and structure. And spelling is always important, of course.

Let me know if you need help! Good Luck!

- Blaine Wilkerson