Would you, as a quality electrician, show up to a job without a voltage meter? What about insulated screwdrivers? Obviously, you wouldn’t.
Your tool belt is stocked with tools specific to your job. Without them, you wouldn't be successful. Good electricians like yourself understand the value of preparedness and always have the tools they need to get their job done.
However, there’s another tool you need to add to your belt in 2021. Your business relies on generating leads and attracting clients, so you’re leaving money on the table and losing business to your competitors if you’re not implementing professional SEO strategies. This is especially true if you work as a contractor.
In 2021, SEO and inbound marketing is more important than ever. Over a billion people use Google in a given month, and 93% of online interaction starts with a search engine.
Google has become a sort of interstate directing online traffic, and you need to hang a sign by an exit to get that to your website. Organic traffic, the kind of non-advertisement website traffic it generates, can account for around 40% of business revenue. That traffic turns into customers, helping grow your business.
Of course, it's not as simple as making a website and hoping people Google you. You need to work with a professional marketing team to develop the best practices and work them into your marketing strategy. Read on to learn how!
The Ins and Outs of SEO
SEO stands for “search engine optimization.” It’s the catch-all term for the digital marketing strategy businesses use to drive organic traffic to their websites.
It comes in many forms, from keyword-laden content to HTML optimization. Many of these strategies are simple to implement and work passively to make your website more visible, meaning it’s a great long-term investment for electricians running electrical companies.
You might think that your contractor business doesn’t need to worry about these sorts of things. After all, you’re a successful electrician and have been in business for years with many satisfied clients. You offer a tangible service, and you’re not some tech start-up with a nebulous business plan.
However, these strategies can certainly benefit electrical companies. Let’s examine exactly how it can help:
- Produce leads through organic search queries
- Rank higher in organic search results
- Build your company’s credibility in the public eye
- Provide a significant ROI
In the simplest terms, a robust digital marketing strategy will help your company be more visible on search engines when potential customers are looking for a local electrician, and you want to be one of the top returns.
By not using search engine optimization, you’re giving business to your more internet-savvy competitors. Wouldn’t it be nice to get a cut of that action?
You might still be on the fence about SEO, so let’s take a deeper dive into the benefits it provides.
Get On The First Page of Google
If you run a Google search for “electricians near me” would your company be one of the first results? Would it even be on the first page? Without SEO services, it’s almost certain you won’t be.
As you now know, your competitors are using these digital marketing strategies, and they’re outranking you in search results which leads to more business for them.
If you need some concrete numbers to back up these assertions, take a look at this study which showed the importance of being the first search result. A whopping 31% of people who searched for a specific term ended up clicking on the first link Google provided.
Another study found that less than 1% of people look at results past the first page. This shouldn’t be much of a surprise. How many times have you clicked to the second page of a Google search?
The fact of the matter is that potential clients in need of electricians or electrical companies are going to find what they're looking for on the first page when they search for one on Google. The quality of your service doesn’t matter if you can’t generate leads in the first place.
The Importance of Quality Leads
As an electrician, you likely spend a good amount of time looking up things relating to your business. You might be searching for new tools to purchase or researching new developments in your field.
However, your customers aren’t. They’re only searching for electrical companies when they’re in need of services like yours. Potential clients aren’t excited about the new set of Lineman's pliers, but they do need help getting their kitchen sockets to work properly.
Most potential customers will do some form of online research before committing to using a particular service. Since you see the importance of being on the first page of search results, it should stand to reason that those companies will be the ones that the customer ultimately ends up hiring.
Using optimization tactics can get you on the first page and get your company those organic leads, while your expertise and high-quality service turn those leads into paying customers. Hand in hand, SEO and your own internal sales processes will help increase your overall revenue in today’s market.
Optimize for User Experience
You’ve probably read through some blog posts on a few different company’s websites. They don’t post those because they just like to talk about their industry. Blogs serve as a valuable tool for providing insight into a company, its business practices, and its experience.
This kind of quality content is one example of providing a quality user experience, something Google values highly when it comes to ranking search results. It drives inbound marketing and SEO.
Other examples of an optimized user experience are easy-to-navigate websites, mobile functionality, and clear and consistent web copy.
After you’ve generated your lead and the customer is on your website, you want to keep them engaged with your content so you can sell your services. If your electrical company has a website that’s hard to use or doesn’t load properly on a smartphone, they’ll likely click away and find another company, resulting in you losing their business.
The ROI is Incredible
Due to the more passive nature of a digital marketing strategy, it provides a great return on investment. It’s not like funneling money into keeping an ad running. Once you pay for the service and implement the strategies, it will continue to drive traffic to your website without much involvement on your part, especially when you hire the right team of people to monitor and manage it properly.
You can even track the improvements it makes in your marketing. It offers many analytical tools to track your engagement, your impressions, and click-throughs so you can see the value it's bringing to your efforts in real-time.
While there’s a little more to it than “set-and-forget,” this kind of marketing represents a quality long-term investment for your electrical company.
Build Consumer Trust and Increase Credibility
You’re proud of the work you do as an electrician and you work hard to build trust with your clients when you interact with them face-to-face. You know that your services are top-notch and to be respected, but potential customers won’t think that way if they don’t see your company at the top of a Google search.
As unfair as that may sound, it’s the truth. The highest-ranking companies are considered the most trustworthy and to have the best quality service. Even if it’s not the case, they think a poor electrician could never rank highly in a search result.
Using search engine optimization to improve your search ranking increases a consumer’s confidence in your business, generates more leads, and gets you more clients.
Custom Digital Content Strategies for Your Electrical Company
More tradesmen are realizing the benefits of SEO and inbound marketing strategies and are reaping their rewards in this internet age. As an increasing number of consumers rely on search engines to find local businesses, it’s become a vital part of every business.
So, take the lead and start optimizing your website now. It will put you ahead of your competition by building community trust and increase your company’s visibility online.
While you stay focused on your duties as an electrician, our team here at Triton Commerce will provide everything you need for an optimized digital marketing strategy. Our experience with companies just like yours gives us the tools to bolster your online presence and get your company’s name in front of potential customers.