The Psychology of High Converting Home Service Websites – Transcript

00:00So, I've got two home service business websites pulled up right now. Both have a number at the top and both look professional, but one outperforms the other by far. It's not because it's prettier, but it's because it's very clear and it's direct. If they can immediately go to your landing page and figure out exactly how to get in touch with you and what you do, you're going to increase your conversion rate pretty dramatically. You're going to get way more leads from your website. And if you've paid someone a bunch of money to make your website look very pretty, but your phone's not ringing, this could be a major reason why. My roofing company's going to do over $6 million this year without relying on bought leads. And a

00:27big reason for that is a high converting website a bunch of traffic. So, our website be very clear to people that land on our landing page what we do, how we do it, where we do it, and how to get in touch with us, what the next steps are. So, in this video, I'm going to show you the psychology behind a website that gets calls, and then I'm going to show you what to put, what to cut, and then I'm going to build one live so you can see how I build a website from scratch. When a homeowner typically lands on your website, they're not reading every single word, they're skimming to figure out whether or not this company is for them. And for a homeowner to do that, it needs to be

00:54immediately clear to them who you are, what you do, and how to get in touch with you. So, the human eye reads in a Z pattern. So, again, it's very important starting from the top left to the top right to the bottom left to the bottom right. So, when a homeowner lands on your website, it is very important that they can scan to see exactly what you do, where you do it, and how you do it so that you convince them that you're the right company to reach out to to get their problem solved. And so, now let's take a look at a very high converting website. And so, what you'll see right here is obviously A1 Garage. They're a huge company. This is an example of a

01:21very good location website. So, it is immediately conveying that we do garage door repairs near the Phoenix area and that we're the best. And then there's going to be a brief description here that is copy to convince the homeowner again that we're the right company to reach out to. Then continuing in the Z pattern that human eyes follow on a webpage, you can see it immediately goes over to the top right side where it's going to show exactly where that location is. And then underneath it, the title, the location, and the phone number that you can click to call right away, available 24 hours a day, 7 days a

01:49week for emergency garage door repair. So, this is a very high converting landing page that someone's going to click and they get all the the they need. Then again, you have all these different calls to action here. So, you can schedule online, emergency call now, schedule online. So, there's all these different things on this webpage that are working to convert the homeowner.

02:04Let's say it's a little bit more of an untrusting homeowner. So, they keep scrolling. So, as they scroll down, you'll see a YouTube video by the founder. This video is going to work to convert even more traffic into a lead. Then you go down again, you have more locations that they can see. Oh, wow, maybe I'm closer to this person or maybe I'm closer to this location or this location. Then you have your, you know, trust badges, a photo of the truck, which I'm assuming almost everyone in Phoenix has seen. Then again, we are linking out to other services that they do right here with some good internal linking structure. We have photos of

02:31again homes that look like where this geographical page is written for. And so, as you go through this, this is a very well-structured website for converting cold traffic or converting warm traffic into a lead. Okay, now let's look at another website that is not as good. So, you can see it still looks professional. It still looks like a nice website, but there's a lot lacking when you compare it to the A1 garage door service website. So, what you can see here is again Arizona Valley Roofing, a residential and commercial roofing contractor in Phoenix, Arizona.

02:58So, the primary category in the Google Business Profile isn't really well-structured on this landing page, which is kind of a big no-no. You know, reliability above all. So, what you can see on this landing page is there's no copy that is telling a homeowner why that company is the right company to reach out to for the problem they have.

03:13Because when a website visitor comes to your landing page, they know they have a problem. So, you're not trying to convince someone that doesn't know they have a problem they have a problem. You're trying to convince someone that knows they have a problem that you're the right person to solve that problem. And so, when you're looking at this website, there's not a lot here that is going to tell a homeowner that knows they have a problem that this must be the company to reach out to to schedule a roof inspection or to schedule an inspection to get an estimate. And so, when you're looking at this, no projects too big or too small, this is much more geared towards the company. You have

03:39residential, commercial, emergency roof repairs, and much of learn more. But, this is not a very well-structured webpage when it comes to getting someone that knows they have a problem to immediately reach out. There's nothing that is hyper specific to the geographical area. You know, the CTAs are all the exact same. You have FAQ section it looks like. So, we just have generic FAQ that is in font that's too small to read. Then we have, you know, some trust building down here and then a

04:05trust banner down here in the bottom right. And so, when you compare this to A1 Garage Door Landing Page, you can see, you know, immediately you got your Google Business Profile. So, we have a real location. Here's our phone number. Here's our address. We are saying that, "Hey, we are the best garage door repair company near the searcher." Whereas again, you go back, nothing about it there. Whether you need garage door repair or maintenance, you know, this is saying like, "Hey, no matter what you got, we're the right company to solve your problem that you know you have."

04:27And then here, you have reliability above all. So, that's, you know, more company facing and not speaking directly to the lead or the potential lead. And so, between these two, you can see how A1 Garage Door has a much higher converting website than Arizona Valley Roofing. And so, if Arizona Valley Roofing were to make some changes, they could drastically increase the conversion rate of their website.

04:48And so, here's an example of my website of a service page that, you know, I built to answer some questions very quickly. So, when a visitor lands on my webpage, they can immediately see what they're getting. So, it's a roof replacement in Austin. You can click to get a free estimate. You can click to call and there's a form on the right side of the page. So, as soon as someone lands, they are very easily able to discern why we are the right company to call for the problem they already know they have. So, answering these three questions make your page very easy to understand. By answering these three

05:15questions and getting enough trust to convince the homeowner to actually stop what they're doing and call or get different things. And so, a lot of contractor I look at start talking before they've shown anything. Before a homeowner cares at all about your website, they need to trust you. They need to be interested enough to engage with you. And so, a lot of contractor websites that I look at, again, they start going into an about the company history or about the service history in that area. A homeowner does not care about the backstory of your company right now. They don't care about the history of roofing or HVAC or plumbing

05:43in that area. So, a homeowner really wants to know three things before they trust you. They want to know that you do work for people like them in an area that they live in and for properties like the one that they own. And if you can answer all three questions very succinctly, showing visual proof, then you're going to build enough trust with that homeowner to maximize the likelihood that you convert them into a lead. And so, I'll use my website as an example again, but I've built it to where if a homeowner has a roofing-related issue, specifically to a roof replacement, they're going to want to go to that landing page and they don't care about my company right now.

06:08What they care to see is, do I know what I'm talking about? Does my company sound like an expert in that field? So, they go to my website and they can see that I'm calling out basically every pain point and every potential issue that may arise during that roof replacement so that they build that trust with us right away to maximize the likelihood again that they convert to a lead. And so, one of the main things that I like to put on pages is signs that whatever problem they have is going to lead to a bigger problem that they might have so that you can again build some urgency to convert.

06:34And so, for my landing page, I have signs that your roof is nearing the end of its life. And I'm just going to give very easy-to-read, very easy-to-understand bullet points that tell a prospective lead, their roof may get worse, here are the signs and oh my god, I need to act. I need someone to come out and take a look. And so, we'll switch back here to the A1 Garage Door Service and you can see that home on the hero image is going to look like a phoenix home. Then you scroll down and again, you have a video with a thumbnail of a smiling owner, building more trust. Then as you scroll down more, you have these photos that are not

07:01AI-generated, they're not, you know, stock image slop, but they are is very geographically relevant photos and service-relevant photos so that again, when these homeowners land on this page, they very quickly can tell, this person does work in an area like where I live and this person does work on properties that look like the one that I own. And that is immediately building trust and again, maximizing the likelihood that that potential lead turns into a lead. So, that's what earns trust on the page. Now, the next big thing is, what else is on that page? How much clutter is there? How much harder

07:29is that homeowner have to work to figure out what the next action they need to take is. And this is where a lot of home service companies get stuck. They build a website that gets traffic, but they have a problem turning that traffic into a converted lead. They're making the the work too hard to call you, to get in touch with you, to know what the next step is that they need to do. If that sounds like you, my team at Obio fixes just that. We can take a look at your website, figure out where you're seeing drop off, and tell you what we'd fix first. The first link in the description is where you can book a call. Now, let's get back to show you what I take away from this page. The problem isn't having the information on

07:57the page, the problem is having too much information on the page that makes it unclear to the homeowner what the next action they need to take is. There are too many things competing for the homeowner's attention. So, imagine a homeowner, they're very busy, they know they need something done. They go to Google, they click the first link, they go to that landing page. Again, that landing page needs to work like a funnel. It needs to build trust with the homeowner. Every time they scroll, there's another value add part of that website that is building trust, building trust, building trust. And, you know, ideally, a lot of people are going to landing page, they're going to quickly

08:25scan, they're going to call, and they're going to book an inspection. But, for the other homeowners that need to build more trust, you need to be able to continue as you scroll to build that momentum, to build the trust to get them from 50 to 55 to 60 to 70% trust until eventually they click one of the call to actions and book that inspection or book that appointment with you. And so, let's go back to the example that I think can do better. So, when you go to this page, again, it's not super clear what they need to do. Do you click free estimate?

08:50But, there's no call to action. And, a lot of times, I want my call to action buttons to be a vibrant color, so it is immediately clear that that's the button they need to click on. And so, here, there's also not a form that they can even submit. And, what a lot of people will want is the ability to schedule something or get in touch with you without having to call. In fact, the majority of my website conversions are lead forms and are not calls to the office. And so, when you're looking at this, there is no form. There's no ability to fill anything out. It is just, you know, learn more but learn more about residential? Like, no homeowner is just going to want to learn

09:17more about residential or learn more about commercial services. They want to be spoken to and convinced that their problem can be solved by your company. And so, your website needs to do that. You know, step one, schedule a roof inspection, get detailed estimate, your roof is fixed. It's a very generic three-step process that has nothing unique or special about it. And to a homeowner, it can kind of sound like, why? Like, why would I do that? I mean, if you have a proprietary system or you have a 10-point process, a nine-step process, whatever it is, you want to call that out here, so again, build more

09:44trust. Have something unique to offer. And then, especially as you scroll down, you don't want any text to be hard to read. So, this is all hard to read right here, and I don't totally know what the purpose of this is. It seems like an FAQ section that isn't structured like an FAQ section. So, this isn't structured very well, so I would immediately change all this to be legible, so bigger font.

10:02And again, better copy to talk directly to the homeowner. So, you've answered the questions, you've shown them the proof, and you've removed a lot of the junk on the website. But there's still one reason they may not tap to call or fill out that form, it's because it's not very clear what's going to happen next. So, you want to give that homeowner again peace of mind, full understanding of every step of the process, what's going to happen, and then what's the next thing that's going to happen. Because a homeowner that, you know, doesn't know or is confused is unlikely to convert. And the other thing is, if a homeowner thinks that this is going to lead to a high-pressure sales process, they're much less likely to

10:30convert. So, you want to make this very soft-sounding in a way that, you know, they feel very comfortable right thing to do is to get in touch with your company, is to schedule that appointment, is to get whatever they need done in a very clear process so they understand what it is that is about to happen at every step. And so, taking a look at my website, you can see how I built it around just this. So, I'm saying from inspection to replacement, you can trust us.

10:51You can audit us. And so, we start with the condition and repairability report. So, we're not going to pressure you into a roof replacement if that's not what you need. We are going to confirm with you the condition of your roof. So, we're not going to turn this into a high-pressure sales. We're going to first show you the condition of your roof, whether or not you even need to replace it or if it just needs to be repaired. Then we're going to go over what the code is in your local municipality, so that you can trust whatever that we are saying needs to get done is actually what needs to get done.

11:14Then we're going to present different options for you because no one customer is a one-size-fits-all. We want options for everybody, and we want you to feel comfortable with the option that we provided to you. Then we're going to go over all the pre-construction materials with you. So, what shingle color, what flashing color, everything like that, so that you're fully aware of everything's going to be put on your roof and why and how, and then we're going to document our entire installation process. We're going to share a gallery link with you so you can watch along if you want, but you will always have materials so you can audit exactly what we did so that you can

11:42verify what we told you was going to get done, did get done. So now you've got the four pieces. Let's take a look at that other website and I'll show you how I'd rebuild it to make it a higher converting landing page. So what you can see here is I'm immediately calling out that we do roofing in Phoenix, Arizona, and then a quick little call to build some urgency. So leaks fixed before monsoon season. You could work on this, but again, you want this to just very clearly speak to the person landing on your website that you do the work that they need in the area that they need it done. Then what I'm going to do immediately under the headline is build trust. Then underneath that, we're

12:10going to have call to actions. So whether or not you want to call, get a free estimate, it's up to you, but both of those would be clickable so that they can take the next step and it's very clear what they should do. Then as the human eye reads from left to right, on the right side we have the form. So for the people that don't want to call, they can just very quickly and easily fill out this form, submit it, and then we can reach out to schedule that inspection. And again, you can see underneath our call to action we're building more trust. So are we licensed and bonded, insured? What is our workmanship warranty? Do we have any trade partners that can offer financing on work? That's super important. So then