Small Business Site Optimization
Copywriting and Calls-to-Action that Generate Leads and Sales
Introduction
The arborist-business owner of glacier Tree Service, Dan Justinger, needed his website to be designed for professionalism and functionality in order to present the business as an authority in his local tree services space. This project took place in the spring of 2022.
Opportunities
With the goal of creating an on-brand, functional website for lead generation, I identified two key opportunities:
Clarity, cohesiveness, and professionalism of brand presence
Improve user experience by providing opportunities to learn about services and engage with the business
Recommendations
Clarify information about services the business offers so potential customers have enough information to make a purchasing decision
Include calls-to-action to direct potential customers toward giving their contact information, inquiring about an estimate, or purchasing services
Ensure reliability of forms as lead capturing method
Give the site a professional, cohesive appearance, Incorporating and complementing the company's logo
Execution
Copywriting was involved in detailing the different services that the business provided, along with plenty of calls-to-action so interested leads will not grow cold before submitting their information for a free estimate or calling about services. I used some before and after photos that the owner provided to increase the level of detail and knowledge that customers could access as they make purchasing decisions.
I created a form for free estimates so customers could easily have a way to take action on their interest in services. I tested the form several times to ensure dependability, and the business owner has been happy with the functionality of collecting leads through the website.
Results
Although I did not have access to analytics with this project, it is likely that the new functionality of the site with the lead form and organized contact page, along with the more detailed photos and information about services, did improve customer impressions and likelihood to trust and purchase from this business. Customers want to know as much information as possible before purchasing a service, and if they have any concerns they want to know the answers or find a business who can answer their concerns. Having the contact form prominently displayed on the site along with contact information will greatly increase chances that potential customers will become actualized.
Dan Justinger
Owner/Operator,
Glacier Tree Service
"My new website is easier to navigate. The design was creative and professional, and I was really impressed with the attention to detail.
Sarah was on budget, on time, and had great communication.
I highly recommend her services!"