In this blog post we will discuss 5 tips that, if enacted, can help a local company dominate their market. We’ll give an overview of the reasons why these five tips are important and offer some practical steps to enact them in your business. I’m going to use a real project with a real client as the case study throughout this blog post. The company is called Djupeskog Trädfällning.
It’s a great time to be in the advertising world. More companies are going digital, meaning that more people are spending money on these new forms of adverts. This also means there is an increased demand for those with expertise in areas like social media and content marketing. It seems like every day there is a new way for businesses to market themselves online; this means our skillset needs to constantly evolve as well!
In today’s blog post, we’re going to talk about five tips that if followed can help any local company dominate their industry. Whether you’re just starting out or have been around awhile, your company will thank you for implementing these changes!
It all started one year ago…
Andreas, the owner of Djupeskog Trädfällning, contacted me to ask if I had any ideas about making his business grow. At that time he was struggling getting enough clients (and leads for that matter). He had tried newspaper ads, posting ads on public boards and much more. He had a good looking website, a Facebook page, Instagram account… but nothing seemed to help him finding new customers.
The start, taking a closer look at the website.
The website was pretty good looking, better than most of his competitors. But when I took a closer look it was obvious that the site didn’t have any information about the company or why someone should hire Djupeskog when needing help to cut down a large tree. It was also hard to find how to actually get in contact. Overall the content was simply too thin and not very SEO friendly.
Step 1, make sure Djupeskog Trädfällning have an awesome website
We worked on making the site more modern looking and easier to navigate through. I also made sure it was well optimized for all kind of devices and fast enough to make both visitors and Google happy.
Every service he was offering got it’s own page to explain a lot more about what Djupeskog Trädfällning had to offer. Both for potential customers. But my focus as a developer and digital marketer was to make Djupeskog rank as number 1 on Google for as many keywords / phrases as possible. Therefore I realised that more content was needed. The first thing I did was a SEO audit on both Djupeskogs website and each service he provided and compared to the competition both on the local market as well as the national market. The reason to look at the national market was to find the best content / web sites out there. It helped me to get familiar with the market.
To be honest, I didn’t know much about wood cutting business before. This is in my opinion a crucial point to be able to help a client, you need to understand the market they operating in.
After a few weeks, the new website was released, it’s more or less the same website that is up and running today: https://djupeskog.se (at least at the time I’m writing this, 2021-04-19). The previous one had maybe three pages and not much content. Nice design and pictures though. And there was nothing wrong with his branding (logo, colors etc.). So I kept everything that was good and did a new modern and SEO-friendly website. With very clear CTA and navigation (more on that later).
Make Djupeskogs website very user friendly
You have probably heard this before. A web site that looks awesome, but is very hard to use (it can be the navigation, finding what you’re looking for, no easy way to contact the site owner, slow and so on), isn’t a good web site. Simple as that.
At least when making websites for companies that depend on having a site that help them get new clients. I guess the only exception, in some cases, could be fancy design firms that want to show off what they can do with XX number of JS frameworks and all the latest technology. But to be honest, there’s way to many designers, at least here in Sweden, that simply haven’t adopted to a modern way to design. One example is a former collaborator to me, that company (I won’t mention any names and this isn’t to trash talk anyone), she still design websites the same way as for 7-8 years ago. Meaning, “her desktop/laptop first”-design, instead of mobile first. But this company always talks a lot about UX and how important it is with mobile first and that it should be easy to use a website.
Well, it’s easy to talk… and I am by no means a designer. But thanks to my SEO, CRO and optimization skills I developed during over 20 years in the web business I know at least enough to have an opinion. 🙂
The hero and CTA, all visitors to Djupeskog Trädfällning should know what to do
Everyone that work with web knows that it’s crucial to capture the visitors interest immediately. Otherwise the risk of getting a high bounce rate is more or less unavoidable. Therefore, I decided to make it as easy as possible for visitors. As soon as they open the website they should know what Djupeskog is offering. Also, if the visitor know what they want (help with cutting down trees), they shouldn’t have to try to find how to get in contact with Andreas.
This is how the Hero turned out in desktop/laptop and on mobile:
At least for everyone in the web / design business. The theory that when a visitor scans for information it kind of looks like an “F”. Based on that I made sure that no matter how each visitors “F” looked like they should see what kind of service Djupeskog Trädfällning is offering. The first thing is the logo, “Trädfällning” means “Wood cutter” in Swedish, that should give the visitor a clear hint at least. If the user decide to scan the page to the right first the menu is easy to read.
Two CTAs on Djupeskogs website, that can’t be good, or…?
Also there are actually two CTAs, one in the top bar and one in the heading. In the top bar, the phone number can be clicked to make a phone call immediately. This is mostly to make it really easy for visitors using their smart phone (but it do have a positive impact on Google as well).
The second CTA is the orange button (orange is used throughout the site to make the visitor taking notice on the things we want). The text on the button is short and straight to the point “Gratis offert” (“Free quote” kind of…). The reason why it works to have two CTAs so close to each other is that don’t attract the same kind of visitor. Of course I couldn’t know that, so it was a theory, now it’s a big chance it actually is so thanks to all tests and analysis of how visitors have used the web during the past year). Sometimes you should trust your gut feeling and every now and then you get lucky. 😉
Where, when, what, why and who, the five W-questions (?)
It’s important to place those crucial elements in an area that is not too cluttered.
The first question that I choose to answer was “Where?”. I clearly name areas in which Djupeskog Trädfälling is having his target market.
I had some thoughts of answering “What?” first, in many cases that’s the right choice. This time I though it was clear enough what kind of services they could expect from Djupeskog Trädfällning.
But it is such an important question I answered it immediately after. The second sentence. “We help you with X, Y, Z….”, once again using orange and all keywords is a link to the correct page, relevant internal linking is always a good idea.
I then went on to answer the question “Who?” and come up with an unusual way to sort of answering that. This is very specific for this type of business. But many people are having a hard time to separate “arborist” and “sektionsfällning”. Both means that the person is climbing in trees. So I made sure people didn’t have to hesitate. They can get both by working with Andreas.
Finally I give the visitor clear instructions on how to act next. “Contact us today to get free consultation and a quote”, I even put an arrow pointing at the form so they could know that it was super easy to get something for free. This form converts best on the site, by far. But every single CTA gets enough clicks to keep them. 🙂
This was part 1 in at least one more blog post about the transformation a good strategy combined with a good collaboration is capable of.
(Next up, YouTube, social media, non digital marketing and an app!!??)