What Should Home Inspector Website (s) Have? 

 

Because Home Inspectors are usually chosen by people in one of two ways, 1) friendly referral or 2) identification by visible web presence, the website is a crucial part of any Home Inspection business success story. In fact, it is rare that a Home Inspector or Home Inspection Company even meets a new client until the inspection has been scheduled. 

Most new prospects are home buyers and it’s inevitable they will be searching online for new homes, community and school info, real estate agents, mortgage assistance and a home inspector. Because selling to them directly is rarely an option, the home inspection website (including information- consistent citations) must do the selling! There is no logic in having prospects arrive on a website that is not capable of impressing the most discerning individual. And while most visitors won’t venture past an inspector website’s home page, it’s certainly important to have everything a detailed individual might require – built and ready to impress OR consider them lost.

The Home Inspector Website List

 

  1. Home Inspector Websites NJWebsite Software: An important decision for any marketer is what software to use to build a website. If ownership, software that advances, endless design and application options, fully responsive rendering on all devices and a means to scale the test of time matters – only WordPress will satisfy. For Home Inspector websites WordPress is simply the best solution.
  2. Design: Design that makes an impression, plus the ease for navigation to the answers any Home Inspection prospect seeks. Note: while there is a correlation between design and a high-quality Home Inspection service, for the Home Inspector website – new sales likely come down to the information.
  3. Call To Action: The website must make the reasons why one must hire this home inspector, what’s included, promises, even guarantees and qualifications visible! These are what call a visitor to action. Phone numbers, contact pages, booking applications (in circumstances where it is manageable) are then – necessary!
  4. Content/ Information: There must be pages dedicated to the different challenges a homeowner will face, including how this home inspector will inspect and report on them. Pages on Termites, Mold, Radon, Rooves, Sewers and more will be the difference with a discerning prospect who wants to know this home inspector is prepared. A blog for timely reporting and coverage also matters! 
  5. Inspection Report: An example of the kind of home inspection report a prospective buyer can expect goes a long way towards building confidence.
  6. Imagery: It’s quite possible a visitor appreciates visuals, maybe to help discern the types of mold they are seeing. A gallery of images, complete with titles and descriptions is a smart demonstration of home inspector knowledge & experience.
  7. Applications: Lead capture forms, (in some cases) booking applications, downloadable forms or even an e-commerce engine can be useful additions to a Home Inspector website. If so, it’s all manageable with a WordPress website by Kinetic Knowledge.
  8. Host And Updates Management: Fast loading pages on any device is a matter of good hosting. What’s more, good website software advances; browsers, search engines, mobile standards, and the entire World Wide Web all constantly advance … and so does WordPress! Advances come by way of software code updates; regular WordPress core, WordPress Theme, and WordPress App updates come and they must be managed.
  9. SEO: Detail on Home Inspector search engine optimization is for another post, but this is where the Home Inspector competes for qualified searching home buyer (or owner) leads and sales!

 

Home Inspector Website | Home Inspection Co. Website Marketing Services

 

We’ve been around 16 years; we are NOT a company that builds our own efficiency at the expense of client service. We understand our client’s business objectives, insist upon listening to questions or concerns and sharing the guidance a client needs in order to make informed marketing decisions. We are a top NJ Home Inspector Website Designer, a specialized WordPress Host And Updates Management service and we also excel for Home Inspection Company SEO . Give us a call at 732 722 5915 or drop any questions you may have here [Contact Us].

 

Search or Display Advertising, Where Should My Business Spend?

Contrary to popular belief, when it comes to web- based advertising it is Display (i.e. Banners, Video and Rich Media) that outsells Search. Likely because display advertisements cost less, on average 30% less than search ads. Display can work for a lower-budget brand awareness, new brand/ business or product campaign because the ‘Cost Per Thousand’ views pricing model it uses (versus search ‘Cost Per Click’) tends to be more reasonable. However, search often delivers a more qualified person or lead.

So let’s differentiate the two types of advertising so that a prospective user can be more informed about these choices.

About Display AdvertisingDisplay Ad

To start, display advertising is visual. It uses banners, video and rich media more likely to make a lasting impression. It is NOT the text- based ads you see when you search. Of the two, display is the better way to create and also build awareness for new companies or products. It’s also a great way for established companies or products to generate brand recall. Display advertisements can also be seen on the websites and/ or blogs related to specifically targeted subjects or industries; whereas, with a search campaign the advertiser is limited to search websites (i.e. Google).

Display Advertising Benefits

a) Visual Appeal

For instance, search advertisements are generally copy based and / or somewhat generic; whereas, display advertisements are a colorful, with graphics pictures or video, form of advertising online. They certainly offer a more memorable approach and, if nothing else, are more engaging.

b) General Awareness

Display advertising can build awareness for a new business or product if not only because it doesn’t require that a consumer search. These advertisements can appear to people based upon targeting capability, for instance on websites about particular subjects or to the visitors based upon their specific demographics or online behavior. It’s possible, even, to show these ads based a person’s previous search history.

An example might be ESPN, which is leader for sports news coverage. If a new sneaker company wishes to develop awareness among people interested in sport, it is a display ad on ESPN that is likely to reach their target. Better yet, if previous behavior suggests basketball is an interest than the basketball content on ESPN is going to be a great place to run those new hoop sneaker ads.

c) Better Recall

Older brands might use display advertisements to remain visible and keep recall high. For instance, a company like Coca-Cola needs to advertise in order to retain brand recall and ensure people buy again!

d) Re- targeting

And then there is re- targeting, which can be used to repeat ad views to a particular person as they move around among various sites. Want to re- capture a person who visited the website and was maybe indecisive? Then re- targeting can help to keep the brand or the product on that visitors’ radar while also improve the chance for conversion.

About Search AdvertisingSearch Ads

When a business wants to rank for a particular keyword, search advertising is the way to go. These ads are only shown to searchers who search the keywords the business is bidding, making it a much more qualified view with a higher chance for clicks and conversions.

Search Advertising Benefits

a) Generate More Qualified Leads

A search advertisement can create a conversion quick, if only because that person is searching the very keyword the advertisement targets. It’s why search advertising, priced being based upon a cost per click, is often more expensive than display. Qualified individuals, by the nature of their search effort, are more sought after and therefor the competitive bidding model for ad placement can become very competitive.

b) Immediate Return On Investment

The belief is that ROI on search advertising can be as much as 300% higher than that of display advertising ROI. Again the target is much more expensive to reach, but much more likely to buy!

c) Local Business Advantage

Local business owners like contractors, lawyers, etc. may benefit from search advertising if only because the nature of the work involved often requires local service. The chances are that someone searching for an electrician, lawyer or a plumber … needs one here & now.

d) More Ad Clicks

Finally, search ads have a higher click-through-rate than display ads. It is simply easier for business owners to create targeted search engine campaigns that are triggered only based upon very specific keyword searches; whereas, display ads do not meet that specific an intent. They also depend on demographic targeting, which is simply not as accurate. And search advertisements show above the fold on a search results pages, so while many folks will scroll through pages many will not.

On Website Prioritieswebsite development monmouth county nj

While there are several powerful marketing & advertising channels online (i.e. search engines, social networks, email marketing, etc.), consumers will always prioritize information about the business, its products, and services. Everything else should be valued as a means for driving them inbound to a website with useful content! For those with a ‘long term marketing view’, here are the most important website priorities to consider.


The Important Website Priorities For A Serious Business: 

  1. OWNERSHIP/CONTROL: Own your website and its URL! We should always have the option to move from host to host, at will! If not, accept the risk of losing the investment of time, money and web footprint. Most free and low-cost providers offer solutions that prioritize their own business interests. No one likes being trapped and no one should accept the possibility of having to start all over again. Why accept anything but ownership? (See: Why A Business Should Use WordPress?) 
  2. CONTENT: We cannot emphasize investment in content enough, a website is worthless without it! Pages must have a depth of information for each subject relevant to the business. Sooner or later buyers will need useful information on products and services. Above all, search engines wish to rank pages based upon their subject-specific usefulness to people!
  3. MOBILE: Accept that visitors arrive on small mobile devices! Be mobile-friendly to visitors on phones, tablets and PCs alike. Not only is it best for consumers, but search engines prioritize it. If you are not mobile-friendly, assume Google does NOT want to recommend you in its search results.
  4. HOST & MANAGE: Chose a host platform that serves fast loading pages or run the risk of disappointing people and search engines! The Internet, browsers, devices and, unfortunately, hacks all advance; your website software must pace that advance! Most website solutions lag this reality, so be out front of the curve. Be hardened against hack and be certain your website software is updated & managed!
  5. SEO: It is common for a business owner to say, “the website is just there for existing clients.” We would argue that everyone searches, but without search engine optimization there’s no chance of being there when they do. Assume that without SEO your brand is invisible online. Pages are ranked for their content: visibility in search results begins with the on-page mechanics of content! A website should forever grow a web footprint of search-indexed pages, inbound- links, likes and, shares from all over the web. All of these signals may send someone somewhere sometime to our pages! They also serve as the off-website signals search engines use to rank.  
  6. DESIGN: For visitors, what your brand looks like matters. The website is an immediate replacement for window shopping. Design can’t be one dimensional; it must accept a stack of priorities including website theme, mobile- responsive, security, lead capture and, various other apps or functions. There’s got to be cooperation, aesthetic should never undermine web requirements!
  7. SECURITY: Like it or not, no one can guarantee website security. At the very minimum, website code must be updated in order to harden it against vulnerability. Management matters and a serious marketer must invest in highly regarded website defense. Solutions like a firewall, daily malware scanning, two-factor login authentication and much more!
  8. WORDPRESS: And finally for websites, a business should use WordPress? 

 

At Kinetic Knowledge, we are a local SEO expert and have helped hundreds of local businesses around NJ increase traffic, visibility, and leads through both our packages for custom website design and our Fundamental SEO services

Contact us today to find out how we can help!

The Value of Content To Marketers

Rewritten from July 2009

An interesting July 6th, 2009 NewYorker.com piece ‘Priced To Sell’ by Malcolm Gladwell looked at the value of content & ideas. In it Gladwell questions some of former Wired Publisher Chris Anderson’s theories (The Long Tail) on free products and services. Per Anderson, “…an ability to participate in Journalism extends beyond the credentialed halls of traditional media. Journalism as a profession will share the stage with journalism as an avocation.” What Anderson was saying was digital storage, processing, and bandwidth costs are so low that there’s no longer any ‘barrier to entry’ for content creation.

He was saying that by sharing good content & ideas for “FREE”, a business can generate interest for its’ products or services! With the cost of distribution to people who search, who social network and who subscribe being negligible – publishing ‘useful advertorial information on subjects a business is authoritative for’ is actually less an avocation than it is a modern business responsibility! Ultimately a business can create & distribute it’s advertorial message without any limit. That content can remain online forever and it can do it at a negligible cost. Versus the cost of traditional advertising, a business is either sharing useful and timely product/service knowledge for consumers to find OR missing the boat on how those same consumers are actually evaluating future purchases.

 

Intellectual Capital Has Cost

Time, effort, and intellectual capital has a cost and so maybe trusting it to anything FREE has a downside. Gladwell doesn’t necessarily argue for or against these points so much as he questions them. Cautioning against FREE Gladwell said, “Free removes the necessity of aesthetic judgment.” Using Youtube as the example he asks, “So how does YouTube bring in revenue? Well, it tries to sell advertisements alongside its hosted videos.” The problem is that a business’ video may not only be surrounded by less desirable content but the sort of advertising it may NOT want to be associated with. Gladwell certainly made points any serious business person should consider.

By all means, give ‘Priced To Sell a quick read!