Designing Websites for Contractors – Three Ways to Appeal to Customers

What Makes a Good Contractor Website?

The main purpose of a contractor website is to get potential customers to call your company. A good website gets more customers to call you. It really is that simple. But simple isn’t necessarily easy. What, exactly, goes into the kind of website that will attract a large number of customers to your contracting company?

What I Learned About Websites as an Electrical Contractor

Before I started building websites for contractors, I worked as electrical contractor for years — in fact, I still do. I’ve talked with thousands of customers each year for more than 30 years. I noticed that my customers respond in three different ways to advertising and that includes to my website. Customers respond to:

Emotion
Aesthetics
Logic
Customers Who Respond to Emotion

About 50% of all customers respond most to emotion. Car companies have figured this out. They often focus on how others will admire you when you drive up in your shiny new car. Life insurance companies focus on sad-faced, helpless children. Beer companies focus on how the good times will roll, and so on.

Contractors can’t offer good times, but they can create a website that’s warm and inviting. Photos can be of smiling families in cozy homes. The color scheme can be warmed up with touches of red, orange, and yellow. Text can be friendly and conversational. The positive emotions that such a website generates will influence most customers, but particularly those who base decisions largely on emotion.

Customers Who Respond to Aesthetics

Other customers, about 30%, are particularly sensitive to the aesthetics, the handsomeness of the site. They prefer websites that have a harmonious color scheme, well-designed lay-out, and attractive typefaces. Of course, most customers respond well to a good-looking site. But 30% are particularly affected by aesthetics and will consider this factor very important in their decision to call you.

Customers Who Respond to Logic

About 20% of customers put more emphasis on logic than the other two factors. For these visitors, make sure that you provide clear, informative, and detailed information about your services. While some contractors might wonder if anyone is going to read website text about things like scheduled maintenance on air conditioners, this 20% will read at least some of your text. They will want to know if you know what you’re talking about, whether you use the latest technology of your trade, and so on.

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