Love at first site: a service company can get lots of new business with a Web site. Here's how to create one that works

Pool & Spa News, Jan 30, 2004 by Bob Dumas

Steve Nelson doesn't advertise his business in the Yellow Pages. In fact, he's not even listed in the phone book.

Does that seem like business suicide? Not at all, says Nelson, owner of SeaCrest Pool & Spa Service in Laguna Nigel, Calif. He uses a Web site to maximize his exposure. "I get new accounts every week--mostly repairs, which I love," he says.

Today, Nelson has so much business, he's selling off one of his territories.

At first look, it may seem like promotional overkill for service companies to invest in a Web site. After all, they operate on a local level and Web sites are global. However, if you, or your Web site designer, understand how the Internet works--in particular, search engines--then you'll know how to get your Web pages in front of the right people in your community.

"[Web sites] have become the new Yellow Pages," says Bryan Barnes, owner of LA Pool Guys in Los Angeles. "They've become like a business card, only better, because they've got pictures and a list of all your services."

Here's how Internet veterans say you can make your Web site serve your needs and depict your company as the place to go for pool and spa service.

Hitting the target

Having a Web sire won't do you any good if potential customers in your geographical area can't find you. This is where search engines come in handy.

Search engines such as Google, LookSmart, Dogpile and Yahoo, are popular places people go to find specific types of Web sites. The key is designing your site so it receives top placement on those lists--ideally, on the first page.

"There are a number of ways to get on a search engine," says Paul Grimes, owner of Aqua Concepts in San Diego, who also designs Web sites. "You have to include a proper description [of what's on your Web site]. These are metatags."

Metatags are bits of information inserted by Web masters or page authors. These are "key words," if you will. When any of these key words are typed into a search engine, the Web site will appear on the search engine list. These metatags are found in the head of an HTML document, but are not visible to the net surfer looking at the page. Company owners and their Web masters will want to tweak their metatags for maximum local usage. Thus, if a business is in Los Angeles, then "Los Angeles" should be a metatag, along with any other nearby cities the company may want to service.

Experts also say to think about it from the consumer's point of view. "Think about what [consumers] would be likely to type into [a Web search]," says Bob Petet, owner and president of Sales Creators Inc., a Web sales and marketing consulting firm in Spokane, Wash.

"Consumers can be ignorant, so have as many spellings of products and services as you can," Petet suggests. "There are no limitations. Have at least 1,000 key words."

Names of vendors also should be used in your metatags. For example, if you use Acme chlorine, include it as a metatag. That way, if a customer is searching for it, your company's Web site will appear on the search list, too.

The reason for doing this is that the more times your company shows up on a search engine, the farther up the list it will move. And the more prominent position on the list, the more likely people are going to visit the site.

There are some sites, such as LookSmart and Dogpile, where you can pay a fee to appear near the top of their lists. If you have a high-end Web site and are looking to gobble up as much work us you can, doing business with these search engines can be well worth it.

Discuss these options with the professional who is designing your site. It's important to have a good Web master working with you. They know all the tricks when it comes to metatags and increasing the profile of your Web site.

"If they don't know about metatags, then you are not working with the right people," Petet says. "It's like going to a doctor who only knows about working with the lower part of the body."

Obviously, you'll also want to have something in your metatags that will specifically identify your company: XYZ Pool, which specializes in weekly pool maintenance. Include a short description of your company in 25 words or less, which states the reasons customers should choose you (that is, experience, certification and awards). However, don't include pricing in your metatags. Save that for your Web page.

A site for every need

Most service company owners who already have a Web site, say it's an important tool for helping to educate the consumer. In fact, the more they know, the better off you'll be when it comes to explaining your services. So, make sure you include Frequently Asked Questions (FAQ). It will show your visitors you are the ultimate authority on pool care in your area.

Your Web site design should be based on what you want it to do and, perhaps, what services you offer. If you're not looking to pick up new business, your site should be fairly simple, essentially an electronic business card or e-brochure. If you're looking to lure consumers deeper into the site, you may want to include more bells and whistles.