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

Keep track of your Web site to gauge your progress. You should also compare the visits to the amount of work you're actually getting.

"I get a report from our Web master every month telling me how many hits we got and a summary of what [the visitor] looked at," says Larry Ratcliffe, president of Dolphin Pool & Spa in Rock Hill, S.C. "It sure was a lot more than we thought."

Ratcliffe's business is 12 years old, but the Web site is a recent addition. The Web master's report of increasing site visits is verified by the number of jobs he's getting. The growth has been slow, but steady.

"We're getting a lot of calls from Charlotte from people who looked us up in the online Yellow Pages and visited our Web site and said it looked pretty cool," says Ratcliffe's wife, Denise, who co-owns the business. "The whole object of this game is to get new accounts, and it has helped our business. I can't deny it."

Fun features

Here are some ideas for your Web site that may help it get more attention from the search engines and keep surfers on it longer:

* Links to manufacturers. These are often called reciprocal links. Get the manufacturer's permission and establish a symbiotic relationship with them. You'll both get more hits. It will help you move up the search engine list results and give them some free advertising.

* Q&A and FAQ. You want your Web site to be a bastion of education, so have some frequently asked questions or a forum in which consumers can post questions that you'll answer.

* Contests. A contest provides a fun way to keep viewers on your site. For example, do you have a logo that features an animal? Ask Web site visitors to name it. You can then offer free or discounted service/products as a prize and net yourself a new customer.

* Promotional premiums. Offer a Web store that sells hats, T-shirts, pens, beach balls, water bottles and the like that feature your company name and logo.

* Discounts. Offer service discounts for people who call you and mention they found you on the Web. It's a great motivational tool to garner new customers.

* Service menu. List your entire service menu, including the various packages (openings, closings, pool maintenance) and prices.

* Testimonials. Ask your happy customers to write testimonials about your company and its services. It's one thing if you say you're the best, but it's much more impressive when it comes from a fellow consumer.

* Awards and certifications. Wear your expertise on your sleeve. If you're certified by NSPI, post it. If you've won awards, let the consumer know. This makes you the ultimate expert.

* "Before" and "after" photos. Show visitors what you're capable of doing. Let them see what your skills can accomplish with shots of the pool before you worked on it--and after.

* Job opportunities. Your site doesn't need to cater strictly to consumers. It can be a great way to attract qualified service technicians, who may be a perfect addition to your team. Include a way they can contact you and set up an interview.