您的绘画业务网站在 Google 上的排名好吗？它会产生流量，但无法产生高质量的潜在客户吗？这可能表明您的网站上存在对用户体验产生负面影响的问题，或者您可能缺少在这个竞争激烈的行业中产生潜在客户所需的关键组件。
Here we will review 7 essential website elements your painting business needs to convert online traffic into paying customers in 2023.
让我们开始吧！
1。查看您的流量
Technical Warning: If a little marketing jargon makes your head spin, 跳到我们的第二个建议.
Before we review what elements your website needs to convert traffic into high-quality leads, it’s important to understand who your website is targeting. It’s possible the content on your website is ranking well, and generating consistent traffic, but for the wrong search terms. To evaluate this we will look at two primary KPIs: 流量来源 and 参与率 (formally known as Bounce Rate).
流量来源
为什么知道哪些搜索词正在为您的网站带来流量很重要？
Consider this scenario: The content on your website is targeting residential repaint jobs, such as cabinet painting, but that may not be what you’re actually ranking for. It’s possible that most of your traffic is being sourced from a less competitive term like commercial painter.
那么您如何找到网站流量的来源？
Google 有一个名为 Google Search Console 的免费工具，可以深入了解您的自然搜索搜索性能。在“性能”选项卡下，您可以确定您的网站针对哪些搜索字词排名（印象）以及哪些带来了最多的流量（点击）。
Note this tool does not provide historical data so you can only report on future traffic and search actions. After you setup your domain in search console it is recommend to wait at least 3 months to have enough data to make educated, actionable decisions.
参与率
既然我们已经确定了您的自然流量来源，我们需要确定为什么它们不是转换。您网站的主要目的是产生绘画线索，这通常涉及联系表格或预约申请。如果您的访问者不参与这些现场元素，他们的参与率就会很低。
首先确保您的网站上安装了 Google Analytics。与 Google Search Console 一样，此工具仅报告未来的流量，因此，如果您尚未安装此工具，则可能需要几个月的时间来捕获足够的数据以获得可操作的见解。
To find your engagement rate expand the Acquisition tab and click on User Acquisition.
A healthy 参与率 in the professional painting industry is 60% or above
低参与率可能表明您的目标流量有误或现场用户体验不佳。
To identify which pages on your website are contributing to a lower 参与率 navigate to the Pages and screens tab located under Engagement. Next sort the Views column so the page with the most views is at the top of the list. Finally, filter the Event count column by user_engagement. Since this is a relative metric we just need to compare how well (or bad) your most visited page is performing compared to the rest of your website.
如果您网站上浏览量最多的页面参与度非常低，请继续阅读以获得更多可操作的见解。
2。每个页面都需要一个联系表 CTA
要将网站访问者转化为重新绘制的潜在客户，您需要尽可能简单地让客户联系。任何摩擦都可能导致访问者从您的网站跳出。最好在侧边栏或网站每个页面的页脚中都有一个联系表，但这可能需要一些技术技能才能实现。
As a simple alternative, add a “Book a Free Quote” button at the bottom of every page, 将其涂成红色, and link it to your contact page. This provides clear direction to your visitors and increases the likelihood of capturing their information.
3。突出显示您的电话号码
As previously stated, visitors to your will not spend time hunting down your contact information. While some may want to contact you directly online, others will prefer to pickup the phone and speak with you directly. To empower your visitors, add your phone number prominently to the header and footer of your website. Don’t be afraid to increase the font size and make it bold!
4。将聊天应用程序添加到您的网站
Increasing your points of contact is the best way to turn website visitors into new painting leads. Features such as Live Chat allow you to pop up and offer assistance the moment someone lands on your website. We recommend implementing a Tawk之类的免费聊天应用程序. Their free mobile app makes it easy to monitor and respond to website visitors. This service also offers the ability to trigger automated responses, transfer chats to different team members, and create an online knowledge base for those frequently asked questions.
Caveat: Only utilize this feature if you or someone on your team is available to monitor the mobile app for new messages. A delayed response is one of the primary reasons your painting leads won’t convert into paying customers.
5。使用在线预约应用程序
许多绘画企业主都基于过时的假设，即转换销售线索的最佳方式是通过电话与某人交谈。虽然这对某些人来说可能适用，但年轻一代更喜欢非接触式预订。
A simple appointment booking applications with automated reminders make it easy for visitors to schedule a free quote right on your website without placing a call, message, or email. Online booking应用 are one of the best methods to convert visitors on your website. Best of all, other than the initial setup this service requires no additional monitoring.
We have had success with Calendly which integrates with your existing calendar to prevent double booking, embeds directly on your website, and automatically sends out appointment reminders to reduce cancelations.
6. Link website forms to your e邮件营销 service
Automation is your friend! Reduce your workload and keep the communication flowing by leveraging a free e邮件营销 provider like MailChimp. Create contact forms directly in MailChimp to embed them on your website. You are notified when a visitor submits the form, then they are automatically added to your mailing list. The best part, MailChimp integrates with Calendly so new appointments are captured as well!
为了获得最佳效果，我们建议创建两个电子邮件列表：
Leads: Anytime someone submits a form, books an appointment, or leaves their email address with you, add them to this list and nurture with monthly promotions.
Customers: Use your past customers as a referral source with a monetary ($100 for each referral) or discount (10% off your next service) incentive. Additionally, use these emails to capture reviews by adding a link to your Google Business Profile.
7。在您的网站上利用社会证明/评论
To build your 在线声誉 your website needs real testimonials and social proof. 推荐信，尤其是带有微笑客户的照片，可以在您所服务的人、您提供的服务以及您提供这些服务的能力之间建立联系。推荐和评论是真实的和鼓舞人心的真实故事，讲述您的绘画服务如何让某人的生活更轻松，帮助他们出售房屋，为他们的企业创造新品牌等等。您的评价越多样化、越真诚，人们就会将您视为值得信赖的绘画企业。
推荐和评论
您的大多数客户都会在您的 Google 商家资料或社交媒体上留下评论，但情况并非总是如此。如果您碰巧通过电话或电子邮件获得了一些积极的反馈，只需在您的主页或网站的页脚中硬编码证明。
如果可能，请在证明之前/之后包含图像以进一步提高信任和可信度。
社会证明
For the majority of customers who leave a review on Google or social media you can leverage a free review embedding tool or plugins to pull those reviews directly on your website. We have found success with Google 评论小部件, a free plugin for WordPress.
