Web design is the cornerstone of any moving company's marketing strategy.
On a website, you can list everything about your business and earn new customers in a snap. But there's a catch: Your site has to look good enough to show those customers that you're the right choice.
A well-designed website will stand well above and beyond other sites in your industry and show that your business is exceptional.
With a website that includes modern design trends and optimization strategies, you won't have to tell your customers that you're the best moving company in town — they'll know it just by looking at your site.
There are three major qualities that'll make your website stand out against your competitors. We'll address each of them below.
All websites aren't created equally. It takes a lot of time, effort, and testing to make a new site work as intended, and even more to turn it into a customer-generating property for your business.
(We'll get to that in our last section.)
For starters, your site design should include your company's name and logo on every page. Beyond that, you should also have your name, address, and phone number in the footer of every page so new customers can contact you at a glance.
High-quality web design also includes elements of user experience design (UX). That means you empathize with your website's users to figure out how they see your site, how they move through it, and what makes them convert into full-paying customers.
That means you need to have clear navigation, fast page loading speeds, concise calls to action, and minimal errors.
Once you've incorporated all of those principles into your website, you can be sure you're attracting and converting as many new customers as possible.
In addition to that, web design is a major ranking signal to Google for search engine optimization (SEO) purposes.
Well-designed websites often outrank poorly-made ones because they offer Google's users a better experience. Ultimately, that's Google's goal with every search — to provide the best possible experience to searchers.
You fulfill that parameter by using a modern and well-crafted website to promote your brand online.
Google may not see your site the same way as a human visitor, but its algorithm can “read” your site's code extraordinarily well. So when you have a quality website, Google knows and adjusts your site's ranking in search results accordingly.
Overall, that means the design of your site isn't just important in terms of appearance — it's also important in terms of profit!
But general web design is just the tip of the iceberg.
Responsive design is the process of making your website show up properly on every device from a desktop computer to a smartphone.
While that may sound like a lot for a local moving company, it's still important.
Responsive design is now a major ranking factor in Google, and other search engines have followed suit. So if you want to outdo your competitors in search results, you need a website that works properly on any Internet-connected device, regardless of browser or screen size.
This also works to your advantage from a UX perspective. When your website works on every device, you let anyone become a customer.
This is the opposite of what happens when you only design for desktop computers. When someone tries to access a desktop-only site on a smartphone, the site looks cluttered, small, and unreliable.
But when you have a site that looks perfect on screen — even if that screen is only 4” long — you make it easier for your users to read.
That makes it easier for them to enjoy your website, learn about your company, and eventually convert into a customer.
So even though responsive design may deal with how your moving company's website appears, its implications go much further than that.
Responsive design not only covers your website's appearance — it also affects your user interactions and site functionality.
With that in mind, the best websites in the world are all responsive.
Even if you're the only moving company in town and you already rank well in Google search results for your target keywords, it's still smart to incorporate responsive design into your website to provide a better user experience.
Once you've done that, you can be sure you'll get more customers from your site.
And you can get even more with our third web design strategy.
Bill Craig WebFX President
Conversion rate optimization (CRO) is the process of testing your website to learn how you can get as many new customers as possible.
So once you have a top-notch website that's responsive to all Internet-connected devices, you can work on getting as many new customers as possible.
The #1 CRO strategy for moving companies is A/B testing. In an A/B test, you create two (or more) variations of the same call to action (CTA) on a page and see which performs best over the course of about a month.
This strategy works best when you apply it to a page with a lot of traffic and a low conversion rate. The smallest changes can make the biggest difference — even if you just change the color of a button at the bottom of a page!
You can also test other elements of a page aside from your CTA. The headings, font size, image placement, and sidebar are all valid subjects for your A/B tests.
Plus, using A/B tests helps you understand your customers better.
So if you suddenly increase your conversion rate by 10% because you changed the color of a button, you can apply that change to your entire site to see how it does.
Most of the time, an improvement to one page will also improve another.
Naturally, there are exceptions to this rule. But if you find something that works, you can try it on it on other pages as well!
The biggest downside to A/B testing is that it's slow. It takes a long time to get results from enough people to draw accurate conclusions.
That's because A/B testing is designed to work over the long-term.
So if you see clear results for an A/B test after a day, don't jump to conclusions just yet — over the next four weeks, you could easily see a change in those results.
In fact, the exact opposite result may come true over time!
That's because the longer you run an A/B test, the more you approach a workable average. You may have started your A/B test on a day one of your infographics went viral. That could easily skew your results for that day.
On the flip side, you may have started your A/B test at the tail end of a holiday. That would skew your data to the low side, which would make a good strategy look like it isn't working.
The point is that the longer you run an A/B test, the more accurate your results become.
Still, you don't want to run your tests for too long. Otherwise, you'll never decide on improvements.
That's why we recommend about a month of run-time. That should give you enough visitors to create a good sample size, and it'll cover enough time to accommodate seasonality or other sudden changes in traffic.
Best of all, it also makes your final changes more accurate.
When you implement changes from a long-running A/B test, you can be sure you've made a good change that'll pay dividends to your moving company's website for years to come.
If you implement changes after one day of testing, you'll probably have to A/B test again to get the long-term results you want.
At WebFX, our design team has won many awards for their excellent work with our clients' websites.
We understand that web design is the cornerstone of any business's online presence, and that's why we make sure we do it well. We'll get to know your business and goals, and create a unique site that's tailored to get the results you want.
If you want to get more customers for your moving company, we'll design a website that'll work for you!
Contact us today to get a website that'll help your moving company grow!
Find out how WebFX can create an effective Internet marketing strategy for your website. Call 888.449.3239 or contact us online today for a free evaluation.