Location, Location, Location
All search is local. In both the real and online world, consumers visit the central places that provide goods and services that they need and they make these decisions to minimize travel distance and that includes selecting a showroom to design and install their new kitchens and baths. That’s why it is extremely important to include your physical location on your website on every page. Where you are located is part of your brand because people search by location. Your customers and builder clients are no different than you. There is a maximum distance that a prospective customer in your service territory will travel to visit a showroom.
Showcase The Best
Avoid the temptation to showcase your latest projects. Instead, post examples of your best work. Website visitors don’t care if your best work was a project three years ago. Showcase the services and features that reflect your showroom’s brand and serve to differentiate your skill sets from competitors.
Website visitors don’t have the patience to wait for pages to load. You can check your website’s speed on Google’s PageSpeed platform. You want a score from 90-100. If your speed is 50 or lower, then speak to your webmaster or another expert to determine what needs to be done to load pages more quickly.
Less Is Better
What do you want your website to do? For many, it is to provide reasons for potential customers to call or visit your showroom. Less is better because when you give prospects too many choices their brains shut down and people walk away because the brain does not have the capacity to process multiple inputs. That’s why you should offer prospects a choice of A or B instead of A-F. The same thinking should apply to your website. Carefully curate images to provide a representation of the breadth of projects that your showroom provides. Showcase images that put your work and showroom in their best light.
Look Through The Lens of Your Prospective Client
What do prospective customers who visit your website want to see and need to see? A good rule of thumb is to answer the questions that your prospects ask most often. And BKBG has the tools to help. We have developed 10 e-books that can be completely customized to reflect your brand. Topics range from budgeting for a new kitchen and selecting cabinets and countertops to what should a customer expect from a showroom. If you are interested in having our ebooks customized for your showroom, email firstname.lastname@example.org or call Tom Cohn at 301-968-0063.