Pest Perspectives - November/December 2015 - (Page 25)

marketing matters Does Your Website Have a "Warning Label" on it? Hint: Google may think so... By Alain Parcan, Market Hardware, Inc. O ne of the biggest mistakes pest management professionals make when it comes to their online marketing is not keeping their website current - a mistake that, believe it or not, can prove costly by encouraging your site visitors to look elsewhere, or worse yet, not getting visits from Google in the first place. We know it's unrealistic to expect all businesses, especially smaller ones, to be able to update their websites consistently. So fortunately, our web experts at Market Hardware put together a list of three items to always keep in mind when updating your site. 1. Make Sure all Your Contact Information is Correct - Total 'Duh,' Right? Do yourself a favor. Go to your website and find all the email addresses and phone numbers on there. Make sure all of those are still in use and actively checked. It's amazing how many businesses list an email address on their site that causes an error when someone tries to email it, or if the email does go through, just isn't checked by anyone at the business. Be sure that you have the appropriate email forwards set up so that you don't miss anything. As for phone numbers, many businesses set up separate phone | lines to track marketing efforts. This is a useful tactic but can prove detrimental if one of those lines is deactivated and your website isn't updated to reflect it. 2. Does Your Website Display 'Smartly' on a Smartphone? Looking for a way to turn customers away from your website? Make sure that your site is difficult to read on a phone! Your customers will look elsewhere before you know it. This is a bit of a more complex update than the first two items on this list, but it's so important, it can't be ignored. Some estimates show that as much as 50 percent of traffic to your website may come from smartphones as opposed to computers. Whether you set up a separate, mobile version of your site, or you build a responsive site, in 2016, you have to have a mobile presence to make sure you're not losing customers to competitors. And, Google is now drawing attention to sites that are 'mobile-friendly,' so if your site doesn't receive that designation, you're giving your competitors a leg up in search rankings. 3. Keep Your Accreditations and Certifications Up To Date Picture this scenario: A potential client visits your site and sees that you're a BBB accredited member. They call you and ask about it only to find out you didn't renew your accreditation this year. Any credibility you may have had thanks to your professional website is now out the window because it's obviously outdated. It's always wise to list accreditations and certifications on your site, but be sure to keep them up to date. If one of those no longer applies, remove it from your site. It may seem worthwhile to continue to list them, but it's simply not worth the risk of appearing dishonest. Keeping your online imagine up to date may seem like a daunting task, but it doesn't have to be. If your time and resources are limited, stick to the basics and work your way up from there. Take some time after reading this to evaluate your website on each of these three items, and call your website provider ASAP if you need to fix any of them. Your success depends on it. Alain Parcan is the director of Marketing for Market Hardware, Inc. Market Hardware helps FPMA members compete on the web and offers special discounts for FPMA members. You can reach Alain's team at 888-381-6925. Pest Perspectives 25

Table of Contents for the Digital Edition of Pest Perspectives - November/December 2015

Message from FPMA Headquarters staff
Indecent Exposure: Stories of Pesticide Exposure
presidential perspective
The Advantage of Minimum Risk Pesticides
Best Practices for Exterior Bait Stations
capitol concerns
marketing matters
operational excellence
FPMA corner
advertiser index

Pest Perspectives - November/December 2015