PestWorld - January/February 2018 - 23

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EASY NAVIGATION
In 2015, Microsoft released a study that found
people generally have the attention span of
eight seconds, only one second less than a
goldfish, so the ability to sift through content
with ease is key. Search bars should be clearly
visible, and consumers should be able to intuitively find their way to other pages on the site.
It's also important to ensure all contact information is not only clearly listed, but also regularly updated to reflect any technical changes.
Imagine a potential customer's frustration with
trying to email or call a company only to receive
a bounce-back or an audio recording that the
number has been disconnected. Chances are,
that person won't be reaching out for any services again. Features like online chats can also
help serve as a useful customer service tool,
especially if you are trying to reach Millennials.
Lastly, a company's website should serve as
the central hub for all other platforms to have
cohesion across all areas of the brand, making
it ideal to hyperlink to all social media profiles
from the website.

though its aesthetics and functionality haven't
been updated since consumers were logging
onto AOL via a dial-up modem.
If one picture is really worth a thousand words,
then an entire website certainly speaks volumes
about a company-from its competence to its
trustworthiness-making it crucial for marketers
to keep company websites full of fresh features.
Although the online world is dynamically evolving, below is a simple checklist of factors that
marketers, especially in the professional pest
control industry, can reference to ensure their
company's website is maximizing its potential.

DEVICE VERSATILITY
It's rare to see someone using a cellular device
that isn't a smartphone with Internet access.
In fact, nearly three-quarters of American
adults (77 percent) say they own a smartphone, according to Pew Research, which
is up from 35 percent in 2011. And, a 2016
study by eMarketer.com found that U.S. adults
spend more than four hours per day on their
mobile devices. Think about that. One-sixth
of the day is spent looking at a phone. This
means it's more important than ever to have
a company website that is responsive-one
that will adapt to the screen size of any device,
whether it is a laptop, tablet or smartphone.
There are various tools that can help determine if a company's website is adaptable for
mobile use. One of my personal favorites is
Google's free mobile-friendly test. Simply
type the URL into the test's search bar and
Google will reveal whether or not the website
is compatible with mobile devices. If your
website is incompatible, it's likely time for
a full refresh.
APPROPRIATE METRICS
Tracking online visitor behavior to measure
success is one of the many ways websites
can be a powerful marketing tool. Google
Analytics, for example, offers a free way to
track website activity. It's important to first

establish goals for a company's website, outlining what specific actions are most desired of
consumers. For example, if getting potential
customers to view the "our services" page of
the website is most important, then marketers
should ensure their analytics track the number
of clicks to that particular part of the website
to measure success.
Aside from just focusing on action-oriented
goals, monitoring website analytics can also
help reveal what specific content on the website is most and least interesting to readers, so
marketers can make refinements to improve
overall website quality. For example, if a page
on termite prevention and control is ranking
high in terms of page views, take this information and market it. Post about available termite
services on a company Facebook page or send
out a direct mail piece on termites to prospective customers.
HIGH SEARCH ENGINE
OPTIMIZATION (SEO) RANKING
If a marketer truly wants to know if a website
is competitive, look no further than its search
engine optimization (SEO) status, which indicates the organic volume and quality of traffic to the site. There are a number of ways to
improve SEO, from producing and frequently
posting a large quantity of relevant content,
to adjusting tags, and beyond. However, the
best first step is simply to evaluate a website's
current SEO performance before making any
necessary adjustments. To get a sense of a
website's SEO, try making a list of the top 40
keywords or phrases that are most relevant to
the business and search each one-it's easy
to tell how your company's website fares by
observing where it lies, if at all, in the order of
links that the online search yields.
Just as the Internet is vast, the ways to
enhance a website are very extensive, but
these basics serve as a strong foundation to
maintain a well-functioning online tool. The
work that professional pest control companies
do to help defend public health and property is
important, and it's essential to leverage every
tool at our disposal to help share our efforts.
By strengthening and mobilizing our online
content, together, our individual voices can
be better heard as one.  ●
Cindy Mannes is the executive director of
the Professional Pest Management Alliance.
Visit www.npmapestworld.org/ppma for more
information on how you can become involved.
PESTWORLD > JA NUARY | FEBRUARY 2018

| 23


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Table of Contents for the Digital Edition of PestWorld - January/February 2018

President’s Message
FARM BILL 101
GEARING UP FOR LEGISLATIVE DAY
PREEMPTION 101
Standards: Safety First
Marketing Corner: Is Your Website Up to Speed?
Membership Programs: Health Insurance for NPMA Members
Ask the Expert
TWO PREREQUISITES TO MANAGING SMALL BUSINESS GROWTH
Index of Advertisers
Calendar of Events
PestWorld - January/February 2018 - Intro
PestWorld - January/February 2018 - cover1
PestWorld - January/February 2018 - cover2
PestWorld - January/February 2018 - 3
PestWorld - January/February 2018 - 4
PestWorld - January/February 2018 - 5
PestWorld - January/February 2018 - 6
PestWorld - January/February 2018 - 7
PestWorld - January/February 2018 - 8
PestWorld - January/February 2018 - President’s Message
PestWorld - January/February 2018 - FARM BILL 101
PestWorld - January/February 2018 - 11
PestWorld - January/February 2018 - 12
PestWorld - January/February 2018 - 13
PestWorld - January/February 2018 - GEARING UP FOR LEGISLATIVE DAY
PestWorld - January/February 2018 - 15
PestWorld - January/February 2018 - 16
PestWorld - January/February 2018 - 17
PestWorld - January/February 2018 - PREEMPTION 101
PestWorld - January/February 2018 - 19
PestWorld - January/February 2018 - 20
PestWorld - January/February 2018 - Standards: Safety First
PestWorld - January/February 2018 - Marketing Corner: Is Your Website Up to Speed?
PestWorld - January/February 2018 - 23
PestWorld - January/February 2018 - Membership Programs: Health Insurance for NPMA Members
PestWorld - January/February 2018 - 25
PestWorld - January/February 2018 - Ask the Expert
PestWorld - January/February 2018 - 27
PestWorld - January/February 2018 - TWO PREREQUISITES TO MANAGING SMALL BUSINESS GROWTH
PestWorld - January/February 2018 - 29
PestWorld - January/February 2018 - Calendar of Events
PestWorld - January/February 2018 - cover3
PestWorld - January/February 2018 - cover4
PestWorld - January/February 2018 - divider1
PestWorld - January/February 2018 - divider2
PestWorld - January/February 2018 - outsert1
PestWorld - January/February 2018 - outsert2
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