6 Secrets of the Best Asphalt Paving Websites
If you’re in the asphalt paving business, you don’t want a boring website that lacks character. You’re after something that truly earns its keep. But you also want something that suits your industry and speaks to your customers effectively.
Thankfully, there are several things you can do to create an asphalt paving website that’s competitive and worth the investment.
So, if you’re ready, let’s explore the 6 secrets winning asphalt paving websites live by.
1. Have Clear Calls-to-Action (With a Form Users Will Actually Fill Out)
Your site has a visitor – great! So, what’s your game plan for getting that casual browser to step it up and become an actual lead?
One word: captivating calls-to-action (CTAs). And no, it’s not quite as easy as slapping a “Contact Us” button somewhere and calling it good. It’s about making it irresistible, easy to find, and simple to use, so potential leads have no trouble inputting a few details.
What does this look like practically speaking? Let’s say you land on a website. An effective CTA would mean that it’s overwhelmingly obvious what to do next as a visitor.
A bright button reading “Get Your Free Estimate” is a good example. Or a form that’s short and sweet, not asking for your life story. Whatever you opt for, make it stand out. Go for colors that are eye-catching while still fitting with your brand, of course. And you can use Google AutoComplete to make it easier for customers to provide their address without having to type in the whole thing.
MJ Paving & Masonry offer a great example of a call-to-action in, well, action.
Their contact page leads to a Request a Quote form that’s specific to the asphalt paving industry without being overwhelming.
2. Have Location Based SEO Pages
If you want to get eyes on that website of yours, specifically the local ones who are probably to need your asphalt-paving expertise. How? With location-based SEO pages. These are pages you’d create on your website that speak to specific areas you serve.
Think about it: Someone searches for “best asphalt paving near me.” Obviously, you want your business to show up at the top of the results for people who live near your business.
That’s where these local SEO pages play a key role. Each should be directed at one location (think a town, city or location) and filled with content that’s specific to the local area. You can include landmarks, local events, demographics or other key information. Include testimonials from clients in the area and mention projects you’ve completed nearby.
H&H Paving does a great job of this. Take a look at this page dedicated to Fairfax, Virginia:
This page serves as a landing page for local residents looking for an asphalt paving website to procure services from.
3. Use a Review Funnel to Get Reviews on Google
Getting reviews on Google is essential for any business. But let’s face it, asking customers to take valuable time out of their day and write that review isn’t always as straightforward. This is where a review funnel can be helpful.
It’s a hassle-free process that seamlessly guides your satisfied customers towards leaving reviews on Google, without feeling like a chore. The concept is simple. Once a job has been completed, and you’ve confirmed the customer is happy with the work, simply send a follow-up email or text.
In this message, thank your recent customer for their patronage, and then unobtrusively ask for a review. By including a direct link to your Google My Business listing, leaving a review is only a few clicks away. The easier it is for them, the more likely they’ll do it as well.
Make sure to follow up with them while your quality is still fresh in their minds – at least within a week of the customer’s experience. Any later and your service may have lost its “wow” factor. If they chose to leave a review, they’ll likely not leave as detailed of a positive comment because it’s been awhile since the experience.
H&H Paving has plenty of reviews on its Google My Business profile:
And then they take the next step, which is to include some of these reviews on their website as well:
4. Showcase Your Work (Use Real Photos)
When potential customers land on your website, it’s prime time to make a knockout first impression. And one of the best ways to do just that? Show off your work in the best possible light – real, high-quality photos.
Let the quality of your projects speak for themselves and give visitors a concrete (no pun intended) sense of what you’re capable of.
Because the truth is, stock photos simply don’t cut it when it comes to personalizing your brand and establishing your credibility. People want to actually see the real thing, not a cookie cutter image from a stock photo site that could be from anywhere.
When you include real photos of real projects, you’re offering up a view into your craft, your attention to detail, and the real pride that you take in your work. But not just any photo will do, of course – the more high-resolution and well-lit the better.
Before-and-after shots are always effective, offering up a visual timeline for your work and powerfully illustrating the difference your projects have made.
You might also consider including brief descriptions or captions with each of these photos too – this is an extra step that definitely pays off. A sentence (or even just a few words) about what the project was, what was challenging about it, or what specific materials were used, can offer context that further demonstrates your expertise.
MJ Paving and Masonry does a good job again of illustrating this point, offering up tons of before and after photos of completed projects in its project gallery:
And H&H Paving has a robust project gallery as well:
Both sites use real photography – not stock – and it makes a huge difference in visually selling the services offered.
5. Have a Page For Each Main Service You Offer (Good for SEO)
If it is not already established on your website, you should add a dedicated page for each of your main service offerings. This is an essential step. You’re already perfectly positioned to master local search, so why not dominate search for search of your service offerings?
Include specific details about your services and make the content on each of these pages unique. Your content should focus on an aspect of your services. Speak to something of interest to a potential client looking for this service. So if you offer Paving, Patios and Walkways, have a page for each that goes into detail about the service.
Targeting each service individually will make it easier to ranks for keywords related to that service area – and that means more visibility, more leads, and more business.
6. Highlight Your Benefits
Make your value proposition crystal clear. Tell potential customers how your services will improve their lives right off the bat. This isn’t the time to just list your services. Rather, you need to explain the real benefit of those services. Will they receive quicker service than the competition? Are you using the highest quality materials available? Will they receive more durable results? Spell it out.
Use bullet points, and make sure these benefits are right on the homepage. This type of homepage immediately pitches you not only as different, but as better, and more in touch with what potential customers need.
Remember: This isn’t about what you do. This is about why it matters to your clients. Draw that line directly for your prospects, and you’ll be gathering leads in no time.
Ready to Take Your Asphalt Paving Website to the Next Level?
We don’t just build websites here at Johnny Flash, we create digital experiences that turn visitors into customers. We leverage everything we’ve discussed here today: compelling calls-to-action, local SEO, strategic review funnels, real project showcases, comprehensive service area pages, and benefit driven copywriting to ensure your website not only looks amazing, but ranks high and converts your hard earned traffic into revenue.
Contact us for a free estimate and see how we can make your asphalt paving website outshine the competition and win more business.
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