BY STEPHANIE CARNES
Your company website is the digital welcome mat of your business. With it, you invite potential clients to learn about you, trust you, and do business with you. To get the most out of your website, avoid these critical mistakes.
1. It’s not optimized for mobile.
According to Statcounter, mobile devices are far outpacing desktop, with 60 percent of users on mobile and 38 percent on desktop as of May 2024.
Ensure your website is fully optimized for mobile devices. With a significant number of users accessing websites via smartphones and tablets, having a mobile-friendly design is essential to reach the widest range of customers. Even though it’s likely that many chauffeured transportation clients still book from an office desktop, it’s important to make their mobile experience as seamless as their desktop one.
2. Your booking process isn’t user-friendly.
When potential clients come to your website, the best outcome is if they book a ride with you. Neilsen says that the average online shopper takes less than 20 seconds to make a decision, so do whatever you can to remove any obstacles from booking.
On some level, your booking process is dependent on the widget or form provided by your software, but you can make it easier with clear instructions and a way for clients to reach out with questions. If possible, load your rates into your booking platform so clients can get automatic pricing. Make it easy for clients to book from any point on your site.
3. Clear calls-to-action (CTAs) are missing.
Incorporate clear and compelling CTAs throughout your site. These should guide visitors toward booking a service, requesting a quote, or contacting your business. Make sure CTAs are easily visible and strategically placed. “Book Now” or “Book a Ride” are top CTAs, but “Learn More” is effective as well.
4. It’s not optimized for SEO.
Optimize your website for search engines (SEO) to improve your online visibility. Use relevant keywords, create high-quality content, and ensure all metatags, titles, and descriptions are well-optimized. This will help attract organic traffic from people who are searching for your services.
SEO could be its own article (or series!), so seek out help from an experienced SEO firm if you don’t feel comfortable doing it on your own.
5. Your photos and videos don’t help you stand out.
Use high-quality images and videos to showcase your fleet and services. Visual content can significantly impact a visitor’s perception of your business and help convey professionalism and reliability.
In our industry, there is a lot of consistency in vehicles and services offered, so if everyone uses the same stock photos, it’s hard for customers to see the differences between companies. Investing in professional photography and editing will make your site memorable.
6. It lacks customer reviews.
Feature customer reviews and testimonials prominently on your website. We are all influenced by reviews, and positive feedback from past clients can build trust and credibility.
You can install a Google Reviews widget on your website so you have a constantly updating source of reviews. However, that can mean that reviews might have some less than flattering details—or they might even refer to a company with a name similar to yours. We like to request testimonials from loyal clients and swap them out from time to time.
7. The website loads slowly.
Ensure your website loads quickly. A slow website can frustrate users and lead to higher bounce rates. Optimize images, leverage browser caching, and use a reliable hosting service to improve loading times. Remember, you have 20 seconds to convince the website visitor to book a ride.
8. Your site is not secure.
Prioritize the security of your website, especially if it handles online payments. Use SSL certificates to encrypt data, and clearly communicate your privacy policies to reassure customers that their information is safe. Be sure you don’t have a broken padlock in the URL address line.
9. Customers can’t use live chat.
Integrate a live chat feature to provide immediate assistance to visitors. This can help address any questions or concerns in real-time, which means they will be more likely to book.
Concerned that you don’t have the staff to monitor the chat? You can populate it with answers to frequently asked questions and then give the option to email follow-up requests. You can also indicate that chat is monitored during hours that work for you and have it revert to email for overnights.
10. The site lacks quality content.
Maintain an active blog and invest in content marketing. Share industry insights, tips for travelers, and company news to position your business as an industry leader. Regularly updated content can also improve SEO and keep visitors coming back to your site. Furthermore, blog posts can be shared on social media, driving more traffic to your site.
Also, consider how recently your content was updated. Many operators refreshed their websites during COVID or added their specific COVID cleaning procedures as a banner or pop-up, but does it still apply? If your pictures, information, or last blog is years old, you probably need to make changes.
ADDITIONAL TIPS:
Social media integration: Link your social media profiles to your website and allow visitors to share your content easily.
Analytics and tracking: Use Google Analytics to monitor website performance and understand visitor behavior. This data can help you make informed decisions for future improvements.
Accessibility: Make sure your website is accessible to all users, including those with disabilities. Follow the Web Content Accessibility Guidelines (WCAG) to make your site inclusive.
By focusing on these key improvements, your website will be a powerful sales tool, welcoming new customers to your business and encouraging them to book travel with you. [CD0724]
Stephanie Carnes is the Spotlight Director for The LMC Groups. She can be reached at stephanie@lmcspotlight.com.