8 Tips to Boost Your Relocation Service Website
Making your brand accessible and visible has always been an essential part of running a successful business, and although this fact hasn’t changed over the last 100 years, the methods of doing it have. Nowadays the internet is king, so correctly leveraging your online presence for maximum effect is where much of the effort has to be made for success. There are many ‘right’ ways to approach this issue, but some will more effective than others, depending on your place in the industry, and what your goals are. Today we take a look at eight of the best ways to make sure your website is working to its maximum potential for your organisation and without too much effort on your end.
1. Know Your Goals
As when making any business decision if you know your goals you come up with a plan to achieve them. So, make a clear outline of what you want to achieve from your website and online presence.
Are you looking to secure B to C leads more efficiently? Think about creating custom entry forms and landing pages for these prospects (more on this later). Focus on branding. What makes you stand out for these customers? Cut through the constant noise that consumers have to deal with and give them what they want; keep it clean, attractive and straightforward.
For those looking to attract more B to B leads; think about what industry professionals are looking for when they browse the internet and pages related to the relocation sector. A great way to attract such individuals is the creation of high-quality and expert thought-leadership content that can flow into a lead generating landing page. Remember that you are an essential and experienced member of the industry, so share your experiences and expertise as the global mobility thought leader you are.
2. Location, Location, Location
Always, always remember to clearly indicate your location of services to any potential clients that may be browsing your website and considering you as a service provider. There are too many service companies with sites that highlight the many services they provide but neglect to point out that they are the specialists of a town, region or country. Sometimes you really need to dig through a website to find out in small print at the bottom of the ‘contact us’ page that they are in a specific town. It is important to write down the specific locations your business covers and highlight them. Not only this will increase your chances to appear in search results, but it will also increase clients’ view of your specific expertise.
3. Indicate Your Pricing
Very few destination service providers highlight their pricing on their websites. If your primary target is bringing in more B to C clients, then this may be a severe oversight. Many private customers can be completely unaware of how affordable services can be, especially if some are offset by local subsidies such as Mobili-Pass in France. Remember that to these potential customers no clear pricing will often be seen as ‘too expensive for me’.
4. Highlight Your Certifications
If you hold any industry certifications, you should highlight these on your online presence. Belonging to professional organisations can go a long way toward easing the minds of potential customers who may be wary of organisations with which they have not previously worked. Remember that although these might be prestigious certifications within the industry, that doesn’t mean that your customers know what they are, so explaining why you belong to each can provide some extra leverage.
5. Fix Your SEO
So, it's great that your website is filled with excellent and relevant content specific to global the mobility industry and your customers, but if your search engine optimisation (SEO) is terrible, no one is going to find it. You do not necessarily need to consult an SEO specialist (although it is recommended), keep a few things in mind when talking with your webmaster:
Metas: keep them clean and varied.
Keywords: Keep your goals in sight and draw up a list of appropriate keywords which you want your website to hit. Performing a Google X-Ray search of your own site (for example, Google “site:eura-relocation.com” to see all the pages indexed for the EURA website) will show you how your pages appear within the Google Index. Then, X-ray search your website using your ideal keywords and consider what changes you might want to make to move up the rankings. Remember that prospective customers will be searching with keywords such as “school search in yourcity”, not “nameofyourcompany school search”. Also, there are plenty of browser plugins such as Keywords Everywhere which can provide valuable insight into SEO optimisation as your browse your website and the rest of the internet.
Finally, when optimising your SEO, always remember our second point from this article; Location, Location, Location.
6. Relo…Lingo
When thinking about whether your website effectively caters to your customers’ needs, remember to think in terms of language as well as content. If your website is only available in English, but 50% of your clients are Chinese, are you serving them best you can? If this is you, providing a quality language translation of your website for foreign clients can be a huge help. Yes, Google Chrome will translate it for them, but it’s never as accurate as it needs to be, especially for complicated matters such as global relocations. If translating your entire site is not possible, focus on critical pages of content, business information and calls to action. Just a few pages in a different language can make a real difference.
7. Utilise Landing Pages
Having a company website provides you with the perfect platform for the recruitment of new customers. However, this does not mean that you should always drive individuals to the front page and let them figure things out for themselves. Create specific landing pages for different needs and streamline the process for any prospective clients. If you're going to an industry conference, design a landing page with relevant content and a call to action which allows you to collect personal details for follow up conversations. Once you have defined the format of your landing page, it can be quickly and easily adapted for different uses by swapping the content and call to action. In addition, there are some excellent tools available online to quickly and easily create landing pages, such as Landigi and Unbounce.
8. Leverage Your Social Media
It’s 2018, so everyone knows they need a social media presence, but do you use it to its full potential? There’s no point in having a Twitter account unless you actively use it to engage with your customers and the industry outside your own little bubble. Being an active member of the broader community shows clients that you really do care about the industry as a whole and not just about your own sales.
Also, there are loads of high-quality LinkedIn and Facebook groups with active and passionate communities out there which cover every topic you can imagine. Get involved and share content which would be of interest, especially your own. You never know what opportunities might evolve from these relationships.
For more information please contact CEO and Co-Founder of ReloTalent, Sebastien Deschamps - seb@relotalent.com