Good Contractor Websites Blow Off Bad Customers

If you have a handsome, well-organized, and friendly contractor website, it will appeal to the kind of customers that you want — the kind who are organized enough to tell you exactly what they need, are at home when their job is scheduled, and pay their bills on time.

It may seem surprising, but I’ve found that a well-designed website will screen out the very customers that you don’t want. I’ve run an electrical contracting company for over 30 years. I’ve found that customers who are disorganized or dishonest will become uncomfortable with the aesthetics, orderliness, and competence of your website and will leave without calling you. Imagine being in dirty, tattered rags and knowing that you’re not respectable. This type of person is not going to feel comfortable entering a clean, efficient place of business nor calling one with a clean, competent website.

If you’ve been in business for long, you know how much wasted time and money a disorganized or dishonest customer can cause. The disorganized customer isn’t there when your journeyman arrives to do the scheduled job, forgets to tell you a key piece of information, and loses your invoice. The dishonest customer just doesn’t pay it.

You may also want to discourage another type of potential customer when you’re designing your website — customers who are looking for low prices at the expense of quality. If your company focuses on high quality work, it’s not a good match with this type of customer. If they don’t appreciate the quality of the job you give them, they may feel ripped off by your prices. Working with customers who want to cut corners can be frustrating, and your prices will be under constant pressure.

You can avoid customers who are looking for bargain basement prices by steering clear of words like “low low prices” and “free” on your website. My electrical contracting website promises “reasonable prices” and does offer free over-the-phone estimates and also coupons, but these are not its main focus. The main focus is on our testimonials, our Better Business Bureau rating, and awards. We try to strike a balance of appealing to a customer’s desire for quality while also making it possible for him/her to get to know us without risking a lot of money.

If your website is designed with aesthetics, friendliness, and competence, without focusing on low prices, it will attract the kind of customers that you provide with quality work at a profit.