We got things started last month with a post on how to get started with your website. If you don’t have a website yet, go check it out. Once you’re on the way to getting your site set-up, it’s important to structure the site correctly.
For valet companies, a well set-up website can be an effective lead generation tool for your business. In order to do that, it needs to do two things effectively:
- Get people interested in your service to your site
- Get them to contact you so you can convert them into a customer.
Here’s a list of the essential pages you need on your website and what to include on them to begin doing this effectively.
Essential Homepage Elements
Most vistors arriving to your site will enter from the home page. That means you need to make a memorable and professional first impression.
Make your business name clear and obvious, I recommend putting it along the top in the header on all pages in your site
Your Contact Information
Your full address, phone number with area code, and email address should be prominently displayed and easy to find on your home page. If someone is on your website and wants to contact you, you want to make it as easy as possible to do that. That means having your full contact information on every page of your site.
Since most people probably don’t come to your physical location, your phone number and email will be the most important pieces of information to emphasize. Include them with your business name in the header so they’re prominently displayed and easy to find no matter where a visitor on your site is.
Brief and Benefit Focused Description of What You Do
Keep it short and to the point, but make it clear to a first time visitor exactly what services you offer and how those service can benefit them. This might include mentioned some of your more well-known clients as visitors are often persuaded to trust brands more that do business with other well-known and respected companies.
There’s no need to go into great detail though. If someone wants more information, you can direct them to your About or Services page to find out more.
Do make sure to mentioned all the locals you serve though. This will help people from different suburbs or nearby cities find your site. This is easily done using the format:
Based in Memphis, TN, we also proudly serve the Collierville, Germantown, and Cordova areas.
While it’s best to have an experienced graphic designer handle the graphic presentation of your website, if you’re doing it yourself, make sure to include an image on the home page of yourself, your staff, or something representative of your business. Images both break up the page to make it more readable for customers and help create a connection with visitors.
The About Page
The About Page is your opportunity to go more in depth about your company and discuss your company’s history and experience.
Your company description is an opportunity to both inform and build trust with visitors. Focus on what you can do for the customer and not on yourself or your business.
What makes your company stand out? If you have a perfect track record, say that. What kind of service do you offer that your competitors’ don’t? What makes your company unique?
Testimonials, Certifications, and Organization Memberships
From a consumer’s perspective, one of the frightening things about the web is that it doesn’t offer much assurance about the legitimacy of a company. Using customer testimonials, certifications, and badges of any professional organizations that you belong to is a good way to inspire trust.
If you’ve worked with any well-known brands (local or national) include their logo on your about page so customers can see that you have experience working with established companies. These also offer a form of social proof that inspire confidence in your company.
A picture of your Company staff
Include at least one photo of your company staff on your about us page. Pictures both create a connection and humanize you. People don’t want to do business with your website, they want to do business with you so make sure they know who you are and what you look like.
The Services Page
Service and Pricing Details
If customers are considering calling you, they’ll likely end up on your services page to see if they think you are good fit for what they’re looking for. Give details about what sort of valet service you provide. Do you do offsite events? Shuttle service? Get specific and mention all the different service you offer.
Do you have experience with certain type of businesses? Restaurants? Hospitals? Night Clubs? If you can demonstrate that you understand their needs, they’re much more likely to contact you.
One common benefit that using a professional valet parking service that many people don’t realize is the increase in efficiency in the parking spaces used. Make sure they know that.
Since the Service Page is the last page many clients will look at before contacting you, it’s the ideal place to list clients you’ve worked with before. When someone sees a trusted and successful brand on your client list, they will associate that brand with your company and it will increase the trust and confidence in your company.
A Strong Call-to-Action
Lastly, you want to tell the visitor exactly what to do. If they’ve made it all the way to your service pages, they’re likely interested in your service. Tell them to contact you for more information or a quote so you can take the interaction to the next stage.
The Contact Page
Your contact page should be very simple and to the point. It should ask for the absolute minimum amount of information that you need to take the next step in the process.
When you’re just getting started, I recommend only asking for a name, email, and maybe a phone number to go along with the message. The more fields you use, the less likely customers will be to contact you. A huge form with lots of fields will discourage people from actually contacting you which is why you got into the website thing anyway.
Putting it All Together
While this may seem like a lot to put together. If you sit down and do it all at once, you should be able to easily write all of the content and find the images in afternoon. Remember that all the work is front-loaded with your online marketing efforts so taking the time to do it now will pay dividends down the road.