In a nutshell, your brand identity is the personality and image of your business.
It defines what you and your company stand for, and a strong brand conveys credibility, quality, and trust. With thousands of existing moving companies in the US, having a rock solid brand that helps you stand out from the crowd is essential for winning more business. Your brand influences everything from how you communicate with customers, to the design of your truck and website, and the clothes the crew wear on move day.
Ask yourself these questions to help define what makes YOUR company different:
- What is your secret sauce, or differentiator?
- What message do you want to send to potential customers?
- How and where will your brand image be reflected? The look and feel of your brand, including your chosen colors and logo, should be consistent across all assets.
Make a list of everywhere potential customers might come into contact with your company and ensure they are all consistent:
- Company name, logo, and website
- Truck and uniform
- Branded company email address
- Online advertising
- Email newsletters
- Marketing materials including flyers, handouts, postcards, and mailers
- Email signoff including contact details and company website
- Clothes including T-Shirts, hoodies, and hats
- Branded paperwork
- Business cards
Your company website is your opportunity to tell customers who you are and how you can help them. It is the single most important marketing tool you have in your toolkit. There are a few specific elements that will turn your website from a run-of the-mill site into a mean lead-generating machine!
Today’s Local Media, a full-service marketing agency that helps local business owners get to the top of Google, gave us their top tips for designing outstanding moving company websites.
Your website must be optimized across all devices (from mobile to desktop)
In 2020, over 50% of web traffic comes through mobile phones20. You need to have a responsive website design that works well on all mobile devices so potential customers can easily navigate your website, however they are viewing it. A study by McKinsey & Company21 shows that 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% will visit a competitor’s site instead. A responsive website is guaranteed to get you more customers!
Include easy-to-find contact information and a phone number, with an obvious CTA (call-to-action)
Websites that are confusing or hard to navigate will almost always result in visitors moving on to the next provider. Potential customers come to your website with the aim of finding a moving company to help them move. If it’s not immediately obvious how they can get in touch with you to find out more or book their move, they’ll go straight to one of your competitors.
By including all critical contact information like your phone number, email address, and an online estimator or quote calculator up front, you’re giving your potential customers everything they need to know to take the next step.
Give customers plenty of information about your company
Potential customers are more than likely checking out numerous different moving companies in the area to find the company and quote that is the best fit for them. Make a list of all the questions that previous customers have asked and include these as FAQs on your website. You’re adding immediate value by giving them the answers to questions they haven’t even had to ask you! Moving day is incredibly stressful and customers want to work with a moving company they trust. You can build trust from the second they land on your website by including real photographs of your crew in action, packed truck, and previous customers. Include glowing testimonials from happy customers on your homepage and make it easy for potential customers to find your great company reviews.
Include an optimized lead form that captures key information
Website leads can be one of your best lead generation channels if you make it easy for customers to provide their information. An optimized lead form capturing all key information should be visible as soon as someone hits your website. If you’re expecting the customer to answer a lot of questions, you can consider setting up a multi-step lead form, which has shown to increase conversions over one long form. Make sure your lead form has an email autoresponder set up so the visitor immediately receives an automatic reply letting them know that someone will be in touch soon.
Having a beautiful website isn’t enough
Whether you’re having an agency design your first website or revamp your existing website, make sure you select a web design company that knows movers and understands what works in this industry. An optimized website can make the difference between a potential customer contacting you instead of your competitor, so it’s essential that your website is well-designed and optimized for lead generation.
Your website is the perfect place to show off your personality and be proud of your moving company. Customers will assume that your website is a reflection of your brand and the services you provide, so show off your strengths! You should aim to constantly improve your website, even after you launch a brand new design. Don’t be afraid to test out new ideas! Your website can constantly evolve and improve as you add more content and optimize for lead generation. If you’d like to find out more about optimizing your existing website, or building a new one, you can contact Today’s Local Media for a free consultation.
SEO and Content
There’s a joke that SEO experts like to tell. Where’s the best place to hide buried treasure? On the second page of Google because nobody will ever find it! What’s the point of having a great website if nobody can find it? SEO (search engine optimization) helps to ensure that potential customers will actually be able to find your website.
Why is SEO important for moving companies? If your moving company is based in Sarasota, Fl and someone searches for ‘moving company Sarasota’, then ideally you want your company to appear as close to the top of the organic search results as you can (organic search results are below the paid ad results). At some stage you may want to have an SEO expert work with you to ensure your website is optimized but it can be helpful to understand the basics of SEO. If you want to understand more about SEO you can use a resource like the Moz Beginner’s Guide to SEO to get a high level overview of what SEO is and why it is important.
Your SEO strategy will be driven by the content you create, which will increase traffic to your website, ultimately generating more leads and customers. Content can take the form of everything from blog posts, email newsletters, videos, customer case studies, testimonials, and interactive elements like an online estimator or quote calculator. The idea behind all the content you create should be to build trust with your target audience and provide helpful tips and advice that will make their lives easier. Moving is one of life’s most stressful events and people who are moving soon may search for tips for packing or a guide to how they can have a stress-free move.
By creating valuable content that focuses on how you can have a stress-free move, you’re providing helpful advice to potential customers. They may come across your website inadvertently by reading your content, and then remember your company name before your competitors when it comes time to select a company for moving day. Here are some ideas for the kind of content that might attract potential customers: • 10 Packing Tips for a Stress-Free Move • Learn How to Vacuum Pack Your Clothes • Easy Hacks for Protecting Furniture on a Move • 6 Ways to Help Your Pet Settle into a New Home
Software that lets you monitor the search terms that people use can help you to create a solid content strategy. Sign up for a free trial of SEMRush and research some common search terms around moving day to get an idea of how many people search for particular terms each month. Another simple way to help potential customers find your website is to ensure your Google My Business page has been set up. Your Google My Business listing is free and it gives potential customers access to your contact details, hours of operation, and customer reviews with very little effort. You can follow this guide to set up your Google My Business page.
Stay tuned for Part 2 of The Branding Phase from our “How to Start a Moving Company” series. Check out the rest of our tips on The Research Phase and The Planning Phase and download the ebook for even more information!