[Technology] Look BIG

Your company may be small. Perhaps you’re even a sole proprietor working from a home office. Maybe your office is your truck. But on the Internet, your company can rival pest control firms that employ dozens of technicians. Since more and more consumers are using their computers to search for and choose a variety of household service providers, your Web site provides a crucial first impression.

A quick search of the Internet shows that pest control companies across the nation are using the Web to position themselves in the market, offer useful information, and communicate with customers and prospects, yet not all Web sites are created equal. While a good Web site can be a key part of your marketing strategy, a poorly constructed, difficult-to-navigate site can drive customers away as fast as DEET repels mosquitoes.

A savvy consumer will compare several sites, and you should too in order to educate yourself about the competition. Note the different information and services listed. Determine how you can differentiate yourself by offering unique, user-friendly Web site features. "Most of the time, when we go out to talk (to potential customers) about termite control, they have done some kind of research on the Internet," said Chuck Tindol, co-owner, Allgood Pest Solutions, Lawrenceville, Ga.

For this reason, Allgood is snapping up a variety of domain names, the name that follows the "www," so that consumers who search for a variety of keywords and URLs are driven to the company. For instance, not only will www.allgoodpestsolutions.com take you to the Allgood site, but in the future, so will www.termiteatlanta.com and www.termitegeorgia.com. And, perhaps more importantly, Allgood’s acquisition of various domain names, which often cost less than $10 per year for a single name, prevents competitors from using those word combinations for their own Web sites.

CONTENT BUILDS VALUE. The variety of information you can post on your site is broad and diverse. Consider including company history, services provided, an e-mail link, pest identification, an order form for services or to request more information, coupons, employment opportunities, a map of your market area and any other relevant company-related information. In addition, each Web page should contain your company’s name, logo, phone number and e-mail address.

Although your options are numerous, Sue Spencer, president of Spencer Web Design, an Internet hosting and design firm headquartered near St. Louis, advises against going overboard. "The first rule of thumb for creating an effective Web site is to simplify," she said. "Each page of your Web site should contain only one key message. People like to ‘browse’ Web sites, so keep each page simple and don’t overcomplicate by cramming too much information on a single page."

A Web site can contain much more detailed information than a standard printed brochure, and you can include the company’s service specifications without the expense of reprinting all your marketing materials. Yet how can you include everything without crowding your Web site? If you have a lot of information on one topic, add separate pages to serve as subsections. This organizational scheme will make it easier for consumers to find information and understand what your company has to offer.

While these bits of advice are second-nature for professional Web designers, many individuals who create a Web site for the company they work for aren’t doing their employer any favors. A novice may make mistakes that result in a messy site that is difficult to navigate. Although professional Web designers may charge several thousand dollars for creating a site, their expertise can pay off in quality.

An option for companies with limited budgets may be to barter for Web design. In other words, find a professional designer who needs or wants pest control services in his or her home or office. Trading services may be a win-win situation for both parties.

UPDATE TO KEEP IT FRESH. Building an initial site is the first step, but maintaining a top-notch Web site is an ongoing process. Again, many pest control companies with successful sites suggest working with professionals to keep the site fresh. Enviro-Tech Pest Control, Kearneysville, W.Va., updated its original Web site two years after creating the site in 2000. The investment has been worthwhile, according to Enviro-Tech’s Nick Petti. "We get leads every week from our site," he said.

PROMOTE. PROMOTE. PROMOTE. Once your pest management company has a Web site to be proud of, spread the word. Web addresses should be on business cards, trucks, letterhead, invoices, estimates, advertisements, pens, brochures and any other items that the public associates with your company. In fact, by directing the public to your Web site, your company may save on its advertising budget by cutting some copy from ads in favor of a smaller ad that features the company’s Web address.

There is only one consideration in determining if a Web design is well done. For many companies that goal is to provide information, increase name awareness or increase business. Your Web site can do all that and more, so take advantage of the Internet to build a winning business.

The author helps pest control companies attract and keep customers through dynamic marketing activities. She can be reached at 800/779-0067 or at jvanklaveren@giemedia.com.