The #1 Reason Your Website Isn’t Converting

If I close my eyes right now, I bet I could predict exactly what’s on your website. Because most painting contractors use the same crappy copy and messages as every other contractor. In fact, for the most part, I could take the marketing from any painting business, change the logo, change the phone number, change the website address, and it would be almost the same.

Quality craftsmen, licensed and insured, in business since 943 BC. Uh established technicians, quality you can trust. Slogans that are so trite and so overused that they become meaningless. The copy on your website really matters. And if the copy is bad, if folks can’t look upon it and see there is a real distinction here, then they go somewhere else.

When all the websites look the same, it is very difficult to convert. So, how do you change this? There’s an old saying, if you want to understand what John Smith buys what John Smith buys, you have to see the world through John Smith’s eyes. So, what are your clients concerned about and what should you have front and center? First off, no one trusts the painting profession because it has a reputation for drug addiction, people that just rolled off a prison cot, folks that show up late, people that don’t follow through. In fact, your very best customers who are older and affluent have basically been let down by contractors 70% of the time. Meaning, there are lots of verbal promises about quality and delivery, but then the reality doesn’t seem to match. And so, when you show up, they just assume you’re like everyone else.

And while they may nod and while they be be nice and maybe even invite you into their home for glass of sweet tea, they’re still like most likely this is going to go bad. Well, that’s in their mind when they look at your website and so they are craving desperately something that tells them this is going to be different.

Here’s one of the first one, background checking your painters. That needs to be front and center. If you don’t do it, you need to do it both for sales and marketing conversion in addition to your own personal safety and the safety of your clients. It’ll save you a lot of money in the long run.

Number two, you really need to talk about your warranty and your guarantee in a specific and different way than other people talk about it. Thirdly, you need to showcase all the social proof you conceivably can on your website. Video testimonials, aggregated proof about all your reviews. You need to have before and after pictures.

Fourth, and this is critically important, somebody needs to be on your website as the face of the company. People want to see your team. What do they look like? What’s their background? Folks are very judgmental. And so, they want to know the type of people that are coming to their house beforehand. All that stuff and a lot of others needs to be on your website in a way that is different from everyone else.

So, here’s a little exercise. Go look at your top three or four competitors. Maybe go to an AI bot, put in the website and say, “What are the most common phrases and common words on this website?” And then look at your own and see if they’re almost identically the same. Chances are they are. And so, if you want to get something different, you have to do something different.

So, make sure that you do not gloss over the words, the copy, whether it is in video form, picture form, or text form because it really matters in conversion. If you want to know the type of copy through research that has been proven to convert, just email me, brandon@paintersacademy.com. I’ll connect you with someone who can help you in that specific area to make sure the copy on your website both for SEO and for human conversion actually works.

And in fact, John in my office has built hundreds of websites for painting contractors just like you in every conceivable market and we know exactly what works. Don’t take a risk with a local provider. Don’t take a risk with someone who doesn’t have any painting experience and don’t throw one up from Squarespace or GoDaddy.

It may be pretty to look at, but if it’s never found and it doesn’t convert, it doesn’t matter. Brandon Lewis The Painters Academy, if you need help, let me know. Otherwise, I’ll talk to you next time.