In the first part of our SEO for painters series, we talked about how to create and utilize high-quality content for better marketing results. But content is not the only piece to the puzzle. Site architecture is important, too.

Website architecture refers to the practices and elements that make up the structure of your website. Optimal site architecture helps you meet your business goals while delivering a seamless customer experience, and it goes hand in hand with your overall marketing strategy.

Here are some website architecture best practices for 2019 to help you improve your marketing and grow your painting business.

Create a Buyer Persona

If your website is a house, and site architecture is how its built, the buyer persona is who you’re building it for. And it goes beyond a nebulous understanding of your audience. To create a buyer persona, you should use the following information about your ideal client or customer:

  • Demographic information (age, income, location, etc)
  • Roles and responsibilities (facility manager for college campus, oversees a medium-sized staff)
  • Their pain points (reactive vs. proactive maintenance, spread too thin, etc.)
  • Their goals for their roles, responsibilities, or facilities (streamlined projects, preventive maintenance, project plans

These components can be put into a short paragraph for use with your marketing agency or web developer: “Bob is a 45-year old facility manager at the local community college. He oversees a medium-sized staff who have a tough time tracking and streamlining maintenance projects. Bob is looking for proactive, preventive maintenance solutions to help him avoid backlog and unexpected, costly repairs.”

Once you have these building blocks, you know how to develop content and tweak your website so that it’s as easy and intuitive as possible for your customers.

Make Products and Information Easy to Find

According to one survey, 79% of customers who don’t like a website will go to another site to find what they’re looking for. That means if your site makes it hard for customers to find products and information they need, they’ll check out one of your competitors instead. What can you do to avoid that?

  • Be sure your key service categories are listed in your top navigation bar, as well as mentioned frequently on blocks and buttons throughout your website.
  • Make it simple for them to submit a request for an estimate, and to give you project details in the estimate request form (without having to type lots  of text).
  • Don’t overwhelm with text. Give little chunks of the most relevant services information and use buttons to encourage them to dig deeper and learn more.
  • Use visuals. They are effective in encouraging customers to explore your work by staying on your homepage longer, and clicking on specific services they need. And be sure your images match the quality of your work. Take professional photos and videos of standout projects for use as marketing collateral.

If you aren’t sure what changes to make to improve your user experience, your marketing agency can run tests and make recommendations based on website performance data.

Mobile, Mobile, Mobile

Few things are more important when it comes to digital marketing in 2019 than a mobile-friendly site, and that includes your website architecture. You can do that by:

  • Breaking up your site into blocks and buttons that are easy to see, to scroll, and to tap on a mobile screen.
  • Be sure your site is mobile-responsive. If text is cut off, images are broken, or site elements load inconsistently, you’re going to lose business from anyone who may be looking for a painter using their smartphone.
  • Check your mobile page speed often, and refine your site accordingly. The slower a page loads (down to the millisecond), the more leads and conversions you use.

Don’t be intimidated when it comes to improving site architecture. You may not need to reinvent the wheel. We can help you optimize for mobile, customize your website for your ideal audience, and identify opportunities for smarter site architecture. Request a complimentary site audit and learn exactly how you can start building a better website today.