Keep it simple. Consider tailoring your Web site to your potential clients’ primary interest. We realize that you may do more in your business that simply move other people’s stuff. Perhaps you also offer storage space and packing supplies. Many moving companies offer online estimates, and move items interstate and international. But, listing all of these options in the navigation menu can be daunting and frustrating for your customer. You can cut down on clients’ frustration by providing fewer navigation tabs – list “moving” as an option, and ‘other services’ as another. Or, put them all under a ’service’ tab, and highlight your primary service on that page. The goal is to give the impression that working with your company will be stress-free and straightforward.
Eliminate guessing games. In other words, what’s your rate? Do you charge strictly by weight, number of items, mileage, how long it will take a crew of 2 to make the move, or a combination of all four? We suggest that you put your potential client at ease by briefly explaining your system in simple terms. Customers want some assurance that the estimated cost isn’t arbitrary. List the number of factors that are considered in the estimate. If you use a ratio – a percentage of weight, time, distance, and number of people in your crew, etc. – explain it. The object here is to take away the mystery of providing an accurate estimate and further establish that your business is a credible one.
Don’t be afraid to buck the trend. You don’t have to do everything that your competition is doing to stay in business. If there’s something that most companies offer, but it isn’t one of your strengths consider not offering it. We’re aware of one moving company based on the east coast that refuses to give online estimates. Why? Because it’s their conviction that online forms, no matter how detailed, result in inaccurate estimates which ultimately result in unhappy customers. This company promises to set an appointment at your home or business within 24 hours of your call, and employs a task force dedicated to providing in-person, written estimates. Sometimes it’s better to go with your strengths (in their case, the personal service) than to provide less than adequate service.
Be aware of your online reputation. Let’s face it; the moving business often gets a bad rap. Are you aware of your own company’s reputation? There are many Web sites dedicated to nothing more than allowing previous customers to rate and comment on their experience with your business. Find out what these sites are and closely monitor them on a weekly, if not daily, basis. Many of these sites allow for the company to respond to a posted comment. Always answer a negative comment, and always keep your own comments professional and cordial. If your staff made a mistake, for heaven’s sake own up to it. If there were circumstances out of your company’s control that resulted in an unfortunate outcome, detail it. Never, ever, accuse a former client of bad behavior; simply explain what your company did to try to rectify an unfortunate situation and leave it to the reader’s conclusion. A polite answer will do much to maintain your image as a professional and reputable company.
In conclusion, make certain your Web site is easy to navigate and easy to understand. Don’t be afraid to think out of the box; if there’s something that your business does differently than your competition and it works well for you, don’t hide it – flaunt it! And, always work to maintain your good reputation by monitoring online chatter, and politely and professionally responding to negative comments. So much of your company’s success depends on the online experience you provide your clients; by following these simple suggestions, you can make sure it’s a good one.
#1 by NYC Moving at June 22nd, 2009
Very thorough article. Bucking the trend is the most important in my mind.