Hi, this is James Martinez from All Things Digital. And I wanted to make a video today showing my my asphalt paving and masonry friends kind of what I’ve been working on and how I’ve been optimizing my Web sites for, you know, businesses within that niche. You know, I’ve been working with asphalt paving and masonry contractors for, I don’t know, eight to 10 years now. And, you know, as I look back at the reporting, as far as like who visits what on the Web sites.
Analyzing Web Traffic Patterns
And I just you know, I started to really, really deep take a deep dive into the data. I just started to see certain things that made me say, well, you know, we may not need this, we may not need that. And really what I would say is distill the Web site down and to the core of exactly what it needs to be doing and how it can do it fast. OK. So let me show you guys a couple of examples.
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Showcasing Optimized Seal Coating Website
I think you’ll kind of understand the idea once you see when you see it, but just kind of excited to share this with you guys in the asphalt paving, seal coating masonry industries. I could translate to other industries as well, of course, and I am doing that. But this is the asphalt paving and masonry example, a couple of sites. First, we’re going to take a look at a seal coding Web site that I’ve recently done.
Then we’ll take a look at a paving site, and I’m sure you’ll get the idea. You’ll get the gist of it. But let’s take a look.
A Deep Dive into Asphalt Specialists’ Website
So the first site I want to check out is it’s the site, Asphalt Specialists, Amazon.com. So this is a new Albany, Mississippi, SEAL coding contractor. And, you know, as you can see here are a lot of people really like what I like to call the hero graphic or the hero video. And it comes down to, you know, really making it fast and easy for people to drill down to what they want.
Strategic Website Layout for Conversion
Right. As you can see here, I have home the next button. I have his contact. OK. Now, lots of people will say, oh, you should have services first. But what you have to remember is that when people are on the phone the majority of people are on their phone. Right. And they’re clicking on this menu with their thumb, what’s that? What’s the first thing that, you know, their thumb would get to? OK. They can go down to residential, down the commercial.
Effective Use of Video and Offers
But what is the ultimate goal of the Web site is to have people contact us. So that’s why I always put the contact us, you know, there, you know, next. So home contact. And then the services, residential or commercial. Right. But let’s take a poke around. So. So as you can see here, I also try and drill these people down to the services. Right. Residential. Commercial. They can click here and go to either service.
Exclusive Offers and Video Integration
But another thing I want to point out to you is, is this right here? Lock in your discount today. I always try and make an offer. Right. So the offer is 15 percent. So safe, 15 percent today. Now, if people say, well, yeah, I want to save 15 percent, they click that button, and get in touch. OK. So give us your name, email, and phone, and then we’re going to send you a coupon.
Optimizing for Mobile Users
Now, obviously, on this site, it’s automated. So when someone fills out the form, they get e-mail the coupon, the customer will get e-mail the coupon automatically and stuff like that. Still some stuff I’m setting up here, but again, residential and commercial. And then again, the offer says 15 percent. Right. You know, and then at this point, you know, I have basically a little blurb about the company. Right. You know, and this is where it’s kind of building that trust on the home page.
Building Trust with Video Introductions
You know, lots of people would have about us page. And I just noticed I kept putting these about US pages on the Web sites and nobody went to them. So, you know, a Web site’s goal is to turn a visitor into a lead. That’s the bottom line. Right. So why am I? Why am I mucking up the Web site with pages that people don’t go to? Right. Just just just something to skip over. Just a hurdle to get over now.
Responsive Website Design and Mobile Call-to-Action
So I stopped doing it. And so what I’m doing is putting a blurb about the company and then we have a video, you know. You know, now this video I could change to be more so about introducing the company, introducing the owner, you know, maybe literally an introduction video of them. Hi, my name is John Smith and Bubble Bar. But that’s kind of the idea of what I’m going to be doing. Having the home page be the introduction, the home page has the about US content, but most importantly, always is, you know, maybe we could put you know, we’re definitely we can put like awards under here, you know, five-star reviews, et cetera.
Extending the Conversion-Oriented Approach to Commercial Services
But, you know, as you could see, like, we don’t have a lot of options. It’s it’s come here. Learn about the service. Contact us. Right. So.
And the other reason for the videos and you’ll see videos throughout on this site is to keep people there. People are lazy and don’t want to read. So we put a video that they can watch. That’s right. So now if I go down and I, let’s say, drill down into the residential, OK. So residential services, guess what? Lock in your discount today. Always making an offer. Right. So I put that in there.
In-Depth Showcase of Residential Services
And then driveway seal coding. So now again, I can have text talking about seal coding and why it’s so great. But I also put a video. You know what I mean. So, you know, these videos can become you know, they’re somewhat templated. But I’m going to be, you know, changing it to, you know, my client’s colors. Right. There are basically primary colors and lots of seal coding guys. And then ask.
Utilizing FAQ for Content Enrichment and SEO
Well, guys, we use black and yellow. But, you know, if your color is different then I would change the color of these highlighted text pieces to match your brand and all that stuff. Again, lock in your discount today. Right. Say 15 percent. Always make that offer again. Driveway crack filling. Right. This is a pretty good keyword here. So now I made a video about crack filling. OK. If you’re too lazy to read, just click and watch this video.
Educational Videos for Service Descriptions
And now in a perfect world, you know, I’d have the owner of the company reading this as a script. Right. You know, literally. Hi, I’m John Smith. And, you know, if you have cracks in your asphalt driveway, they should be addressed as soon as possible. You know, small to medium cracks can be filled to prevent water from entering your asphalt driveway. Prevent that from thawing and freezing and in turn, increasing the size of the cracks during the colder months.
Extending the Website Approach to Commercial Services
Right. So obviously, in a perfect world, we could have the owner of the company, you know, introducing the service, you know, and then again, driveway repair. These are all keywords that work. So, you know, right now I have saved 50 percent today based upon, you know, the investment and the site. We could also have this drill down to a driveway repair page where it goes to another page and it really, you know, puts a ton of information.
Optimizing Content for Local Search
Right, based upon these keywords, these FAA cues, because if somebody is in the area of your Web site, you know, they know that Google knows, you know, basically where your Web site, your business is located. If someone searches, how long does driveway seal coding take to dry and they’re in your service area? Your website may be an opportunity to answer that question for them. Right. So you may get that traffic from Google.
So it’s just another opportunity. Right. And again, I’m always making an offer. OK. So at the bottom, you notice here is also the phone, the map linked to the map listing the link to the social, and then this, the service areas. OK, on bigger builds. I’ll actually make pages for these specific towns, you know, towns and counties. Right. Because if somebody searches for SEAL coding contractor and Pontotoc County, don’t know if I pronounce that right.
Strategic Localization for Search Visibility
But if somebody searches for that and you have a page saying where a seal coding company and Pontotoc County are, guess whose Website’s going to show up for that? Right. So that’s something that I’ll be adding. But as you can see, you know, and the same thing goes for the commercial stuff. Right. Commercial parking lot, seal coding video, parking lot striping video, asphalt repair again for commercial arm if your parking lot has large cracks.
Showcasing Commercial Services with Video Content
And then again with the FAA queues as well. OK.
So people want to know who you are, what it is you do, and how to get in touch with you. So they would be absolutely hard-pressed to not know how to get in touch with you. Now, the other thing I want to show you is this is a responsive site. OK, so let me show you what that means. Right now, I’m changing. I’m literally changing the size of the Web site. You might notice that the Web site itself is changing also.
Responsive Design for User-Friendly Experience
OK, so it changes. This is what the Web site would actually look like on a phone. OK. Now, this is what I like to call the quick and dirty, but this is how it would look on the phone, OK? So as you can see, you know, it still looks good on the phone. OK. So you may also notice a little something that, you know, if you’re quick, you picked up on it.
All of those safe 15 percent buttons. They changed into click-to-call buttons. OK, that’s not a coincidence when they’re on the phone. You know, when I charge for lead generation, I’ll charge, you know, five dollars per. You know, people filling out an e-mail form. Right. And then you have to chase them. But lead gen, when it’s phone calls, you pay almost twice as much. Ten to fifteen dollars per call.
Strategic Call-to-Action for Mobile Users
Right. So what happens? If they’re on their phone, we want them to call you. So I changed all the 15 percent off buttons to say click to call us on the phone. So, like I said, look at that. They’d be hard-pressed to not be able to find a way to contact you. And yes, this button stays here. OK. That’s not a coincidence. This stays here and it just it’s always available. So now they’re on their phone and they go to residential.
Adapting Content and CTAs for Mobile Users
OK, now they’re on the residential page. And again, they have all the same content. The Web site is responsive. It changes, OK. So now I can literally just open it back up. OK, maybe this is what it would look like on a tablet, you know, or, you know, a little bit something like this or whatever the case, you know. So this is like the tablet view. You know, the Website needs to change to the to environment it’s in.
Right. So that’s what my sites do. They’re responsive. They respond to the you know, to the device they’re on. So this is a, you know, a seal coding. Another one I’m finishing up is a paving contractor.
Consistent Design for Different Services
And, you know, it’s got similar look and feel, you know, because I’ve learned, you know, people just don’t look at all this other stuff. Now, as far as, you know, galleries and photos, you know, I’ll most likely be putting those right on the service page, you know, and then, you know, having a small gallery or whatnot. But even the gallery pages, surprisingly enough, people don’t really spend that much time on them.
Streamlined Approach to Photo Galleries
I’m not saying they go to and they do go to the gallery pages, but it’s like a quick one, two, three. What most people are doing is they’re checking out your Website, then they’re checking out your social then checking out your Google business listing reviews.
So, you know, it’s after having years and years of data, I’ve kind of distilled it down to this. You know what I mean? And some are pretty excited about that. But, you know, see, like, we have the gallery on this site and I’ll continue to monitor it. You know, these these are the projects.
Optimizing Website Design for Conversion
Right. And then also, again, you know, if they’re on the phone, it also will change a case, see how it starts to shrink up.
Mobile-Friendly Design and Click-to-Call Feature
And then again, click to call. Right. So they can look at the photos if they really want to. I’ll be monitoring this. Most likely I will do something where I change it to have just the gallery on the page of the service they’re looking at. OK, but let me show you again.
User-Friendly Navigation and Page-Specific Galleries
And also the menus down on the bottom here will go back to the home page. And I’m going to stretch this out so you can see stretch it out, stretch it out and you see the site just respond. So no matter what they’re looking at, it looks good, in my opinion. OK.
Responsive Design and Visual Appeal
And yeah, so as far as like that, you know, having videos and stuff like that, I would love for the own business owners to provide me video, or I’d work with them to get the video in any way we can. But long story short is this is the this is the distillation. This is the kind of condensing of a Web site to get people there, let them know about your service, and then get them to contact you. OK.
Streamlining Content for Conversion
Says a bunch of other features. I didn’t really share it and want to get too breathy too long in the tooth, as they say here. But I hope that you enjoyed watching this. I hope it makes sense to you. And you know, if you’re interested in getting involved with this style of Web site, you know, I like to call it conversion. Optimization gets people to convert from visitors into leads. If you’re interested, get in touch.
Invitation to Explore Conversion Optimization
Just visit a T-deep and wide icon that stands for all things digital, New York. So just visit 8D and Wired.com. You know, you could schedule a free call with me there and all that stuff. Get in touch. And I’d love to discuss getting your asphalt paving masonry and Silk Road and business. I’d love to get you guys set up with a site similar to this so that we can optimize the amount of visitors that we turn into Leeds.
All right, guys, hopefully, you have a great day. Stay busy. And I hope you’ve been safe and will speak soon.
