This week we have the website of another local business up for dissection at the hands of yours truly, so let’s dig in to see what this company are doing well to convert their website visitors to sales, and what they could be doing better.
Maids in Black are a cleaning company for the Washington DC area. They’re essentially a lead generation service for freelance cleaners – they provide the customers and outsource the cleaning to independent contractors. This is a great business model as it means the company just needs a great web presence to bring in customers and generate sales, but they don’t necessarily have to worry too much about the delivery (although obviously, the reputation concerns mean that they need to high quality contractors).
Above The Fold
I talk about above the fold elements a lot on IvanTheReds because what the customer first sees when landing on your site is extremely important It can be the difference between them bouncing off your page or making a sale right there and then. In the case of maids in black, the latter option is much more likely as the company have made a few wise moves.
First is the headline and subheading which lets the visitor immediately know what service is – a cleaning service for the home. The subheading lets the visitor know they can book a cleaning in 60 seconds using the web form. The web form lets the visitor instantly price up a clean and book it – this is huge because it lets the visitor immediately see the price and book if they’re in a rush.
The other nice move is the explainer video and reviews button. This means if a visitor isn’t quite ready to book a service or wants to do a bit more investigation on the company there are 2 great sources for them to check out – a really well produced explainer video which paints the company in a great light (social proof) and a review button which shows all the positive reviews and happy customers Maids in Black has garnered. The reviews button also wobbles and floats continuously at the bottom of the screen – this is a tactic that I think is underutilized in web design since it’s a great way to draw the visitor’s eye to your call to actions.
The above-the-fold element also have buttons for booking a recurring clean. Here we can see that the mid-range option is highlighted to draw the visitors attention, helping to draw visitors away from the cheapest option towards a more profitable package for the company. There are also increasing discounts for each level of recurring clean – a nice touch.
Below the Fold
The next section is a brief explanation of how the service works. There are a few things I like here.
The explanation is kept simple. There are probably less than 50 words – if the visitor wants to know more they can keep scrolling but this section just outlines how the service works in a nutshell.
The Power of Three
As I’ve mentioned before, three is the magic number when it comes to art. We can see this section is broken down into 3 which makes it visually appealing and easy for the brain to understand.
The images show happy couples, relaxing, living in a clean house. Since we know that consumers buy goods for who it will make them become rather than what it will give them, aspirational imagery is really important on any sales page.
Call to Action
Having multiple call to actions is important to keep pushing for the sale.
The next section gives a bit information and trust and security measures the company takes. Again they follow the rule of three here and give a bit more text information to assuage any concerns the visitor might have. In sales terms, the Maids in Black team are essentially handling any objections the visitor might have.
Underneath we can see the company providing more proof in the form of testimonials. I can’t reiterate enough how important social proof is in making sales, and this is something Maids in Black do really well. Notice also the aspirational imagery in the background.
Another subtle way to bring in social proof and improve trust is the form of logos or brands. This makes the prospect think that these brands endorse the product and in this case we see Maids in Black use the logos of some the media outlets who have featured them. If your product hasn’t featured by other blogs or brands there are other ways you can use logos
– If you process payments using Paypal or Visa, then include Paypal, Visa, Mastercard, etc. logos.
– If you belong to any associations or groups, then feature their logo on your home page.
– If you deliver a service rather than a product then feature logo of any products or services your company are familiar with. Examples could include WordPress for a web developer, Quickbooks for an accountant, Toptable for a restaurant, and so on.
Maids in Black does a really great job with their home page and I’m certain that their site is converting well and making money. If there’s one thing you should take away from their site it’s to remember that the main emotion your prospects are experiencing when considering buying from you is FEAR – fear that they will make a purchase they’ll regret. Maids in Black do everything they can to address this fear and push the prospect towards the sales – adding social proof and trust through reviews, testimonials, logo branding, aspirational imagery, guarantees and clear and concise explanations. Learn from them and have fun implementing some of these ideas on your own site!