First impressions are crucial for the contractor business. But while first impressions are usually seen as an issue exclusive to face-to-face meetings, it also goes for your online presentation, the way you reply to messages, and many other aspects.
A common example is when you’re hard to find online – or a specific information about your business is hard to find.
I’m sure this has happened to you:
You’re looking for a business online. You find their page on Facebook and you’re looking for their phone number, but it’s not visible right away. You then look for their website, because surely it has to be there, but the link to a website leads nowhere. You scroll for a bit and find the phone number on a picture they’ve posted some time ago.
This is a very bad first impression.
Contact information should be the first thing homeowners see when landing on your page, and they should never have to scramble around to find what they need.
Now, let’s apply this principle to other aspects of your online presence to improve your first impression – even when the first contact with a homeowner is not in person.
1. Social media pages must be updated
This should go without saying, but it’s still one of the most common mistakes for any business that has a social media page, not just contractors.
Imagine: A homeowner that finds your social media page just to discover your phone number doesn’t work and your website is offline. This is an absolutely terrible first impression that can be easily avoided by keeping your info updated regularly.
Make sure your contact information is updated:
- your phone number should be the one you’re actually using
- your website should be working properly and is clear about your services
If you use WhatsApp or Telegram for business inquiries, be sure to have a professional profile. If your profile only shows your name and no indication of your work, homeowners will have to go through the awkwardness of asking if that’s the right number.
2. Have recent posts
At least one post a week is already enough to get things going. This is important to make sure your page looks “alive” and homeowners who land on it realize you are, indeed, open for business and you care about your online media.
Whenever you have pertinent news or exciting new projects to share, be sure to do so! This will add to your portfolio as well as increase your exposure. Just make sure the pictures are high quality and the info is well-written.
3. Reply to messages and emails (and do it right)
Being prompt is always priority number one when it comes to replying. If you have a busy day, hire someone to take care of messages and scheduling for you, or take a few moments every day to reply to messages and emails.
Facebook in particular has a feature that tells potential customers how long you take on average to reply (within a day, within an hour, or almost instantly), and customers are much more likely to interact if they see you usually reply quickly.
But being prompt is not all. Always be polite and proactive to help, and write as professionally as possible. The use of emojis and more informal communication has been encouraged in recent years as a way to make customers feel closer to you, but even when using these gimmicks, try to maintain some level of professionalism.
If you’re still using a personal number for your business, ALWAYS reply as a professional. Nothing kills a first impression faster than a dry “hello” when someone calls what’s supposed to be a business number – and the same goes for online messaging. Immediately make clear that is your professional contact, so homeowners know right away they’ve reached the correct number and are talking to the right person.
4. Deal with negative reviews
Naturally, as business owners, you’re doing everything you can to avoid negative reviews, but they can still come for a variety of reasons. Regardless of the motive, it’s important to deal with this elephant in the room as soon as possible.
Reply to the negative review apologizing for the experience and offering to make amends. This is a lot better than leaving it unattended, because for potential customers, it shows you care about their experience and you’re willing to make compromises in order to make sure they’re happy with your services.
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