How to Build a High-Converting Website
Design and optimize a website that turns visitors into qualified generator installation leads
Your website is the hub of your digital marketing. It's where paid ads send traffic, where organic searchers land, and where referrals go to learn more. A website optimized for conversions can double or triple your lead generation without increasing your marketing spend.
Step-by-Step Guide
Design for Mobile First
Over 60% of searches happen on mobile devices. Your website must look and function perfectly on phones. Test every page on mobile—forms should be easy to fill out, buttons easy to tap, and phone numbers click-to-call enabled.
Use Google's Mobile-Friendly Test to check your site. Fix any issues immediately.
Create Clear Calls-to-Action
Every page should have an obvious next step. Use prominent "Get a Free Quote" or "Call Now" buttons. Place CTAs above the fold, after key content sections, and in the footer. Make phone numbers clickable and visible.
Use contrasting colors for CTA buttons. Test different button text—"Get My Free Quote" often outperforms generic "Submit."
Build Trust with Social Proof
Include customer testimonials with names and photos (with permission). Display review ratings from Google. Show logos of brands you're certified to install (Generac, Kohler, Briggs & Stratton). Add badges for licenses, insurance, and certifications.
Video testimonials are even more powerful than written ones. A 30-second customer story builds tremendous trust.
Create Service-Specific Pages
Don't lump everything on one page. Create dedicated pages for residential generators, commercial backup power, maintenance services, and each generator brand you carry. Each page should target specific keywords and address unique customer concerns.
Service pages improve SEO and allow you to send targeted traffic from ads to relevant content.
Optimize Page Speed
Slow websites kill conversions. Compress images, minimize code, and use a fast hosting provider. Aim for page load times under 3 seconds. Use Google PageSpeed Insights to identify and fix issues.
Every second of delay reduces conversions by about 7%. Speed matters more than fancy design.
Implement Lead Capture Forms
Design forms that are short but capture essential information: name, phone, email, address (or zip code), and project type. Use multi-step forms for complex quotes—they feel less overwhelming. Send immediate confirmation emails to new leads.
Test form length. Sometimes adding a field (like "When are you looking to install?") improves lead quality without hurting conversion rates.
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