Electricians: This is Why Mobile Website Optimization is a Non-Negotiable

Destiny Marketing Solutions specializes in marketing for electricians. Trusted by electrical contractors across the U.S., we help electricians grow through digital marketing—local SEO, local service ads, Google Ads, content, and automation.

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Transcript

Leonard Parker: 0:00

Hey there, it's Leonard with Destiny Marketing Solutions, where we turn digital frustration into revenue generation. I was talking with an electrician last week who couldn't figure out why his ads were getting clicks, but his phone wasn't ringing. Turns out his website looked like it was wired in the nineties. Mobile users were bouncing faster than a circuit breaker and a lightning storm. Now if you're running an electrical service company doing$200,000 annually, but still struggling with inconsistent leads, stick around. By the end of this video, I'll show you exactly why mobile optimization isn't just nice to have. It's absolutely essential for your business, and I've got an expert tip later that most electricians completely overlook that could instantly boost your call volume. Let me hit you with some reality. Right now someone within five miles of your shop is frantically searching emergency electrician near me on your phone. But here's what's actually happening to most electricians like you. Most homeowners or business owners are searching for electricians exclusively on their phones. These aren't casual browsers. They have actual electrical problems that need fixing now. These mobile searches are your hottest leads. They're ready to act immediately, but if your site is difficult to use on a smartphone, they'll balance in seconds and guess where they go next? Straight to your competitor with the better mobile experience. Think about it. When was the last time you tried using your own website on the phone? If you're like most of my clients, you probably never even checked, or it's been a while since you have checked. So what exactly are these mobile customers expecting? It's pretty straightforward. Fast load times. Try to target under three seconds, anything longer. In 53% of your website visitors abandoned ship, easy navigation with dumb friendly buttons. Nobody wants to zoom in and pinch and scroll around just to tap your call now button. Click to call functionality front and center. Mobile users want to tap once and be talking to you or someone from your team in simple, short firms that don't require a magnifying glass to fill out. Now let's talk about what's happening When your site fails, these mobile tests your leads bounce before they even see what services you offer. You've already lost them. You get fewer form fills and phone calls, even though your traffic might be the same. Google and Bing and other search engines actually penalize a poor mobile experience, so you have less visibility. So that's lower rankings and the search results. And even if you decide to go the ads route, typically your average cost per click is going to go higher, so you're getting less clicks for the same budget. If you're not providing an optimal user experience with your website, so it's like a text that Google is charging you, here's the kicker. You're paying for traffic, whether it's through SEO ads or your time creating content or your team's time, creating content that never turns into real opportunities. All that work, zero results to show for it. So how do we fix this? First, we need to diagnose the problem. Here's where I want you to do it today. After watching this video, visit your own site on your phone and try to book a service. Be honest. Would you hire yourself based on this experience? Count how many steps it takes to call your business. If it's more than two taps, you're losing leads. Check for slow website times. Broken buttons, broken links or text that's too small to read and run your site through a tool like Google's mobile friendly test. Just google that term and drop in your URL. The question you need to answer is simple. If you wouldn't book yourself from your phone, why would your customers, and now we're going to look at a few tools here. So I am for this. Demo. I'm going to use Wells Electric Inc's website. They are electric company based out in the San Francisco Bay Area. And first thing I wanted to show you, I'll drop this link in the YouTube video description. But the first thing I wanted to show you is a tool I use called webpage test.org. And so when you go to the website, you wanna make sure you choose the core web vitals. Option here in the dropdown. That's what I'll be going over here today. And then you want to add your website, URL. By default, you'll have the mobile 4G selected. I suggest just sticking with the default, then click start test. So it may take some time for that test to run, but once you, once the test has finished, you'll see a results page like this, and this will give you. What we call core web vital metrics. And so we have the largest content, full paint, the cumulative layout shift and total blocking time. So I'll start with that middle metric cumulative layout shift or CLS for short. So what that'll tell you is that the cumulative layout shift that is, will tell you it looks like my browser is. Okay, so the cumulative layout shift will tell you how mobile friendly your website is, or in other words, how easy it is to use on a mobile device. So what it's measuring is how much do the elements on a page shift, depending on. The screen resolution or screen size. And so you can see here the website they we're using as an example. It actually has a good score of 0.026. You don't need to know the metrics, just know if it's green, it's good. The other two metrics, largest Contentful paint and total blocking time, those are linked to the website speed. And as you can see here, we're not getting those nice screen scores for these, so we wanna make sure that we improve them. So that's a sign that the website speed needs improvement. So we scrolled down, and this is where. Unless you develop your website or you have develop development experience, this is where you might wanna partner with your agency if you're working with one or with a developer to try to improve your website speed. And so what we can see here is that we have a, what we call a water flow breakdown. So what this water flow breakdown will show you. Are all of the elements, all of the code that's loading once someone goes to the website URL that you entered. And if you wanna keep this simple, you wanna look for those different codes here that have the longest load time and you can easily determine which elements have the longest load time. They'll have the longest bars horizontally here. In the water flow waterfall diagram. So if I'm looking at this, I see that this, these two bars here in the middle are really three bars. They load at 654 milliseconds, 644 milliseconds and 639 milliseconds, followed by Google fonts, which loads at 994 milliseconds. And so when I'm looking at opportunities to optimize the site speed. I may want to have my developer take a closer look at these elements to see if they are actually needed on your website. So that would be just one part of assessing your website, speed, your website load speed, and finding ways to optimize. Other things you might wanna consider or discuss with your developer is using what's called browser caching, where your users your users who visit your website, if they are to return the browser will store the cookies for your website so the website will load faster. So you may have noticed this. If you visit a website regularly the website loads a lot more quickly for your subsequent visits after your first visit. And also another kind of low hanging fruit for your website speed. Looking at using a content delivery network or CDN for short, I like CloudFlare. They offer a free option. And that option remains free until you hit a certain tier of website traffic and. What I've found is that free option will actually be suffice unless you're getting website traffic from all over the country. But check out CloudFlare, and again, I'll make sure to drop those resources in the video description. Now I'll go back to the content. So let's go back here. So I already mentioned some of the solutions for your mobile site speed optimization. It is not just about shrinking your desktop website, it's about redesigning for action. So you need a responsive design that automatically adjusts to screen sites. If you're using a popular website platform like WordPress or Squarespace, you're in luck because. Typically the templates that are used for these sites, for these platforms, it's going to be responsive out the box. But this isn't optional anymore. If you haven't up updated your website in gears, and I know there's some of you out there, you wanna make sure to at least try to use a responsive template so that it's easy to use your website across different screen sizes. You also want to prioritize content hierarchy. So think about what matters most to your users and make sure that it appears first on mobile, your services, your phone number, your service area, maybe your unique value proposition. These should be front and center on a mobile device, so you wanna make sure they display very well for mobile users. You want to implement sticky calls to action. So call now buttons should follow users as they scroll. One thing that annoys me and maybe annoys you if you're scrolling on a website and you're just looking to get more content, get more information before you make a decision, and then you made your decision. And that decision is a yes. But you're still trying to find how you can get in contact with the company, and so you wanna make sure to incorporate that on your website with what we call a sticky call to action. Many times you'll see this as a sticky top navigation menu, and I'll actually show an example here shortly. You also wanna make sure your font sizes and spacing are easy to read and tap while zooming. When we optimize electrician's website for mobile, typically this is a direct, there's a direct correlation with lead volume improvements, and these happen really quickly. So assuming that you are receiving at least some significant traffic to your site, we can start seeing improvements within the first 30 days. And as I mentioned. I'm gonna show an example of what I mean by a sticky navigation. So I'm gonna scroll in here a bit and just pay attention to the top here. So where it says home about service area, contact, and so forth. So notice how when I scroll all of that information at Top Bar remains visible. And it will be the same experience on a mobile device. But what's most important is that call button is visible regardless of where I go on the page. You can even see they have. Also frozen their different service category pages. This way as they, as the user continues to read more about the company Wells Electrical. If they know they need a residential electrician or commercial service, they can quickly go to that page to find more information that's relevant to them. So let's say. You're not big on using mobile phones for whatever reason, or maybe you just wanna see how your website displays across different types of mobile devices. There is an option here. I'm using Microsoft edge for this demo, but if you're using Google Chrome or any of the other popular web browsers, they have similar features where you can go to more tools and then go to developer tools. I believe it's called the same thing in Google Chrome, I forget. But once we're here in the the developer tools, notice how on the left hand side, I can see how this website looks on a mobile phone and specifically a phone that's 400 by 863 and width. If you wanna look at a specific device, so you see here there's options for iPhones for different popular Android phones and then also iPad and Microsoft Surface. You can do that here as well. So let's just say if I pick iPhone, it looks very similar, but it did change there a bit. And in order to get there, you just wanna make sure to toggle the device emulation and you're able to see. How your website will look on different devices, and this is something I, I like to do, especially when I'm launching a new website. But let's say if we're making updates on a page, maybe adding new pictures or new new sections, just giving it a once over to make sure that it's looking good across all devices. So this is something, again, you don't need any special tools, just your internet browser and to know to go to that developer tool section. Okay, so I'm gonna go back here to my slide show, and now I'm gonna talk about pay speed. It can be a sales to sales tool every second. Your page delays in loading. You're losing money load time. The directly impacts both bounce rate and conversions. Amazon found that even a one second delay cost them$1.6 billion annually. You may not be Amazon, but the principle applies to your website as well. The fixes aren't complicated, so you wanna work with your development team to compress your site images. In a nutshell, this means, let's say if you have a image that's one megabyte compressing it so that it's 400 mega or 400 kilobytes. Making it smaller so that it doesn't take as many resources to load. You want to reduce any unnecessary code. Let's say if you have plugins, if you're on WordPress or you're. Using different tracking codes. Are these plugins necessary? Are you actively using them on your website? If not, then you can remove them. So that removes a unnecessary code that the browser has to load. You can also use a technique or your developer can use a technique called ification. Where you're finding ways to minify the code. So again, that it's not taking as many resources to load already mentioned the benefit of browser caching, if you are on WordPress or any of the popular platforms this is. Easily implemented with a plugin and also consider performance friendly hosting. There are a plethora of hosting providers out there. So you also wanna just read the reviews and specifically look for a hosting provider that specializes with your website platform. We do a lot of WordPress, so you want to find a provider like a. WP Engine where you're gonna be optimized for speed. And remember, your goal is two to three seconds max load time on mobile. That's the sweet spot where you're gonna be best optimized for conversion. Next, you want to optimize your forms for mobile. So let's talk about forms. They're often the biggest conversion killer on mobile sites. Instead of having your website users having have to enter text, use dropdowns, radio buttons toggles to make filling out a form easier for service selection, you can use a dropdown menu. Only ask for the essentials at that point. The name, phone number, service needed, zip code, and. Just think about this after maybe three or form three or four fields, every additional field on your form costs you completions, or comp or conversions. So just make sure that if you are adding additional fields that there's an important reason why you need this information. With your first interaction with that prospect something like this can improve your conversion rates by up to 30%. And remember, if filling out your form feels like a chore, users will skip it entirely. Be ruthless about simplicity here. Mobile optimization is just one part of your marketing agent. If your site doesn't convert mobile users, everything else suffers from lead generation to close rates. That's why we developed the full circuit growth method, a comprehensive framework that helps electricians like you uncover these gaps and scale well. Losing those high intent leads. As you can see here in a diagram, we start by addressing the foundational problem of qualified leads. Then work through each phase of your customer journey. Remember this, you can't grow a modern electrical business with a mobile experiences that screams 2010. So what happens when you implement these mobile improvements? Let me show you what we found during our full circuit growth audit, and these are some of the typical discoveries. We identify the exact mobile issues currently hurting your conversion rates. Most electricians are shocked to discover what's happening on their site. We review how your site performs on actual devices, not just simulators, because real world usage is what matters. We evaluate how fast and easy it is to book from a phone tracking the actual user journey. We check form, usability, call to action visibility. And design flow to find conversion blockers, and you walk away with a prioritized roadmap to fix what's broken. Focusing on quick wins first. The bottom line, you're not losing leads because of traffic. You're losing them because of friction. Here at Destiny Marketing Solutions, we help electricians turn mobile traffic into book jobs. It's that simple. If what I've shared today resonates with you and you're tired of losing leads to poor mobile experiences, I want to offer you something special. Book a full circuit growth audit with us. During this session, we'll analyze your current mobile performance, identify specific conversion blockers. Show you exactly how your competitors are outperforming you on mobile, and give you a clear roadmap for improvement. You can schedule directly by visiting our website, destiny marketing solutions.com, or using a link in the description below. Remember, your next job is already searching for you, your next customer. That is so make sure your site is ready when they are. I promise you an expert tip that most. Electricians may miss. So here it is. Place a click to call button at the very top of very mobile page, not in the menu, not halfway down, but right at the top where it's immediately visible. If you recall that example I showed with the sticky I. Call to action a sticky bar. That's what you want to do. You want to have that number to where someone just clicks it and it automatically pull up their phone app on their phone. Use those sticky bars that follow users as they scroll so they can call you at any point in their journey. Test, different call to action colors for maximum visibility. Our data shows that orange and green typically outperform others for electricians. And here's another tip. Link directly to your Google Review form in your follow-up text after service. This simple automation can double your review rate overnight, and it's very easy when you're sending that via text or via email for someone on their mobile phone. Just click that link and go directly to that to your Google business profile. Listen, I get it. You're an electrician, you're not a web designer, you're not a marketer. Your focus should be on serving customers, not the bugging mobile code. If you found this video helpful, hit that like button and subscribe for more strategies specifically for electricians. Drop a comment below with your biggest website challenge, and I might feature your question in an upcoming video. I'm Leonard from Destiny Marketing Solutions, helping you spark more leads and power up your revenue. Remember. Wire your website right and the calls will flow. See you in the next one.