What is website engagement?
Website engagement refers to the level of interaction and involvement that visitors have with a website (clicking links, filling out forms, or making purchases.)
Website engagement is an important metric in digital marketing because it indicates how successful a website is at capturing and retaining the attention of its visitors. A site's engagement rate can be figured out by taking the number of interactions, dividing it by the total number of visitors, and multiplying this number by 100%.
Note:
This is not to increase traffic; this option is to increase people's engagement on the website.
Please be realistic in your expectations. People don’t engage if they don’t visually see what they want, aren’t being asked for their next action, or are disqualifying themselves through price or vehicles (you show pictures of VAN BOMBS, but they have a Ferrari).
We always suggest starting with traffic influx items first (SEO, PPC, Social Media, GMB Posting), before engagement increase options such as below.
Tip 1: Remove pricing on your website to force a consumer initiation
Deliberately omit specific pricing details from the website. While this might seem counterintuitive, it can be a strategic move to encourage consumer initiation in several ways. Please be aware that this will naturally increase phone calls but will typically decrease your close rate.
Recommended Action:
- Comment on your website to ‘hide all pricing temporarily’ until you decide to show it again.
Tip 2: Implement Additional Phone Call-to-Action (CTA) Buttons
Guide your website visitors on the actions you want them to take by incorporating clear and strategic calls-to-action (CTAs). Whether it's scheduling an appointment, requesting a quote, or signing up for promotions, make these CTAs prominent on your website. I suggest adding a phone call button to every section. Use compelling and action-oriented language to encourage visitors to take the next step.
Example: Double call to action of a phone call and a quote on Safeguard Films
Recommended Action:
- Comment on your website “Please add a phone call button to every package section” if one is not present.
Tip 3: Add a Pop-Up of You, a Thank You Page w/ You, and a Mission Statement
You can add a pop-up for when someone goes to the website! An example would be a photo of you/the team with the message: “We are Bill’s Auto Spa, and it's our mission to provide your vehicle enhancement services to the highest level.” You can make it as personal as you want. We have tested these pop-ups and have seen great results in helping with conversion!
Make Your Website Personalized to Pop (Up)! - Watch Video
Recommended Action:
- Comment precisely what you would like this pop-up to say, along with the photo (preferably of you and the team) you want to be showcased!
- Additionally, we would suggest commenting to add this to a mission statement (if you don’t have a mission statement, you can write one and include it in this comment)
- Comment ‘Please add this info to a thank you page’
Tip 4: Custom Photos increase Engagement by an average of 72%
Excessive use of stock images can undermine a website's credibility. While they can be valuable for design and content, misusing them creates a generic, unauthentic, and unprofessional appearance, ultimately harming your credibility. Strive for authenticity and professionalism by thoughtfully integrating stock images into your website.
Deeper read on our website.
Choosing the Right Photos for Maximum Impact - Watch Video
Recommended Action:
- Call a photographer in for a 1 full-day photo session if possible. And focus on your staff, including hands washing, cleaning, filming, and ceramic coating cars (the hands, not just the cars). Finished cars would be considered a FAILED photography session. Can you tell if an invisible film was applied to the vehicle?
Tip 5: Showcase Credible Before-and-After Galleries
Visuals play a crucial role in the automotive detailing industry. Create compelling before-and-after photo galleries showcasing your work. Highlight the transformative effects of your detailing, tinting, and ceramic coating services. Include high-quality images of various vehicle types to appeal to a broad audience. This builds credibility and serves as a powerful visual testament to the quality of your services, encouraging potential customers to envision the results on their vehicles.
Examples:
- Marine: https://www.topshinedetailing.com/rv-and-marine-detailing
- Cosmetic PPF: https://www.chicagoautopros.com/cosmetic-paint-protection-film
Recommended Action:
- Take a photo of a vehicle on a tripod before any service (paint correction or detail) is performed. Take additional photos after service.
- Comment on the website with before and after photos in the most appropriate section.
Tip 6: Create Compelling Video Content
Videos provide a dynamic and engaging way to present your services, allowing potential customers to see the transformation firsthand. You can create videos that highlight specific techniques, demonstrate the quality of your products, or even feature satisfied customers sharing their experiences. This personal touch can significantly enhance the overall user experience and build a connection between your business and its audience.
Examples:
- City Pages with YouTube Video https://www.baltimoredetail.com/bel-air-md
- Indianapolis Auto Spa Ceramic Coating https://www.indianapolisautospa.com/ceramic-coatings
Recommended Action:
- Videos with Sound/YouTube/Talking Create a sub-60-second video that catches attention, informs what you do, and why you are the best. Hook (3 seconds), Messaging, and Visual Cues (rocks flinging at a PPF sheet). Incorporate video content on your website to showcase the detailing, tinting, and ceramic coating processes.
- A YouTube link is preferred.
- Embedded Autoplay Videos have no sound and are purely silent, these videos should not be any longer than 12-15 seconds.
- These can be uploaded via Dropbox/WeTransfer/Google Drive and commented with a link.
- How to get us videos: https://www.detailersroadmap.com/how-to-insert-videos-on-your-site
Tip 7: Perceive Value For Quotes
Change your call-to-action buttons to “Free Quote”
Recommended Action:
- The word "free" adds perceived value and reduces friction. Replacing “Get a Quote” with “Free Quote” will encourage more users to engage without hesitation, leading to higher conversion potential.
