4 Remodeling Website Pages That Separate you From Competitors

(00:00) You can spend $20,000 on a new remodeling company website design and still not fix the problem. Because it’s not about looking prettier. It’s about having the right pages. The ones that get you found and the ones that actually help homeowners trust you with their projects moving forward. If you miss out on these pages, it’s very possible that you’re actually going to be losing out on work to companies that aren’t as good as you.
(00:21) So, in this video, I’m going to be going over three things. First, the website pages you need to have that most remodeling companies miss. Second, the way that we actually format and structure these pages for our websites. And third, I’ll be showing you real examples of these pages to help give you inspiration and show you what good actually looks like applied to your business.
(00:39) So, we’ll start with a couple pages that help you get found and then we’ll move over into pages that actually build trust with these high-paying homeowners. The first thing people often miss is not having individual service pages. Sometimes what you’ll see on remodeling websites is they will have a generic services page that lists out all the services they’re capable of on a single landing page.
(00:58) Instead, what you should have is a kitchen remodeling page, a bathroom remodeling page, basement remodeling page. And you need this for a few reasons. First of all, they help you rank in search and they tell Google and people exactly what you do. And the second thing is there’s emotionally different reasons for getting a kitchen remodel done versus a bathroom remodel.
(01:15) And so you need to have the copy on your page speak to those different pain points. So, here’s a quick breakdown of one of these pages. This is the kitchen remodalling page for one of our clients, 7-day kitchens here in Charlotte. First thing you have is the hero section on the site. It makes the offer crystal clear of what we’re doing kitchen remodalling in Charlotte.
(01:30) Makes it very easy. And we have images of their work in the background, nice and big. As we scroll down, we get to the pain and promise section. We see kitchen remoding that solves your problems. And here we have a cool self- selection tool. So, people can actually come in and select what problems they’re dealing with.
(01:46) Is their kitchen outdated and embarrassing, disorganized or cluttered, or closed off and disconnected? Like those pain points I was talking about earlier, this would be different for a bathroom remodeling page than it would be for a kitchen or even for a basement. As they self- select and click on one of those, it takes them down to the next section of the page that gives real photo examples of a project that had the exact same problem they’re dealing with and then the after photo so they can start to visualize what their space could be like as well.
(02:12) as they’re starting to see how it’s possible. The next question in their mind is going to be about process. So, at this point in the page, we go through and take them through a quick three-step process of how this happens. We don’t have to get into all the nitty-gritty on this page, but the idea is just to give them a brief overview of what they can expect.
(02:28) Scrolling down, we’ll link to a few more of these projects that we’ve done in the area. If they want to explore some more, maybe they like the style of this one in particular, they can go and learn about that one. Or they can continue to scroll down and get a real time estimate on their project. So imagine this from a homeowner’s view.
(02:42) If they’re looking for kitchen remodeling in Charlotte, they’re now able to see how you’re able to solve the exact problem that they’re dealing with. They’re able to get an idea of what the process looks like and now they’re actually able to make it very tangible for them and get an estimate. We have a basic FAQ section at the end.
(02:57) Sometimes people skip this or even they misuse it. Really, what we like to use it for is addressing common concerns that people have. So facing those common sales objections that you get all the time and you’re tired of answering, you can answer them in the FAQ section here. A good example for this client is because they’re 7-day kitchens, a lot of their common objections is, can you really complete a full kitchen remodel in just seven days? So, we go ahead and answer that here.
(03:21) And then also on all of our pages where we talk about the projects, we show the timeline for the project as well. It’s just a good way to handle that sales objection early on. Now, the next page type I’m going to go through a little bit quicker because it’s similar, but there are a few things that are different about it and they’re location specific service pages.
(03:36) So now we’re not just talking about kitchen remodeling, but we’re specifically talking about kitchen remodeling in Charlotte, kitchen remodeling in Matthews, kitchen remodeling in Weddington. We designed these pages to feel specific to that community. And when somebody’s in there looking up kitchens near me or kitchens in Matthews, North Carolina, it helps Google see, okay, here’s a specific kitchen remodeler that is in your area.
(03:57) It makes it very easy for both the homeowner and Google to link up. This is the solution you’re looking for. Again, here’s an example of one of those pages for 7-day kitchens. You’ll notice there’s a similar structure to the previous page, but there has the notable addition of having the city name all throughout the page.
(04:13) And then as we scroll through the page, we’ll have similar things, but one of the things that can make this really stand out is having a location specific testimonial. One that mentions right up front, here’s where I am. Now, you aren’t just saying that you do things in this area, but you can actually show a local homeowner, show some local landmarks that people will recognize and start to get some real buyin from the people in this area.
(04:33) We also include the our history in location section on the page to do that same thing as well for anyone reading the page. So, those first two pages were to help get you found. The next set of pages I’m going to talk about is to help differentiate you from the competition. Everybody knows you should have a homepage, services page, you should have process page, maybe pricing page, but what actually separates you from the competition? What kind of pages can you have on your website that bring out your specific unique value? That’s what we’re
(05:00) going to be getting into here. Some examples that we built for people in the past are are we a fit page, a showroom page, a job tread or builder trend page, which we call how we communicate on the website, maybe a specific remodeling design service page to show how your design is different from the competition.
(05:19) But no matter which one of these is a good fit for you, you have to think through what is my unique selling proposition. How do I actually differentiate myself from the competition? Why do people choose us over the other local companies? and then ask yourself, do I specifically have a page on my website that addresses that? Let me walk you through an example of one of these pages, the are we a fit page.
(05:38) These pages are great because they expressly give you the opportunity to talk about who you’re a good fit for and who you’re not. And by differentiating these things, you make yourself more appealing to the people you actually are a good fit for. Instead of people coming onto your page and seeing like, okay, this is a solid generalist, we want them to have the feeling of, okay, this is the company for me, thus putting yourself in a market of one.
(05:56) So as we come on this page, we make that purpose crystal clear at the top and then we scroll down to the are we a fit. We know we are not always the best fit. On the other hand, for some projects, we are the absolute perfect fit. That’s why we created this page to lay out who we are, how we work, and what you can expect at a high level.
(06:14) We go down to a section where we talk about why our clients specifically choosing us. it’s not the people looking for the lowest bid, which can both be a positive indicator to the right client and kind of filter that gets rid of the clients who are looking for a lowerric project. As we scroll down, we now make it very clear exactly the kind of projects we take on.
(06:30) We take on design, build, remodeling projects that need full planning, design, and construction. And then we say, here’s what we actually don’t take on. We don’t take on small handyman or repair work, roofing, sighting, exterior, etc. With this section, we’ve now emphasized the importance of our design process.
(06:46) And as we go down, we have this final CTA at the end of this page, which is different from the other pages that says, “If we’re not the right fit, if parts of our process or investment ranges do not feel like they align with what you are looking for, we still encourage you to reach out. We know and trust many remodelers throughout Pittsburgh and are glad to point you toward a company that might be a better fit for your project.
(07:07) ” Marcus shared it and talked about this years and years ago and they ask you answer saying if you’re going to point people away, always give them a direction to go, a recommendation, so that way you can still be beneficial to them. Now, for all of these pages we talked about, they should all be interlin throughout your website.
(07:21) As you’re going through and talking about kitchen remodeling services, you should have a link to your project pages. As you’re doing project pages, maybe they link over to your design page. And then once you get to that part, then that goes to your process. You want the user experience to be as soon as they have a new question raised, your website can answer the next one.
(07:37) And you can help them travel along the easiest path of no resistance until they can finally get to that contact form at the end. And one of the key pages in that path is your feature project page. Every single time somebody comes through, they want to see what past work have you done. A lot of people have these pages, but they do them wrong.
(07:53) So, in this video here, we walk through exactly how we create these pages to build trust with high paying home owners.