Avoid These Eight Common Mistakes on Your Countertop Shop’s Website
Stephen Alberts
Countertop Marketing Co.
If you have a countertop shop, you’re probably pretty proud of your showroom, right? Rows of gleaming samples, crisp photo books with renders and images of installations, a comfy sitting area, maybe even a tasteful plant or two– all of these contribute directly to your success as a business. Your sales staff might wax poetic about the majesty of marble or the goodness of granite, and while practicality is important for customer choice, aesthetics are number one for many people. They don’t want to buy a major home renovation from a dingy sales floor… or a bad website. And if you think people are demanding for in-person purchases, just wait until you hear about what they need from the internet!
That’s the subject of this article. I’ll cover some of the most common mistakes countertop shops make with their websites and how you can avoid them to ensure your online presence works effectively for your business.
Mistake #1: Poor Mobile Optimization
More than half of web traffic today comes from mobile devices. If your website isn’t optimized for mobile users, you’re likely losing out on potential customers. Many visitors will leave your site quickly if they find it hard to navigate or slow to load on their phones or tablets.
To avoid this mistake, ensure that your site uses a responsive design, meaning it automatically adjusts to fit any screen size. Test the mobile version of your site regularly to make sure it’s easy to navigate, loads quickly, and provides a seamless experience for users. You should also check to ensure that all images and text scale properly, and that clickable elements like buttons and links are appropriately sized for touch screens.
Investing in mobile optimization will help keep visitors on your site longer and make it more likely that they’ll reach out for a quote or consultation.
Mistake #2: Not Showcasing Your Best Work
For a countertop fabricator, your portfolio is one of the most important features of your website. Potential customers want to see examples of your past projects to get an idea of your craftsmanship and the materials you offer. However, some fabricators miss the opportunity to make their portfolio shine.
Avoid this mistake by featuring high-quality images of your best work front and center on your website. Make sure the images are professionally shot and high-resolution, as grainy or poorly lit photos can reflect poorly on your business. Showcasing your expertise in this way will help potential clients feel confident in choosing your shop for their next project.
Mistake #3: Lacking Clear Calls to Action
Make sure every page of your website includes clear calls to action (CTAs). CTAs should be straightforward and tell visitors exactly what you want them to do. For example, buttons that say “Request a Free Quote,” “Schedule a Consultation,” or “Contact Us Today” give users a clear path to follow. Position your CTAs strategically throughout your site, such as at the end of portfolio entries, blog posts, or service descriptions.
Mistake #4: Ignoring the Importance of Website Speed
Website speed is more than a convenience. It has a direct impact on how long visitors stay on your site and whether they choose to engage with your business. Slow load times frustrate users and can cause them to leave your site before it even fully loads. Worse, slow sites can harm your search engine rankings, making it harder for potential customers to find you in the first place. How much time do you have? Three seconds. Any longer than three seconds and you can expect half of your web traffic to leave.
Mistake #5: Failing to Include Relevant Keywords
Search engine optimization (SEO) is essential for any website, including countertop fabricators. Without relevant keywords, potential customers may have a hard time finding your website when searching for countertop services in your area. Unfortunately, many businesses overlook the importance of SEO or don’t take the time to properly integrate keywords into their site content.
Avoid this mistake by conducting keyword research to determine what terms your potential customers are searching for. For example, phrases like “granite countertops,” “kitchen countertop installation,” or “custom marble fabrication” are likely to be relevant for your business. Once you’ve identified these keywords, incorporate them naturally into your website’s text, including service pages, blog posts, and product descriptions.
Mistake #6: Outdated Design
Your website is often the first impression potential customers have of your countertop shop. If your site looks outdated or hasn’t been updated in years, visitors may question the professionalism of your business. A modern, well-designed website builds credibility and helps your shop stand out in a competitive market.
Mistake #7: Not Being Transparent About Your Services
Ensure your website includes detailed descriptions of the services you provide, and consider dedicating a page to frequently asked questions (FAQs) that address common concerns customers may have about choosing a countertop shop. The more information you provide, the more likely potential clients will feel confident reaching out to you.
Mistake #8: Neglecting Customer Reviews and Testimonials
Customer reviews and testimonials are essential for building trust with potential clients. If your website lacks a dedicated section for reviews or testimonials, you’re missing an opportunity to showcase the positive experiences of your previous customers.
To avoid this mistake, add a page or section where you can highlight customer feedback. Pull in reviews from Google, or ask satisfied customers to provide testimonials that you can feature directly on your website. Potential customers want to know that others have had good experiences with your shop, and showcasing positive reviews can be the difference between a new lead and a missed opportunity.
Boost Your Website
Your website is one of the most powerful tools for growing your countertop shop. By avoiding these common website mistakes, you can attract more customers and provide a better user experience. If you need help refining your website and expanding your reach, Don’t wait– reach out to us here at Countertop Marketing. We specialize in helping fabricators create effective websites that drive sales and grow their business.
Stephen Alberts is the owner of the Countertop Marketing Co and STONE ENGAGE. They specialize in helping countertop companies grow the retail side of their business outside of word-of-mouth and referrals. They also offer software to help you follow up more with customers and close more countertop projects. To learn more visit countertopmarketingco.com , email Stephen at steve@countertopmarketingco.com.