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6.1 Web Strategy

Central Plumbing & Heating will have a professionally designed website that will be the centerpiece of its web strategy. The strategy will be to have all online marketing directly point back to the specific landing pages of the website and have an integrated web lead collection, tracking and follow up process that will integrate with the customer database maintained by the Felix and Michael.

It is anticipated that the website will have between 12 to 16 pages. Besides the usual home, contact and about pages the website for Central Plumbing and Heating will have:

  1. A separate page covering all services provided in their annual boiler maintenance contract.
  2. A separate page detailing the services provided like remodellng a kitchen and bathroom.
  3. Another page dedicated to letting homeowners know about water treatment filtration system.
  4. Finally, there will be a series 5 to 8 pages on plant and tree care that will provide homeowners with suggestions on the best practices to getting their home ready for winter.
  5. There will also be a page that will include photographs depicting actual work done by Central Plumbing and Heating.
  6. Links to the national water foundation, other water related think tanks will also be included from various pages on the site.

The website will also hold a repository of all the past newsletters that Central Plumbing and Heating has sent out to its existing clients, and will provide anybody the ability to sign up for the newsletter with a couple of clicks. Each page also be optimized for search engines will become the landing page when an targeted advertisement is run offering specials on that particular service - thus if the firm decides to run a hot water heater service special advertisement on google, when the user clicks on the page, they will be directed to the specific page pertaining to hot water heaters.

The website will also include biographies on all the employee of Central Plumbing and Heating and will allow the user to share any of the pages on social media. In addition to the website Frank and Peter will also have a professionally created Face book page for the firm and will also create accounts on Twitter and Google plus. All these of course be a part of the large cohesive web strategy for the firm with one sole focus - inform the customer, educate the customer and develop an online presence which can be leveraged and translate into future business opportunities.

Care will be taken to ensure that the website adhere to the following best practices:

  1. The site will obtain good stock images that are able to grab the attention of the site visitors. Imagery that exposes the value added and need for the service will be used.
  2. Provide the users with the appropriate level of reading without being too verbose and wordy. There won't be any references to industry jargon.
  3. Links will be contextual and in addition the site will also have an external links page that will provide links to authoritative sources.
  4. Search Engine Optimization will be utilized to ensure that keyword usage is optimized.
  5. Web page creation best practices like usage of header, keyword, sub-headers and other tags will be followed.
  6. The site will include the mission statement, downloadable forms, consistent layout and work guarantee information.
  7. A sitemap will be available and a link to the map will be provided in the footer.

Additionally both Frank and Peter will also be listing their services with contractor evaluation and listing services like Angie's List and Home Advisor - after the completion of each job they will make it a point to ask their clients to provide them with a reference. As always - any online profile or presence will include a link back to the company website.

Quick Links:

  1. Go to the Corresponding Questionnaire section for this industry.

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