Want to convert more customers? Stop playing hard to get! You’re available and on the market, so show it off—make contacting you as natural and easy as drawing mosquitos to a porch light. Sure, lead generation involves plenty of moving parts—brand awareness, SEO, web design, persuasive copy—but it all boils down to one thing: contact buttons. As business owners and brand developers, it’s tempting to obsess over clicks, rankings, and impressions. But what actually moves the needle? Calls, chats, emails, and inquiries.
Your contact forms—where they show up, how they look, and the calls to action that accompany them—are absolutely critical. When you think about it, these forms are the reason your website exists: to connect with customers.
Conversion Sticky Trap: SEO, Content, and Design Capture Customers
We get it—conversion is exactly a hard science. It depends on a range of factors, one of which being (unfortunately) luck. Let’s focus on what we can control.
Before potential customers can even lay eyes on your contact form or phone number, they need to find your website (or Google Business Profile). That’s where search engine optimization comes into play—optimization helps your business result when and where your audience is looking, steadily driving traffic to your site.
Once users reach your site, the design and user experience keep them there, while content gives them the nudge they need to take action. Conversion elements—phone buttons, forms, scheduling widgets, and CTAs—are the bridge between visitors and leads. They’re the glue that holds your digital strategy together.
Other essential elements that impact conversions include:
- Page Load Speed: Laggy sites result in bounces, especially on mobile.
- Service-Specific Landing Pages: Give users the exact information they need.
- Mobile-First or Responsive Web Design: Self-explanatory in 2024.
- User-Friendly UX: Make navigation intuitive to keep users on your page.
And in our mobile-first world, conversions often start: Maps. According to Google, nearly half of all searches have local intent, and there’s a good chance leads will contact you directly from the search results on a Maps app.
Here’s how to make the most of your Google Business Profile (GBP):
- Ensure Accuracy: Double-check all phone numbers, email addresses, and hours.
- Update Regularly: Adjust business hours ahead of holidays and vacations; regularly respond to reviews and update photos and services.
- Include Option to Schedule: Use the “Appointments” link for one-click booking.
Keep all your contact info visible, easy to read, and clickable (when possible) to make conversion feel effortless for your customers.
Key Conversion Elements for Pest Control Websites
1. Dedicated Contact Page
A must-have. Your contact page is ground zero for turning visitors into leads. It should be easy to complete and easy to find—linked in the header, navigation menus, and throughout service pages.
Include:
- Clear header/explanation: Briefly explainthe purpose of the form fill (e.g., “Schedule a Free Inspection” or “Speak with a Pest Control Pro”).
- Minimal fields: Prioritize the essentials—name, email or phone, and service type.
- Clear follow-up expectations: Add a reassurance like, “We’ll respond within 24 hours!”
- Other contact links: live chat, phone, and physical location/address.
2. Web Forms (Mobile) & Above-the-Fold Forms (Desktop)
Your web forms should encourage quick, effortless decisions. Make sure forms stand out clearly among other on-page elements.
Types:
- Sticky Web Forms (Mobile): These stay visible by following the user’s scroll down the page. Offer an option to minimize but easily reopen the form, keeping it accessible.
- Above-the-Fold Web Forms (Desktop): These appear anywhere on the upper half of a web page (i.e. before scrolling). Make sure the form headline is clear and prominent.
3. Click-to-Call Phone Numbers
In 2024, a clickable phone number is non-negotiable—it improves user experience and higher conversion rates and provides an opportunity to collect call data.
Watch For:
- Placement: Prominently display it in the header and footer for constant visibility, as well as on the contact page and any sales- or inquiry-specific pages.
- Labels: Include an action-focused headline like “Call Today!” or “Book Your Inspection.”
- Accuracy: Ensure accuracy and make it clickable across all devices and directories, especially your Google Business listing.
4. Mini Contact Forms (Mid-Page)
Mini forms strategically placed throughout your site create easy conversion opportunities specific to the user’s intent.
Tips:
- Specific headlines: Target to the page topic, e.g., “Need Termite Help? Let’s Chat!”
- Placement: Place short firms in the first or last third of the page where user attention is higher, rather than dead center. Make sure forms are visible among other on-page elements.
- Keep it short: Use fewer fields than your main form—name and email or phone will do!
5. Live Chat or Chatbots
Real-time communication is proven to boost conversions and engagement, as well as build brand trust. Prioritize privacy by choosing encrypted, secure services. Outsource with care and ensure bots collect only essential data.
Types:
- Live chat: Humans on the other end provide specific guidance—proven to boost conversions by addressing concerns instantly.
- Chatbots: Automated answers guide users to the information or pages they need.
6. Integrated Online Scheduling
Let users schedule services directly, simplifying the process and locking in appointments with zero friction—perfect for those interaction-avoidant leads. We’re fans of Calendly, but there are several options out there.
Musts:
- Keep updated: Block holidays, vacations, and unavailable times to avoid confusion.
- CRM integration: Sync appointments with your CRM or project management software for easy lead tracking.
7. Multichannel Contact Options
- Email: Use visible, clickable links (i.e. “mailto: [intake email]”)
- Text messaging: Keep it compliant and choose a provider dedicated to data privacy.
Takeaways & Other Conversion Considerations
The TL;DR is that contact buttons are the nuclei of web conversion for home service providers and contractors. Filling out a form, making a call, or scheduling an appointment should be obvious, easy, and effortless for potential customers. When optimizing for conversion, keep in mind that as a pest control company, your most qualified leads are local users—make sure you’re meeting them where they are.
A couple of additional considerations for contact pages:
- Include reassuring/clarifying language
- Clear headline/purpose of form or appointment
- Privacy and data protection statement
- Promise to use information only for intended purposes, not for third-party sales or unsolicited marketing
- Display Trust badges, certifications, or recognizable industry partnerships for authority.
- Certified Pest Control Professional (CPCP) Badge
- National Pest Management Association (NPMA) Membership
- GreenPro Certification (NPMA)
- State or Local License
- Fast Response Commitment
- “We’ll respond within the hour!”
- “24/7 assistance available”
- “Talk to a professional TODAY!”
Interested in optimizing your conversion points? Contact us here.😉
Hannah Bollman is Nifty’s talented and dynamic Content & Brand Manager. She develops compelling content across blogs, newsletters, social media, and ad campaigns, ensuring alignment with Nifty’s voice and mission. With a background in SEO, content marketing, and stand-up, Hannah brings a unique mix of creativity, strategy, and humor to everything she does. When she’s not shaping Nifty’s brand or growing visibility for our clients, she’s on a run, on her bike, or enjoying a delicious falafel sandwich.
