How can I improve my website content as a surveyor?

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In the world of digital presence, surveyors can significantly improve their website content by adopting strategies that not only engage their audience but also elevate their visibility in search engine results, particularly through SEO (Search Engine Optimisation).

Here's a comprehensive guide on how surveyors can enhance their website content.

Understand the power of user experience (UX)

A user-friendly website is the cornerstone of engaging visitors. Implementing white space around text and titles can increase user attention by 20%, as it makes your website feel open, fresh, and modern.

This approach aligns well with branding that aims to communicate these attributes. However, it's essential to balance white space with the need to present key information prominently.

Enhance page speed

In today’s fast-paced digital environment, a slow-loading website can lead to a high bounce rate, as users are likely to leave a page that takes too long to load. Improving your website’s load time can be as simple as compressing images before uploading them.

This step is crucial since image file sizes significantly contribute to page load times.

Crafting compelling Calls to Action (CTAs)

CTAs are critical in guiding visitors through your website and encouraging them to take desired actions, such as contacting your surveying firm for a quote or downloading a guide.

Colour psychology plays a vital role in CTA design, with different colours evoking different feelings and actions.

Incorporate action-oriented, bold, and time-sensitive language to make your CTAs stand out.

Differentiate hyperlinks

Ensure that links on your site are easily identifiable by visual cues such as underlining and colour differentiation.

This design principle leverages web users' existing knowledge, making it easier for them to navigate your content. Lengthier link titles are also more user-friendly as they're easier to identify.

Utilise bullet points for key information

Bullet points help break down essential information, making it more digestible for your audience. Using icons as bullets can further enhance readability and attractiveness.

Incorporate authentic images

Replacing generic stock photos with images of your actual team, projects, or equipment can significantly increase user trust and engagement.

Authentic photos help create a unique identity for your surveying business, making it more relatable and trustworthy to potential clients.

Well-designed and written headings

Your website's headings should reflect what potential clients are looking for, incorporating relevant keywords to improve SEO. Headings play a dual role: they make your content more scan-able for users and more discoverable by search engines.

Focus on SEO

For surveyors, SEO is invaluable. Begin with keyword research to identify terms your potential clients are using. If you are a surveyor in Liverpool and you wanted to rank in this location, doing keyword resarch for terms such as “Liverpool surveyors” or “building survey services in Liverpool” is a great place to start.

Ensure your website includes local contact information, and consider creating content specific to the Liverpool area, such as case studies of local projects or guides on Liverpool-specific building regulations. One commonly overlooked area of SEO for a local surveyor website is linkbuilding.

This is fundamental for building social proof and increasing the chances of your website showing up. 

Engaging in local SEO practices will help your firm appear more prominently in search results for users in the Liverpool area.

Conclusion

Improving your website content requires a multifaceted approach that spans technical SEO, user experience, and localisation strategies.

By focusing on these areas, surveyors can not only improve their website's performance but also enhance their visibility and engagement with potential clients, particularly in targeted areas like Liverpool.

The key is to balance aesthetic appeal with functionality, ensuring that your site is as navigable and user-friendly as it is informative and reflective of your brand's values and expertise.

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John Lewis

Anthony J Lewis & Co. Chartered Surveyors

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