Users constantly specify searches with intents that focus on a certain product or service. To utilize the full potential of buyer intent search, custom websites target queries that are transactional, like buy, review, compare, vs, and near me. Buyer intent search terms are always focused on making purchases with an intent for search and information gathering. So, how do custom websites for UK tradespeople helps in decision making?

To find the answer, first, we have to understand what high buyer-intent search terms are.

What are high buyer-intent search terms?

Buyer intent search terms or keywords are queries made by users that focus on actively seeking or purchasing.

There are primarily four types of user search intent.

  • Informational: The user is searching for answers, e.g., What are the service charges for a builder in the UK?
  • Navigational: The user is searching for a specific page or the location of a business, e.g., Find local builders near me, or Website of builders near me.
  • Commercial: The user is searching for products and services to compare before buying something, e.g., best builders with best rates, Builder reviews near me
  • Transactional: The user is keen on making a purchase. E.g., renew and buy AMC from the builder

Out of these, commercial and transactional search intents are high buyer-intent search items.

By now targeting high buyer-intent searches, custom websites help in decision-making through further analysis.

How high buyer-intent search terms drive decisions

As you may know, keywords make up most of the search results. They are linked to how customers are constantly looking or enquiring about services and products. These include high-buyer intents, which focus on making active purchases. These include certain phrases like:

  • New roof installation quote
  • Per day service charge of XYZ builders
  • Book an appointment with XYZ builders.
  • Current builder rates of XYZ builders
  • Price of XYZ builder building materials

Do you find anything in common with all these phrases?

Most of them are looking to buy or get services right away.

By taking into consideration the high-buyer intent, a customized website can now influence users to make decisions by incorporating them into the content to match search interests.

Outdated template-based websites do not work well with high buyer-intent search intents

Most websites that are template-based lack tailor-made content, dont implement SEO, and miss out on structure. A combination of these factors leads to missing out on high buyer-intent searches. Thus, reducing organic traffic. And missing out on valuable leads.

This is also due to a variety of reasons, like:

  • Not including CTA buttons
  • Not highlighting important testimonials and reviews based on location
  • Not providing a seamless mobile experience
  • Not adding additional services

How Custom Websites Help in Decision-Making

Custom websites are made keeping in mind the business requirements of tradespeople.

By including search locations, services, and the needs of customers.

High buyer-intent search terms can now be fully exploited to their fullest use.

Here are some of the reasons why a custom website can make a difference.

1. By focusing on the targeted content that has high intent searches :

Custom websites hone in on content that specifically caters to the needs and interests of users, and it is made possible by:

  • Optimizing key pages like landing pages and know-how pages that accurately answer a user’s question
  • Connecting service pages with locations that help customers to locate easily
  • Linking the FAQ sections of pages that answer commonly asked questions to provide precise answers
  • Including important contacts at multiple positions on the page
  • Displaying portfolio and case studies that match the high-buyer intent

2. Using lead conversion-oriented design

Sometimes, it is not enough to have visitors. They need to be converted into potential customers by making them take direct action. A conversion-oriented design focuses on these aspects:

  • Displaying prominent CTAs like Request A Quote, Book An Appointment Now, Call Now
  • User-friendly access to web pages that help navigate and arrive at transaction pages
  • Displaying reviews and accreditations with various reputable companies
  • Using an effective UX design

3. Local SEO and location-based services

Searching for specific services paired with locations and comparative intent indicates that the user is trying to avail themselves of services.

Local SEO and location-based services help in search visibility. This is done by :

  • Integrating long-tailed keywords
  • Optimizing local search
  • Quick site speed loading time
  • Using content marketing in the form of blog posts, this could involve a builder writing How to repair large cracks on the wall.

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4. Accreditations and Credibility

Displaying accreditations is a sign of trust for visitors who want a credible source and the right choice. Potential customers are drawn because of the following :

  • Display of project photos and recorded videos of customer feedback
  • Case studies that were tackled
  • Graphs that showcase data-based analysis on website visitors
  • Trade-body memberships like FMB and NICEIC

5. Round-the-clock availability and instant access to information

Custom websites have a fast loading speed and never go into downtime. Making sure that it is available to customers who have high buyer intent. Even when it is out of business hours. This is done through :

  • Providing a 24/7 hotline
  • Providing immediate quote requests and booking appointments
  • Displaying services that are within a service area

A constant online presence means not missing out on high buyer-intent searches that create leads.

Case study on how a custom website helped a UK tradesperson to make decisions based on high buyer-intent search results

Let us take an example of a homeowner in Manchester who wants to repair a part of their house by renovating it with a brick structure. A search is made like Get a quote for house repair by builders near me. The builder makes use of this high-intent search optimized for the keyword that is transactional. This leads up to a pop-up page that displays:

  • Book now button
  • List of services offered
  • Service area availability
  • Google reviews
  • Payment gateways

The potential customer is now drawn into the whole procedure and thus makes an enquiry

Conclusion: The impact of custom websites on high buyer-intent searches

Users are constantly looking for convenience based on services in local areas. Custom websites take into consideration high-impact keywords and user intents that are transactional.

Displaying the location, service availability, and customer testimonials is one way of funneling through user searches.

Call To Action buttons combine the persuasive nature of the website with the high buyer intent search to make potential customers avail and book services. Trade Design UK helps you convert all of these steps into a reality. By providing a custom-made website that fits into a users search description. You can now easily expand the reach of your business by implementing our creative and compelling Website and SEO services.

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