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70 E L EC TR I C AL CONNEC T I ON
SUMME R 20 1 6
ONLINE, ON SONG
T
echnical know-how, ambition and
word-of-mouth publicity combine
to spell success for independent
electricians as well as big contractors.
However, these are only part of the
picture. To really prosper, especially
in times of economic uncertainty, a
continuous supply of newwork is needed.
It is the nature of electrical work
that local markets eventually become
saturated. After all, an electrical service or
light fixture will require attention only a
finite number of times.
Most electrical infrastructure is relatively
stable. Once the installation has been
completed, it’s time to look for newwork.
Like all construction, electrical work
is very competitive. Customers look for
quality at a good price and when it comes
to electricians, they generally do some
research rather then hiring the first trunk
slammer who happens along.
Electricians have to look for ways
of creating and publicising a narrative that
will attract newwork on an ongoing basis.
Radio and TV advertising are powerful
but costly, and the effect is short term.
Much is to be said for an impressive shop
and/or retail operation with well-crafted
signage and outdoor lighting. (Don’t neglect
the odd solar array or wind turbine.)
The most cost effective and easiest
method is a strong internet presence, as
almost everyone is able to go online.
What is needed is a web host, an
organisation that maintains your website
and makes it constantly available
worldwide. There is usually a monthly
charge, typically paid a year in advance.
Some web hosting is free, but this
usually involves having the host’s
advertising in your website. You won’t get
a unique address, or URL, but a sub-domain
separated by a forward slash.
In view of the modest price (less than a
cup of coffee a day) it’s best to go with a
full-service web host. There is usually good
tech help by email or phone, but you will be
responsible for composing and maintaining
the website and uploading it to the host.
As long as you pay the bill, the website
will be there for all the world to see.
You can compose your own website or
hire someone to do it. It all depends on
budgetary and time constraints.
A good initial approach is to see what
your competitors are doing. Search for
electricians in your location.
Electricians’ websites tend to have
certain elements in common. Invariably
there is a home page with the name of the
business, clickable list of other pages on
the site, contact information and often a
photograph of staff.
The website for a small electrical
contractor usually contains about eight
pages. Within very large bandwidth
limits you can add pages, and they are all
covered by the hosting fee. Here are some
suggested pages based on a survey of
many websites:
> Homepage:
People visit the websites
of several local electricians before
deciding which of them to contact. The
greatest single factor here is the quality
of the homepage. It should be visually
attractive, informative and user-friendly.
At the top there should be comments
relative to your business, such as ‘24/7
Emergency Service’, ‘Free Estimates’,
and the like. A list is useful – new
construction, lighting, service upgrades,
stand-by generators, solar installations,
residential, commercial, industrial,
electrical repairs, etc.
> About Us:
A brief company history, with
photos of the premises, vehicles, test
equipment, staff, etc.
> Work in progress:
Photos of orderly
worksites with staff using specialised
equipment.
> Gallery:
Photos of finished projects, with
SMALLER ELECTRICAL
CONTRACTORS CAN BENEFIT
FROM A WEBSITE, WHICH YOU
COULD MANAGE YOURSELF OR
HIRE A SPECIALIST. OR MAYBE
THERE’S A TECH-SAVVY TEENAGER
IN THE HOUSE?
DAVIDHERRES
OUTLINES THE TASK.
MARKETING