Nancy Veitch of Nancy’s Nannies is a Nanny Referral Agency in North Carolina. She has a great focus, and a localized one, too. I found her site to be visually appealing, but its hard not to when you have a cute baby smiling at you. At first glance, she appears to have captured the important information that a Mom or Dad will want to read when considering hiring a babysitter or nanny.
Her request to the Sales Rescue Team is one most of us have faced as small business owners: How do we get people to find us and find us first! “I am a babysitter and nanny referral agency so I need parents ready to purchase in-home child care to find me first and want to do business with me vs my competitors,” said Nancy.
{ 2 comments… read them below or add one }
Hi Nancy
I like that you have an About Us link right at the top. That’s clearly going to be someone’s first question: Who is Nancy? I think you do a good job, but I would encourage you to create a more detailed bio page, perhaps with a photo, and a bit more about how you’ve built trust with other customers/clients. The same would be true with your Raleigh office team. I might add a few bios from your team of people.
You come up high in Google results so you’ve done an amazing job of building authority and trust with the search engines. If you rank with Google, you likely rank with Yahoo and Bing. So, my assumption is that you have to work on conversion and making it easier for the parent, the customer, to answer the question of “why Nancy’s Nannies” and not someone else. Since you’re target customer is the parent, I would move the Nanny Application and Babysitter Application links to the bottom of the page or create a separate area entitled “Apply”…
One small item: If possible, make the logo in the upper left link back to the home page. That’s pretty standard today and I kept clicking there hoping to go back. I realized later that the Home Link was lower in the nav menu.
My first suggestion was going to be “dominate local search”, but you came up as the number one local result in a Google search for “raleigh nanny”. Great job! As I dug deeper I found that there are little to no local results for “raleigh babysitter”. You also weren’t included in local results for “raleigh babysitting” or “raleigh child care”. You may want to spend some time targeting keywords outside of “nanny” and the other cities that you’re targeting.
Also, I’d suggest you go out and form some partnerships. Think of products or services that your target market is buying. I assume your market is busy professionals – so, figure out their other pain points and find companies that solve those other problems. Partner with them and refer each other. Ideally you’d do more than just refer, you create joint marketing campaigns and share revenue from referred deals. That way you both have a vested interest in referring and marketing the other’s product/service.
So, some examples might be a local pediatrician, a toy store, or a family restaurant. You’ll probably have most success working with locally owned businesses vs. chains or franchises.
On your website you might also consider putting up a “lead magnet”. Visitors come to your site and many aren’t ready to buy right now. So, they leave. In that case, you want to capture that person’s info so you can follow up with them later, when the time might be right. So, if you have a form – “Fill out this form to download The Top 10 Questions You Should Always Ask a Nanny”. My guess is most parents are going to be interested in that kind of information. So, in exchange for their name, email address, and phone number, you give them the info. Follow up and you’ll get more customers. By offering this info, you also start positioning yourself as “the expert”, which helps speed up the buying process.
There’s also no “social proof” on your website. You need some testimonials with pictures. If a parent came to your site and saw a ton of pictures of other families that he/she can identify with, along with their comments about how great your service is, their fears subside, they’re less concerned, and you get more customers.
Hope this helps. Let me know if you need more.