Today’s guest post is by Michael Karp, who runs Drone Business Marketer, a blog that teaches professional drone pilots how to grow their businesses.
I have looked at hundreds of websites made by professional drone pilots.
Many are set up perfectly to offer their services, but most aren’t. They’re not readable, they don’t look professional, they don’t have the right pages, and they aren’t optimized to build their businesses.
Thankfully, a drone services website doesn’t need to be large or complex. There are a few simple yet powerful principles that you can apply to each page to maximize the number of people who want to work with you.
In this article, you are going to learn how to put together the six most important pages of your website.
Let’s get started!
1) Home Page
Your home page is every potential client’s first impression.
In fact, the top of your home page is the first impression, because if you get this wrong, many people will hit the back button and never scroll down to see the rest of it.
The key to the top of your home page is to:
Make it eye-catching: As a drone pilot, your medium is inherently visual. Include a nice image or video that showcases your skills immediately. You should do this whether you offer photo and video services or inspection, mapping, surveying, imaging, etc.
Tell them who you are: Make sure that when a prospect lands on your home page, they instantly know that you offer drone services. Tell them who you offer it to, i.e. the local area, a certain type of client, or both.
Example: “We offer professional real estate aerial photography and videography in the greater Los Angeles area.”
Make it easy to navigate: Include a navigation bar at the top that links to your other important pages, just in case they’re looking for specific information about you.
The rest of your home page should describe your business a little further.
Include a paragraph or two about who you are and why you do what you do:
You can also include links to pages that describe your top 3-5 services and a statement about your certification and other qualifications.
I also highly recommend adding a few testimonials from previous clients, if you have them:
This provides social proof, and it gives potential clients a second opinion on your services (other than your own opinion).
If your clientele is particularly knowledgeable, include a section describing the camera and drone equipment you use and its capabilities.
In the inspection, imaging, mapping, modeling, and surveying spaces, a client may decide whether or not to work with you based on the sensors you have and the data deliverables you can provide. Have this information front and center.
If you offer photography and videography services, I would also put together a montage of some of your best shots and place that video on the home page.
Finally, include your address and contact information (this should be on every page) so it’s easy for people to get in touch with you.
After this, your home page should be fully set up to make a great first impression.
2) Demo Reel
Your demo reel is the second most important page on your website, overall. However, it is arguably the most important page for closing clients.
Your demo reel is a preview of what you will deliver to a potential client if they decide to work with you. You want to fill this page with as much quality work as you can.
Many pilots go for one video as their demo reel. This works fine, but it’s not as powerful as multiple videos on a dedicated page:
As a photographer or videographer, this shows prospects that you’re not trying to hide subpar skills behind good editing.
And for inspections, mapping, modeling, or other facets of drone services, it’s a nice way for prospects to get a taste of what you offer (even if it’s a demo reel of aerial maps).
Beef up your demo reel page with a ton of great content using your best drone rigs and equipment, and it will do the selling for you.
3) Pricing and Packages
After checking out your home page and demo reel, prospects who want to work with you will usually head over to your pricing and packages page.
Here, they want to find out if you offer the services they need and if they can afford it.
This page should be simple and straight to the point. Clearly and cleanly outline the different services you offer and explain your pricing structure.
Give each one a short description about what the service is and who it’s meant for. If it’s a service that isn’t common knowledge, like thermal imaging, you may want to create a dedicated page that explains it fully. Then link to that page from the description on your pricing and packages page.
At this stage in the drone services space, the industry hasn’t embraced a pre-set pricing model. Many pilots are opting to provide custom quotes, which involves discussing the project and outlining a price based on the effort required and the services delivered.
If you give custom quotes based on each project, make sure this is communicated clearly on the page. You may also want to briefly state why you give custom quotes.
(You could also display a price range that each service usually sells for, to help prospects understand how you might fit into their budget before contacting you.)
If you have specific prices for each service, include them.
4) About Us
If a potential client is curious about who you are, they will head over to your about page.
This page should describe you, your team, and your business in more detail. This is where prospects can connect with you on a human level.
Talk about why you’re in business, your background, your love of flying drones, the story behind how you got started, and a picture of your dog (clients can’t resist them).
A good about page has a mix of lightheartedness and professionalism to show that you will be fun to work with but that you also get the job done right.
Here’s a good About page to check out.
As mentioned before, testimonials provide social proof. They tell prospects about the experience your previous clients have had.
If you’ve just started your business, you might not have any testimonials yet. That’s okay. Just ask your first few clients if they wouldn’t mind giving you one. A couple sentences is more than enough.
If you do have testimonials, a dedicated page for them shows that you want your reviews on full display for everyone to read.
6) Contact Page
Finally, after checking out any part of your website, a prospect might go straight to your contact page.
This is ideal, because it means they’re interested in working with you or discussing it further.
You should have basic contact information (phone number, email address) on either the footer or header on every page of your website.
Sometimes, a potential client won’t see this, so they’ll head to your dedicated contact page. I suggest linking it in your navigation bar, so it’s in a natural spot where most websites put their contact page link.
On your contact page, include your name, phone number, and email address. You can also include a contact form, and you can embed a Google map to make it easier for people to visualize where you are and get directions quickly.
I would also include links for people to follow you on social media, but those are secondary to potential clients contacting you directly through phone, email, or drop-in.
Over to You
As a final word of advice, pay special attention to your overall site design and your spelling/grammar.
Your site’s design signals to potential clients how professional you are, how detail-oriented you are, and how much you care about the way your business is presented to the world.
With WordPress themes (I use Theme Forest to find mine) and similar website creation tools, you don’t need to know a single line of HTML to create a beautiful site, so there is no excuse for a poorly designed website.
You might also want to consider a one-page website with “sections” rather than pages. Many service-based business are transitioning to this design, including drone services.
If you opt for this design, simply follow what’s in this article but include that information in its respective section rather than on a specific page.
Finally, I’ve seen a lot of spelling and grammar mistakes on drone-related websites.
Potential clients may see this as a lack of attention to detail and opt for someone who is perceived as more professional. It’s an easy fix (have a friend or coworker proofread the site for you) that can garner some big results.
After that, optimize your pages like I have outlined here and your website will sell your services for you.
Need more marketing advice? Download our 65-page guide to Navigating Part 107, including a bonus section on marketing your business!