The 11-Step Website Audit For Moving Companies Who Want More Customers

    Dec 16, 2023

    The numbers say it all. In today’s digital age, your moving company’s website is the first point of contact with potential customers. One study showcased that 73% of the highest-converting leads who came directly from a moving company website, as opposed to a third party (such as Yelp, etc.)

    Which means your moving company’s website isn’t a nice placeholder. It can make or break your long-term ability to grow, scale and be the local moving company your customers keep coming back to. Unfortunately, many moving websites are leaving leads, conversions and money on the table.

    It’s why we wrote this post. We’ll outline a simple, yet effective 11-step audit to transform your moving company’s website into a powerful tool for generating more leads, conversions, and long-term customer retention.

    Step 1: Evaluate Your Website’s Design

    Be careful of two mistakes when it comes to your website design. The first is having a terrible design (and user experience, which we’ll cover later) that sends prospects running for the hills. The second is overemphasizing design to the point where it works against you (read more about why many design firms do more harm than good here.)

    Instead, aim for the best of both worlds. You want a clean, simple design that is easy to navigate and includes a clear process. Avoid clutter and ensure that the design reflects your brand’s professionalism.

    Step 2: Prioritize Mobile Responsiveness

    Most of your moving website’s prospects are coming to your website on mobile. In an ideal world, your site was created using mobile-first principles. That’s a fancy way of saying it was optimized from the start for mobile, instead of for desktop.

    Either way, test your website on different devices, such as smartphones and tablets to ensure it looks great and functions well on all screens.

    Step 3: Analyze Site Speed

    A moving website that loads slowly will have prospects choosing a competitor. Be careful of having fully high-resolution images that take away speed, or outdated plug-ins that clog up speed. Small issues lead to massive lag times.

    Use tools like Google PageSpeed insights and other free services to check your site’s speed and constantly implement suggested improvements.

    Step 4: Assess Your Content

    Ensure your content is clear, concise, and speaks to your target audience. Make a list of their problems and pressing questions and then build your entire website content to answer and simplify their concerns. Ask yourself before posting any piece of content: Is this clear, simple and helpful to my prospect? If the answer is yes, carry on.

    Make sure to highlight your services, areas of operation, and what sets you apart from competitors. Keep paragraphs short and easy to read.

    Step 5: Optimize for SEO

    Incorporate relevant SEO keywords naturally into your content. Google and other search engines will reward the quality of your SEO keywords and backlinks. Focus on terms related to moving services, locations you serve, and common customer queries.

    Regularly update your content to keep it fresh and relevant.

    Step 6: Improve User Experience (UX)

    Your website should offer a seamless user experience. This means your website is inviting, easy to navigate and is presented in a way that makes “sense” to the average prospect.

    Ensure that it’s easy for visitors to find what they’re looking for, whether it’s information about your services, pricing, or contact details.

    Step 7: Functional Contact Forms

    It takes one bad link to lost trust. Check that all forms on your website are functional and user-friendly. Forms should be simple, asking only for essential information. Don’t be the local moving company who asks 19 questions to get a quote started.

    In addition, enroll your team members to test forms regularly to ensure they are working correctly. If you have automations set up, review those every couple of weeks to ensure they’re functioning properly.

    Step 8: Showcase Customer Testimonials

    Displaying customer testimonials builds trust and credibility. When it comes to hiring a local moving service, reviews can easily influence the decision to hire you. Feature positive reviews prominently on your website, ideally with real names and photos for added authenticity.

    Step 9: Implement Strong Calls to Action (CTAs)

    If you confuse, you lose. Clearly detail the process to get started, from initial inquiry, to moving quote, booking and more. Ensure that your CTAs are clear and compelling. Don’t let the prospect “guess” on what happens next.

    Whether it’s to request a quote, schedule a move, or contact you for more information, make sure your CTAs stand out and are easy to find.

    Step 10: Leverage Website Analytics

    Use website analytics to understand visitor behavior. Review metrics such as bounce rate, time on site and conversions to identify where you can improve.

    Remember: a little bit of data goes a long way, so don’t get bogged down in uncessary details.

    Step 11: Ensure Security

    Lastly, a secure website builts trust. Sounds obvious, but we’ve seen many local, service-based businesses neglect simple things such an SSL certificate. Ensure you have the basics covered an consider additional security measures to protect customer data.


    When looking to hire a moving company, a first impression can have a lasting impact on a prospect’s decision. In today’s digital age, you can’t afford to have a website that doesn’t perform, clearly explain your services and captures leads.

    By following these 11 steps, you can can significantly enhance your website’s ability to attract and convert leads. However, optimizing a website can be a complex task, requiring expertise in design, SEO, content creation, and more. Even a website that performs well today requires constant upkeep.

    At Slamdot, we handle that for you. Whether you’re looking to upgrade your website or simply want a team of performance-based experts to ensure it’s optimized to convert, we’re here to help. We specialize in helping service-based businesses take the guesswork out of digital marketing without wasting any time, energy or effort.

    If you’re interested in discovering how we can help optimize your moving services website, contact us today for a free quote!

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