- Introduction
- CMS: WordPress Still Dominating
- Call Tracking Software: An Untapped Opportunity
- Customer Portal: Self Serving Service
- Ad Networks: Still Google’s World
- Chat Software: An Open Field
- Homepage Word Count: The Art of Balance
- Schema & Opengraph: Essential Markup
- Service Mix: Recipe For Success?
- Revenue Analysis: Sweet Spot?
- Conclusion
Introduction
A well-designed, fully-optimized website is more than just an online placeholder for your pest management business. It’s a powerful tool that can drive leads, facilitate seamless customer experiences, and foster brand loyalty.
By analyzing the digital strategies of the PCT Top 100 pest control companies, we can glean valuable insights that will elevate your digital presence and potentially take your business to the next level.
View Infographic : Top 100 Pest Control Website Analyzed – Infographic
View Analysis: Top 100 Pest Control Websites Analyzed- Data Graphs
🚨 NOTE: Our analysis was focuses on the parent company website and didn’t include all of the brands under the parent company umbrella.
The information an analysis is based on publicly accessible information and our team’s interpretation of the homepages and underlying code of the 2023 PCT Top 100 Pest Control Company websites.
CMS: WordPress Still Dominating
The first stop in our analysis centers on the Content Management System (CMS) employed by these industry leaders.
Unsurprisingly, WordPress (55%) remains the stalwart, with its robust features, easy customizations, and user-friendly interface.
If you’re currently contemplating which CMS to use, this insight offers a clear indication: WordPress is the top choice for pest management industry professionals.
No CMS was found on 21% of the websites which was the second largest group.
The remaining 24% of the websites utilize Coalmarch, FieldRoutes Marketing, Webflow, Wix, DynamiX, Scorpion, Hibu, & Squarespace.
Call Tracking Software: An Untapped Opportunity
Even the giants of pest control have areas for improvement. A shocking 67% of the top 100 companies aren’t utilizing call tracking 📞 software on their websites.
Such tools are invaluable for accurately attributing phone leads and analyzing conversion paths, making this a significant missed opportunity.
We found only 3 companies utilized for tracking the life blood of the service industry: Phone Leads.
These include: CallRail (21%), Call Tracking Metrics (10%), & Invoca (2%)
By investing in this technology, your company can gain a competitive edge by knowing which marketing efforts are yielding the highest return.
Customer Portal: Self Serving Service
When it comes to Customer Portal/CRM integration, around 40% of the analyzed websites still do not offer a customer portal, which is increasingly expected by tech-savvy consumers.
Of the portals that do exist, nearly 50% fall under the WorkWave and FieldRoutes product umbrellas, providing streamlined and efficient customer experiences.
Implementing a customer portal on your website can offer enhanced customer interaction, reduce support costs & foster customer loyalty.
Other Customer Portal’s found were: Clypboard, Thryv, Blue Star Field Service, Fieldwork, fieldster, & BrioStack
Ad Networks: Still Google’s World
In the world of online advertising, Google continues to reign supreme, with 40 of the top 100 websites actively tracking Google Ad performance.
By leveraging Google’s extensive network and advanced tracking capabilities, pest management companies can increase their online visibility and more effectively measure their marketing efforts.
Other notable ad networks being tracked on the PCT 100 websites were: Bing, The Trade Desk, Nextdoor Ads, LinkedIn, AdRoll, Innovid, Superpages, Simpli.fi, & Xander.
It was interesting to note that Twitter and Tiktok only showed up once each.
ClickCease was found on 9 sites to help minimize click fraud.
Chat Software: An Open Field
The majority of PCT top 100 pest control companies have not implemented a chat software for their website.
15 of the top 100 have adopted Podium as their chat software, while the rest of the market is divided between 10 other solutions. This indicates that the field is still wide open for new, innovative chat software solutions to make a significant impact on the pest management industry.
Other chat software solutions used: 8×8, PureChat, Hubspot, Tawk, LiveChat, Swell, Drift, Zyra Talk, ZenDesk, LocaliQ.
We believe that Chat is the biggest opportunity and will see the biggest impact on pest management company websites in the next 12 months due to the rapid growth of Artificial Intellegence and Large Language Models (LLMs).
The chat software companies will be at the forefront of this technology and drastically improve their product offerings.
We recently wrote about how AI Chat will completely change Pest Control websites.
Homepage Word Count: The Art of Balance
Our analysis reveals an interesting trend in homepage content, with an average of 1301 words, a midpoint of 938, and extremes ranging from Lewis Pest’s succinct 104 to Dodson Bros‘ comprehensive 9214.
Striking a balance between succinctness and comprehensive information could be the key to optimizing user engagement and SEO ranking.
Schema & Opengraph: Essential Markup
The majority of top pest management websites are taking advantage of schema (77%) and Opengraph markup (69%).
Particularly noteworthy is the preference for JSON-LD as the schema markup choice, pointing to its ease of implementation and compatibility.
Service Mix: Recipe For Success?
In addition to analyzing the PCT Top 100 Pest Control Websites, we analyzed the product offering mix.
Average Service Offering Mix
General Pest Control Services – 63.5%
Termite Service – 20%
Other Services – 16.5%
Average Customer Mix
Residential – 68%
Commercial – 32%
Revenue Analysis: Sweet Spot?
The PCT Top 100 Pest Control Companies report shows that 70% had a revenue per employee between $100k and $166k. The largest bucket of revenue per employee (23%) fell in the $133k to $150k range.
Analysis of the revenue per employee by residential / commercial mix found a sweet spot of $198,500 / employee at a 70-75% residential to 26-28% commercial mix.
Conclusion
The pest management industry is increasingly competitive, and a solid online presence is no longer optional but necessary.
By understanding and applying the digital strategies used by the industry’s top players, you can keep your company ahead of the curve. It’s time to turn these insights into action and watch your pest control business thrive.
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