Is Your Website Costing You $10,000 Sales? A Lesson From Two Berks County Businesses

Last week, I had two local businesses come to my house – both experts in their field, both terrible at communicating with customers. And it got me thinking about how many Berks County businesses are losing sales because they’re not using their websites effectively.

Let me tell you what happened.

A mold remediation company was working on my indoor pool room. Great work, professional team. But here’s the kicker – their entire customer communication strategy was a tiny “Do Not Enter” sign taped to the door. You know, about as effective as those credit card machines that beep and flash “DO NOT REMOVE CARD” while everyone yanks their card out anyway.

No documentation. No email. No webpage explaining their process. Just a sign that might as well have said “Please Ignore Me” because that’s how well those work. Ever notice how many people still push on “PULL” doors? Same thing.

So what happened?

I let a flooring contractor in to check the room for three minutes. Next thing I know, my phone’s blowing up with angry texts. Contaminated workspace. Voided guarantees. Extra cleaning costs that would come out of my pocket. All because I didn’t know the consequences of a quick three-minute visit.

Think about that. A business relationship soured and a guarantee threatened over something that could’ve been prevented with a simple webpage:

—- Start Page —-

Mold Remediation Process:

• Step 1: Room Containment (No Entry! Even brief exposure can spread spores)
• Step 2: Air Filtration (We’re cleaning your air – keep that door closed!)
• Step 3: Deep Cleaning (Stay out so we can guarantee results)
• Step 4: Testing (This is why Steps 1-3 matter so much)

—- End Page —-

Instead of angry texts after the fact, they could’ve sent a link saying, “Here’s why we need you to stay out of the room.” Professional, educational, and preventing problems before they start.

But it gets better.

The flooring contractor? Quoted me $10,000 for epoxy flooring. Just dropped that number like she was telling me the weather. No explanation of the process, no breakdown of the work, no links to examples or case studies. Nothing to justify why I should hand over ten grand.

Here’s the thing: both these companies are probably fantastic at what they do. But they’re losing customers because they’re not communicating their value.

Why Your Website Should Do the Heavy Lifting

Think about it. Every customer who calls you probably has the same questions:

• How does your process work?
• Why do things need to be done a certain way?
• What makes your service worth the price?
• What should customers expect?

Your website should answer all of these questions before customers even pick up the phone. But most Berks County business websites don’t. Instead, they’re just digital business cards – pretty to look at but not doing any real work.

The Real Cost of Poor Communication

When you don’t communicate well with customers:

• They question your prices (like that $10,000 quote I got)
• They make mistakes (like me entering that containment room)
• They choose your competitors instead
• You lose repeat business and referrals

All because you didn’t take the time to explain things properly on your website.

How to Fix This (And Stop Losing Sales)

Your website should be your best salesperson, working 24/7 to:

• Explain your process step by step
• Justify your pricing with clear value propositions
• Answer common customer questions
• Share case studies and examples
• Provide documentation customers need

Remember that mold remediation company? Imagine if they had a page about their containment process that they could text to customers. Or that flooring company – what if they had photos or videos showing the 12 steps (or whatever it is) of professional epoxy installation?

Real Examples of What These Website Should Have

The Mold Remediation Company’s Website Could Have:

• A “Current Customers” section with safety protocols and what to expect
• Text message updates with links to relevant process pages
• Photos showing before/after results and their containment setup
• Video explaining why containment is crucial (and expensive if broken)
• FAQ page addressing common mistakes customers make
• Emergency contact information prominently displayed
• Automated email sequences explaining each phase of work

The Flooring Contractor’s Website Should Have:

• Clear breakdown of their epoxy flooring process
• Video showing the 8-10 steps of professional installation
• Comparison: DIY epoxy vs. professional application
• Gallery of local projects with actual timeline and costs
• ROI calculator: “Your floor’s lifetime value vs. cost”
• Customer information form (instead of not even talking my contact info!)
• Online quote request system that captures leads
• Blog posts explaining why good epoxy flooring costs what it does

Both Could Have Used:

• Mobile-friendly process documentation
• Automated follow-up systems
• Online scheduling for consultations
• Digital estimate forms
• Project tracking updates
• Simple ways to share information with other contractors

Instead of losing my contact info and sending angry texts, imagine if they could have texted me:

“Hi Tim, here’s our project portal link. You’ll find safety protocols, project updates, and contact info there. Please share this with any contractors who need access to the space.”

That’s the difference between looking professional and looking amateur. Between making sales and losing them.

The Bottom Line

Whether you’re running a shop in West Reading or a service business in Wyomissing, your website needs to do more than just exist. It needs to communicate your value and educate your customers.

Because if you’re not explaining why you’re worth the money, your customers will find someone who does.