You gave your website one job to do…bring in new business. If that isn’t happening, what are you doing to fix it?
You gave your website one job to do…bring in new business. If that isn’t happening, what are you doing to fix it?
A month or so ago I asked my newsletter subscribers one question; What would you like to know more about marketing your business? If you aren’t getting the newsletter, you are missing out, so go subscribe by clicking here. But what I’ve come to the conclusion is, for as much as you think your marketing isn’t working, it is still doing a good enough of a job to send traffic to your website, but it is your website that isn’t converting it into business. Below are some questions I received, and how we can tie each of them back to your website underperforming.
Your questions with my answers:
Question: How much of my print advertising isn’t being seen? My guess is 75%-90%.
Answer: Your website already sees more than enough traffic to make you a very happy contractor. If 10-25% of your ad spend is driving people to your website and you aren’t converting anything, it is time to look at the content, design and/or layout of your site.
Question: How to target customers who aren’t just looking for the lowest bid?
Answer: Your content tells your story. You make people well aware long before they call you that you are not going to be the cheapest solution, but you will be the best. You can tell them in the project amounts you talk about, the areas you work in, the materials you use. You make yourself look ‘not cheap’ and that will do a good job weeding out lowest bid buyers.
Question: How to use Facebook ads correctly?
Answer: Drive traffic from Facebook to your website, then use Google to remarket to them. Ever been to my website then see my ads for the next 30 days? That’s on purpose. And you should be doing it too.
Question: I wish there was a magic button to push in times like this to make things better. If there is, what is it?
Answer: It is your website about us page. I see so many about us pages trying to do the job of services pages when the about us page is your chance to shine. The about us page is the second-most read page on your site, and if you have a bad one, you are suffering for it. A good about us page gives the reader the rundown on the who, what, where, when, why and how of you, your business, your partners, your services and even the company dog if you want. My point is, make it personal.
This page is where you show off too. List your awards, memberships, affiliations, and recommendations. Just don’t link out to them. Your Houzz builder of the year award, great, just don’t link out to Houzz. Keep’em on your site.
Question: Half of my marketing works, the other half doesn’t. How do I know which half?
Answer: Thank your personal God that you are getting 50%! Most people don’t even see a quarter of that. But seriously, you are helping make my point. If half of your marketing is working, then your website isn’t doing the job you hired it to do, which converts that 50% into prospects.
Question: Where is the money best spent? Where are the best leads coming from? I know you can ask the customer, but they never give you the right answer.
Answer: Your website. Your website, and who cares? The best money you can spend online is in support of your own website. Content, design, layout, calls to action, driving traffic to it with paid ads, you can’t lose spending on the only property on the web you own. Number two, 90% of customers decide to do business with you based on what they find on your website. That should take care of that. Finally, when the customer says, “I found you on the web” just ask if they mean your website or somewhere else first. They are always going to get to your site, you just want to know if they started there or not.
Question: Nothing, I have it covered.
Answer: No. no you don’t. There is always something you can improve on your website to make it do better work for you while you are out working for it.
As you can see, your website does a lot of heavy lifting for you. Give it the tools you’d give to your best foreman, worker, admin or gopher to do their job better, then get out of its way. If you don’t know where to start, start with a free homepage review. You can read about it here.
Have a great week!
You never get a second chance to make a first impression. The old adage is true, but it is also true that the last impression can be the strongest. Your website is likely to be the first and last place that prospective clients go before deciding to do business with you. You have probably worked diligently to make your website attractive to new visitors, maximized SEO to ensure that customers can find you, and included useful information to draw people in. However, have you done everything that you can to guarantee that those visitors will decide to do business with you?
Features that sell
Websites for contractors need to instill visitors with confidence. Your prospective clients are preparing to spend a significant amount of money, so your website needs to reassure them that you can be trusted to complete quality work within the contracted time. You can use some clever website elements to do this.
As a contractor, the most effective selling tool that you have is pictures of your completed work. Your website should include a gallery of high-quality pictures that feature your best work. Include a variety of photos that demonstrate with the diversity of your skills and the number of homes that you have renovated. The objective of your gallery should be for each person who views it to see a picture that makes them say, “That is what I want. Right there.”
More than anything you can say about yourself, visitors to your website will trust the words of your past satisfied customers. Websites for contractors should always include a page of honest, well-worded testimonials that serve as word of mouth recommendations to the people who are considering hiring you.
Back up those testimonials with certification of your license and insurance. Potential clients will feel better about contacting you when they see that you are fully documented and transparent about it. Give them the sense of security that they need before signing on the dotted line.
Sample job timelines
You can take care of some of the inquiries that you normally receive by providing the information on your website. Along with a large number of pictures of your completed work, you can give potential clients an idea of how long it should take to complete a particular type of job. Sample timelines can give an overview of what needs to occur in what order and how long each task takes. This ensures that you are on the same page to begin a project with realistic expectations. It also gives clients the impression that you have performed tasks enough times to know exactly what to expect and to expedite them professionally.
Request for Quote
Many people who are thinking about hiring you may be intimidated by the idea of picking up the phone and asking for a personal quote. Providing a web form can work to your advantage and theirs. You won’t miss out on leads, and they have the opportunity to carefully write out their wants and needs in the request for quote form. This will provide you with better information going into the quote visit, and helps them feel more comfortable. It is also more convenient for you to respond to their request when you are free than trying to take phone calls requesting quotes while you are out on another job site.
Calls to Action
Each page of your contractor website should include some form of call to action. Encourage visitors to “Call today,” “Request a quote,” or “Tell us what you think.” It may seem obvious, but people will interact more with your website if there are clear instructions to do so. Reassure them that any contact puts them under no obligation, and offer an initial consultation or quote free of charge. “Free” is always a good thing to emphasize.
Concentrate on Content
Each of the above features is important to have included in websites for contractors. In addition, each page needs to have quality content. Establish your company as an expert in home building or renovations by writing a blog that offers homeowners tips and shares evidence of your expertise. Allow visitors to subscribe to your blog or newsletter in order to generate leads.
When utilizing the recommended contractor website features, ensure that images are professional quality and text is well written and informative. Your website has the power to strengthen or weaken your brand name. Make sure that your website visitors are left with a positive impression.
As part of your content, share your company’s mission or your reason for being in business. When you are open about your passion for your work, customers can feel a greater connection to you as a person. They will remember you, not just the number at the bottom of your quote.
Not sure how your website is working? Try a free, no obligation homepage review. You can read more about it here.
It’s 2018, the key to construction marketing is that you’ve got to be using social media, you know that right? You have to be online, you have to. It’s not as if you can say, well, I’ll get a website, I’m good. You have to be online. Pew Research Center says that 71% of female internet users are using social networking sites.
So regardless of whether or not you’re into it or you’re a part of the conversation, the conversation is happening, it’s being had. And Mrs. Jones is having it with your competition because they’re on, they’re using social media and they’re getting the benefit of at least having the conversation and having mind share.
You need to have a plan to take part in these conversations, to be part of the engagement, because if you’re standing on the sidelines thinking it’s a fad and you’re not engaging and you’re not positioning your message, you’re at risk of becoming absent from the conversation entirely. You can even just use social as a listening post, you can get a good idea of what’s going on in the public and a general consensus of what’s happening in your vertical.
Now, it may not be Mrs. Jones who’s going to write you your next check, but if you can learn about what’s going on in the marketplace, if you can keep your ear to the ground and hear what’s going on and anticipate the questions that you’re going to get from your prospects and have an answer, then guess what? Then you become the expert.
They’re online, they’re seeing you, you’re answering their questions, you’re talking about the product or service that you provide and you’re going to have a better chance at positioning yourself as the expert because being a contractor with the right answer means you’re going to get the job done.
So if you’re not on social now, get on there, get to it because your customers are.
The funny thing about websites is that they just need tweaking to convert better, they don’t always need more traffic. Developing a lead campaign can help of course, but any agency worth their salt is going to review your existing assets before cashing your check, and they should always recommend some changes to your website.
You’ve heard that you must have a professional website for your roofing contractor business. That’s true. You have probably also noticed that there are plenty of roofing website templates available. They seem like a temptingly great idea – a quick, easy solution to your need for a company website that won’t take up too much of your time, energy, or resources.
For at least 10 reasons, you should say “No” to roofing website templates:
You need to look professional
[Read more…] about Say “No” to Roofing Website Templates
This was an offer I made to my newsletter subscribers this week. It is a complete website review for just $99, saving you $100 off of the normal price. If you aren’t on the newsletter, you should check it out by clicking here. It comes out once a week and it is packed with actionable info you can use to improve your game. Anyway, here’s what I sent them:
I hope today finds you well and you are having a great week. I know everyone is busy, sometimes too busy to worry about the heavy parts of their businesses; accounting, personnel, marketing. There just never seems to be any extra hours at the end of the week. Maybe that’s impacting the results you’d like to be getting from your website?
I hear all the time how you want more leads, more leads, gotta have more leads. Leads are a product of your website. You need more leads coming in the top of the sales funnel to keep it all going right? But you don’t have the time and now the days are getting shorter and shorter. I get it, seriously.
That’s why I put together annual fall website review to help you figure out two simple things;
I’m running my fall website review for a short time because I get booked up quick.
If you don’t know about the review, here is what you will get
I will review your entire website and tell you exactly what you need to add or take away to improve your lead generation.
You can get a website review anytime, but today is the day I do it for $99.00, saving you $100 off the normal price. The next time I offer this, the leaves will be coming back on the trees in the spring, long after you’ve needed to make changes to your site for next year.
You will be taken to PayPal where you can pay for the review. Put your website in the comments section and I will get your review back to you within 5 days.
If you prefer a video website review where I shoot a video of my walkthrough with commentary on each page of your site, you can book that for $199, saving you $100 for this fall review special only. Just click here to go to PayPal and get your video review instead.
Looking forward to reviewing your site!
P.S. This is only running through Sunday of this week or I fill all of my open spots for next week. After that, it goes back to regular pricing. So click here to get your website review for $99.