So you had someone build a website for your home improvement business. It’s been awhile now, but you don’t seem to be getting any new leads or customers because of it. In the meantime, it’s costing you a pretty penny just to have it maintained. You’ve just arrived at the conclusion that, as far as generating leads and building your business is concerned, that website is not worth the paper it’s printed on – or something like that.
What’s the Deal?
Saying that it’s just not working is only stating a fact. But it fails to answer the question of why it is not working. There are only two answers to that question. The first is that organic lead generation – getting leads through your own website is a myth. The other is that it is not a myth. The fact that it works for others ought to be adequate proof that it is not a myth.
If that is the truth (and it is) then you need to ask yourself one more question: “Did Kevin Costner sell me this website on the premise that if we build it, they will come?” It seems reasonable to assume that is not the case.
Now go back to the one fact you know: It’s not working. If it’s not working, something must be broken.
Why isn’t it Working?
Think of your website like it’s a TV set. What’s the first thing you should always check when it’s not working? That’s right: Is it plugged in?
Failure to create and use the best keywords is like not having your website plugged in. It is those keywords that the search engines use to plug internet searchers into your site. That is how organic lead generation works. It’s not building the website that makes them come. It’s how easy it is for people to find it when they are search for home improvement businesses.
What You Need to Do
It’s a mistake to think that “home improvement” is the only keyword you need. In fact, if you google “home improvement,” the first thing you will see is Tim Allen’s toothy grin.
You need to ask yourself how your potential customers think, or at least what they might actually search for. Here is a list of some that should readily come to mind:
- Carpenters (You guessed it – Karen and Richard were at the top of the list.)
- Home repairs
- Kitchen counters
- Kitchen sinks
This is only a short list. Your keywords also need to be more specific and localized, like “cabinet installers” or “painters in Topeka.” It’s not likely that you will think of all the appropriate keyword in one sitting. Keep thinking and keep updating.
Are You Using the Keywords in Your Content?
Having a list of keywords does nothing to generate leads. You have to use them in the content of your website. The best way to ensure that happens is to keep your content fresh. Not only will it keep your site from becoming boring, it provides an opportunity to utilize keywords more effectively.
Understanding this may not cure all your organic lead generation problems, but it will help to improve your current results and restore your faith in home improvement lead generation done right.
Implement these ideas, then sprinkle in some patience. Despite what Kevin Costner says, you have to build it better, so they will come. Organic lead generation works. It just takes doing the job right and some time. If you have questions or need assistance, please contact us. We’ll be glad to help.