Internet marketing may have its own peculiarities, but in the end, it is still marketing. Therefore, although there are techniques specific to effective digital marketing, the same basic marketing principles apply. Web marketing is still in its youth, so it is not unusual that some marketing tactics are not always effective in attracting traffic to your business through your website. Even that thought is important to remember. The goal of home improvement lead generation is not to attract traffic to your website, it is to use your website to generate customer traffic for your business.
Think about the Traffic You Want
Traveling on the information super highway is similar to driving on the interstate. If a major sporting event is being held in proximity to that interstate, travelers will often see signs that say “Tournament Traffic Next Exit” or “Race Traffic Next Three Exits.” Even the principle of clearly identifying the way to the event also works to keep other traffic away. In other words, the reason for the signs is not to attract all traffic, but to attract only the traffic that intends to attend the event.
One of America’s leading, successful experiential marketing companies, places more significance on intent than on traffic. Traffic, in and of itself, is neither a predictor nor an indicator of purchase intent. High traffic volume means a lot of exposure, but it may have no direct relationship to intent. All of the traffic moving along that interstate is not an indicator of who takes those event exits.
Think about What Your Company Offers
Home improvement is a broad category. List the things that define your company in terms of specialties and expertise. Does your company specialize in exterior or interior or both? Even those two categories are too broad. Either one is a good choice for inclusion as a keyword, but neither really goes to any area of expertise. Make sure that your specific areas of expertise are included in your keywords and that your website highlights that expertise with quality content that informs and explains those areas of expertise.
List your specialties, define the scope of your work and explain the process so that you inform and attract traffic from people who intend to at least consider your company for their home improvement needs.
Think about What Your Potential Customers Are Thinking About
What are their intentions? Does your company install flooring? Do you install tile? What kinds of tile? What does your traffic need to know about tile installation? Give them as many facts as you can. Or is your specialty kitchens?
Include photos of your work, with before and after shots. Include customer testimonials. Include home improvement news and insights. Traffic with intent will tend to go to the source perceived to be have the most expertise.
Finally, be there when they try to contact you. Answer your calls and your emails promptly. If their intent is to contact you, but you are not available, it is easier than ever for them to turn around and find what they intend to find at the next best website.
Imagine all the traffic exiting the interstate to the event they intend to attend, but when they have driven several miles, they have actually passed the event site because another important sign was missing. Problem is, that’s the traffic the event wanted to reach. The key is to generate home improvement leads from those with intent to use services like yours. Building and maintaining quality websites that generate quality traffic is probably going to take some expert help. People with this kind of expertise will be able to maximize the amount of right traffic to your site by capturing those searching with effective search engine optimization and pay-per-click lead generation.
If you would like to learn more about effective home improvement lead generation, please contact us. Our intent is to help your home improvement business become more successful.