In 1973, the famous racehorse Secretariat won the Belmont Stakes championship, crossing the finish line mere seconds before the competition. In many ways, Secretariat’s win is very similar to the challenge of generating a home improvement lead. You can win or lose the race to victory in the blink of an eye.
This high stakes race to lead gen is due to the mobile search boom – homeowners now use their smartphones, not their computers, to find a contractor. In order to win leads, home improvement companies need websites that are fast, easy-to-navigate and action-oriented. Your website, in other words, should be mobile-forward.
What Does Mobile-Forward Mean for Home Improvement?
Until recently, mobile and desktop were different destinations. Companies usually had a primary desktop website and an alternative mobile site. Now that responsive web design is a Google-approved standard, separate websites are no longer necessary. Strategically speaking, the only website you really need is a mobile one.
Having a mobile site as your primary destination is what mobile-forward means. If a homeowner accesses a mobile-forward website on a computer, they will see an expanded version of a mobile site. This means no matter what type of device they are using, they will have the same user experience.
How to Become Mobile-forward
To be truly mobile-forward requires more than a website upgrade – you also need to consider your pay-per-click (PPC) strategy. Google’s algorithm now prioritizes mobile-first sites and PPC campaigns. By using their mobile campaign options, like callout and location extensions, you can make your campaign visible and appealing to homeowners on smartphones.
Just like at the racetrack, the most important factor for mobile-forward design is speed. 53% of mobile homeowners will bail on websites that take longer than 3 seconds to load. Having a fast-loading website is going to bring home the win your company wants.
Getting Homeowners to Bet on Your Horse
Contractors who use a mobile-first design are going to see lower costs across the board, since there is less maintenance involved. With these savings, you can focus on what is proven to generate leads: speed, good design and strong calls to action.
When homeowners are browsing on their smartphones, they’re looking for a company that will bring value to their home. They’re looking for a winning horse. If you win the race to their screen and communicate your value, you’re going to see higher lead volume.