Lead generation used to be a much simpler world for home improvement dealers. When homeowners saw an ad for windows in the newspaper, they tore the ad out and called the phone number. If they got a direct mail piece, they returned a reply card. Or if they heard a radio ad, they probably went t the yellow pages to find out how to contact you.
Then the Internet ’happened’ and turned the whole model on its ear.
Now, the first thing homeowners do when they’re interested in replacement windows, gutters or new roofing, is go to the Web. When they see an ad on local TV, they go to the Web. When they receive a flyer from your company, they go to the Web. When they hear your name on the radio, they go to the Web.
Then, if they find your Web site and spend a few minutes with it, they decide if they want to call you.
Which leads to the question: as a home improvement dealer, what can I do to make sure that my prospects find me and take action? I could, and may, write a book on the subject, but here are a couple of key points to remember when thinking about your Web site:
1) Make sure you can be found. Even simple search engine optimization ensures that if you are doing offline advertising, that a quick Google search will return your Web site at the top of the search results.
2) Make your service area obvious on the site. Your Web site visitors are looking for the answer to one question “Can this company help me?” One of these easy ways to say “YES!” is to clearly emphasize your service area. If a homeowner from Nashville visits your Web site and sees “Proudly serving Central Tennessee!” in the header of your home page, their unconscious response is “They serve my area…”
3) Make it easy to contact you. Far too many home improvement companies bury their contact info on a back page of their Web site. On the other hand, if you want your phone to ring, make your phone number obvious on every page. If you want emails, make sure your online response form is so obvious even a fickle consumer won’t get frustrated and click away.
4) Use simple Web navigation. Too many home improvement companies want to use all of the bells and whistles that their ad agencies can throw at them. Don’t do it. Homeowners on the Web are very self-directed and just want to find what they are looking for. Keep your main navigation clean and simple, so that the average user can find anything they want on your Web site in a click or two.
5) Make an offer. You put offers in your print ads, on your TV spots and in your radio commercials. But I’m flabbergasted by the number of Web sites that don’t have any type of offer on them. Keep the offers prominent and visible! Remember, you pay good money to get your visitors to your Web site. You need to make it easy for them to take next step and actually respond.
Homeowner Connections Through Performance Online Advertising
