This week, we present our third homeowner buying persona, the Product Geek. If you missed any of the personas I’ve already written about, you can read them here.
The blessing and the curse of the Internet is that it delivers more information to homeowners than they could ever possibly process. These days, most homeowners can easily drown in the volumes of content homeowners can find on roofing, windows, siding, bath remodeling—you name it.
But Product Geeks really like to dig up and read as much material as they can get their hands on. Your TV commercial may trigger their interest in a new bay window, but they’ll spend hours online researching exactly the type of bay window, and its possible shapes, sizes, materials and installation methods before contacting you. In short, Product Geeks consider themselves as informed as any of your sales reps.
In support of the Product Geeks, I encourage home improvement companies to offer as much information as they can on their Web sites. This certainly will help to improve your search engine rankings. But this material is also essential to show Product Geeks how your offerings compare with what they’ve learned about them elsewhere on the Web.
I encourage you to strike a balance with your Web content, however. Strictly dumping information onto your Web site will not meet your objective. Effective Web sites layer the information they present to enable visitors to interact with it. Rather than presenting it “en masse”, display it as snippets that allow your prospects to interact with it by clicking on the material in which they’re interested.
In this way, effective Web site navigation and interior hyperlinking will make you a hero with this crowd.
Next Week: The Price Monster
Homeowner Connections Through Performance Online Advertising
