Your Web site is finally complete. Your text reads great, your images are first class and your pages are easy to navigate. Give yourself a pat on the back.
Now that’s it’s done, it’s time to think about changing it. What?
For instance, here in the Northeast, many home improvement businesses are seasonal. For the most part, homeowners around here just aren’t thinking about the exteriors of their homes in the middle of winter. Which is exactly why the mix of products and services you sell changes with the season. And as that mix changes, so should your Web site.
To my point, it makes no sense to allocate prime space on your home page during December to a feature and/an offer for replacement windows. So few people seriously consider replacement windows during the cold months that you should put that space to much better use.
If you sell cabinet refacing, bathroom remodeling or interior flooring, highlighting those services will produce much more action. This doesn’t mean that you’re changing your company’s identity! It simply means that you’re recognizing that your company’s offering are seasonal and you want to maximize the volume of sales leads your Web site produces—month in, and month out.
In fact, your Web designer may be able to modify your Web site to enable non-techies to make these types of changes easily, and without knowledge of programming. Certainly something worth looking into.
Once the season turns warm again, don’t forget to refresh your Web site to refocus on your exterior offerings.
Too many home improvement companies just want their Web sites “done” and neglect to change them to suit their marketing needs. The reality is that your Web site should never be “done.” Rather, it should evolve as a strategic piece of your marketing mix, changing as your markets, seasonality or product offerings change. Don’t let your Web site become static! Change it up constantly and make it work as hard as you do.
Homeowner Connections Through Performance Online Advertising
