Home improvement was once an industry that mostly relied on word-of-mouth and the phone book. Today, most consumers do their research online before calling a contractor. Having a well-designed website is the first step to getting yourself in front of homeowners who need new siding. To really get the most out of your digital marketing endeavors, your website also has to be optimized for lead generation.
Read on to learn about six ways to generate more leads from your siding installer website:
1. Place a Contact Form Above the Fold
Make sure the best-performing pages on your website include a contact form above the fold. (Above the fold refers to the top area of a webpage that can be seen before scrolling down.) Asking for information like name, phone number, email, and zip code gives you the ability to follow up later with each individual interested in your siding installation services. Collecting this information is also incredibly useful for segmenting prospective customers, improving your digital marketing efforts.
2. Search Engine Optimization (SEO)
You’re probably familiar with the importance of basic SEO to push you up in the Google rankings and drive traffic to your business website. When executed creatively, SEO can also improve lead generation on your site.
For example, be sure to find opportunities for free local business listings and fill them out with your complete information. Examples of local business listings are profiles on Yelp, Facebook Business, HomeAdvisor, Houzz, Porch, Angie’s List, etc. And don’t forget Google My Business. This not only helps your SEO as Google indexes these, but it also helps drive homeowners looking for siding contractors to your site.
3. Offer Downloadable Content
Seasoned digital marketers know that you can get value by offering value. For example, you can offer downloadable content in a PDF format targeted to a specific segment’s interests. A simple product brochure containing educational and practical information about home siding, the durability of materials, and exterior home design trends can inspire website visitors to offer their contact information in exchange for the download. Offering valuable, helpful materials can go a long way to connecting you with your audience.
4. Create an Email Signup
Placing a field on website pages like blog posts and at the bottom of your product pages can help grow your email list by prompting users to enter their email address for more information. A quality email list allows you to conduct email marketing, continually engage prospective customers, and drive even more traffic to your website pages. It will also keep you top-of-mind for those who have been to your website a few times but have yet to make a purchase decision. Finally, keep remarketing to users who haven’t converted.
5. Set up a Messenger Bot
As people become more familiar and comfortable with digital communication, many websites across different industries are beginning to embrace messenger bots. Also known as a Chat Box or Live Chat, a Messenger Bot is an automated chat feature that pops up at the bottom of a website (usually in the bottom, right-hand corner).
This is a fantastic option for prospective clients who want more information but don’t have the time to pick up the phone or wait for an email. You can set up automated responses for simple questions like, what’s your location, hours, or phone number, and you can set up a messenger bot to ask a lead for contact information so you can follow up with them in more detail later.
6. Offer a Free Siding Quote
As mentioned earlier, offer value to get value. Offering a “Free Quote” or “In-home Consultation” gets your foot in the door with prospective clients who have questions and need more information before deciding to hire a siding installer. A “Request a Free Quote” button above the fold in bold letters and an eye-catching color prompts website visitors to fill out a contact form to hear from you.
Get a conversation started and begin answering their questions. Not only will it demonstrate your expertise and professionalism, but it also shows that you offer a high level of customer service and that you care about your clients.
Optimize Your Site, Grow Your Business
As you experiment, you may find that a few, a combination of, or all of these tactics drive more leads from your website. Always be sure to track everything so you know which tactics work the best for you and drive the most lead generation for your business. With time, you will find that honing your lead generation strategy will result in more clients for your sliding installation service.