What Makes For A Good Home Improvement Lead Generation Website
So, you're thinking about creating a new, or updating an existing, home improvement lead generation website. Great! Before you do, let's make sure we understand what this lead generating machine is supposed to accomplish.
Golden Rule #1
Your new home improvement lead generation website should provide credibility and authority for your business.
Whether it's before you ever meet with a homeowner, or after you do, you can bank on the fact that today's savvy consumer will look at your website, and judge your home improvement business accordingly.
So, what are they looking at.....
- Current and Updated--If you have an existing home improvement lead generation website, is it older than two years old? Has any of the content been updated within the last six months?
- Appearance--Does your site make use of colors, types and fonts in a user-friendly way?
- Customer Focused--Does your site talk more about you or your customer?
Golden Rule #2
Your home improvement lead generation website should offer an opportunity to buy, for any customer that is ready, on every page.
"Buying" in our case, refers to a homeowner asking for an appointment to come into their homes to check their issues and show them how we believe we can help them.
Every page of a good home improvement lead generation website should have two things; a phone number where someone can leave their information for an estimate, and a form to allow a homeowner that would prefer giving information in that format, the ability to leave their name and phone number for contact later.
Golden Rule #3
Your home improvement lead generation website should offer several opportunities for potential customers, who are at different stages in their research, to take an ethical "bribe" in exchange for marketing information.
Of course, not everyone that lands on your well-designed, user friendly website is ready to buy. Wouldn't it be nice, though, if you could be part of their on-going research until they are ready to buy?
An effective home improvement lead generation website will provide multiple opportunities for potential customers, who might not quite be ready but are just checking out their options, to give you permission to continue to market to them during their process...sort of guiding their research, as it were.
There is a give and take here, as getting them to give you this marketing information, even if it is just as simple as a first name and an email address, requires something from you. The "ethical" bribe can be as simple as a short report or ebook, all the way to something extensive like a video series. The key is that it is offered for free, requires a limited amount of information from the customer, and, most importantly, is relevant and useful to the potential customer.
When it comes to your website, this ain't "Field of Dreams." Just because you built it, it doesn't mean tomorrow potential customers will be testing the server your site's hosted on. Next time, we'll begin the discussion of how to get potential customers to your home improvement lead generation website.