Despite the popularity of local social media marketing, your contractor business’s website remains a powerful marketing tool. Social media sites help to direct web traffic to your website, where the real sales conversion often happens. Nearly every marketer can make changes to improve their website’s lead-generation capabilities. Some of the changes are simple and won’t require a significant amount of your company’s time, which we know is valuable. Our list might help you identify ways to improve your website.
Set Goals for Lead Generation
Although it’s a good idea to follow best practices for web design, each company should set its own lead-generation goals. Determine what a lead means for your business. For your company, is a lead considered someone who requests a consultation? Someone who fills out a web form? Once you nail down your definition of a lead, it will be easier for you to set your lead-generation goals.
Show Your Credibility
These days, consumers are wary of internet scams. Even if you prefer to book appointments online, including your company’s phone number will lend credibility to your business and tell customers that your company is trustworthy. Also, make sure that your business’s phone number is easy to find on your website’s homepage. Some companies have even included their phone numbers in their domain name. However, this is only advisable if you have a phone number that’s easy to remember, such as 88-DOORS.
Make Noticeable Web Forms
Make sure you give potential clients several opportunities to connect with your company as they browse your website. Your web forms should be simple and easy to find. Also, clients are less likely to complete a web form if they’re required to enter a lot of information. Keep your forms simple, and they’ll be more willing to complete them.
Don’t Underestimate the Power of Whitespace
People in the local internet marketing industry often feel pressure to fill up all of the available space on their website, especially their website. However, whitespace can give other important items, such as photos and calls to action, more prominence. Adding too much content to your website can distract customers from your message, and your conversion rate could suffer as a result. Fortunately, it’s easy to create more whitespace without overhauling your entire website.
Evaluate Your Lead-Generation Strategy
None of your lead-generation efforts will be effective unless you test your website regularly to find out what works for your contractor business. Use Google Analytics or other metrics tools to see track how well your website is generating leads. Real-time data will help you narrow down exactly what’s working.