3 Steps to Web Marketing Success

April 07, 2013
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The world of marketing has changed. It used to be that all you had to do to market your roofing business was slap a logo on your truck, get some business cards and letterhead printed, and place an ad in your local yellow pages.  Do that and great work and you'd have a nice little business.

Today, the yellow pages have been replaced by consumers with the Internet and Google.

For some web savvy roofers, this is a good thing. These technically astute roofing companies have used new marketing techniques like search engine optimization (SEO) to generate hundreds (even thousands) of leads--all at a fraction of the cost of their past yellow page print ads.

Unfortunately, other companies haven't faired as well.

Roofers lacking technical skills and/or reluctant, unwilling, or unable to hire someone to help them market their business online, are struggling to generate the business they once did. If something doesn't change, this time next year, many of these folks won't be reading this blog post--they'll be busy working for someone else.

In today's post, I'm going to provide you with a simple formula you can use to more effectively market your roofing company online.

If you take the gist of each step I provide and work hard to implement my suggestions, my guess is that you'll quickly find yourself innundated with a steady stream of qualified inbound leads.

As you consider each recommendation, please take note that I said this formula is SIMPLE not EASY (and anyone that's lost weight before understands that there's a difference).

The Roofers Web Marketing Blueprint

1. Get a website audit

Your website is the centerpiece of your online marketing strategy. Most roofers treat their website as if it were a digital brochure. This is a big fat mistake. Your website is NOT a brochure--it's a virtual sales rep and sales funnel (where a "sale" is a qualified lead). Before you invest in any form of online marketing--pay per click (PPC) advertising, search engine optimization (SEO), social media, etc.--make sure your website is up to the job.

Attributes of a good website:

  • Is easily found on the first page of Google for relevant keyword searches
  • Is built on something like WordPress so that content can be quickly added/changed
  • Converts at least 5 percent of visitors into leads (most people aren't even tracking this!)
A typical website audit will set you back anywhere from $500 to $5,000--depending on the size of your site and whether the audit includes recommendations only or also fixing issues. Like most things, you get what you pay for.


2. Track everything and know your numbers

Almost everything online can (and should) be measured and tracked. Today's most successful marketers are numbers guys (and gals). By combining business metrics with data that's available from the web, savvy roofers are able to determine--with extreme precision and accuracy--exactly what they can afford to pay to acquire a new website visitor, lead, and sale. This is important data to have because it can be used to avoid marketing strategies that are being over-bought by (stupid) competitors (ads on yellow pages websites, for example) and to test or "go all in" with marketing tactics that are (often grossly) undervalued.

Think Moneyball.

Key metrics being used by smart marketers include:

  • Revenue today vs. goal
  • Avg. revenue per job (perhaps by job type)
  • Gross margin (perhaps by job type)
  • Close rate (of lead to sale)
  • Visit-to-lead conversion rate

The minimum you need to accurately track your website is Google Analytics (which is free) and a good call tracking platform that allows for dynamic number replacement.

Install both of these onto your website (or have someone do it for you), and be sure that you customize each to the specific needs of YOUR business.

3. Maximize your web real estate (starting with the search engine results pages)

If time and money were no object, you'd put your business everywhere online a potential prospect might see you. This means listing your business on every single website known to man. The trouble is, we're all running small businesses. None of us have gobs of extra time or money. So, the first place you should work to maximize your real estate is on the search engine results pages. Why? Because this is where people have interest and intent. Not everyone on Facebook needs a new roof--even if they do own a house and live within your service area, but someone searching, "roofing contractor in city, state" almost certainly needs you... NOW.

How do you maximize your real estate in the search engine results pages (SERPs)?

First, invest in SEO. If you want even more growth or need faster results, invest in PPC advertising too. I'll write separate posts about the right vs. wrong way to do SEO and PPC, but here's the absolute minimum you need to know--when done correctly, no marketing strategy produces the return possible through an ongoing SEO campaign (and, in most markets, PPC isn't far behind).

Assuming you've followed the steps above, all you have to do to "invest" in SEO is to create a list of keyword phrases for which you'd like your website to rank and start creating content that is directly and indirectly related to those keywords (whatever you do, don't skip steps and then tell me that you don't understand SEO).

The content you create can include everything from services pages, testimonials/project spotlights, blog posts, frequently asked questions, and much, much more. You see, Google doesn't rank websites per se. Google ranks webpages. By creating well-written, informational web pages that target specific keywords, you can get ranked and be seen by Google as an authority on almost any subject.

If you don't have the time and/or hate writing, you can always hire a professional copywriter to assist you (when you run a small business, you're always dealing with the tradeoff between available time, ability, and money).

Conclusion and Takeaways

The world of marketing has changed and tech savvy roofers have used the shifting landscape as an opportunity to gain an enormous advantage on their competitors. Companies short on web expertise, and/or reluctant to engage someone to help, are struggling to keep up. Regardless of which category you fall into, you can use (some or all of) the steps above to measurably improve the leads and sales you're getting from the web.

My formula is simple and it works... just don't confuse it with easy.


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Comments (1)

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  • Thumb_2d4ef323
    OldProabout 5 years ago

    Great write up! Agree with everything you said!

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