You have probably heard of the importance of making a good first impression. Even though most of us understand this concept, we continue to fail at it without even realizing what we are doing wrong. Here is how the story unfolds:
The consumer is desperately in need of water removal. It is up to you to build trust quickly, and most often the relationship starts with them doing a Google search for water removal – which leads to an ad – which converts to a call. Sounds easy doesn’t it? So why can’t everyone get calls?
As you have already found out….it’s not that easy.
From the second your ad shows up in front of a consumer, they instantly build an expectation in their mind as to how the experience will unfold. Different thoughts race through their head; Will you get there in a hurry? Have you done this numerous times? Do you know anything about insurance claims? How long does this process take? Will my home be okay? Am I in good hands? What are my options?
Tension mounts when the expectation and the experience do not match. The wider the gap between the two, the more frustration there will be on both sides of the equation. Wide gaps usually mean unhappy consumers and low margin. Neither of these are good for your business.
Here are four steps you must do, and do well, to get more water removal leads:
The goal is to have the customer call you.What happens when your phone rings? Do they get a dispatcher? Is there a live person? Does that person know what to say? Are you reassuring the customer? This is critical because here is where the expectation and experience starts to unravel if you mishandle the call. Make sure your team is clear on how to handle the call. Consult with a digital marketing expert for help with talk tracks if you don’t have good ones.
The restoration industry is competitive- no doubt about it. In order to succeed, you must outsmart your competition. In addition to using the four steps above, we can help you do just that and will make sure your phone keeps ringing.
With our pay-per-lead program, you only pay when you get qualified leads. No commitment, and no money down. Click on the territory button to see if your service area is available and for more information about pay-per-lead. Leave your lead generation to the experts, we can get you more leads!
Technology is transforming the roofing industry faster than most people can keep up. Believe it or not, some companies are even using remote control drones to do their inspections and help prepare estimates. So is this stuff crazy or outright brilliant?
Source: SCM Marketing Hubspot
URL, domain name, ROI, KPI, bounce rate, algorithm, SEO, meta data, alt text… what does it all mean?
What the technical marketing guy says:
“Your bounce rate has decreased this month by 2%, we’re moving in the right direction.”
Uhh what did you just say to me? Bounce rate represents the percentage of visitors who enter the site and leave (“bounce”) rather than viewing other pages.
What the technical marketing guy means:
“Of the visits to your website, less people are leaving right away and instead, continuing to view other pages.”
The user could not find what they were looking for when they arrived at your site and they got confused (bounce).
The user was looking for your phone number, your address, your hours, etc. and was able to find it on the page they arrived at and left (bounce).
The user was looking for something specific (ie. where to buy a gallon of ice cream) but they found your site and you own an ice cream shop (bounce).
Why does bounce rate matter?
Don’t get too hung up on having a high bounce rate (above 70% typically). First, determine the goal of your business and how your website works to accomplish those goals.
Let’s say your goal is to get more people to walk in the door of your ice cream shop. Your address is on the homepage of your website, and your bounce rate is 75%. No problem. They already found what they were looking for and don’t need to look any further!
Now let’s say you’re a local roofing company and your goal is to get people to fill out a form for a free inspection and your bounce rate is 75%. This is cause for alarm! User experience, SEO, and many other things can help improve your bounce rate (we’ll save these for another post).
Don’t get too hung up on your bounce rate. Keep in mind the goal of your business and website when discussing your bounce rate with that technical marketing guy.
Was this helpful? Have any technical terms you want to learn? Let us know in the comments below.