Your website could be the first time a prospective client encounters your remodeling business. What they find there may get you the job or send them off into the ether, never to be seen again.
In this episode, Victoria grills our own Mark Harari on how to make a remodeler’s website into a lead-generating machine. Mark’s fresh off his engagement at CoCon‘18 in San Diego, where he presented his popular seminar “Website Punchlist: A Live Blue-Tape Experience.”
Mark’s the chief marketing officer and vice-president of Remodelers Advantage, and the president of our sister company R/A Marketing. He’s an award-winning marketer with 20 years’ experience (18 years in construction), and specializes in translating strategic vision to tactical execution. He’s also the facilitator of the R/A Marketing Roundtables groups, which bring together top marketing pros from across the US and Canada.
To design an effective website, you have to determine its purpose. Some remodelers only want their sites to act as an online brochures — they send prospects to it. Mark makes the case that all remodelers, though, should have a lead-generating website — one that searchers find themselves. Then, you have to get actionable information out of them. Mark explains what works in marketing, especially digital marketing, including:
- Why an email address is the most important information to get, and the easiest to get
- How to integrate offline marketing and advertising with your online efforts
- What a call to action is
- Why growing your email list adds value to your company
- How capturing leads future-proofs your business
- The top technical mistakes in website design
- Why you should make your photos searchable
- Where not to put your social media icons
- And a whole lot more…
Including just what a lead magnet is, and how to use it. Want to learn more about lead magnets? Get The Remodeler’s Guide to Lead Generation, which is not only a fantastic resource for getting more business, it’s a great example of a lead magnet, its landing page and the kind of information-gathering form that will convert. It’s all so incredibly meta, as the kids say.