The importance of a solid foundation is not lost in the home services industry. As an expert in this space, you and your business know that everything, from plumbing to electrical, is built on that physical foundation. But have you considered what makes up your business’s online foundation and how important that foundation is?
What Makes Up a Successful Digital Foundation for Contractors
As experts in the home services marketing space, we’ll tell you the secret –success starts by focusing on your foundation. And a strong online foundation is created by the following steps:
- Building a Great Website
- Creating Great Content
- Optimizing for Search
- Building Online Reviews
This foundation-first stance comes from years of data and insights from our company’s home services team and production specialists helping businesses like yours grow. And we can’t stress enough the importance of your contracting business’ digital foundation. Investing in a strong digital foundation is THE key to your business’s growth and livelihood.
We spoke with Executive Home Services Digital Consultant, Cole Willis, about why this 4-pronged digital foundation is SO imperative in your industry and the benefits of having one!
Here’s what we learned (and what you should know!)
4 Benefits of Investing in a Strong Online Foundation for your Contracting Business
1. A strong digital foundation’s SEO and Content will significantly lower your cost per lead.
A solid SEO and content strategy helps you rank organically on Google so that in-market consumers can find your products & services. The more relevant organic traffic you can drive to your website, the lower your cost per lead will be. It’s the single best way to reduce your overall cost per lead!
To learn more, check out six proven ways to reduce your cost per lead.
2. A strong digital foundation’s robust online reviews will convert more prospects into customers and boost your organic ranking.
Most homeowners’ journey to decision begins with Google Search. When consumers turn to search, they see three lucky businesses in Google’s Map Pack, with reviews displayed prominently below each company name. Your reviews are front and center and play a major role in whether searching homeowner choose you or your competition.
Besides building trust with consumers, a healthy number of new and positive reviews will send important signals to search engines to boost your local organic search ranking!
To learn more about improving your online reputation, check out our nine tips for building a robust online reputation for your business.
3. Yours is a competitive landscape, and a strong online foundation helps you position yourself as a reputable contractor.
In the commoditized home service space, positioning is everything. There are a million different competitors, from corporate behemoths to 1-3 employee operations. When you ensure your website is professional, the content on it educational and optimized for search, and your reviews robust, you give yourself the best chance to be seen as a legitimate company with the bandwidth, experience, and customer service to handle customers’ needs.
4. Your strong digital presence complements and enhances the effectiveness of traditional marketing.
When you have a solid online presence, one that addresses the four main components outlined in this article, you complement any conventional marketing you may be doing.
For example, if you’ve invested in billboards or radio, interested homeowners who see or hear those ads will recall your company name and enter it into search. A strong online presence will ensure that your company shows up in the results, that your website presents a professional company, that your content positions you as an authority, and that your reviews build trust.