Did you know that the United States has approximately 830,000 contractor companies, but only 45% of those companies successfully grow? What problem prevents them from expanding?
For most contractors, designing a lucrative online marketing strategy proves the most significant struggle. While thousands of contractor businesses provide outstanding service for their customers, their overall success in leads and sales will suffer, thereby decreasing their conversion rates without a significant online presence.
But there is hope.
Contractors can follow the steps below to increase their conversion rates and change their struggles with growth into the joys of success.
According to Google Ads, over 1.7 million contractor searches take place each month. Approximately 90% of buyers use the internet to solve all their home improvement needs. That means that contractors need to have a substantial online presence to have any measurable success.
But how is online success measured?
One way to measure your online presence’s success is by conversion rates, the percentage of your website visitors who turn into customers, or who take desired measurable action such as signing up for a newsletter, registering for membership, downloading software any activity beyond browsing.
There are six different types of measurable conversion rates that come from your company’s:
So, if website conversion rates have so much importance, how do they get measured?
Without measuring the results of your efforts, how do you know what works or how you can improve? Approximately 97% of company marketing efforts fail without useful analytics or without tracking results. You will have a better chance for success by calculating the percentage of your conversion rates and lead value.
Lead value is learning the total value or your leads to make more educated decisions to acquire more.
There are three different types of leads a company can have:
Conversion rates and lead value get measured with the following formulas:
Conversion Rate = Total Number of Sales / Total Number of Website Visitors x 100
Lead Value = Value of Sale / Number of Leads
There is even a calculation for how many leads you need to get the results you want.
Needed Conversions = Desired Revenue / Lead Value
Out of 4,372 home improvement websites, there were a total of 977,200 conversions. So, what would that mean about their conversion rates?
The median conversion rate of landing pages for businesses across all industries is 2.35%. The top 25% of websites convert at 5.31% and above, while the top 10% convert at 11.45% and above.
The overall median conversion rate of landing pages for contractor businesses is 2.6%, while top performers have a median conversion rate of 19.5% (based on the top 25th percentile).
Here is a breakdown of the home improvement industry’s four subcategories and their median conversion rates:
According to reports, landing pages for renovations underperform in home improvement. However, the best performing subcategory is home services, with a 1.5x higher conversion rate.
Now that you know all about the importance of conversion rates, here are steps you can take to improve yours.
According to statistics, approximately 48% of people say that a company’s website design is a top factor determining its credibility. Here is a list of other factors that affect a website’s conversion rates.
Search engine optimization (SEO) is the process of getting your website ranked higher in online search results for keywords and phrases most valuable to you.
Statistics prove that SEO and content marketing can significantly improve a company’s success and increase its conversion rates if done correctly. Have a look.
A website gets ranked in Google based on over 200 ranking signals. Some of the most important of these signals include content quality and length.
The most effective content length varies for the four home improvement subcategories previously mentioned. Home Services does best with content at around 300 words, while HVAC and Utilities convert best with content under 200 words. Pest control is good with between 400-500 words.
Approximately 72% of consumers say positive reviews make them trust a business more, while 90% say online reviews influence their purchases. High reviews/ratings help you land in the “local pack” on search engine result pages (SERPs). But how can you effectively and consistently get reviews?
It is perfectly acceptable to ask for reviews. You can send out emails or add a CTA banner to your website requesting a review. Remember to make the review process easy by providing directions, offering guidance, giving thanks, and leaving an alternative. Ensure you respond to existing reviews—even the bad ones. While responding to a bad review, make sure to take responsibility, implement any necessary changes, end on a good note, and rectify the problem privately.
Some honorable mentions to improve your website’s conversion rates include: conversion rate optimization (CRO), call tracking and analytics, Google Local Services Ads, email marketing, using more than one call-to-action (CTA), Facebook ads, and Google ads.
By implementing the above information into your company’s day-to-day operations, you will be sure to see your website’s conversion rates significantly improve.