A website requires considerable investment to generate leads effectively. Leads are defined as the percentage of people making meaningful actions on your website (calls or filling out the contact form) over the number of site visits. With industry averages for conversion rate at around 5% (Geckoboard), having conversion rates at 1% or below is a serious sign that your website is leaking leads.
Though many roofers have a website to capitalize on the endless possibilities it can offer their business through visibility to their target market, they often fail to pay enough attention to the importance of applying effective lead-generating concepts to their websites. This results in missed opportunities to capture qualified leads. In this article, we help roofers point to five signs that their roofing website is leaking leads and the actions they should take for a refresh:
1. Your Roofing Website Is Not Mobile-Friendly
With the average user spending three hours daily on mobile (CMO by Adobe) and mobile-first indexing important to ranking on Google, having a mobile-friendly site is crucial. Though Google primarily helps with visibility, ignoring mobile-first indexing requirements means your site may be affected by other ranking factors like having a high bounce rate. These factors can negatively affect your conversion rate. A few factors that negatively affect conversions include:
- Mobile-friendly content: Your site is inaccessible or difficult to navigate via mobile device.
- Fast-loading content: Content loads slowly and is hard to read.
- User-friendliness on mobile: Users leave your website because it is too hard to navigate.
2. Inadequate and Misplaced Contact Forms
The location and format of your contact form are crucial for conversions. You have a poor approach to your contact form if:
- Your contact form is challenging to find
- The form asks for too much information
- You don’t have contact links placed strategically in the footer or body copy that are easily accessible to visitors.
3. Having Excessive or Unpersuasive Copy
Having industry-relevant content is crucial. However, improperly managing your copy will harm your site’s conversion rate. Here are signs your website’s copy doesn’t help your website:
- Your copy doesn’t address customer needs
- It doesn’t clearly encourage action
- Too much self-congratulatory content
- Calls to Action are challenging to find
4. Slow-Loading Pages
If your website loads too slowly, it deters your visitors from staying on your website. They will quickly seek out alternatives.
5. Poor SEO Foundation
As we tackled SEO mistakes many roofers make, optimizing your website does more than attract organic traffic. When optimized, it will also increase conversion rates. As a review, here are signs your website has a poor SEO foundation:
- Wordy navigation
- Keyword stuffing
- Poorly-structured URL
- Inadequate internal linking
Roofing Website Refresh Tips
Fortunately, there are website optimization solutions that can help roofing companies increase their conversion rates:
1. Boosting Click-Through-Rate
Roofing companies can attract potential customers by doing the following based on keywords relevant to services and target localities:
- Optimizing the website’s meta tags
- Optimizing title tags
- Optimizing URLs
2. Picking a Unique Selling Point and Sticking to It
Focus on the strong selling points that set your business apart from its competition. These may include:
- Do you offer quick response times?
- Do you have stellar customer reviews?
- Do you have extensive experience?
3. Make Your Website Mobile Friendly
Redesign your website and optimize it for the best viewing on mobile devices:
- Have a user-friendly design to make it easy for users to access and navigate your site on mobile.
- Ensure you have meaningful content “above the fold” by placing crucial content, such as a simple contact form, in the area that appears as soon as your website loads on mobile devices.
4. Improve Page Load Speed
Your visitor’s attention span can be short. Having a quick-loading website is critical to holding your visitor’s attention:
- Utilize tools like Google’s PageSpeed Insights to identify and address factors affecting its speed
- Limit page-heavy content. While having photos and videos on the site is helpful, overusing them can lead to longer load times.
5. Write Engaging and Valuable Content
Creating informative and engaging content can help improve ranking through meaningful use of industry-relevant keywords. Additionally, it can help your website better engage visitors and keep them on your site longer. Make sure your content:
- Answers customer queries
- Is relevant to customer needs in your local area
- Provides detailed service information
- Offers helpful insights to establish credibility and trust (such as money-saving tips)
6. Build Trust With Genuine Photos of Your Services
Having “hyper-local” content, such as photos of your business serving locals, humanizes your company and makes you more relatable to your target audience. Consider including:
- Photos of your team
- Completed projects with before-and-after photos
- Pictures of community service events
7. Collect and Display Genuine Testimonials
Reviews have substantial convincing power. Leverage your customer’s trust by displaying reviews strategically on your home page:
- Highlight positive reviews
- Reply to both positive and negative reviews promptly
8. Feature Industry Associations
If you are associated with major roofing associations, such as the National Roofing Contractors Association (NRCA), Asphalt Roofing Manufacturers Association (ARMA), Western States Roofing Contractors Association (WSRCA), or others, display them. Their logos enhance your credibility and reassure your customers of your professionalism and expertise.
9. Have Frequent and Specific Calls to Action
Make your Calls to Action (CTA) guide users to make desired actions by:
- Making them easy to find.
- Place at least three on a page without overwhelming your audience with too much content.
- Ensure they have persuasive messaging, such as requesting estimates or scheduling consultations.
10. Reduce Conversion Friction
Streamline the conversion process by making your contact form easy to use:
- Minimize form fields.
- Eliminate unnecessary barriers (such as a form leading to another form).
- Offer multiple communication channels to accommodate diverse customer preferences.
If Your Roofing Site Needs a Refresh To Gather Leads: Don’t Worry!
If your website is ineffective in generating leads, you may be missing valuable business opportunities. By addressing flaws, such as mobile unfriendliness, misplaced and difficult-to-use contact forms, excessive copy, slow-loading pages, and poor SEO foundation, you can revitalize your website and maximize its lead generation potential.
Contact WebPower at (213) 317-7184 for expert guidance and marketing solutions specifically targeted at roofing companies and their needs. Let’s transform your website into an effective lead-generating powerhouse together!