With many potential customers looking for local businesses online, especially on mobile devices, roofing companies set up websites to capitalize on this gold mine of potential leads. Like in the movie “Field of Dreams,” when a strange voice whispers, “If you build it, (they) will come,” websites of the past would automatically bring in leads. However, it doesn’t work that way today. With the highly competitive roofing industry, simply building a website or even drawing traffic won’t translate to revenues. Just consider these numbers:
- 88% of online consumers will switch to a competitor’s website after a bad experience (SWEOR)
- 47% of site visitors expect a loading time of less than 2 seconds (Neil Patel)
- 94% of negative website feedback is because of bad design (John Waters)
To ensure that roofers make the most out of their websites, we present these essential tips to convert website visitors into paying customers.
Have an Efficient and Eye-Pleasing Web Design
As the numbers cited above suggest, making a good first impression is crucial for a roofing website to keep website visitors from leaving.
Roofers should establish interest and trust with their visitors by making their website look and feel more professional and eye-pleasing. To achieve this, they should have the following traits:
- Eye-Pleasing Design: It should be clear, consistent, concise, unique, and appealing without using strong colors, large fonts, or irrelevant images.
- Fast Loading and Mobile-Friendly Performance: Pages should load within two seconds and work well on mobile devices.
- Accessible Navigation: Calls-to-action, access to service pages, and relevant content should be visible as soon as the website loads.
- Custom Branding: Roofers should distinguish themselves from their competition by adopting a design that visitors can easily relate to.
Adopting Effective SEO Strategies
Once you have completed the first step of making your website look attractive and perform well, it is time to start ranking it on relevant search engines. Effective SEO strategies are your long-term marketing move to ensure you take in high-quality leads that can convert quickly.
- Effective Keyword Strategy: Perform thorough keyword research, focusing on search words that your potential customers use. These are relevant words and key phrases that people will look for.
- On-Site Optimization: Regularly update every aspect of your website’s content. Search engines also consider mobile-friendly performance, loading speed, proper meta tags, relevant and engaging content, and more.
- Proper Link-Building: Inbound links are also a crucial ranking factor. Adopt content marketing strategies, such as blogging through guest posting, news releases, listing in directories, and other link-building strategies, and ensuring inbound links are of high quality.
- Local SEO Strategies: Optimizing your Google Business Profile is crucial in your local SEO strategy to rank well in local searches, on local SERP results (search engine result pages) and maps. Encourage your customers and clients to post reviews and testimonials. Going back to keyword research, you must use location-specific words to help your site rank well in local searches.
Focusing on Converting Site Visitors
Now that you have an eye-catching website that ranks well, it is time to turn your visitors into paying customers. To secure high conversion rates, you must ensure that your visitors take the desired actions once they are on your site. Here are actions that you should take:
- Visible Call-to-Action prompts: Your call to action should be visible immediately once your page loads. Use a contrasting color that matches your branding colors well.
- Efficient Content Flow: Don’t overload your visitors with too much content at first glance. The first few words the visitors see should be relevant to their needs. Are they looking for quick service turn-around times? Affordable roofing materials? Free estimates? Tell them quickly!
- Easy-to-Navigate User Experience: Ensure essential information, such as your phone number and the button leading to your service pages, are visible.
- Easy-to-Use Contact Form: Limit the field in your contact form, which only asks for essential information, such as your customer’s name and phone number.
Need Help Converting Site Visitors Into Leads?
WebPower USA has served small businesses, especially roofers and construction companies, through effective SEO and digital marketing strategies for several years. Our team has decades of combined experience ensuring that roofers have an effective online presence that quickly cuts to the chase and brings in high-quality leads. To learn how we can help your site get more business to your roofing company, call us at (213) 317-7184. We offer a free website and SEO audit to help you take the next step in having an effective digital presence that brings in customers.