Earlier this year, Roofing Contractor Magazine’s shared critical information on it’s State of the Industry webinar. The info justifies a series of marketing strategy essentials that all contractors should consider.
The critical information was that as much as 80% of all roofing work started with an online search. This means that what Google thinks of your online presence matters.
What Are The Critical Essentials in Your Marketing Strategy?
So what are the 3 essentials? How can you check to see that you’re taking advantage of them instead of being taken advantage of by your competition?
First, Google just recently made big changes to their core algorithm. These modifications affect where you rank in search engines, both now and in the future. I’m not going to get all technical on you but know that with this one change, sites that used to rank well have lost much of their visibility in Google while others that were hard to find are now beginning to rank better for key terms.
Do you even know what keywords you’re ranked for and where Google has you ranked? Are you tracking which keywords can give you the most bang-for-your-buck? Are you working to improve them one keyword at a time?
If not, visit this page and give me a bit of info and I’ll send you an email showing where you rank now. I’ll also highlight the biggest opportunities I see from where you’re already ranked.
It’s free and without obligation. It’s also info you’ll need to be able to make some key strategic decisions, so ask for your rankings today.
A Separate Index of Mobile Sites is Upon Us
Second, we learned this week that Big-G plans to develop a separate search index with nothing but mobile ready sites in it. There’re two reasons why this is important. We already know that search is trending toward mobile, and Google is serious about it.
Last year they announced that if you didn’t have a mobile ready website, they were going to reduce your visibility in search engines. Now they’re going to direct mobile-based searches to a wholly different search engine.
Do you think it’s an important part of your marketing strategy when half of the people (and growing yearly) who need a roofer in your area are searching on their phone that you be one of the companies they find?
Perhaps you’ve already checked your site for mobile readiness. If not, take a minute, go here and type your website address in the box. It’s helpful to see how your site looks to people with mobile phones.
In years past when this topic came up a common marketing technique was to build a separate site using a mobile platform. You’ve probably been pitched many times over the years and maybe even bought a mobile site some time ago. There were many problems with this approach. One was in trying to keep up with 2 different sites. Everything had to be maintained in two places.
It’s critical that you check it again and ensure that your mobile site looks as great as your regular site does.
What Story Does Your Site Tell?
The third area of opportunity is to focus on the content on your site now and to have a plan to expand the information on your site every year that you’re in business. Why? Because if your business is ALIVE, it’s probably growing. Most living things grow and expand, right?
The story your business tells is also growing and expanding – or at least it should be. Most people use the internet to find information that helps them solve problems. Since that’s true, the content on your site matters. It also makes sense that people will consider your business if your information helps them answer questions and solve problems.
What you don’t know and what we can never know is how many people “filter” you out of their results. Sadly, you never even knew they were considering you. But it’s true for all of us that prospective clients look at our sites, decide “no”, and keep looking at the next one.
Since we don’t know how often this happens, we must do everything possible to make sure we get a shot at the business. This means your marketing plan needs to consider all the ways that people search for a roofer and position you as the most skilled expert in the area.
If you’d like to discuss ways to do that, let’s set up a time to talk about it. After we talk awhile, we’ll both know if we should consider working together.