2 min read
Like most home builders or home remodelers, you have likely invested thousands of dollars into the design and development of your website. It is a huge aspect of your marketing strategy and online presence, and it is extremely important that this website attracts new leads for your company.
However, this is often not the case.
We have evaluated hundreds, if not thousands, of home builder and home remodeler websites and are skilled in contractor website services. What we have found is that most websites only convert at an average of 0.5%. This is extremely low!
Why Your Website Conversion Rate Is So Low
The primary reason your conversion rate is so low is because the only conversion opportunity you are offering on your website is your Contact form. This is usually an issue because it only captures one type of prospect; prospects who are ready to purchase your services.
Understanding the Buyer’s Journey
Each prospect is on their own “buyer’s journey.” They may start out by researching ideas on Houzz or Pinterest, then they will begin researching companies online, and finally they will reach out to a few trusted companies to get estimates.
When the only point of conversion on your website is a Contact form, you are only offering a conversion rate at the very end of the buyer’s journey. By doing this, you are losing out on a lot of potential leads. It is likely that people are visiting your site and then leaving because you are not offering anything of value to them at their stage in their journey.
Creating Conversion Points to Fill Your Entire Marketing Funnel
If the Contact form only offers a conversion point for people at the end of their journey, then you and your company are only filling the bottom of your marketing and sales funnel. It’s time to change.
By creating premium downloads such as eBooks or checklists (just to name a couple) you can begin to offer conversion points for people at the beginning or middle of their buyer’s journey. As people begin downloading your content, you will begin to fill the top and middle of your marketing and sales funnel.
How to New Create Conversion Points
Here is a list of things that you will need to create your “top of funnel” and “middle of funnel” conversion points.
- Call To Action (CTA)
- Landing Page with Form
- Downloadable Premium Content that would interest a website visitor
Here is breakdown of each item.
Calls To Action (CTAs)
Calls to action are images or text that describe and promote the downloadable content and entice a website visitor to click and learn more. It is best to place these are your most visited webpages (home page and portfolio is a good place to start) so that they are easily seen/found.
Landing Page with Form
Once the user clicks on the CTA, then they should be directed to a landing page giving more details about the downloadable offer and a form for them to enter their information.
Downloadable Premium Content
Of course, once they fill out the form you should be delivering them an eBook, checklist, or whatever else may provide value to the prospect. The goal is to be informative and helpful to the prospect.
Getting New Leads
Once you have these conversion points in place, we are confident that you will see a dramatic increase in the amount of conversions on your website. In the example that I gave in the video above, we saw an increase from 0.91% to an average of 2.5% per month. This more than doubled the amount of leads in his marketing and sales funnel!
If you are interested, we would be happy to give you a free assessment of your website. We will cover some of these same best practices, as well as give you more ideas on how to increase the conversion rate of your website.
