Internet Marketing

The 1-800-Hansons Web site was bringing in some work for the remodeling company, but it was boring and didn’t compel local homeowners to buy. It wasn’t until after meeting with an interactive design company, Ohm Creative Group, that things turned around, making the site a powerhouse in its market. By following the right steps, any remodeling company can use digital marketing successfully, increasing its leads and closing more sales.

According to research conducted by BetterContractorThanYou.com, 83 percent of homeowners are shopping for remodelers on the Internet. Of those, 33 percent say that most sites they visit are poor and don’t provide enough information. Another 64 percent were happy with the sites but said there was little compelling content to keep them on the site. The bottom line is that only 3 percent of remodeling sites are marketing themselves effectively.

“Homeowners watch videos and look at images online to help them choose the right remodeler,” explains Jay Spallina, vice president of BetterContractorThanYou.com. “They also look up specific information on products and services. If a site offers these things, potential clients have been known to spend 30 minutes or more going through these materials. Show what makes you different or special and you’ll start closing more deals.”

Like Hansons, many remodeling companies have Web sites, but that’s not enough. It’s important to take the appropriate steps to ensure effective online marketing. That online marketing then needs to be reinforced throughout a company’s entire marketing repertoire.

Step 1: Check out the competition. One of the first steps in beginning a digital marketing effort is to see what the competition is doing. Look at the content they provide to potential clients. Think of ways to differentiate what is being offered in order to stand out. Conduct Internet searches for the local market and product categories in the market. Find out which companies appear on the first page of the search. This information will come in handy later when choosing search words to purchase and to increase search engine optimization (SEO).

Step 2: Launch a Web site. Now that it is clear who the online competition is, it’s time to put together a Web site, but just slapping up a company name with a phone number and calling it a day isn’t nearly enough. It’s important to provide great content for homeowners and make sure the content is easy for them to understand. Don’t use jargon. The site also must be easy to navigate. If potential customers can’t find the information they’re looking for, they’ll move on to someone else.

“One of the first mistakes remodelers make is that although they have a Web site, they don’t know what it does for them,” says Russell. “If you don’t know what to do with it, and you aren’t providing compelling information on it, it’s probably not doing much.”

The company Web site should also act as a resource for the community. If the site talks about relevant current housing topics, gives detailed information on products, and avoids generalities, homeowners will return again and again, recommending it to friends. With a unique offering and message, visitors’ interest will be piqued, and they will be more likely to hire the company that appears to be at the top of its game.

Step 3: Don’t be afraid to ask for help. Hiring the friend of a friend or a relative who has taken up Web design as a hobby is probably the wrong course of action. Realize that it may be necessary to hire a Web designer to create something that is modern and current. It’s important to avoid having a new site that already looks old and drab the day it is launched.

“People use too many template-driven landing pages and Web sites,” says Jesse Cory, CEO of Ohm Creative Group. “They look cheap and cheap doesn’t sell. Consumers think their homes will look just as cheap when the job is done.”