Today, most home builders and remodelers use a website and/or social media to promote products and services. Often, a website is the first impression a consumer will receive, so it is critically important to make sure that it is set up to offer the best return on investment.
One reason some websites don’t generate as many leads as expected is that they don’t offer enough contact information, says Spencer Powell, an inbound marketing director at TMR Direct, in Colorado Springs, Colo.
For example, there may be a Contact Us page (with a form) and a phone number on the website but that’s may not be enough. In fact, Powell suggests, there should always be other ways for a visitor to submit contact information, or reach out to you.
The majority of website visitors are just doing research and most are not ready to talk to someone yet; they are in information gathering mode.
For more in-depth information on how people use the Internet to research and buy products and services, check out Google’s study: Zero Moment of Truth (ZMOT).
With only a limited number of ways to contact options, a prospect will only click around but so much before moving on to another website, and unfortunately they may never come back to yours. That’s why it’s important to make every effort to capture website visitors before they leave.
One way to do this is by providing free content like home buying or home improvement how-to guides, educational webinars, apps or other useful, tangible content–in exchange for contact information.
For example, Sekas Homes in Northern Virginia uses a custom home ebook called Designing Your Dream Home, A Buyer’s Guide to Building a Custom Home as its lead generation offer. In order to get the free download, website visitors must provide their name and email.
Once that information is captured, the company can follow up via email to see if they need help finding additional information, have any questions about the process and add them to a database of interested prospects.
There are many ways to attract, capture and convert leads using a well-designed website.
- Offer an interesting or useful e-book, guide or checklist, like a Home Buyer’s Guide, Design Guide or something similar.
- Create a page that summarizes the guide that includes a form the visitor must fill out in order to receive the free material. The form should request the visitors name, email, phone and zip code.
- Place the graphic/icon/button pointing to the free material in a prominent place where visitors can easily find it.
- Consider putting the form in places where other consumer education is offered (e.g., maintenance tips), and where they might reach out for additional information.