Your Website May Be Killing Your Chances, And You Don’t Even Know It.
Losing The Internet Leads Game…
Even When You Think You’re Winning
Forget What All Those “Experts” Tell You…
Unless Your Website Brings Real Leads That Actually Buy Stuff,
Your Internet Marketing Is Failing.
Written by Rich Harshaw
Note: This article is part of Monopolize Your Marketplace’s ongoing “Don’t Do This” series. Sometimes it’s just as helpful to know what to avoid as it is to know what to do.
At first, I couldn’t figure out why Randy, the remodeler on the other end of my phone, sounded so depressed.
Randy: My new website comes up first in Google search and my unique visitors are at an all-time high. Me: So why are you calling me? Randy: My old website never came up in search results, but it pulled in 5 to 10 leads a month. Now I’m getting basically ZERO. Me (looking at his website): That’s not surprising. How much did you spend on this new site? Randy: $17,000 for the site and one year of SEO services. Me: Can you get your money back? Randy: (silence; possibly tears)
I changed his name, but Randy’s story is not only absolutely true, it’s also, sadly, very common.
Remodelers all over the country are being fleeced by slick web development and SEO companies, and they don’t even know it. But, as they say, “an ounce of prevention is worth a pound of cure.” Let me help you take a peek below the surface so you can detect—and avoid—some of the most common internet marketing mistakes contractors make:
With A Little Effort & Know-How, You Can Sell The Whole Dang Neighborhood
The Old “Send Three Postcards” Trick Doesn’t Work.
Turning One Job Into Many Takes Effort, Know-How, & Persistence.
Written by Rich Harshaw
Note: This article is part of Monopolize Your Marketplace’s ongoing “Contractor Marketing Quick Tips” series. This information is not meant to be comprehensive; it’s simply meant to give you some quick ideas.
Radius Mailers. Proximity Marketing. Neighborhood mailings. Whatever you call them, they simply don’t work for most remodeling companies. In fact, in live seminars, when I ask for a show of hands how many people successfully use this tactic, I almost NEVER get affirmative hand raises. More usually, I hear “we used to do that,” or “it doesn’t work anymore.”
The tired old “send three postcards” routine simply doesn’t work anymore (if it ever did). To understand why it doesn’t work, and how to crack the neighborhood mailing code, I present to you these 5 quick tips:
Tip 1: Understand The Real Situation: First realize this: just because your customer bought windows (or siding or a kitchen) from you doesn’t mean that his neighbors are automatically thinking about the same thing. Stated differently, if your neighbor buys a new TV or hot tub (or whatever), do you automatically want one too? To get these neighbors on board, you’re first going to have to get their attention, and that’s going to take a serious, concerted effort. You’re going to have to use what I call a “multi-touch” approach… it’s geared to hit them repeatedly until they can’t help but deal with you. That sounds a bit roughshod—and maybe it is—but hey, you gotta do what works. Read More
The Good News: You Might Become Famous. The Bad News: Same Thing.
Your Business Will Grow And You Just Might Become Famous. Which Might Not Be As Fun As You Think.
Thinking about starring in your own ads? It might mean a boost in business—but get ready to be recognized everywhere you go… including the toilet paper aisle at Costco.
Kip Lee’s business was rolling along just fine in Savannah, GA when I met him a few years back. He’d spent hundreds of thousands of dollars of his contractor marketing budget in the newspaper to grow his sunroom and window business, and was just making the jump into television advertising. His first several commercials all featured a spokesman who showed the merits of various sunrooms and windows. The actor had a great personality, a great stage presence, and came across as friendly, knowledgeable, and credible. The commercials worked okay. Not great, but okay.
I started working with Kip right about that time; I wanted to find out how he’d become one of the top sunroom companies in the country despite being in one of the smallest markets. As I was reviewing some of his contractor marketing materials during a new client evaluation, one thing caught my attention instantly: his infomercial.
He’d created the infomercial almost as an afterthought because the production company gave him a good deal on it. It was only run early on Saturday or Sunday mornings, and never really accounted for many leads or sales. But something was obvious to me within 3 1⁄2 seconds of watching it for the first time—Kip Lee was successful in his business because he had one of the most friendly, believable, huggable, teddy-bearish demeanors I’d ever seen. Sincerity oozed through the screen. When he sat down in someone’s home for a sales presentation, it was over. Prospects just KNEW that this guy wasn’t going to lie to them; they could take Kip Lee to the bank.
Right there and then I told Kip he needed to become a star.