5 Brutal Facts That You May Not Want To Hear…
But Need To Be Said Anyway.
When it comes to home improvement lead generation, things have changed. Drastically. And if you’re still out there using the same tactics and methods from five or ten years ago—like the bank robber who went back for seconds—you’re headed for hard times.
The reason a lot of this is so hard to hear is because it’s so much easier to just do the same thing over and over again. It’s hard to break old habits, ways of thinking, and search out and embrace the new stuff that works better.
There’s a learning curve. A paradigm shift. And on this webinar, I’m going to radically shift your paradigm on a few key lead generation issues. Five of them, to be precise: Read More
Your “About Us” Page Can Do A Lot More To Sell Your Company Than You Think…
From Overlooked Afterthought To One Of The Most Powerful Pages On A Home Improvement Website.
By Rich Harshaw
The best argument against what I’m about to teach you is that nobody actually reads the “About Us” page.
The truth is, people actually do click to it… but since there is never anything of value, they quickly navigate away in search of something shinier and more fun.
This is the internet, people.
Here are a couple examples of text from “About Us” pages randomly pulled from some home improvement websites to prove the point:
I want to take a few seconds to tell you a little about XXXXXX Roofing and why you can count on us every time to do a good job. We have been servicing the Metroplex for seventeen years and have established a quality reputation in the DFW Metroplex.
We appreciate your interest in our company and thank you for the opportunity to submit our proposal for your roofing project. We understand your home is possibly your most valuable investment and we want to assure you that we treat it accordingly.
(My commentary: the answer to the question “Why can you count on us to do a good job?” is “We’ve been servicing the Metroplex for seventeen years and have established a quality reputation.” Did anyone even think about that after they wrote it? Did ANYONE think to read what is being published?)
For thirty years the management team at XXXXXXXXXXX, has been involved in the fenestration industry. Their vast experience covers all phases of the window industry including building our own window systems (which we’ve been doing since 2001) to consulting, installation, and after-care service.
Today we offer to the public TRUE factory direct value. We build a wide variety of products from the most affordable line to our most feature-rich energy-efficient product system. All designed to “keep out heat, cold, and noise.”
(My commentary: starts off third person and unexpectedly shifts to second person; fenestration industry?)
People, we can do better. Much better, in fact.
I’ll Grade Your Website, But Be Warned, You Might Not Like The Results.
By Rich Harshaw
Do you know how many home improvement leads you get a month from your website?
Most contractors don’t. They just sort of shrug their shoulders and hope they’re getting all the leads they should.
Here’s the truth: You’re not getting even close to your fair share.
Actually, that statement isn’t true: You ARE getting your FAIR share. Because home improvement leads have to be earned online, just like anywhere else. It takes work. And brains.
And you’re getting exactly whatever share of the online leads that you’ve earned. It should probably be a lot more. There are tons of good, quality leads to be had.
My entire business is dedicated to helping remodeling contractors with marketing and getting more leads—both from the internet, and from offline sources. That’s why I write these blog posts, put on webinars and seminars, and why we offer our marketing services for construction and service companies.
But I don’t just want to talk—I’m a man of action. That’s why extending an offer to you right now to grade you on your current lead generating efforts.
First, I’ll grade your website on how well it converts. Most contractor websites get an “F.”
Warning! Listening To Advertising Experts Might Kill Your Chances For Success!
How I Write Radio Ads To Consistently Engage Listeners…
And Infuriate Industry “Experts.”
By Rich Harshaw
Sometimes you just have to dig in your heels and make a stand.
When you are 100% certain you’re right—and millions of dollars are at stake—it’s mandatory.
A few years ago I found myself on a conference call hotly debating the best way to write a window company’s radio ad with an overpriced, over-mouthed radio and television “expert.”
This “expert” was a representative from a marketing research firm that had been hired to evaluate the effectiveness of the radio ads I was writing for my client. The service was paid for by a station that was vying to get their hands on some of the client’s budget; they hired the experts as a “value add” to show that they were committed. Nice touch.
The problem was the “experts” were wrong.
According to them, the ads I was writing were labeled as “ineffective” because they didn’t get to the point fast enough. And they could prove they were right using scientific method.