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As a contractor, you’re likely aware of all the directory sites and pay per lead listings available to you as potential ways to grow your customer base. One of the top of every list is Angie’s List. But is it worth the investment for your business? Should you try search engine optimization (SEO) to get more flooring jobs first? Is paid search (or PPC) campaigns the best route for getting more sales? Or are directory websites, like Angie’s List the best way to go.
At Blue Corona, we first and foremost believe that contractors and home service companies should TRACK EVERYTHING they invest in for marketing efforts FIRST. What works for that guy you met at that last conference might not work in your area. Similarly, you might see widespread success for a tactic that others poo-poo.
But since tracking set up and analysis can take time (and a team of experts like we have at Blue Corona), we know you want answers now. Below, we’ve outlined the use of Angie’s List for your contracting company and if you’re going to invest—how you may be able to get the MOST out of your investment.
Why Angie’s List Is a Player in the Online World
Angie’s List is essentially a customer reviews based search engine for paying members. A homeowner pays a yearly fee to be a member and has access to the site where they can browse business profiles and search for home service providers. Members can also read in depth reviews of service providers that were written by other members.
This site, along with other directory sites, has begun to dominate the organic results. That means, if your customers search for a contractor in your service area, they likely are seeing a link to Angie’s List before or amongst other competitor and directory sites. You may be wondering what this means for your contracting company. In all honesty, with the level of competition we’ve seen for the home services industry throughout the country, you might have to invest in both your website AND additional directory sites—like Angie’s List—to stay relevant and visible. So how do you start?
Increase Visibility for Your Contracting Company with Angie’s List
Any reputable SEO company will tell you that the most affordable and effective lead generation strategies take time to develop. (You can’t build a user friendly website and SEO optimized content overnight). These strategies require time—and patience—especially when you’re a growing local company. And, you may feel like you don’t have the time to wait for these methods to produce quality leads. When it comes to your online presence, you need to be willing to put in the work if you expect to get results in return.
We’re often asked by our HVAC, plumbing, and other contracting clients if they should invest in Angie’s List. And truth be told, there isn’t a correct answer because it depends on what your company’s goals are and what you’re hoping to get out of it.
Unlike homeowners, a business does not have to pay to get listed with a basic profile on Angie’s List. So, should you use this directory site? We recommend having your contracting company listed on Angie’s List and from there you can decide if investing further in Angie’s List marketing is the right option for you.
To rank well and improve visibility with Angie’s List’s website, you will need to:
- Maintain an optimized profile
- Generate a lot of (positive) reviews from homeowners in your area
- Receive an “A rating” from true customers
- Offer special offers and discounts
Angie’s List is a lead generation tool—and if you’re looking to grow traffic to your website and expand your brand awareness, Angie’s List can help get the job done.
Should Your Contracting Company Invest in Angie’s List?
We get it. You may find yourself tempted by Angie’s List (because as we saw above, this site ranks well in the organic search results). It’s true that getting listed in targeted high-traffic directories can deliver short-term leads, but whether or not the effort is worth it depends on your execution. What does this mean? By shifting your all of your focus to local directory sites like Angie’s List, you’re reducing the effort put into maintaining the most important lead generation asset of all—your company’s website (which is why you need to invest in both assets).
If you’re considering investing time (and money) into Angie’s List, you should be asking the following questions:
- How much traffic does this Angie’s List receive (and how much of it is relevant to my business)?
- How many of my competitors are using this site (and are they doing it well)?
- How many sales will I need to get from this site to recoup my investment in the paid marketing expense?
- Is the user experience offered by the site going to help or hurt my business?
- How is Angie’s List getting its traffic?
- Are the customers I’m getting from Angie’s List good? Are they looking for my services?
Once you have your answers, you’ll be able to decide what’s best for your contracting company.
Angie’s List Optimization for Contracting Companies
If you decide Angie’s List—or another directory site—will help your contracting company stay relevant and visible, there is one more step to the process after you set up your business—constant monitoring. Again, we preach tracking EVERYTHING related to your marketing so you know what you get out of every dollar you spend. The team at Blue Corona knows how much it takes to run your business. Just like we wouldn’t attempt to install new windows or wire our office space, let us focus on your online marketing so you can do what you do best.
Utilize Angie’s List as a business tool and contact us today—we’re ready to help you make the most of your online presence.
About The Author: Hannah is the SEO Team Lead at Blue Corona. If she's not busy daydreaming about the training session for her team, you can find her improving client conversion rates and planning her next trip.
View more blogs by Hannah Nelson