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If you’re a remodeler looking to get more leads from the web, it’s time to step up your web presence—and your search engine rankings. How? Add more quality content to your company’s website.
High-quality content increases your rankings AND creates a better user experience (or UX, as the kids call it) for your customers! Less work + more results = more time to convert all your new leads into sales.
So why does better content create a better user experience?
Google doesn’t just use keywords to rank your site. If it did, my job as your Blue Corona SEO copywriter would entail just sprinkling the right phrases throughout your pages: “remodeling (your city here), custom cabinets (your county here), remodeling company (your zip code here)”…you get the idea.
When the relevance of two or more sites is similar, the tiebreaker is authority. Over the years, Google has gotten increasingly more sophisticated with how it calculates your authority. One of the ways we believe they calculate your digital authority is by analyzing and adding up all the other websites that cite and reference your website. The more quality remodeling information you have on your site, the more likely others are to reference your website. References, often in the form of links, act like votes of authority on the web.
The act of creating and promoting this content to improve your online authority is referred to as content marketing. Bonus? In addition to improving your web authority and rankings on Google, Bing, Yahoo, etc., this same quality content helps create a superior user experience online for your prospects!
How to Make Google Think Your Site Is a Remodeling Guru
Adding content for the sake of having content is not the way to improve your authority. To make your site authoritative, think about the questions your customers and potential customers have. Then, use your expertise and in-depth industry knowledge to answer these questions in your content. A page with 500+ words about what kinds of countertops you offer, exactly what you have to do to a kitchen in order to replace countertops, and the pros and cons of solid surface, granite, and Silestone is much more authoritative than one with just a paragraph or two.
Great information is what differentiates you from your competitors. You want to use the content on your website to add value to your prospective clients. You want to offer insights that no one else has. You want to educate them so that they can make a better buying decision. Authority also helps you attract quality leads who are hiring based on what you know and what you can do, not solely on price.
Tips on Creating a User-Friendly Remodeling Website
It’s also important to balance creating a site rich with helpful content with one that’s user-friendly:
- Here at Blue Corona, we like to say that your website is not a brochure, it’s an online sales rep. You wouldn’t send a sales rep out without first making sure she could answer every question your potential customers might have, right? If you can explain up front what your estimate process is, say whether or not you do additions, and make your selection process clear, you’re connecting with your customers from the moment they reach your site. Your website is more than just a place to find out how to contact you—make sure it has enough information to engage the user and establish trust.
- High rankings go hand-in-hand with low PITA (Pain in the A**) scores! Making your site easy to navigate increases user experience more than almost anything else.
- A blog can be an awesome lead generation tool. Use your site’s blog as a place to share information—like what the EPA’s Lead Paint Rule means for consumers, or the story of a community service project you were recently involved with. Easy, yet potentially very valuable, posts might be “The Top Ten Questions to Ask Before You Hire a Remodeler” or “Five Remodeling Projects that Will Increase Your Home’s Value.” Not only do posts like this provide useful advice, they also let your potential clients know that you give a damn about your work and the remodeling industry as a whole. BONUS: Each page of your blog is another opportunity to rank.
- Give the user a way to contact you at every stage, on every page. Whether someone is wondering if it’s possible to build a deck off of their bedroom, wants to know if you can repurpose old surfboards for cabinet doors, or is ready to hire you for a whole house renovation, make sure they can act on their impulse. An easy-to-find contact form should be accessible on every page.
Want Content Marketing for Your Remodeling Company?
Increase your web visibility, create a better user experience, AND show off what makes your remodeling company great—quality content does all that! Blue Corona has lots of resources for optimizing your remodeling website. If you want to get all the benefits of content marketing without having to put in the dirty work yourself, call us!
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At Blue Corona, we specialize in helping remodelers get more leads and sales from the web. Check out our testimonials page to read references from our remodeling clients and make sure to download our e-book, “The Remodeler’s Web Marketing Blueprint.”
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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