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Without a doubt, every small to medium home service business could use more leads. More leads results in the core of home service business: more sales. With a majority of traditional forms of advertising falling by the wayside, it can be difficult for companies to choose where to allocate their advertising dollars to generate the monthly leads that were once produce by mailers and brochures. When adjusting their marketing campaigns to address Internet-based services, business owners have resorted to pay-per-click and pay-per-lead programs to meet their demand for more business.
There’s nothing wrong with investing in pay-per-click advertising or pay-per-lead programs; in fact, high-growth companies should almost always be investing in (and maximizing) these strategies. But at Blue Corona we believe that a strong marketing campaign created by the development and management of your own in-house lead generation strategies should be the basis for your online presence. Pay-per-click service are something we consider adding if the data suggests that your website is not generating the necessary leads on its own.
Providing interesting, engaging, new information to your current and potential clients through your website is critical to your long-term success—which brings us to the point of this post; getting more leads with a blog.
Blog posts give you control over the amount of leads you receive and the cost per lead. They put you in the driver’s seat. Here’s how:
Blogging for Leads
One of the easiest ways to increase the number of online leads you receive is to add a blog to your website, then start blogging on a regular basis.
Blogging Helps with SEO!
Here’s a little SEO tip for you; all things being equal, the more quality pages your website has, the more traffic and leads will be generated. Adding a blog to your website and updating it daily or weekly can easily transform a 15 page website into a 500 page website. With this addition, your web visits and leads will go through the roof!
Here’s an example:
The screenshot above is from your average home service business (flooring, HVAC, plumbing, remodeling, roofing, etc.). Before adding a blog to their website, they were receiving somewhere in the neighborhood of 200 visits per week. Once they added a blog and started using it, visits skyrocketed! Within the year, their investment had quadrupled the number of visits to the site. Within two years, the blog was generating 10 times the amount of web traffic it had previously. Today, the website gets an average of 1,300 visits each week. Those numbers can’t be argued with.
There is nothing special or unique about this particular company except for the fact that they decided to take action, they invested in change, and they committed time to executing the strategy. Success did not happen overnight, as you can see from the graph in the screenshot. Several weeks of adding blog posts were necessary to see an increase in traffic (then leads) before that large spike in visits occurred.
Many small business owners lack the patience required to press on despite lack of initial results. When you test a new marketing strategy, make sure you give it enough time and investment before you pull the plug!
Content marketing manager tip: Is your website on WordPress? Install the LeadIn plugin. LeadIn lets you track which pages of your website your leads originate from, allowing you to determine how many leads you get each week, month, etc. from your blog!
Why Your Website Needs a Blog
So, if you want to generate more leads from your website, consider adding a blog and commit to updating it on a regular basis. Blue Corona has long track record of blogging and creating web content for all different types of companies—flooring, HVAC, plumbing, remodeling, roofing, solar, and many others.
About The Author: Ben Landers is the President and CEO of Blue Corona, a data-driven, inbound internet marketing company. Submit an inquiry to book Ben to speak at your next conference or event.
View more blogs by Ben Landers