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If you’re interesting in growing your remodeling business, one of the most cost effective ways to get more low-cost leads and sales is from the Internet. After all, if someone is looking for a remodeler, she’s certainly not going to go dig the latest copy of the Yellow Pages out of her recycling bin!
But it’s not enough to just create a free website, slap a few pictures of your work on a Facebook profile, create an Angie’s List profile, and wait for your phone to start ringing.
At Blue Corona, we’ve had tremendous success helping remodeling companies get more leads and sales from the Web—so much so, that we wrote an entire book about it—The Remodeler’s Web Marketing Blueprint.
If you’ve ever wondered how your Web marketing stats compare to other remodeling companies, this article is for you. Recently, Blue Corona President Ben Landers contributed important Web marketing benchmark metrics to an article called “Check Your Vitals: Remodeling Benchmarks” in the Dec. 2013 issue of Remodeling. Some of those metrics include:
How Many Monthly Web Visits Should a Remodeling Company Get?
This will depend on your remodeling company’s annual revenue volume:
- Less than $1 million – You should strive for 1,000 visits a month.
- Larger than $1 million – Aim for 2,500 visits a month.
- Regional remodelers – Your goal should be at least 5,000 visits a month.
Side note: if you don’t have Google Analytics or a different analytics platform set up on your site, it’ll be pretty hard for you to tell how many visits you get a month. You should also have it set up to filter out visits from you and your employees. You’d be surprised how much your monthly traffic drops when you do this!
Looking to get more traffic to your website? Try SEO!
What Percentage of Your Remodeling Website Visitors Should Convert?
First, let’s define convert. Depending on how you set up your goal tracking in Analytics, something like downloading an ebook or signing up for your email newsletter could be considered a conversion. For the purposes of this blog post, we’ll consider these “engagements.”
- For the general remodeler, strive for 6 to 10 percent engagement.
- For the high end remodeler, your goal should be between 4 to 6 percent.
- Exterior remodelers? Aim for 15 percent.
What’s a Good Lead Conversion Rate for Remodelers?
Engagements aside, the average remodeler should have a lead conversion rate around 4 to 5 percent. If you’re a high end or luxury remodeler, aim for a 1 to 3 percent conversion rate.
How Many Pages Should I Have on My Website?
It’s important to understand that Google ranks Web pages—not websites. The more pages you have on your website, the more keywords you can target, and the more relevant you will appear to search engines. For example, a page on your site completely dedicated to bathroom remodeling will be more relevant than a page that only mentions it once.
Of course, the pages should add value to your site visitors as well! For a small remodeler, you should aim to have at least 200 pages on your website. In addition to pages about your different services (bathroom remodeling, kitchen remodeling, etc.), you can also add project recaps, blogs, and tips—just to name a few.
How Many Backlinks Does a Remodeler Need?
When another website links to your website, Google acknowledges that link as proof of your authority and credibility. After all, why would anyone link to and recommend a bad remodeler?
Some links are more valuable than others. For example, links from high authority sites in your industry will be more valuable than links from your nephew’s Call of Duty blog.
We recommend you aim for 500+ backlinks for your remodeling website.
How Does Your Marketing Measure Up?
Whether your numbers don’t measure up to our benchmarks or you aren’t even quite sure what your numbers are, Blue Corona has extensive experience helping remodelers measurably improve their Web marketing performance. Contact us today for more information.
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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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