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I’d like to think of myself as an authority on a bunch of different topics (grammar, content marketing, twins, Game of Thrones, etc.). My coworker Lexie is an authority on Mean Girls (she quotes it flawlessly on the reg), chinchillas (she has one and his name is Margaret Thatcher—nope, the “his” is not a typo), and animal masks (just read her personal blog, Lex and the City). And content marketing, of course (she has written more than 100 blogs for Blue Corona).
Are you an authority on home remodeling? The obvious answer is “yes” but what if searchers are always finding your competitors online and never even see your website, or they get to your website and then leave because you’re not authoratative in their eyes? They certainly wouldn’t consider you a trustworthy expert. And when it comes to your online authority, they are the ones who truly matter.
What You Can Do to Build Authority on the Web
There are actually more ways you can do this than you may think:
If you have a website, that’s a good start. Writing about home design and remodeling is one of the best ways to build your online authority. How else will you rank for relevant searches related to your business? How else will consumers find you online? Each new page represents an opportunity to rank in Google and the other search engines.
Blogging is another easy way to write on a regular basis and consistently produce fresh information (and add new pages to your website, increasing your chances of ranking). By writing informational blog posts, you’re helping out consumers who aren’t quite ready to buy—and by providing them with what they need, they’ll be more likely to remember you and come back to your website when they are ready to make a purchase, schedule a consultation, etc.
Specific Remodeling Content
It helps to write about something specific within the industry—kitchen remodeling rather than just home remodeling, for example. This can help you rank better and provide more detailed information to prospects.
One of our residential remodeling clients gets traffic from around the world—they get 5,000 – 10,000 total website visits every month. The pages that drive most of those visits? Specific architectural styles. By having a page for each home style (Tudor, Colonial Revival, etc.), this client not only ranks well but also has been asked to write articles for several professional publications, which helps boost the company’s authority even more!
But what about converting? Good question. Of course it’s not likely that a visitor from Italy is going to contact this client for a home remodel. There are other ways to boost your authority while keeping local consumers in mind, bringing me to my next point…
Non-Content Related Website Essentials
Other than informational content, there are other things you should have on your remodeling website, including:
Among visitors within the client’s service area, the most visited website pages after the homepage are the photo gallery/portfolio pages. That is probably the same for most remodelers and other companies in a photo-centric industry. A photo gallery makes your company seem more legitimate and showcases your work, which can be a big factor in helping visitors convert.
If you’ve won any awards, advertise that on your website. Remodeling isn’t essential like plumbing. A consumer won’t go to your website, find your number and call out of urgency. A remodel is a big investment and the “buying process” is longer. Someone who is remodeling their home wants to be sure they are making the best decision. And awards indicate authority, experience, and expertise.
External Site Memberships
Offsite marketing is just as important as onsite for building your authority and brand.
Industry-Related Professional Associations
Speaking of our remodeling client, they get many visits from outside, industry-related websites, such as NARI, NKBA, ASID, etc. Professional association memberships show a commitment to the industry—to better serving clients.
Industry-Related Social Media Websites
Being on Facebook and Twitter isn’t enough—they are too generic. A presence on more remodeling-relevant social media sites, like Houzz and Pinterest, shows that you are willing to expand your outreach and more easily communicate with your clients (on Houzz, consumers can contact remodeling professionals). And did I mention? That same remodeling client gets a large amount of traffic from Houzz—and it’s qualified traffic. In just 12 months, Houzz drove 339 visits, 79 with conversions—from visitors within their service area!
Need Help Increasing Your Authority?
If you don’t have time to do all this, we do! Here at Blue Corona, we can help you establish yourself as an authority in the remodeling industry by building you a beautiful website with all the right elements and specific pages, blogging, and building your presence offsite as well.
Don’t believe me? Check out our case studies—and get in touch with our experts!
About The Author: Alanna is the Quality Assurance Manager in Blue Corona's Maryland office. When she's not triple-checking websites and content for errors and consistency, you can find her at the gym with her twin sister or urban exploring with her husband.
View more blogs by Alanna Potosky