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Workshop: The Future of Home Contractor Websites - How to Convert More Local Homeowners

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Watch this online workshop to learn how you can use your website to more effectively engage online visitors and convert the right leads.

Your website and it's search-ability can either make or break a sale. Today, homeowners are most often searching for a nearby home contracting business on their mobile phone or asking their smart speaker device. To help ensure your website appears in these searches across all devices, your website needs to have the correct "signals" built in that Google and other search engines can detect.

Some of the things covered in this workshop are:

- Best practices for building a website that ranks high in local online search
- Mobile vs Desktop and how to optimize for each
- Why WordPress is one of the best platforms for your website
- Why it's absolutely necessary to OWN your website, not rent it
- And much more!

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Workshop: The Future of Home Contractor Websites - How to Convert More Local Homeowners

  1. 1. The Future of Home Contractor Websites How to Convert More Local Homeowners in 2019 HOME CONTRACTOR DIGITAL MARKETING WEBINAR
  2. 2. 2 We are ● Making customers successful in digital marketing for over 9 years ● Tysons, VA is our home ● Specialize in Local Marketing ● 1,260+ customers ● Only Cloud Powered Digital Marketing 5-time honoree
  3. 3. 3 Our Mission Create the best local marketing technology software and services that our customers LOVE and rely on every day because it makes their lives easier to manage their digital marketing
  4. 4. 4 A Few Quick Reminders You’ll receive a recording of this webinar on Thursday! Please check your spam folder for emails from Surefirelocal.com You can reach our team at any point by emailing marketing@surefirelocal.com or using the questions box 1 2
  5. 5. 5 Feeling Lucky? We are giving away a Google Home Hub to one lucky attendee at the end of this webinar!
  6. 6. 6 Today’s Speaker Jeff White Director of Customer Success @ Surefire Local
  7. 7. 7 Buckle Up! ● Understand how technology has changed the way homeowners search for and contact home contractors ● The role your website plays in your overall online presence (“digital footprint”) ● Why WordPress is one of the best platforms to use ● A few tips to optimize your website for mobile, local, and voice search
  8. 8. 8 How has technology changed the homeowner journey?
  9. 9. 9 The Way Homeowners Find Local Contractors Has Changed 2000’s: Websites The Internet was “new”
  10. 10. 10 The Way Homeowners Find Local Contractors Has Changed 2007: Smartphones & Mobile Apps First iPhone Blackberrys were the popular choice BUT this created problems: ● Mobile-first, responsive design ● Website speed issues
  11. 11. 11 The Way Homeowners Find Local Contractors Has Changed 2018 & 2019: A.I. & Digital Assistants “Hey Siri, who’s the top rated roofing business near me?” “Hey Google, who’s the best window replacement company” “Hey Alexa, what should I do if my roof is leaking?”
  12. 12. 12 #1 #2 #3 #4 #5 Google Ad Website Page Online Review Facebook Page Call / Form Fill Technology Has Changed the Homeowner Journey to Find a Home Contractor
  13. 13. 13 The Homeowner Journey is... Complex Fragmented Multi-Channel Multi-Device No Perspective on ROI
  14. 14. 14 The Homeowner Journey is... Complex Fragmented Multi-Channel Multi-Device No Perspective on ROI Homeowners rely more and more on the Internet and new technologies to find and contact a home contractor near them
  15. 15. 15 The Homeowner Journey is... Complex Fragmented Multi-Channel Multi-Device No Perspective on ROI The channels homeowners use are not connected and it’s hard to know how one influences another
  16. 16. 16 The Homeowner Journey is... Complex Fragmented Multi-Channel Multi-Device No Perspective on ROI
  17. 17. 17 The Homeowner Journey is... Complex Fragmented Multi-Channel Multi-Device No Perspective on ROI
  18. 18. 18 The Homeowner Journey is... Complex Fragmented Multi-Channel Multi-Device No Perspective on ROI How do you truly know which specific activity led to that homeowner converting to a lead?
  19. 19. 19 81% think less of a business if its website is not updated 39% would think twice about using a product or service if the website isn’t fresh and current Source: https://www.searchenginejournal.com/81-of-people-think-less-of-a-business-if-its-website-is-outdated/290283/
  20. 20. 20 What role does your website play in your overall online presence?
  21. 21. 21 To Win Today’s Homeowner, You Need to Take Care of Your Online Presence ● Own your business’s online identity ● Understand what your online presence is ● Build it to reach homeowners Think of your website as your “online home”
  22. 22. 22 Your Website is Only One Piece of Your Online Presence ● Business name ● Phone Numbers ● Address / Location ● Ratings & Reviews ● Content (Blog / Photos / Videos) ● Online Profiles (Directory Listings / Social Media) ● Advertising ● Website
  23. 23. 23 Why WordPress?
  24. 24. 24 Where Should Your Website Live?
  25. 25. 25 What to Look for ● Do you own your domain name (URL)? ● Can you quickly make changes? ● Does it meet Google’s best practices?
  26. 26. 26 Why WordPress? ● Most popular and widely-used ● Allows for ownership and customization ● Easily edit and update ● Build in local signals for Google’s search ranking algorithm
  27. 27. 27 Google is constantly changing How is Google search changing?
  28. 28. 28 The Future of Search is Mobile
  29. 29. 29 Site Speed Matters A lot Encountering unplayable videos Getting redirected to the homepage Waiting for slow pages to load Being shown interstitials Other 14% 13% 46% 16% 11% “What do you dislike the most when browsing the web on your mobile device?” Source: Google Webmaster Central Blog: “#MobileMadness: a campaign to help you go mobile-friendly” (posted: Monday, April 27, 2015)
  30. 30. 30 53% of visits are abandoned if a mobile site takes longer than 3 secs to load Source: Google Data, Global, March 2016.
  31. 31. 31 The average time it takes to fully load a mobile page :24seconds Source: Google Research, Webpagetest.org, U.S., Sep. 2017.
  32. 32. 32 Local Search Ranking Factors
  33. 33. 33 What Purpose Does Your Website Serve? ● Brand Awareness? ● Lead Generation? ● Educational resource to answer customer questions? ● Provide customer service? ● All of the above?
  34. 34. 34 Schedule a call for a free consultation on your online presence and an analysis of your website. Want to learn more? Give us a call at (571) 327-3391 or email marketing@surefirelocal.com WEDNESDAY THURSDAY PLEASE EMAIL ME TO SCHEDULE A CALL
  35. 35. 35 How can you optimize for mobile, local, and voice?
  36. 36. 36 A Simple Checklist ● NAP: Name, Address and Phone Number ● Call-to-Action form at the top of your home page ● Mobile-optimized and loads quickly ● Updated consistently with new content ● Customer service should be top-of-mind ● Incorporates local structured data
  37. 37. 37 NAP: Name, Address, and Phone Number Your business name, address, and phone number MUST be on your website & the right online directories ● Each occurrence of your NAP must be correct and the same ● Major Google ranking factor ● Incorrect & inaccurate NAP confuses Google, lowers your rank
  38. 38. 38 Call-to-Action
  39. 39. 39 What Makes an Effective Call-to-Action? ● Make sure your calls to action are uniquely tracked ● Make sure you have a contact form near the top of the webpage and be sure it stands out with high contrast and colors that help it pop. ● If you’re looking for a third call to action, contemplate having an educational download EBook, sound bites, video tutorials, etc.), which will allow for “softer” conversions. ● One CTA must be your PHONE NUMBER!
  40. 40. 40 Location
  41. 41. 41 Schema Tells Google What’s Important
  42. 42. 42 Structured Data
  43. 43. 43 Find Out if Your Website is Mobile-Friendly Google’s PageSpeed Insights tool
  44. 44. 44 Google Analytics
  45. 45. 45 Google Search Console
  46. 46. 46 Google Search Console - Find Keywords for Content
  47. 47. 47 Optimizing for Voice and Digital Assistants ● By 2020, over 50% of all search will be voice ● Google has 5,443,200,000 searches every day ● 15% of searches are totally new!
  48. 48. 48 Optimize for How Homeowners Search ● +50% of search phrases have 4 or more words ● “Near me” searches ● Questions ● Visual
  49. 49. 49 Consider Accelerated Mobile Pages (AMP) Regular AMP
  50. 50. 50 Security & Privacy If you have a form on your website, it needs to be secure
  51. 51. 51 Make Sure You’re Always Updating Your Website
  52. 52. 52 OWN Your Domain Name and Website You want to… ● Own your domain name ● Own your website ● Have the freedom to move it whenever you want You can’t BUY it You must BUILD it
  53. 53. 53 To Win Online, You Need to... ● Understand basic principles of digital marketing ● Team up with the right marketing partner ● Focus your team on the most effective online channels for lead generation
  54. 54. 54 Schedule a call for a free consultation on your online presence and an analysis of your website. Want to learn more? Give us a call at (571) 327-3391 or email marketing@surefirelocal.com WEDNESDAY THURSDAY PLEASE EMAIL ME TO SCHEDULE A CALL
  55. 55. 55 Okay Google.. Who is today’s Google Home Hub winner?
  56. 56. Thank you! SurefireLocal.com marketing@surefirelocal.com (571) 327-3391

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