Short answer? Yes, online home improvement marketing drives leads and conversions. But you have to know what you’re doing to maximize ROI for content marketing efforts.
Check out the facts below and what home improvement companies can learn from them about getting the most out of content marketing efforts:
Consumers Expect You to Have a Web Presence
More than 90 percent of consumers say they check a website before dealing with a local company. More than half expect your website to be the most accurate authority when it comes to information such as your phone number or operating hours.
The home improvement market these days pretty much requires that you have a website.
The Quality of Your Site Is Important
You can go bargain-basement with website pricing or put up some free content on a blogging platform, but that’s typically going to turn off more customers than it pulls in.
In fact, almost 40 percent of consumers say they’re not likely to deal with a local business if they find poor-quality content on its website. Almost 30 percent said they’d think twice about calling a company that doesn’t have images on its site or has a poorly designed site.
Home improvement content marketing requires high-quality, user-friendly content that provides helpful information through a variety of media formats.
Not All Home Improvement Content Marketing Is On-Site
Around a third of consumers expect Google My Business to be the most accurate source of information for your business contact details. Close to 70 percent of consumers have checked GMB to find out a company’s operating hours, and half of all consumers check GMB for directions to local businesses.
Claiming your GMB page and keeping it up to date is an easy way to enhance your home improvement content marketing efforts. Given that almost 20 percent of consumers have used a GMB “call” button and close to 40 percent have visited a company website from the GMB link, your Google My Business presence is a great way to foster additional leads.
Spending the time and resources on a high-quality website and keeping your GMB page updated lets you present a cohesive front to consumers online. That helps build authority for your brand and encourages consumers to see your company in a trustworthy light—factors that can lead to more ringing phones in your office.