Build a Professional Website (and Make it Mobile Friendly)
A website with your business and contact information is absolutely essential, but don’t stop there. Your site needs to have a professional design and intuitive navigation. Potential customers don’t trust badly designed websites, and in a world where finding information is as easy as typing in search terms into Google, they’ll bounce before they know a single detail about your home improvement business. If you don’t have the resources to make your site look professional, invest in web design services.
While you’re at it, make sure to optimize the site for mobile. People use their phones as computers, and you don’t want the information or the page design look jumbled in mobile format.
Invest in Search Engine Optimization
To make the most of your website, you need to make sure your customers can find it by typing your business name and services into a search engine. The best way to increase your visibility is to use SEO (search engine optimization) strategies. This involves plugging important keywords into your content (without sounding like keywords are the point of all your content). It also means avoiding broken links and error pages. If you’re not clear on the technical aspects of SEO, hire an SEO consultant to make your site more accessible. You won’t regret it.
Start Email Marketing
Email marketing is a great way to engage customers who have already shown interest in your home improvement business. You can send out newsletters that offer specials on certain services or tips for small do-it-yourself projects. Make sure your website has a clear path leading to a simple email subscription signup form.
Be Present on Social Media
If your home improvement business isn’t on social media, you may find the idea of it intimidating. But you don’t have to be on every platform or keep abreast of ever-changing cultural trends. Start simple and don’t overdo it. A simple Facebook page with directions and photos of current or past projects can make your business visible enough to get you results.
Ask Customers to Leave Positive Reviews
Some of the most important online tools are outside of your control: review sites. A few bad reviews on Yelp can have a negative impact on your business. Politely ask clients who have had a good experience with your company to leave a positive review. Follow up with clients who have given negative reviews and see if you can improve the situation.
It’s also a good idea to provide a testimonial page with praise from willing customers who are floored by your brilliant service and results.
Integrate Digital and Print Advertising
Again, a website that just is won’t do much for you. You need to give it a little push. List your website in a visible location on all of your printed materials, signs, billboards, or car wraps. You may even want to include a social media handle or link to your FB page. But if your website holds most of your valuable information, make sure it’s accessible to potential customers—especially those who can only briefly glance at your ad. If you choose to engage in email marketing, bring an email sign-up list to every event that you attend.
Make sure your branding is consistent on all fronts and use a logo and colors that fit your business. Create keyword-rich, quality content that is actually useful to readers. An online presence is one of the most important tools in your belt, so it’s important to use it well and wisely.