Marketing Self-Assessment for Kitchen & Bathroom Remodelers Part 2
In the last post from our Marketing Self-Assessment blog companion series, we told you about some metrics kitchen and bathroom remodelers can use to evaluate their website performance. Today, in part 2, we will be talking about website visitor engagement and lead conversion.
If your Marketing Self-Assessment revealed some issues with your bounce rate and conversion rate, read on to find out how to identify the source of the problem and correct it.
What is Website Visitor Engagement?
In digital marketing terms, engagement refers to the way your potential customers interact with your website. Engagement can be measured in many different ways, including:
- Clicks – Ideally, a website visitor will click onto your site, then click onto multiple other pages on your site.
- Comments – If you have a blog section, engaged visitors may leave a comment or question.
- Time Spent on Your Site – The longer a visitor spends on your site, the more likely you are to convert them.
- Shares – A potential or current customer may want to share your site with others on social media.
- Filling Out Your Contact Form – The ultimate goal of your website is to get potential customers to contact you. When they fill out your contact form, you can get their email address so you can follow up with them later.
What is Lead Conversion?
A lead is anyone who could become a customer in the future. A lead conversion occurs when that lead actually hires you to remodel their kitchen or bathroom. You capture leads by getting their contact info, whether that happens on your website, on social media, or even in person at home improvement shows. Converting leads can be challenging – your competition is trying to convert them as well. But through your sustained marketing efforts you can win the customer you want with the project you want to do.
Improving Website Visitor Engagement and Lead Conversion
There are many factors that will keep your website visitors engaged. The design of your website is one. An effective design will make it easier for them to find the information they are looking for so they don’t click off your site immediately. The website’s content is another important factor; short blocks of text interspersed with pictures or videos will keep visitors interested.
Everything on your site should be geared towards getting visitors to give you their contact info. You will want to incorporate multiple calls to action (i.e. “request a consultation,” or “request more information”) on every page of the site. Your content will keep them engaged, but if you want them to convert, you need to make it as simple for them as possible.
Why Website Visitor Engagement & Lead Conversion Matter
If your current website isn’t keeping visitors engaged and getting them to convert, it’s not fulfilling its primary purpose. You can greatly improve the quantity and quality of leads you generate by making changes to your website. Don’t know where to start? TIC Digital Marketing can help. Call us today at (858) 480-9932, send an email to [email protected], or fill out the online form on our contact page to set up your consultation and read part 3 of our blog series to find out how Search Engine Optimization (SEO) can improve your website metrics in all areas.
