It’s fairly typical in the trades industry to rely on word-of-mouth recommendations. As long as people are recommending your services, then work will keep coming in. And it’s true. Word of mouth recommendations are some of the easiest to convert and by far the lowest cost leads. But for businesses hungry to grow, keen to future proof and protect themselves against tough times, and looking to build a reputable brand, word of mouth just isn’t enough.
When you look to purchase a product, one of the first things that you’ll do is turn to Google. The same can be said for the majority of people worldwide. It’s not just product purchasing either, it’s for research, for comparison and for information. Even when someone recommends a company providing a service, one of the first steps the potential customer will take is to Google the company and see whether they are legit or not.
Making sure that your business is visible on Google is tantamount to success. If you’re not visible then, frankly, you don’t exist in many people’s eyes. In Google terms, it’s anything beyond the first page, possibly the second page.
When you have a respectable presence on Google, and you’re within the top results, you’re putting your business right in front of customers at the very moment that they’re genuinely interested in looking for a service. Chances are they’ve typed in something like, “tiled roof repair” or similar, if your business is one of the top results there’s a very high chance that they’ll click through to your website.
The major benefit is that you’re there when they are actively looking for information. This is a gigantic step above traditional advertising means. Take for instance a newspaper advert, a billboard, or even a radio/TV advert. These are what we’d call intrusive adverts. They pop up and try to sell something to you when you’re not thinking about it. If you’re driving home after a long day at work, chances are you’re not ready to decide on who mends your leaking roof. Whereas in order to get potential roofers on Google, the user has to actively go to Google and type in a search term. This means a far higher conversion opportunity.
SEO is an important marketing opportunity for two core reasons. On the face of it, managed SEO services can seem fairly expensive, especially when you’re paying out on a monthly basis. That can be true, but SEO is a hugely cost-effective solution when you consider the cost per lead. Once a high rank has been achieved and leads are flowing in, you are looking at fractional cost per lead compared to traditional roofing marketing methods.
Furthermore, the leads that do come in are often the highest quality. Most people who come through to your website via Google rankings achieved by SEO have typed in a particular location or a very specific set of keywords. You can assume that they’ve come to your website because you offer the particular service that they offer. Therefore, when they request a quote or get in touch, you already know that some quality assurance has already happened on the lead before you even look at it.