3 Easy Website Changes Home Builders Can Make to Increase Leads

3 Easy Website Changes Home Builders Can Make to Increase Leads

As a home builder, you probably spend a lot of time juggling all kinds of moving parts. When you’re dealing with clients, contractors, and realtors, there’s not always a lot of extra time left over to manage things like your website. But if you’re looking for more leads, your home builder website is probably the answer. So how can you devote enough time to your website to get the leads you want, without running yourself into the ground?

Check out these three easy ways to improve your website and get more leads! Each of these changes is relatively low maintenance, can be implemented fairly quickly by yourself of a hired professional, and will undoubtedly help you get those leads you’re looking for. Let’s get started:

#1 Site Plan and Pricing Requests

Your potential clients might not always be certain that they’re ready for a new home. If that’s true, they’re probably in the researching phase of their buying cycle. This means that they’re considering a new home, but they haven’t decided if building a home is right for them. At this point, site plan and pricing requests are your best bet to getting a foot in the door. It’s low pressure, doesn’t require a commitment, and provides the information they’re looking for. If you offer potential customers the option to either request more information, or request a quote, you’ll bump up the number of leads your website is generating in no time.

But how do you implement these requests?

Well, in the digital marketing biz, we call them calls-to-action. Basically, they’re brightly-colored buttons on your website that offer your site viewers a service that a legitimate client would want. For home builders, this tends to be an offer for more information about site plans, or for an estimate. This is a great way to weed the windows shoppers from the potential clients who are actually considering building a home.

Why do they work?

By putting calls-to-action in visible locations on your site, you’re making it very easy for people to contact you. Most often, calls-to-action appeal to two types of people:

  1. Those who are on the go, and don’t have time to sit down and talk to you, but are considering building and legitimately want more information.
  2. Those who don’t like to talk on the phone, but want to build.

It’s true that people are busier and busier all the time. Many people surfing the web are on their phones between meetings or on lunch, and while they don’t want to talk on the phone at the moment, they do have the time to put in a simple request for more information. So make sure you have these requests readily available for your busy clients, and more importantly, make sure you respond. Someone filling out a request isn’t doing it to waste your time. They’re a legitimate lead, so make sure you treat them that way.

#2 Landing Pages

Another one of the easiest ways to boost your lead generation is to incorporate landing pages into your website. They’re a top converter, and get you the contact information of potential clients right away. But let’s start at the beginning. What is a landing page?

A landing page is a unique page of your website that lets you capture contact information, like name, email address, and phone number, through a conversion form that site visitors voluntarily fill out.

It’s pretty easy to see how landing pages get you leads: you get the contact information, and can then call or email the potential client. But how do you get site viewers to fill out the landing page conversion form in the first place?

It sounds like it might be a tough task, but actually, if you’re offering that viewer something in return for their information, landing pages can be one of your biggest lead generators. Say you have a content offer, like “How to Design your Dream Home.” A qualified client really wants that content, and since it’s free, they won’t have much of a problem putting their email address in as collateral if it’s something that will genuinely help them.

It’s a lead generation best practice to direct site viewers to relevant landing pages whenever they’re coming to your site. If you’re sending out emails to potential clients, and especially if you’re running internet ads, it’s a waste of your time to direct site viewers to your home page. While this does get them to your website, you’re not actively converting potential clients. Instead, make sure that those links take site viewers to a relevant landing page. You’ll start to see the results in no time.

#3 Houzz

If you’re looking to generate leads, there’s no better platform for home builders than Houzz. It’s an entire website created by home service professionals for those seeking home improvement and home building inspiration.

Houzz is super useful for you, because everyone on Houzz is a potential client. The majority of Houzz users are looking to either build or renovate, which means that your target market is literally at your fingertips. Simply having a Houzz account and linking it to your website will bump up your online presence exponentially.

If you’re active on Houzz, which you should be, your presence and lead generation opportunities increase that much more. Thousands of people use Houzz every day to find inspiration, and more importantly, to find home building professionals in their area. To optimize your lead generation potential, your Houzz account should display pictures of your previous projects, and link over to your website.

We hope these tips help you modify your website to generate more leads for your home building company! If you’re looking for more information about improving your website, make sure to check out our Home Services Website Design Guide, created specifically for home services professionals like you. Get it here:


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If you have any more questions about improving your website, or implementing digital marketing best practices to increase your lead generation, make sure to get in touch. We’re always happy to help!

3 Ways your B2B Manufacturing Website Kills Lead Generation

3 Ways your B2B Manufacturing Website Kills Lead Generation

B2B manufacturing sales have got to be one of the most difficult deals to close. Even when you finally get a qualified lead, it can take them months to get the money together and make a decision. That’s why your top priority is always focused on generating more leads. But what if your website is currently killing your chances to rope in some of those great qualified leads you’re looking for?

If you’re like most B2B manufacturers, it might be. Here’s the top three reasons why:

Dinosaur website

If your website was built before 2008, there’s absolutely no way it’s going to send you leads. You probably built it because the competition did, and then you forgot about it, didn’t have the time to put into it, or just really didn’t know what to do with it. If your site is old, it makes your company look old and outdated. And with 94% of B2B buyers researching their options before they even make an initial phone call, that’s putting you way behind. You have to have an updated website with user-friendly navigation, and a responsive design before you can even think about generating qualified leads.

You don’t know your ideal client

If you don’t know who you’re marketing to, it can be really difficult to attract that type of lead. To have a website that works for you, you need to understand what your ideal buyer looks like. How big is their company? What’s their budget? Who is the main decision maker? Once you know who you’re trying to attract, it will be considerably easier to develop a site, and content for that site, that speaks to your ideal buyer, and draws in more qualified leads: the leads that you know want and need your product.

No Calls-to-Action

This is another biggie for lead gen. If your site doesn’t have a call-to-action, or a way for people to get in touch with you, it can’t generate leads. It probably seems super obvious to you that if people wanted your product they should call you, but qualified leads need a little nudge. Just having a button that says “get a quote now” or “contact us today” makes your service accessible to potential leads. People that are really serious about your product will click the button to get in touch with your sales team, or leave you their contact information. With their contact information in hand, voila! – you have a new qualified lead.

So now that you know how your site is crippling your lead generation capabilities, it’s time to fix it:

If you want to turn your B2B Manufacturing website into a lead generating machine, we can show you how. We’ve put together a comprehensive, full-scope Digital Marketing Guide that will take you through the basic steps of optimizing your B2B Manufacturing website for increased lead generation. With a website that is user-friendly, and that addresses your ideal client, you’re sure to see the qualified leads rolling in in no time.

Check out the guide here:


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How to Choose a Michigan Inbound Marketing Agency

How to Choose a Michigan Inbound Marketing Agency

If you’re a company out of West Michigan looking to up your inbound marketing game, you’re probably looking for an agency to help you develop the right strategy. The problem is that with all of the agencies out there all promising the best results, it’s hard to know who can actually deliver, and who’s just trying to take your money. You need an agency that can actually perform, deliver results, and put your company at the top. So here’s 9 tips to help you cut through the smoke and mirrors, and find the right West Michigan inbound marketing agency for you:

1) Hire an Inbound Agency that focuses on your industry or field.

You wouldn’t have a general practitioner to perform a highly specialized surgery on your spine, would you? Probably not. You’d find a spinal surgeon who specialized in that specific surgery. The same principle applies for your website and inbound marketing strategy.

Your website is the backbone of your company, and your inbound marketing strategy is what draws people there, so you shouldn’t trust any agency that doesn’t have experience in your industry. If you’re a large B2B manufacturer, you should choose an agency that specifically works with B2B manufacturers: one that understands the B2B process, knows how your industry works, and understands your goals as a manufacturer. While there are probably plenty of general agencies out there that will take on your project, you’re better off with an agency that’s familiar with your industry.

2) Hire an inbound agency that understands your goals & objectives and has a plan to achieve them.

This one goes along with the previous point in the sense that to understand your goals and objectives, a good West Michigan inbound marketing agency should also understand your industry. From there, they should be able to sit down with you and talk about what you’re looking to achieve, and they should outline exactly how they’ll go about it. If you’re not sure what goals you’re looking to achieve, they should help you determine that before the commencement of any project.

3) Hire an inbound agency that practices what they preach.

The first thing you should look at when choosing a West Michigan inbound marketing agency is their website. Is it optimized for inbound marketing? Does it rank well on search engines? Does it look professional and showcase helpful content that targets their ideal client? Did it draw you in? Since you are in fact, one of their target clients, you’re a great example of the effectiveness of their strategy.

If their content offers drew you in, made you want to download more content, and eventually convinced you to contact them, then it’s a good sign that they’re following their own rules. A company that doesn’t produce results for their own website can’t be expected to produce results for you.

4) Choose an inbound agency with a proven & documented strategy.

Any agency will tell you how great their strategy is and how well it works, but do not trust anyone without legitimate proof. A good West Michigan inbound marketing agency should have a strategy that is documented and proven to deliver results for companies like yours, in the West Michigan area. Whether they provide case studies that showcase results they delivered for previous clients, or they have a written-out strategy that they’ve proven themselves, you should see some sort of evidence before you enter into any kind of business relationship with the agency.

5) Choose an inbound agency that publishes case studies with compelling results.

Like we mentioned previously, case studies are easily one of the best ways to tell if an inbound marketing agency is a good fit. First of all, the agency should have case studies. Second of all, those case studies should contain pretty compelling results. You need to be sure that this inbound marketing agency has produced actual results for other companies in West Michigan. If they don’t have tangible proof, you’ll want to keep looking.

6) Hire a true agency with a team that can keep up with demand.

Solo agencies may have their benefits in terms of price, but you still need an agency that’s big enough to handle the demands of a full inbound marketing overhaul. We’re not saying stay away from solo agencies, but you will need an agency team that’s got more than one or two people, because they just won’t be able to get the job done for you. There’s a lot that goes into a complete inbound marketing strategy, and you’ll need a team that’s big enough to handle the initial work, as well as the ongoing maintenance that occurs once everything is set in place.

7) Choose a team with a dedicated project manager.

We’ve found that one of the key components to success with an inbound marketing agency is a dedicated project manager. If you’ve had bad experiences before with agencies handling your website and inbound marketing strategy, this is even more important. You need a specific point of contact: a person that will keep you up-to-date with your project, and tell you exactly what is happening when. A West Michigan inbound marketing agency that has a dedicated project manager will be able to keep you in the loop at all times, so you know what the agency is working on, and when you can expect project advancements.

8) Hire an inbound agency shows you transparency and results.

The only way to know that an agency is actually doing their due diligence is to see their results. Measurement is key. And you can measure results by having access to their regular reports. A good West Michigan inbound marketing agency should keep things transparent, allowing you to see actual results, so that you’re aware of the benefits of the agency and their strategy. An agency that agrees to keep you in the loop is trustworthy, and certain to be working in your best interest.

9) Hire an inbound agency with friendly, responsive and communicative staff.

There are all kinds of inbound marketing agencies in West Michigan that will tell you they’re the best, they have the only true, proven strategy, and that they’re better than everyone else. It’s best not to take a bunch of blustering and shameless self-promotion at face value. Recognize that whoever you hire will be who you’re working with throughout the entirety of your project.

If you don’t like the agencies employees, or if the agency can’t deliver on their promises, it’s going to be a long road. Make sure the agency you hire is one you can get along with, and one that truly generates results. Their team should be responsive, friendly, and readily willing to communicate with you. The agency itself should be capable of providing what they say they will. Big egos need not apply.

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Inbound Marketing on The West Michigan Lakeshore

Inbound Marketing on The West Michigan Lakeshore

What is Inbound Marketing?

“Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.” Source: Inbound Marketing

Simply put, Inbound Marketing brings your customers to you. Inbound Marketing references many types of content marketing including podcasting, blogging, SEO, and, of course, social media. When you plan, develop, and execute your content plan, you will attract traffic. With some keyword research and buyer persona research, that traffic will be qualified as potential prospects. Once you have qualified traffic, you can use offers and lead magnets to convert your visitors into leads. Once those leads are in your marketing automation system, you can convert those leads into sales and delight them as customers. This is the essence of the Inbound Marketing strategy: ATTRACT > CONVERT > CLOSE > DELIGHT.

A sound Inbound Marketing strategy is focused on using your website and online presence to bring new prospects into your sales cycle. HADM has had a tremendous amount of success using the Inbound Methodology to generate leads and grow our B2B Manufacturing, E-Commerce, and Real Estate clients. Inbound Marketing has also been instrumental in our own growth. As a Certified Hubspot Partner, HADM is positioned at the top of West Michigan Inbound Marketing providers. We provide a fully-integrated solution to Inbound Marketing, lead generation, and customer acquisition.

inbound marketing hubspot certified

Would you like to learn more about Inbound Marketing and what it can do for your business?

We are Inbound Methodology evangelists. It has grown and transformed our business and has been a crucial part of our success. If you think Inbound Marketing might be a good fit for your business and you would like to learn more from an expert, reach out to us and schedule a consultation.

Lead Generation Tips, Tricks & Tools: DOWNLOAD FREE EBOOK



Digital Marketing Strategy That Delivered 3761 Leads

Digital Marketing Strategy That Delivered 3761 Leads

Here we are at the end of November. With the end of the calendar year quickly approaching, marketing decision makers are assessing how well they did in 2015 and starting the plan for 2016. At HADM, we’re analyzing how we provided value to our clients in 2015. We focus heavily on ROI for our digital and inbound marketing clients. That means delivering qualified traffic, engagement, conversions, leads and sales. So how did we do in 2015? Here is our tally of measured and converted leads so far:

Real Estate Development Leads: 2783

Professional Service Leads: 879

B2B Manufacturing Leads: 213

Total Leads Generated in 2015: 3761

*We still have a little over a month to go. Internet leads come in every day.

What is a lead?

In the B2B world, a lead can be defined as web form submissions. When a visitor asks a question or downloads a content offer, they are entering your sales process or “funnel.” If a visitor opts-in to your email news or likes your company page on Facebook or LinkedIn, they are opting-in to your marketing process. Each stage is extremely valuable. A sales lead may opt-in to your marketing and remain a prospect even if they don’t convert on the original cycle. And a prospect may graduate into a sales lead once they have found a trigger through email and social media.

How to plan and budget

How do you plan and budget to do more of this in 2016? The first place you should start is with goals and objectives. What is your sales goal? What is your revenue goal? When we look at where we’re going first, we can then draw a map and mission plan of how we will get there. Typically, businesses can plan on spending about 7% to 10% of their revenue on marketing. So, if you want to reach a sales goal of $1MM, you should be budgeting around $70,000 to $100,000 to get to that goal. While this isn’t always a hard, fast rule, it can be useful when planning.

Here is the essential point that most marketers don’t understand: What else are you going to spend your marketing dollars on that will place your product or service directly in front of an audience who is actively searching for it?  Tradeshows? Print? Direct Mail? None of these even come close. Digital and Inbound Marketing is the most efficient way to generate qualified traffic, prospects and leads.

So you want to implement Inbound Marketing to generate more prospects and leads in 2016? Awesome. Get in touch to have us help you with that. If you want to run some of your own calculations in order to determine your marketing budget, we can offer you our Digital Marketing Budget that produced all of the leads we generated in 2015.


2015 Marketing Budget that Produced 3761 leads



Do you want your real estate website to generate leads every day?

Do you want your real estate website to generate leads every day?

If you are a real estate developer or if you’re making marketing decisions for a real estate development, then you need to be generating leads in order to stay on track with your sales goals. Depending on your sales goals, you may need to generate leads every day.

Generating enough leads from your website and from digital marketing campaigns may seem intimidating, but it’s not really that hard. In fact, it’s pretty easy to do. In this article I will outline a few major changes which you can implement on your website that will open up your real estate development lead generation.

SITEPLAN & PRICING:

Let’s start with the most important update that you need to implement right now. This single, easy to implement change will probably double your lead generation metrics. It’s part of every real estate development website that we design and develop. Here is the simple change: Remove your siteplan and pricing information from the website. Place a small thumbnail of the siteplan on a landing page and require visitors to convert by submitting their information in order to download the siteplan and pricing. Everyone who is interested in your development wants this information. Why not qualify who’s serious and make them give you something for it?

DIRECTIONS & LOCATION MAP:

If you want your prospects to schedule appointments to tour your development with sales people, then you need to remove this information immediately. Instead of giving people a map to check out your development on their own, leverage this information to qualify your prospects by making them submit their information to schedule an appointment. This allows your sales staff to control the presentation from the beginning. You will lose drive-by traffic, but you will gain qualified leads.

PUBLISH LOCAL INFORMATION:

Local information about popular events and new attractions is the low hanging fruit of the long-tail SEO world. That same traffic also happens to be very well-aligned with real estate clients. Simply posting local information and resources on your website will help you be found in search engines and drive the necessary, local traffic to your website.

I have outlined just a few things you can do right away which will dramatically improve your real estate website’s lead conversion metrics. If you want to super-charge the results of these changes, try driving some paid search traffic to your website. If you want to transform your website into a conversion tool and generate leads every day, check out the offer below:



Lead Generation Tips, Tricks & Tools: DOWNLOAD FREE EBOOK