In my work as a marketing strategist for contractors and the trades, I have met with countless business owners struggling to grow sales. Some were larger companies with elaborate websites, and some had simple websites. But regardless of size, they all faced the same problem: Their websites were not generating leads.
In talking to those business owners about their websites, they often had a misunderstanding of what a website entails. Many see websites as a commodity that they must have. They look to buy a website based on price rather than as an investment that will generate year-after-year returns. By basing a decision on price, the website's design will go to the lowest bidder instead of a company that has experience in creating a lead generating system that takes businesses the distance.
Having analyzed hundreds of websites, I’ve seen the same mistakes over and over again. Here are five possible reasons your website is not generating leads.
1. Lack of Visibility
Perhaps the most common reason websites don’t generate leads is a lack of visibility, or lack of traffic. If your website doesn’t rank on page one of the search engines, Google and Bing for example, and you are not doing any kind of advertising to drive potential customers to your website, then your company is invisible. The only way people will find you or your website is if they know your company name or you hand them a business card.
To generate leads from your website, you need to be visible and you need traffic. Just like sales is a numbers game, so is online lead generation. When I trained real estate agents we used to say, it takes 100 suspects, to get 10 prospects to generate one sale. In online marketing, it is the same. A great conversion rate on the web is 5% or higher. The average conversion rate is 1 to 2%. So, if you want to make five sales per month, you need to get at least 500 people to your website each month.
The quickest way to generate traffic to your website is to use pay-per-click marketing. With pay-per-click marketing, ads for your company appear at the top of the search engines when customers enter keywords related to your business. When they click on your ad, you are charged a fee for the click.
Depending on the keyword, the cost per click will vary. For instance, today the cost per click for “home builders in Colorado Springs” is $5.23. The cost for “affordable home builders in Colorado
Springs” is $3.25. The cost per click is dependent upon how many companies are competing for that keyword.
It is important to have a good mix of keywords. It is equally as important to work with someone who really understands the workings of pay-per-click marketing to manage your ad spend and work on adjusting your ads to increase your ROI.
There is a downside to pay-per-click advertising, though, and that is if you stop advertising, you stop getting traffic. The long-term strategy to drive traffic to your website is to hire a company to optimize your website for the search engines. This process, called search engine optimization, is not marketing. It does not generate leads by itself. But, when your website moves to page one, and ideally within one of the top three organic spots for terms people are using to find companies like yours, you will get traffic to your site without having to pay a monthly pay-per-click ad spend.
If you are getting traffic to your website but visitors are not contacting you, then the question is, what are they doing on your website? Google Analytics combined with Google Search Console is a must-have tool to determine what is and isn’t working with your website. Using these tools, you can know how many visitors are coming to your website, how they got to the website, how long they stay on your site, and where they enter and exit your site.
2. Unprofessional or Lacking Portfolio Photos
Your website in many cases is the first impression a customer gets of your business. Yet many companies skimp on photography. I analyzed a website for a tile contractor that came to me recently. Her website was ranking on page one for 24 keywords, but she said her website wasn’t generating any leads.
The first thing I did was look at Google Analytics to see her website’s traffic numbers. She was getting plenty of people to her website, but no one was contacting her. So, I dug deeper and looked to see where people were exiting her website.
What I found was that 25% of the people who visited her website left the site after viewing the project portfolio page. When I viewed the page, I understood why. There were two pictures that were taken by her with her cell phone, but they weren’t staged in any way. While the tile work in the photo was very nice, you had to look over tools and pans sitting on the kitchen counter to see the work.
Your website must showcase your best work. Hire a skilled photographer. You don’t necessarily need a professional photographer, but one that knows about lighting and that will stage the photo for you.
If you are doing renovation work, have before and after photos taken from the same vantage point so the visitor can easily see the differences. A little planning before taking photos will go a long way in making you look great.
3. Missing Call-to-Action
In sales we say "ABC," always be closing. The equivalent to that in websites is always have a call-to-action. I have seen many websites missing the call-to-action. Essentially, the website gives a lot of information on the company’s product or service and then says, “for more information contact us.”
That’s great, but website visitors need direction. Your website needs to very specifically tell them how to reach you and it needs to be easy.
A call-to-action on your website needs to be in two forms. The first is your call-to-action within the text of your site. It should say, for example, “To learn more about our custom home building offerings, fill out our convenient contact form or for immediate assistance call us today at 719-555-1212.”
In this call-to-action, the phone number should be setup as click-to-call so smart phone users can click on the phone number to dial. The whole call-to-action should be in a different font and set apart from the rest of the content on the site so it is easily recognizable.
The second is a form on your website. We recently worked with a client whose site only had the call-to-action in the text of the site. Once we added a “Request a Quote” form in the right column of all the services pages, he started getting leads.
4. Misaligned Content
When visitors come to your website, they are typically looking to answer a question. Many people start researching new homes or home renovation projects months before they are actually ready to buy. So, in preparation they head to the web to see what it will cost, get ideas of what they might buy, and even compare offerings. What I see time and time again is that websites are not designed to answer the questions customers are looking to answer. Instead, they give the information owners and salespeople want them to know.
Take for instance a custom home builder we worked with recently. His website had a lot of information and gorgeous examples of his work, but visitors were not requesting to meet with him. After working with him at a local home show we noticed that people in the booth first looked at the photos of his work and then they asked for floor plans. He didn’t have floor plans on his website because he said he can build whatever the customer wanted. But customers want a place to start. They want something to build on. So, we added a few of a variety of floor plans that he has built to his website.
Understanding how your customers think and what questions they always ask is important when building or redesigning your website.
5. Lack of Attention
The biggest reason business websites don’t generate leads is because business owners don’t understand what is required to create a lead generating machine and they don’t give their website the attention that it needs.
Just like building a home, building a website is part art, part science. Building a website that generates a steady stream of leads takes time, testing, and analysis.
I always tell my customers, you wouldn’t put an ad in the newspaper for 52 weeks and leave it there if it wasn’t generating business, and so you shouldn’t let your website sit if it is not generating business.
Your website can be a powerful player in the success of your company, but as a business owner you need to understand that this is not the Field of Dreams. They will not come just because you build it. A website can be your best salesperson, but it needs to be nurtured and tended to.
Construction for an Aging Population: The Influence of Shifting Demographics
Senior citizens are a fast-growing segment of the population. It is estimated that the number of people age 65 and older will nearly double before 2050. While many senior citizens eventually go on to live in an assisted living facility or nursing home, a growing portion of the senior population is focused on age-in-place strategies to stay in their own homes and remain independent for as long as possible.
Aging in place is possible under the right circumstances. Seniors need special accommodations that younger homeowners and home buyers rarely consider. This may affect many of the homes being built and remodeled today and into the future. Contractors who build or remodel homes can better serve this growing niche by remaining up to date with the latest changes and trends. If you're a contractor with a burgeoning business, here's what you need to know about constructing homes for an aging population.
Single Floor Living or Lift Installation Capabilities
In their golden years, many seniors lose the ability to walk safely up and down stairs. Some seniors will manage this problem by installing a stair lift or elevator. Others may simply seek out homes where they can live all on one floor. Single floor living can be accomplished in many ways. In some cases, homeowners install a master suite on the first floor, where they can sleep and go to the bathroom all without going upstairs. Sometimes this requires the homeowner to make an addition to the home. In other cases, homeowners move to homes without a second floor.
Ranch style homes are very practical for homeowners who are unable to go up and down stairs regularly. In some ranch style homes, facilities (like laundry) are placed in the basement. Builders in an area with high housing demand from seniors may opt to move these facilities to the ground floor. Those constructing homes with multiple floors might consider leaving enough room for a lift or elevator to be installed.
There are many ways that contractors can build senior-safe bathrooms. Existing bathrooms can also be modified to become senior-safe. Common age in place features found in bathrooms include:
Walk-in showers. These showers reduce the risk of a homeowner falling when stepping into and out of the shower.
Non-slip floors. Slips are a common problem in bathrooms, but non-slip floors can help prevent falls even when the floor is wet.
Grab bars. Grab bars give homeowners something to hold onto in the shower and when standing up or sitting down from the toilet.
Proper lighting. The bathroom is a place where lighting can be poor in areas over the shower; improving lighting can help prevent accidents.
In cases when the homeowner contacts a contractor to ask for an age in place remodel, contractors can help the homeowner identify areas where their existing bathroom can be improved.
Many seniors eventually find themselves in a wheelchair or in need of some sort of mobility device. When this happens, navigating a standard home can be a challenge. Narrow doorways and hallways make it difficult or impossible to maneuver around the house independently.Those who wish to stay in their current home may need a contractor with the ability to widen hallways or doorways. Ramp installation/construction is also important for homeowners in wheelchairs.â€‹ Those who choose to downsize/move will need to find or build a home with these accomodations. For this kind of project, it's important to become familiar with the local building codes. Contractors who are familiar with local regulations can help ensure the changes they make are safe.
Good lighting is an important and desirable feature in any home, but it's even more important in a senior's home. Varied lighting and adequate controls can help seniors avoid accidents. When installing lighting, contractors must ensure that switches are available in all room entry ways, and must also ensure that lighting can reach all dark corners. Hallways in particular can be dim, so installing hallway lighting can prevent accidents.
Helping Seniors Achieve Their Goals
Builders and contractors can help home buyers and homeowners achieve a wide variety of goals and this - broadly speaking - is no different. Like many jobs they are faced with, building a home that is suitable for aging-in-place is not always a straightforward task and, as a result, creative problem-solvers will always be in demand. Looking forward to the future, learning how to address aging-in-place concerns in a home can make an individual or company an invaluable resource to a growing population of seniors wishing to maintain their independence.
John Quinn is the broker and owner of The John Quinn Team of RE/MAX Experts. With over 30 years of real estate experience and a commitment to personalized customer service, John helps buyers and sellers in the memphis area.
Finding an affordable home to buy should be easier than discovering buried treasure. But for many homebuyers – especially first-timers – it’s doesn’t feel that way.
The lack of affordable homes has been a persistent problem in the housing market. In the first quarter, inventory rose 2.4% from a year earlier, according to the National Association of Realtors. But it’s still well below normal, and that’s vexing homebuyers.
To unearth low-cost homes, USA TODAY tapped Trulia to look at the largest 50 U.S. metro areas and identify ZIP codes where homes are affordable relative to the median metro income.
Here's the hopeful news for buyers.
Where the least expensive housing exists in every state
In 43 metro areas, at least half the homes in the majority of ZIP codes were considered affordable. There were 604 ZIP codes – or 6.8% of all ZIP codes – where all of the homes were affordable. There were just 288 ZIP codes, or 3.3%, where none of the homes were considered affordable.
“It’s interesting that so many ZIP codes fall into one of those extreme buckets,” said Cheryl Young, senior economist at Trulia.
What makes a ZIP code affordable?
Neither housing stock age nor distance from the city center seemed to be strong drivers of affordability, Young said.
“That’s likely because there may be a premium to live near the center of a metro as well as a premium to live in tony suburbs,” Young said, “and (while) older housing stock may reduce home values, there are also high-value neighborhoods with well-maintained older estates and homes.”
Trulia didn’t dig into other factors that could determine the desirability of a ZIP code and, therefore, the value of the housing inventory, such as performance of nearby schools, proximity to shopping and restaurants, and access to major commuter roads.
What is affordable?
Trulia took the current value of all homes in the largest 50 metro areas and calculated how much the median income could afford by ZIP code. Homes were considered affordable if 30% or less of the metro area’s median monthly income went to the mortgage payment.
To find the share of affordable homes on the market, Trulia calculated the maximum amount that the median income could allocate toward a mortgage payment. Calculations considered a 20% down payment, and the monthly mortgage payment also included property insurance and taxes.
It’s important to note that many homebuyers, notably first-time buyers, contribute less than 20% toward their home purchase. That would increase their monthly mortgage payment on the same home bought with 20% down. Additionally, those buyers would have to pay private mortgage insurance, another monthly cost. The number of ZIP codes with affordable homes would also shrink for those buyers, Young said.
Most and least affordable ZIP codes
USA TODAY ranked a metro area's affordability by the percentage of ZIP codes where at least half of the homes are affordable for that area's median income. Using Trulia's data, USA TODAY also looked at how many ZIP codes were 100% affordable and how many had no affordable homes for the median income.
Share of ZIP codes where at least half the homes are affordable: 95.4%
Share of ZIP codes where none of the homes are affordable: 0%
Share of ZIP codes where all the homes are affordable: 6.5%
Share of ZIP codes where at least half the homes are affordable: 96.7%
Share of ZIP codes where none of the homes are affordable: 0.8%
Share of ZIP codes where all the homes are affordable: 13.8%
Share of ZIP codes where at least half the homes are affordable: 95.8%
Share of ZIP codes where none of the homes are affordable: 0.5%
Share of ZIP codes where all the homes are affordable: 22.4%
The Builders Association of South Central Oklahoma has named Stephen Koranda executive officer.
Through his firm, Back To You Marketing, Koranda will manage BASCO, which, since 1949, has been serving and connecting those in the home building industry through education, information, advocacy, and networking events.
Koranda has more than 20 years of experience working with customer service and association clients including local and statewide associations. He has previously managed nonprofits and has served on numerous boards within Norman and Oklahoma. He is presently principal and senior consultant of Back To You Marketing, a full-service marketing association management firm based in Norman.
“Stephen brings his extensive network and experience in management, collaboration and strategic direction to his role as the executive officer,” Danny Gamble, BASCO Board Chair, said in a statement. “We are excited to see where he will lead the association.”
FONTANA, Calif. — At a steel factory dwarfed by the adjacent Auto Club Speedway, Fernando Esparza is working toward his next promotion.
Esparza is a 46-year-old mechanic for Evolution Fresh, a subsidiary of Starbucks that makes juices and smoothies. He’s taking a class in industrial computing taught by a community college at a local manufacturing plant in the hope it will bump up his wages.
It’s a pretty safe bet. The skills being taught here are in high demand. That’s in part because so much effort has been put into encouraging high school graduates to go to college for academic degrees rather than for training in industrial and other trades that many fields like his face worker shortages.
Now California is spending $6 million on a campaign to revive the reputation of vocational education, and $200 million to improve the delivery of it.
“It’s a cultural rebuild,” said Randy Emery, a welding instructor at the College of the Sequoias in California’s Central Valley.
Standing in a cavernous teaching lab full of industrial equipment on the college’s Tulare campus, Emery said the decades-long national push for high school graduates to get bachelor’s degrees left vocational programs with an image problem, and the nation’s factories with far fewer skilled workers than needed.
“I’m a survivor of that teardown mode of the ’70s and ’80s, that college-for-all thing,” he said.
This has had the unintended consequence of helping flatten out or steadily erode the share of students taking vocational courses. In California’s community colleges, for instance, it’s dropped to 28 percent from 31 percent since 2000, contributing to a shortage of trained workers with more than a high school diploma but less than a bachelor’s degree.
Research by the state’s 114-campus community college system showed that families and employers alike didn’t know of the existence or value of vocational programs and the certifications they confer, many of which can add tens of thousands of dollars per year to a graduate’s income.
“We needed to do a better job getting the word out,” said Van Ton-Quinlivan, the system’s vice chancellor for workforce and economic development.
High schools and colleges have struggled for decades to attract students to job-oriented classes ranging from welding to nursing. They’ve tried cosmetic changes, such as rebranding “vocational” courses as “career and technical education,” but students and their families have yet to buy in, said Andrew Hanson, a senior research analyst with Georgetown University’s Center on Education and the Workforce.
Federal figures show that only 8 percent of undergraduates are enrolled in certificate programs, which tend to be vocationally oriented.
The United States has 30 million jobs that pay an average of $55,000 per year and don’t require a bachelor’s degree, according to the Georgetown center. People with career and technical educations are actually slightly more likely to be employed than their counterparts with academic credentials, the U.S. Department of Education reports, and significantly more likely to be working in their fields of study.
At California Steel Industries, where Esparza was learning industrial computing, some supervisors without college degrees make as much as $120,000 per year and electricians also can make six figures, company officials said.
Skilled trades show among the highest potential among job categories, the economic-modeling company Emsi calculates. It says tradespeople also are older than workers in other fields — more than half were over 45 in 2012, the last period for which the subject was studied — meaning looming retirements could result in big shortages.
High schools and community colleges are the keys to filling industrial jobs, Hanson said, but something needs to change.
“You haven’t yet been able to attract students from middle-class and more affluent communities” to vocational programs, he said. “Efforts like California’s to broaden the appeal are exactly what we need.”
Aside from marketing the programs differently and making them simpler to find and apply for, California is trying to ease the process through which individual campuses can add new programs that could help local businesses. If a region needs respiratory therapists, for example, community colleges will be able to avoid some of the red tape that previously hampered their flexibility to train new therapists.
“We definitely wanted to get out of the colleges’ way,” Ton-Quinlivan said.
The industrial course in which Esparza is enrolled is run by nearby Chaffey College through the community college’s InTech Center, a partnership with California Steel and other local manufacturers. At its completion, Esparza will have new skills he hopes will translate into a promotion and a raise of $4 or $5 per hour.
Like his classmates, Esparza, who starts work at 6 a.m., is looking at the class as a moneymaker for him.
“It feels very comfortable for me,” he said. And then, like many Californians, he reflects on his commute. “I don’t even have to catch a freeway to get here. How can it get better?”
But it can get better in California, where 30 percent of all job openings by 2025 — more than a million jobs — will require some post-high school education, according to the state’s community college system. Some on the industry side of the equation say that while colleges should have spent the past few decades building tighter bonds with local companies, those companies share the blame for vocational education’s tattered reputation.
Residents who have watched manufacturing companies relocate overseas may have not wanted to encourage their children to learn manufacturing-related skills, said Sam Geil, a Fresno, California, business consultant and adviser to the San Joaquin Valley Manufacturing Alliance.
“It doesn’t help when industry is moving out and laying people off,” Geil said. “It’s the relationship that industry has with the community. Industry could do a better job communicating.”
As with a lot of education challenges, money is also a big problem.
While a humanities class such as English costs a college just $52 per student credit, a respiratory therapy class costs $265, according to a 2013 report by the Institute for Higher Education Leadership & Policy. Equipment and trained instructors in some specialty fields can be prohibitively expensive for a college.
With state budgets in constant flux, colleges and experts say it’s essential that companies help pay for educational programs that directly benefit them. While that kind of cooperation has been rare, Chaffey College’s InTech Center is an example of how it could work.
California Steel chipped in $2 million for the education center, which it leases to Chaffey for $5 per year, said Sandra Sisco, the school’s director of economic development. Other local companies and colleges have invested, too. The center served about 1,300 students in the past year and plans to grow, she said.
The steel company agreed to work with Chaffey mostly because it was having trouble finding enough trained workers, said Rod Hoover, its human resources manager. And if California Steel’s competitors benefit from the classes on the factory campus, many of which provide skills useful in steelmaking, so be it.
“It was the right thing to do for our community,” Hoover said. “The selfish reason was because we needed craft workers and it was inconvenient to send them elsewhere.”
The InTech Center specializes in quick courses that help students like Esparza get ahead in their jobs, Sisco said.
“The reputation of the colleges being archaic and slow is still out there,” she said. As with many perceptions of vocational education, Sisco said, “That’s not necessarily true.”
Although a large percentage of InTech students are older than traditional-aged college students, Chaffey is trying to encourage younger ones to focus early on their career training.
The strategy worked with 17-year-old Derrick Roberson, who graduated in the spring from Montclair High School and is taking an industrial maintenance electrical and instrumentation InTech course as he trains to be an electrician.
Vocational courses in high school were seen as second-class, Roberson said.
“All throughout high school, they made it sound like going to college was our only option,” he said. “After you go to college, where do you go? It can open doors for you, but not as much as they make it seem.”
Career education boosters also say job-focused courses — and accompanying apprenticeships — can provide students with essential “soft skills” such as communication and conflict resolution that foster teamwork and reduce stress. And schools should consider blending traditional college courses with vocational ones, said Sean Gallagher, who recently founded Northeastern University’s Center for the Future of Higher Education and Talent Strategy.
“It’s often either vocational training or liberal arts,” Gallagher said. “But if you look at what employers want, it’s both, and I think that’s often lost in the dialogue today.”
This story was produced by The Hechinger Report, a nonprofit, independent news organization focused on inequality and innovation in education. Sign up here for our higher-education newsletter.