April 12, 2022
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Most home improvement companies invest heavily in lead generation. But still, website conversion rate across all industries typically ranges between 2% and 5%.
But how to improve it even more?
To answer this, we’ve compiled a list of the best practices home improvement company owners use to build a converting website. You will find proven strategies, mistakes to avoid, and technical requirements to increase the conversion rate of your website.
What you will learn:
A converting website includes many elements in itself: SEO strategy, web design, technical setup, etc.
For example, implementing home improvement SEO solutions should always start with one decision: optimize the website primarily for users' search intent, not for search engines.
And this is the number one mistake many home improvement website and platform owners make. They optimize it for search engines but totally forget about actual people.
For example, most visitors search for solutions to their housing issues. Among them can be a leaking roof, an outdated kitchen, or poor insulation. Pages should be optimized so they get answers to their problem within seconds. And it should usually be 5-10 seconds.
So what works here?
First, homepage messaging must mention a service, service area, and the next step on what they should do. They should not scroll a lot to find solutions. Clear CTAs such as "Get a Free Estimate" should help them contact you quickly.
Second, service pages must work as sales pages. So each service needs to be optimized for proof, process, and pricing information. That's what makes a page valuable and helps users get qualified leads.
Over 70 percent of home improvement searches happen on mobile devices. So forms need visible spacing, just a few fields, and visible CTAs.
If everything is done properly, conversion-focused web design will turn traffic into appointments.
Sometimes, teams blindly follow web design trends but forget about what really converts users.
Here's how to fix it:
Step one: map buyer intent by service. Most of all, roofing, remodeling, HVAC, and landscaping attract different urgency levels. So pages must reflect that urgency. Emergency services require phone-first layouts where proper mobile optimization can be handy.
Step two: build service silos. Each service page links to supporting content such as FAQs, financing options, and project galleries. Internal linking reinforces relevance signals for SEO here.
Step three: Simplify forms. One of the top mistakes is asking for too much data upfront. Name, phone, zip code, and service type often suffice. More fields reduce completion rates. Often sharply.
Step four: You need to enhance trustworthiness. For example, you can place reviews closer to CTAs, add badges near headers, and show before and after images.
Consider a B2B example. Many home improvement franchises often spend a lot on PPC, but their websites look outdated. As a result, people visit the website, but they are not converting.
Web design affects SEO, PPC, and brand perception at the same time. So that intersection creates all-in advantages if done correctly.
Conversely, page speed influences Google rankings and conversion rate as well. Faster pages reduce CPC, and lower CPC increases impression share. It's not a secret that customers compare three to five home improvement companies before calling one. So slow website speed will simply kill conversions.
Here are a few points to create a fast website or a webpage and avoid losing conversions:
One thing to consider when optimize website for conversions is that small issues create large losses.
First and foremost, local proof attracts local audiences. That's why city-specific testimonials very often outperform international companies. Search engines work similarly: they recognize a company based on local reviews, testimonials, and feedback. The more local mentions a company gets, the more it feels famous in that area.
Secondly, visual order shapes behavior. For example, eye-tracking studies show users scan in F patterns (page scanning behavior). So placing CTAs along that path can be a good idea. Conversely, center-heavy designs waste attention.
Pricing transparency plays a huge role here, too. Hiding price ranges can increase the number of unqualified leads. Sometimes, that is a business decision as company owners don't want to show their pricing strategies to competitors. However, this is something worth considering if they want to get the desired results.
Converting online presence can secure revenue for home improvement brands.
But for that, website owners should analyze what truly works for them and only after that make adjustments to their strategy.
SEO, website design, conversion-related elements like CTAs, and technical setup are important factors. But they must always be monitored and implemented together for the best desired results.
The most common error is optimising your website for search engines while forgetting about the actual people visiting it. Your primary goal should be to solve a visitor's problem quickly and clearly. Focus on their search intent, not just keywords.
Treat each service page as a dedicated sales page. To make it valuable and convert visitors into qualified leads, you should include clear information about your proof of work (reviews, case studies), your process, and your pricing.
Customers often compare three to five different companies before making a call. A slow website will cause them to leave and move to a competitor. Fast page speed also improves your Google rankings and can lower your advertising costs, giving you a significant advantage.
You can enhance trustworthiness by strategically placing customer reviews near your calls to action, like a 'Get a Free Estimate' button. Also, add trust badges from associations or review sites near your header and showcase a gallery of before and after images of your work.
While some businesses avoid it to keep competitors from seeing their rates, being transparent with pricing can be very effective. It helps filter out unqualified leads, meaning the people who contact you are more likely to be serious about hiring you for the job.
