Are your prospects looking for specialists, or are you the perfect fit?

Are you the perfect choice for your customers? I have no doubt that you are. The fact that you are a loyal PowerTips reader proves that you’re committed to being the best at what you do.

But do they know that?

Do your potential clients arrive at your website and say, “This is exactly what I’m looking for.” Odds are the majority do not. And that’s to be expected. After all, here’s the type of content you’ll find on a typical remodelers website:

Our services include additions, kitchens, bathrooms, master suites, interiors, interior design, decks, porches, landscaping, finished basements, in-law suites …

Phew! And therein lies the rub. You offer all these great services and you want the world to know it. But this “we do it all” approach doesn’t necessarily leave your site visitors feeling warm and fuzzy. At least not in the short term.

You have 25 seconds (at most) to convince them that they should not hit the back button and go to the next result in their Google search. So how do you do that? One powerful way is via microsites.

A microsite is a website that is comprised of only a handful of pages and is dedicated to one specific service you provide.

The benefit of running microsites is two-fold: A) your site visitors know the moment they arrive that you specialize in the exact project they need completed. This is comforting and validating. B) You have a tool that helps you own the top position in Google search.

Lets look and both benefits more closely.

Benefit A: I’m Home!

Assume for a moment that you’re in the market for a red baseball bat.

Imagine, if you will, what a visit to the fictional website Anns Sporting Goods.com would look like. You probably envision a navigation bar listing all the sports (football, baseball, hockey, hiking etc.) tons of sub-navigation like Apparel, Equipment, Shoes, and so on.  A clearance items section, images of fit athletes running. Is that about right?

Now imagine visiting Anns Red Baseball Bats.com. How clean is the picture in your mind? You see nothing but red baseball bats, right? Every size, every shape, every age group.

Which website makes you feel like you’ve found what you’re looking for? More importantly, which website are you more likely to buy from?

The same principal applies to remodeling, with a bonus kicker: specialization carries a lot of weight. A dedicated website reeks of specialization. People feel comfortable with specialists.

Benefit B: Own Google results

Without getting into all the specifics of SEO, lets just say this is a strong tool in your quest for top Google rankings. Although there are many, many variables that go into Google’s algorithm, one thing you can count on is that the actual domain URL and the content on that page carries a lot of weight. Think about it, how do you think a website called HartfordKitchenRemodeling.com (not real) would perform when someone in Hartford searches for kitchen remodeling?

Of course there’s more to it than that. But in the end Google’s primary goal is to provide relevant content. It’s difficult to argue that the sample microsites above aren’t relevant to what the people were searching for.

Parting Thoughts

This is a “top of the funnel” web marketing strategy. Use microsites to get people into your world. Get them to submit a form, call or email you. You want them to know you are the best choice for their project. After that your primary site is perfect. In fact, after they submit the contact form, have it redirect them to your main site. Saying in fact,”Look what else we do!”

See, once they know they’ve found the right company, that’s when the “we do it all” approach becomes an asset. It reinforces that they’ve made the right choice because — hey, you do it all!

How about you?

Are you currently using microsites to capture more leads? How is it working? If not, what’s stopping you? I  look forward to reading your comments below!

Setting Marketing Goals for Success

Do you know where you are going?

A wise man once said “If you don’t know where you are going, any road will take you there!”  Yet business experts agree that goals power businesses. By defining your business goals for the coming year, you’ll be able to target your marketing efforts to reach them.

Carefully aiming your marketing efforts has two wonderful benefits:

  1. You’ll need to invest much less money in your marketing program because you’re not wasting dollars by scattering tactics all over town.
  2. The leads you generate with a targeted program are higher quality because they fit your definition of exactly what kind of prospect you want as customers.  This makes for much easier sales!

So, what are the long and the short range goals of your business?

Start by answering these questions:

Where you are today:

  1. Who is buying my services now?  One audience (homeowners only) or more than one audience?  (homeowners, commercial management companies, architects)
  2. My primary customer is: (include age of home, household income, occupation, single or married, etc.)
  3. My customers are located:
  4. They would say that they are buying from our company because:
  5. Who else do I want to sell my services to?  Why?
  6. The type of work that is most profitable for me is:
  7. The type of work we enjoy doing most is:
  8. The type of person I most enjoy working for is:
  9. My closest competitors are:
  10. My company is different/better than my competitors because:

Where you want to be:

  1. If I envision my company five years into the future, what do I want it to look like?
  2. How big will my business be?
  3. What will my role in the business be?
  4. What services will I offer?  (Design, construction, etc.)
  5. If I walked up to someone on the street of my town and asked them what they knew about our company, what would I like them to say?
  6. How far am I today from achieving what I want?

The answers to these questions will open up an entirely different view of your company. If you’re not sure of some of the answers, ask your clients! A simple phone call-survey may uncover advantages that you haven’t been taking advantage of.

This information about your company will help you see a larger picture which will be a great help in deciding on the direction you’d really prefer to take.  Take the time to reflect a bit on how you want your company to affect your future. Then create the marketing plan that helps you get there.

What About You?

Have you done this exercise before? Are you stuck answering any of the questions? Let me know!