Using Reputation Management to Attract Roofing Leads | Triton Commerce

Lead Generation Services for Your Business

In a field that’s as competitive as the home service contractor industry, generating leads by any means necessary is an absolute must. Over the past decade, digital marketplaces such as HomeAdvisor and Angie’s List have emerged as one of the most popular means of connecting homeowners with local service providers of all varieties, ranging from roofing and plumbers to electricians and HVAC technicians and beyond.

But while these pay-per-lead home service-booking sites are being used now more than ever, utilizing their services essentially boils down to one question: Are Angie’s List and HomeAdvisor worth it for contractors?

Let’s begin with the most apparent appeal about using Angie’s List and HomeAdvisor: it’s convenient. Once you’ve defined your services, updated some biographical and contact information, and set up your payment method, you’re essentially all good to go! But once that convenience wears off, what are you left with?

How Do Angie’s List & HomeAdvisor Work?

Here’s a brief breakdown of essentially what you can expect from investing in pay-per-lead services such as Angie’s List and HomeAdvisor:

  • After sign-up, Angie’s List or HomeAdvisor works to connect your business with prospective customers and targeted leads.
  • Utilizing SEO tactics to rank your profile’s keywords, these sites will potentially recommend prospects for your company’s services, along with several, sometimes dozens, of other relevant contractors, allowing the prospective client to assess which company aligns with their housing needs.
  • In return, these providers receive revenue from charging your profile with participating contractor fees for every qualified lead you generate.

And there you have it. Pretty simple, right?

But while it sounds convenient and reasonable in theory, both Angie’s List and HomeAdvisor often come with their digital marketing setbacks, which can include:

Lack of Lead Control

The leads your profile receives are often lacking in quality, ranging from non-serious inquiries just testing the waters to homeowners trying to bargain their way to retain your services.

Sharing Leads

The leads you pay for are never solely going to your business; they’re being shared by plenty of other local contractors who provide similar services as your company.

Doesn’t Increase Web Traffic

These sites do very little to funnel traffic toward your actual company’s website, often inserting backlinks to their own websites in your company’s profile.

Expensive Leads

The average leads on these sites can range from $25 - $100 per lead, which is considerably higher than the typical $5-$20 price range for Google Ads.

Erratic Bookings

Because you are competing with so many other contractors in your market, one missed phone call by a prospect can often lead to a missed opportunity and money spent on a lead that doesn’t pan out.

Insufficient Screening

Screening clients is only conducted upon sign up, meaning it can be difficult to determine which leads are legitimate, reliable, and trustworthy. At the end of the day, Angie’s List and HomeAdvisor are essentially a short-term substitute for implementing a successful digital marketing strategy through your own home services website.

Their convenience might result in the occasional uptick of lead generation from time to time. Still, overall, the amount of money you’re spending on these pay-per-lead services could be going toward establishing a proficient digital marketing blueprint that will allow your company to expand brand awareness, climb up the search result rankings, and generate more leads in the long-term.

Before you continue or start to invest in these often inconsistent pay-per-lead companies, take a look at some of these HomeAdvisors and Angie’s List alternatives.

The Power of Paid Ad Campaigns

What’s truly lacking in terms of the ‘quality’ of leads you gain through Angie’s List or HomeAdvisor is the overall inability to actively control the leads you’re receiving. That’s where paid digital advertising allows your business to thrive, providing you with the power to target relevant leads that are actively searching for the services you provide. And best of all, those targeted leads are going straight to you and only you, instead of having to share leads with your competitors. Here are a few of the primary advantages that a successful paid advertising campaign can offer you that Angie’s List or HomeAdvisor typically can’t.

Customized Campaigns

Paid ads allow you to have more control over your digital advertising goals, providing your business the opportunity to create a custom marketing campaign that can focus on targeting your ideal customer while still adhering to your budgeting and timeline needs. With Angie’s List and HomeAdvisor, the quality and quantity of your leads are practically dependent on their services, and budgeting isn’t nearly as flexible or accommodating.

Higher Conversion Rates

Instead of waiting for leads at the mercy of middle-men pay-per-lead services, customized paid ad campaigns eliminate the need for a middle-man, giving you the chance to target better quality leads without having to pay for someone else’s services. This will help boost your conversion rate numbers while still paying for lower costs per lead.

Improve Your Google Rankings

HomeAdvisor and Angie’s List may help increase your brand awareness through their sites, but they won’t affect your standing with the world’s number one utilized resource for finding local businesses: Google. Paid ads will get your business to show up on the first page of relevant, local search results, providing more traffic to your company’s website and improving your organic SEO ranking.

Retargeting Capabilities

What’s frustrating with pay-per-lead sites is the lack of data and metrics. You’ll be able to assess which target audiences are most susceptible to your advertising efforts, as well as get a better understanding of your overall return on investment.

Straight to the Source Advertising

Paid ads are what can put your business directly in front of someone who’s actively interested in your services and fits the mold for your ideal customer. Through demographic and social media advertising, you can display banner ads throughout the internet or social media platforms, specifically focusing on whatever age, gender, location, or interests you want to target. It doesn’t get any more straight to the source when it comes to enhancing brand awareness!

Nailing Your Landing Pages with Custom Web Designs

Another common frustration with Angie’s List or HomeAdvisor is the overall inability to promote specific services, products, or offers your company is trying to focus on promoting. That’s where developing a custom landing page design can come in handy. Often referred to as “destination pages," landing pages are standalone web pages separate from your official website. The best ones are designed specifically to appeal to people actively searching for one service, subject, or objective that your business provides. These landing pages are discovered by leads through a variety of mediums, such as digital paid ads, organic search results, or backlinks, and are intended to strongly promote calls-to-actions that compel the reader to engage with your company’s website, generally through filling out contact forms, subscribing to email newsletters, scheduling appointments, purchasing products, etc.

Landing pages provide ample opportunities for generating leads in ways that Angie’s List or HomeAdvisor simply cannot, including:

Provide Credibility

Establishing trust and credibility is essential for converting leads. Landing pages provide companies with a great opportunity to demonstrate their esteemed reputation, through customer testimonials or online reviews, specifically regarding the services that lead is searching for.

Increase Brand Awareness

At the end of the day, landing pages only work toward increasing your online presence and visibility. In addition to enhancing your brand awareness, they’ll help drive in more traffic to your website, giving leads more opportunities to contact your company and enlist your services than you would have had otherwise.

Gain Quality Leads through Triton Commerce

What’s probably most disappointing about all the businesses utilizing Angie’s List or HomeAdvisor to gain leads is that with the money they’re spending on these pay-per-lead sites, they could’ve generated double, maybe even triple the amount of quality and relevant leads, had they just implemented the necessary digital marketing strategies.

At Triton Commerce, our specialty is providing small businesses with custom digital marketing campaigns that are guaranteed to generate leads while still abiding by all your budgeting and timeline needs. Our team of marketing industry experts will provide you with the solutions your brand needs to expand your marketing reach and potential, zeroing in on quality and relevant leads that you won’t have to share with competing businesses.

When you’re ready to see how a professional digital marketing strategy can do for your company’s lead generation and conversion rates, contact us today to receive a free Digital Marketing Blueprint outlining the keys to lead generation success.

Our team of marketing experts will help you create a digital marketing strategy that includes online review management and SEO tactics.

Contact us today for a free Digital Marketing Blueprint!

Get My Free Proposal

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Your HVAC business is second to none. You’ve put your time into the HVAC industry, and your service speaks for itself. However, your presence online may not reflect that. In fact, it may be making it even worse.

No matter what kind of business you run, reputation management strategies are important for reinforcing credibility within your company. If your reputation steers into a negative direction online (by no fault of your own), then you will experience a sharp decline in sales long-term.

The simple tactic of keeping your online reputation polished and accurate is by online review management. When you think of online reviews, you may think they only have to do with restaurants, hotels, and other product or service-based industries. However, these services are just a small part of the review management web. Yes, even HVAC businesses have opinions on your service floating around online.

Reviews have a massive impact on each respected business as they impact 93% of consumers with their purchasing decisions. When you want to garner more success with online sales and keep your reputation as the best HVAC services in your area takes some effort but will pay off as far as a polished reputation online.

A polished online reputation requires consistent management of

online presence, responding to both good and bad reviews, and executing a digital marketing strategy. Yes, your focus should be on actually providing top-notch service to your current clients. However, your virtual reputation will keep you in the houses of current and future customers alike.

If you want to increase positive reviews, generate more online sales, and improve your HVAC company’s reputation online, you’ve come to the right place. Welcome to review management 101!

What is Review Management?

To get a better understanding of review management, let’s take a look at the impact online reviews have on businesses that show a small online presence or don’t even have a website at all.

Even if your HVAC business doesn’t have a strong online presence, there are still probably online reviews on third-party platforms such as Google My Business, Facebooks, Yelp, Nextdoor, and plenty of other sites in which to voice an opinion. Even if you never created a Google My Business account, one is most likely up and running for your business. You can get access by verifying that it’s your business – just so you know!

Here are the three main ways online reviews impact your HVAC business:

  • Trustworthiness: Getting a new furnace or AC unit installed is no cheap task. When someone needs a new HVAC installation, they will want to do plenty of research. If your online presence is small, potential customers are less likely to trust what your service has to offer.
  • Credibility: When your HVAC business has a high average rate of reviews, the more credible your service will seem.
  • Awareness: Positive online reviews of your business help you generate more visibility, especially with local search engine results.

Another great way to raise awareness of your brand online is through search engine optimization (SEO.) One of the main aspects of great SEO for your website is online reviews. In the eyes of Google’s algorithm, reviews are seen as content, which will aid in your search rank relevance to your HVAC website.

How Does Review Management Work?

When your HVAC business does a perfect job on a new furnace or AC install, you hope the customers will deliver a positive and delightful word-of-mouth piece singing the praises of your service on your website or other social media platforms.

However, it is not that simple as every customer won’t be willing to leave a review.

Generating Online Reviews

Effective online review management is simply generating, responding, and monitoring all of your online reviews.

Here are a few elements of a digital marketing strategy to help with your online reviews:

  • Make your review page easily accessible.
  • Show of your previous positive reviews on your website.
  • Encourage your previous customers to leave a review via email, social media, or inbound links directing them to your review page.
  • Encourage your customers to leave a review on platforms other than your website, such as Facebook, Google My Business, and Yelp.
  • Providing incentives for customers, such as coupons or other discounts, will help encourage them to leave glowing reviews!

Utilizing these tactics of review management will help you generate more online reviews, which will help you increase your sales.

Monitoring Online Reviews

As you know by now, the first step of online review management is to make leaving a review as easy as possible. The second step to online review management is to monitor the reviews being left on your website and other third-party sites.

Whether a review is positive or negative, it should be looked at as soon as possible after it is posted. The use of professional review management software will monitor your review sites and alert you when a new one is posted.

Responding to Reviews

Now that you have a way to monitor your reviews pages, it’s time to take a look at what kind of reviews people have left. Whether it’s a negative or positive review, a proper response to both will help reinforce and protect your brand identity. Showing appreciation for positive reviews while having compassion for negative reviews is the right way to go.

While you want to avoid negative reviews at all costs, with so many Karens in the world, it’s impossible to escape. When responding to negative reviews, keep in mind all your responses are public, so caution should be used.

Here’s the right way to respond to a negative review:

  • Apologize for their negative experience.
  • Thank them for sharing their opinion.
  • Ask what you can do to fix the situation.
  • Suggest a more private forum where grievances can be hashed out without the public eye.
  • End every response with a desire to fix the situation as well as offering a second chance to really impress the unsatisfied customer.

There will be unhappy customers no matter how great your HVAC service is. The difference between turning those negative reviews into positive reviews is just a proper response!

Contact Triton Commerce About Review Management Services

Does your HVAC company need a hand in online review management along with other elements of efficient web design? Call on Triton Commerce!

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Our team of marketing experts will help you create a digital marketing strategy that includes online review management and SEO tactics.

Contact us today for a free Digital Marketing Blueprint!

Get My Free Proposal