Kitchen and Bath Website Marketing

Use your website to generate leads, appointments and sales

Your kitchen & bath website is the centerpiece of your marketing program.  It’s where most people – most of your new customers – are going to get their first impression of you.

Naturally, you want to put your best foot forward.

Many K&B businesses have invested heavily in their websites,  and it shows.  Many kitchen and bath websites are stunningly beautiful and creative

But website marketing is more than just aesthetics.

Even if you have a modest website, you can do a lot to make it more accessible, more appealing and more effective in generating leads, appointments and sales

Websites should do more than just look nice

It would be easy to believe that the most expensive, more beautiful and most eye-catching websites will always win the day.  The won’t.  They will win website awards but when it comes to generate leads, appointments and sales, a pretty website can only go so far.

Here are some things that deserve your attention …

• Correct Positioning – What types of kitchens do you sell – by price, style, concept? Your website should reflect this.  If you sell to all buyers, have you provided different paths for different buyers?
• Home Page Messaging – K&B websites are largely made up of photos of beautiful kitchens, but somewhere on your home page, you need to let visitors know who you are, what you offer and who you work with. Simple stuff, but important to your visitors.  Don’t make them search for it.
• Intuitive Navigation – Remember when visitors come to your site, they are looking for information. Have you made it easy – maybe even intuitive – for them to find what they want?  Remember, it’s their visit, not yours.
• Page Optimization – This should go without saying … every page on your website needs to be optimized for search. This means weaving in the selected keywords with the text of your page, and adding all the necessary metadata (on the back-end of your page).  It’s not that difficult but it can be time consuming.  Too often overlooked.
• Lead Conversion – This is where most K&B websites fall short. The vast majority of visitors to your website are going to leave your site without taking any action – without a phone call or a filled-out form.  But there are steps you can take to turn more of those visitors into leads.

Capture more leads with a ‘lead conversion’ strategy

When people come to your website, they might look around for a while (even for a long while), but eventually they leave.  And you won’t know who they are.

They don’t pick up a phone, they don’t join your email list, they don’t request an appointment.  They just leave.

Lead conversion is a strategy designed to get more of those people to take action – and convert their anonymous visit into a lead.  A lead your can contact later as a follow-up. .

It starts with a Call to Action (CTA).  Just as it sounds, a CTA encourages your visitors to take some type of action.  It might be to Request a Quote or Book an Appointment or Download a Free Guide.

You may have some of these CTAs already on your site – perhaps at the top near your phone number or in a sidebar of your home page.  That’s a good first step, but as you know, most people aren’t going to ask for a quote or book an appointment until they are more serious about shopping for a kitchen.

Your goal should be to convert those visitors into leads before they get that far.

Increase your conversions with informational lead magnets

Lead magnets are informational downloads you can offer to visitors when they get to your site.  They are typically educational brochures or guides that are related to designing or remodeling or selecting a new kitchen.

Lead magnets help you to generate a higher volume of leads from your website, but you should know these are “soft leads” – meaning not-ready-to-buy leads  Lead magnet CTAs do not have the same urgency as request-a-quote or book-an-appointment CTAs, but they are leads nevertheless.

Extend your website presence through Google My Business

Your website stands alone in many ways, but for it to be found on the Internet, you need to establish a web presence – and that starts with a free listing on Google My Business (GMB).

If you haven’t done so already, you should claim your business on Google My Business.

When you have claimed your own GMB listing, you will be recognized by Google – and that will go a long way in helping people (your future customers) find you on the web.

As an example, when local homeowners do a Google search for the phrase “kitchen remodelers near me,” they will be presented with a local map (called Google Maps) showing three local K&B businesses.  When searchers expands the map, they might find another dozen or so companies.

You need to be on Google Maps – ideally among the top three listings.

Google Maps have a very prominent placement on a search page. Plus all the leads that come from Google Map are free. But as you can guess, this is a competitive marketplace so you will need to take steps to beat out the other K&B businesses.

This involves a multi-step local search strategy that includes:

• optimizing your GMB page
• posting updates to your GMB page and social media
• verifying your contact information on multiple directories across the web
• generating many positive customer reviews.

We can help you develop your own local search strategy.

Learn more about Kitchen & Bath Website Marketing

To learn more or find out how we can bring Website Marketing to your business, contact Bob McCarthy at 508-473-8643 or bob@mccarthyandking.com.

Read Bob McCarthy’s article in
Kitchen + Bath Business (K+BB) Collective

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