It’s an appropriate time for roofing companies to assess their digital marketing progress, specifically their roofing websites. Hopefully, the individual or company that handles your internet marketing services has incorporated measurement tools such as Google Analytics to produce quantifiable data for analysis. Below, Roofing Webmasters will detail checkpoints for roofers to assess regarding their company’s progress or lack thereof.
While the end goal is clearly defined (gain customers), to improve its likelihood, the process of getting there must be measurable. Google Analytics is a powerful tool that empowers roofing companies to measure every digital action on their website. Furthermore, it generates reports that separate the data into various contexts. These reports will be invaluable when finding areas where your website requires improvement and aid companies by adequately investing their resources. Behavioral metrics to consider include:
- Average Page Views Per Visit: The average number of pages viewed by a website visitor per visit
- Bounce Rate: The rate by which users exit your website immediately after the entrance
- Rate of Return Visitors: The ratio by which former website visitors return on a separate occasion
Checkpoint – Have key behavioral metrics improved this year? If not, what is the data revealing?
The number of metrics involved in marketing analysis can complicate matters quickly. However, it’s crucial to continually return to the basis of marketing in general, which is conversions. The reason why roofing companies have websites, to begin with, is to gain customers. Therefore, all relevant metrics must lead to an ultimate goal; a conversion. Conversion funnels should be established so that Google Analytics can track a user’s journey from website visitor to paying customer. There’s more than one way to measure a conversion rate. Some examples include:
- Lead Conversion Rate: The rate by which website visitors who have completed a defined call to action (i.e., contact form, email, phone call, etc.) become customers.
- Page Conversion Rate: The rate by which individual page visitors become customers
- Visitor Conversion Rate: The rate by which website visitors become customers
Checkpoint – Has your conversion rate increased from January of 2021, and if so, which sources are most responsible?
Return On Investment
Marketing is, above all else, a numbers game. Roofers want to profit off of their website investment, and for a good reason. The challenge in measuring website ROI is properly defining attribution. It’s not as simple as saying, “my website made me $___ this month,” since an online presence works on both quantitative and qualitative levels. For instance, a website improves brand awareness, leading to more sales, but quantifying this effect is unrealistic. With that noted, here are some of the ROI metrics:
- Cost of Website: How much you pay for your website per month, per year, and otherwise
- Cost Per Lead: The website’s cost divided by the number of leads generated as a result of it
- Cost Per Visitor: The website’s cost divided by the number of website visitors
Checkpoint – Has your cost per lead decreased in 2021?
What good is a website without traffic? Not good. A website that fails to generate visitors, let alone unique ones, is just taking up space on the web, and worse yet, draining your marketing budget. Luckily Google Analytics can track website visitation and produce reports based on that information. As you may or may not know, not all web traffic holds equal value. Roofing websites that can attract unique visitors are far more likely to succeed from a macro-level marketing standpoint. Let’s take a look at some of the metrics that measure website traffic:
- Mobile Traffic: The percentage and total number of mobile users who enter your website
- Traffic Sources: Percentages of visitors, separated by their point of access
- Unique Traffic: The number of unique visitors who enter your website
Checkpoint – Has your web traffic increased from January 2021, and if so, by how much?
Custom Websites From Roofing Webmasters
Has your roofing company’s website failed to perform up to expectations at the mid-point of 2021? If so, it could be time to invest in a new service. Roofing Webmasters offers roofing website design to roofing contractors throughout the United States. In addition, our sites are integrated with Google Analytics to track and report on data in real-time. Best of all, each website is crafted for the individual client, and stock templates are never used. Our goal is to design a website that represents your brand specifically and helps generate more leads going into 2022.