How does a roofer know if their website is successful? Through the definition and measurement of key performance indicators, often known simply as; KPIs. In the context of internet marketing, KPIs should illustrate website performance as it pertains to your roofing company’s overall marketing goals. Any metric can be considered a key performance indicator, as long as it reveals insights into your website’s performance. These metrics can include bounce rates, conversion rates, click-through rates, and many other measurements that provide insight into how well your roofing website or marketing campaign is working.
A worthwhile marketing service will provide access to KPIs so that you can hold them accountable for their actions. Examples of KPIs for roofing websites include:
- Bounce Rate: The amount of single-page visits to your roofing website
- Pages Viewed Per Session: An overview of the roofing pages that are viewed for each session
- Top Landing Pages: Which of your roofing landing pages produces the best results
- Top Exit Pages: Which pages your visitors view last before exiting your roofing site
Those are only four of many possible performance indicators for a roofing website, but they give companies an idea about what a KPI should reveal. Your choice of metrics will depend, in part, on the objectives of your business overall. As a roofing company, you are more concerned with lead generation and sales conversions than downloads and subscriptions. At Roofing Webmasters, we can help you track and analyze key performance indicators and use the information to make adjustments on the fly.
What Makes a Good KPI?
Deciding on the most beneficial key performance indicators for your efforts depends on the objectives of your roofing company. For roofers, lead generation and sales conversions drive your business, so key performance indicators of those data fields are the most helpful. Properly attributing those metrics is important for proper usage of key performance indicators. Roofing Webmasters has been marketing on behalf of roofers for years, so we know what the best KPIs are for this industry. Some of the most informative KPIs are:
- Simplicity: Easy to follow metrics that highlight a specific purpose or goal
- Accuracy: Metrics are accurate and up-to-date for optimal information
- Appeal: Metrics are organized in an appealing, easy to read format for better viewing
- Regulatory: Metrics are generated regularly for accurate measurements on production
It’s easy to become overwhelmed by performance indicators that don’t meet the criteria above. Complex formulas don’t translate to helpful metrics because the confusion of the process voids the clarity of performance. Roofing Webmasters will keep you updated on your website’s performance through reporting. We believe that every one of our clients should be informed and have the ability to hold us accountable for our services. We offer month-to-month agreements, so you’re never locked in long-term.
KPI’s and Accountability
The foremost benefit of KPIs is their revelation of marketing performance. If your roofing company pays a service manager for marketing, performance indicators can reveal what kind of job they are doing, and whether that matches a) what they promised and b) what you’re paying. In the world of marketing, accountability is critical. It’s very easy to lose sight of attribution, and it can end up costing you thousands of dollars in wasted expenses.
As a roofing contractor, you have various options to market your company. You can try it on your own, or choose one of the many available companies that offer marketing services. The problem with doing it on your own is that it can negatively impact your day-to-day operation and ultimately decrease the production of both departments. As for choosing a company, Roofing Webmasters is a great option because we’ve been working with contractors like you for years, and offer other services like SEO and PPC.