How does a roofer know if their website is successful? Through the definition and measurement of key performance indicators, often known simply as; KPI’s. In the context of internet marketing, KPI’s 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. A worthwhile marketing service will provide access to KPI’s so that you can hold them accountable for their actions. Examples of KPI’s for roofing websites include:
- Domain Authority
- Organic Click Through Rate
- Return On Investment
- Search Visibility
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 metrics and use the information to make adjustments on-the-fly. Call (800) 353-5758 for roofer KPI measurement.
What Makes a Good KPI?
Much of it depends on the objectives of your company. For roofers, lead generation and sales conversions drive your business, so indicators of those are the most influential. Properly attributing those metrics is important for proper usage of performance indicators. Roofing Webmasters has been marketing on behalf of roofers for years, so we know what the best KPI’s are for this industry. Qualities include:
- Frequency: Not too much or too little data output
- Influential: Influences the bottom line
- Measurability: Can be measured
- Simplicity: Is straightforward (easy to understand)
It’s easy to become overwhelmed by indicators that don’t meet the criteria above. Complex formulas don’t translate to helpful metrics because confusion of the process voids clarity of performance. Roofing Webmasters will keep you updated of 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 KPI’s is their revelation of marketing performance. If your roofing company pays a service for marketing, performance indicators can reveal the level of job they are doing, and whether or not 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. Call (800) 353-5758 to further discuss key performance indicators.