Most roofing websites have a clear goal; to generate leads. There are various ways to drive traffic to your website including SEO, PPC, and social media marketing. Once users enter your website, the conversion process begins. To track users journey from basic visitor to customer lead, your website must be equipped with Google Analytics, a free tracking tool from the world’s top search engine. With Analytics, roofing companies can track the following:
- Bounce Rate: The rate at which users exit your site immediately after entrance
- Conversion Rate: The rate at which a visitor becomes a lead
- Traffic Source: Where website visitors are coming from (direct, referral, etc.)
- User Demographics: Characteristics of your visitors (age, gender, location, etc.)
Measuring how users behave upon entrance to your site helps illustrate areas that need improvement, as well as areas of great strength. The more data we can accumulate and analyze, the more efficiently we can market your roofing services to a target audience. For example, data showing a large percentage of traffic from a location outside your company’s service radius instructs you to do one of two things. Either adjust your SEO to discourage those visitors from entering, or expand your service radius to cover that location. Call (800) 353-5758 to setup Google Analytics on your roofing website.
Proper Use of Google Analytics
There’s not necessarily a right or wrong way to use Analytics, as the tool is so comprehensive that it can measure just about any aspect of user behavior. The key to a successful internet marketing strategy, is properly analyzing the data once accumulated, and having the skills to translate it into meaningful actions. These are some of many reasons why Roofing Webmasters provides a great advantage to contractors looking to generate leads online. We’ll accumulate website analytics, and analyze the data for the following:
- Engagement: How users are responding to different parts of your website
- Resources: Where to allocate website resources moving forward
- Value: How profitable your website is in terms of revenue
Engagement metrics can also highlight website errors that require technical fixes. If a large percentage of users are exiting your website upon arrival of a common page, it might be that the page in question is displaying a 404 error. Without Analytics tracking, this error might have gone unresolved for months, but with Google’s free tools, it can be diagnosed and corrected within hours. The result of consistent analytical data is a higher performing website, and consequently; superior lead generation.
Can My Roofing Website Survive Without Google Analytics?
It’s possible, but only by chance. Without measurement, gauging the performance of your website is difficult. If you’re getting phone calls, you might assume that your website is performing well. But what happens when the phone calls stop? How will you know which part of your website is causing a decrease in conversions? There’s no way you will know for sure, so you’re left to guesswork and chance when performing website maintenance, a recipe for disaster.
The question shouldn’t be whether or not your website can survive without Analytics, it should be; why would it want to? There’s no downside to using Analytics to track website metrics, including how users respond at different points of the conversion process, as well as the sources of your most prominent traffic. Each insight brings roofing companies a little bit closer to the perfect marketing campaign, something each of your competitors strive for every day. Beat them to the punch by calling Roofing Webmasters at (800) 353-5758 and asking about Google Analytics for your website.