Roofing Webmasters provides conversion rate optimization services for roofing companies. As part of our SEO services for roofers, we understand that traffic generation is just one part of the marketing process. Roofing companies must consistently convert traffic into prospective customers to generate consistent leads online. Our agency is able to achieve these conversion goals through various tactics.
What is Conversion Rate Optimization?
Conversion Rate Optimization is a series of tactics aimed at increasing the number of website visitors who become paying customers. Examples of CRO include inserting calls to action (CTAs), showcasing EEAT through social proof, and fostering a remarkable user experience for website visitors.
How Conversion Rates Impact SEO Performance
As Google’s algorithm has advanced, SEO and CRO have become more closely related. Websites with higher conversion rates are more likely to generate search traffic in 2023 and vice versa. Google has moved towards EEAT, rewarding roofers with experience, expertise, authority, and trustworthiness.
Conversion rates can impact SEO through the following:
- Branded Search: Consumers search specifically for your roofing business name
- Customer Reviews: Customers leave reviews of your business on Google, Facebook, etc.
- Time on Site: Users spend more time on your site than on competitor sites
Google’s ultimate goal is to provide the best search results for its users’ queries. Searches with transaction intent (i.e., roofing services near me) should result in the user scheduling a service call with a competent roofing company. As a result, your ability to convert online consumers will directly impact SEO.
How CTA’s Influence Conversion Rates
Websites that convert the highest rate of visitors have several things in common. One of the most obvious ones is a strong call to action. For those unfamiliar with the phrase, a call to action is a web element that urges the visitor to perform a specific action.
CTAs include clickable phone numbers, contact form submissions, newsletter sign-ups, and reminder opt-ins. Most websites list their contact information, but that is not enough to inspire the visitor to take action.
An effective call to action is:
- Convenient: Easily visible and accessible
- Goal-Oriented: Achieves a goal for your business as well as the user
- Urgent: Inspires the visitor to take action now
Many websites have some version of a CTA but fail to optimize it well enough to influence conversions. Visitors must feel a sense of urgency if you expect them to take action. Most roofing customers want a straightforward way to contact your business.
Accumulating Conversion Data
Before roofers can optimize conversion rates, they must adequately measure them. Google Analytics is the best platform on which conversions are measurable. It’s important to consider that data is most valuable over a more extended sample period.
For example, data measured over six months is far more valuable than data measured over six weeks. Small sets of data are known as “small sample sizes” and can be misleading. Data accumulation tools include:
- Customer Surveys: Asking customers to fill out a quick survey provides valuable information
- Google Analytics: The most useful measurement tool for conversion optimization
- Peek: Try user testing for free and see how real people experience your website
- Search Console: Another free Google tool that provides CRO insights
At Roofing Webmasters, we accumulate relevant data, analyze it, and translate it into decisive actions aimed at improving your company’s conversion rates in 2023 and beyond. We are the top resource for roofing marketing online.