How To Get More Commercial Roofing Jobs With Tracking

In this article, we'll uncover how tracking can help you get more commercial roofing jobs.

Max Reznich

CEO, RoofEngine
How To Get More Commercial Roofing Jobs With Tracking

Let’s dive into the importance of good tracking on your commercial roofing companies website. There's an old saying that goes like this: half of the money I spend on marketing is wasted.

If only I knew which half!

So this comes from before the internet, when tracking what job lead came from what source like radio, tv, newspaper or postcard was really, really difficult. So if you were doing newspaper ads and print ads and any other kind of advertising and you got customers, you really just had to ask them where they came from.

It was very hard to tell. But now you don't even need to ask. Because with smart analytics software, you can know where the people who become your leads and who become your customers originally came from and where they found you.
You’ll know where they find your website.

So if you know that you're then able to confidently reinvest more into those areas, right? And you can answer that age-old question:

Which half of my marketing is working?

Commercial Roofing Lead Tracking By The Numbers

For example, let’s say you got 30 phone calls in a month and 10 of those turned into estimates.

With tracking, you were able to find out that 80% of those came from your Google My Business listing, and the other 20% came from SEO. Well now, you know, that Google My Business is working.

So you can invest more of your marketing budget into strengthening your GMB. You also know that SEO is working as well. So you can invest more in SEO. And now you can track your results over time and you can see which of your marketing tools is paying off.

So you can see if your SEO is giving you a return. You can see if your paid ads or community return.

You can see what your Google My Business is producing for you as far as phone calls go and yes, it's really beautiful when you are able to track this.

Three Easy Steps To Track Your Leads

So this is how we do it: we use Google Analytics, we use CallRail, and we also use Hotjar.

So Google Analytics is great for just keeping an overall performance view of your website. It tells you how many visitors you're getting, where they’re coming from, how long they're staying, and which pages are visiting.

This is how you can track conversions.

So if you set goals for, let's say a phone call, or a lead submitted or an ebook downloaded, something like that, Google Analytics will track that for you and it'll give you really beautiful stats on how many visitors are taking actions.

You want to track where they're coming from and what they're doing on the site. It's pretty in depth via a lot of data.

How You Get Visibility On How Your Commercial Roofing Leads Found You

Before they even called you, it's pretty amazing what you’ll learn.

You can get a full idea of exactly what every lead is doing, from the time that they find you through the time that they check you out, to the time that they call you.

And it’s all connected and all clearly visible step by step. This kind of visibility is very helpful.

And then the third piece would be Hotjar. Hotjar is a visual tracking tool.

It allows us to make heat maps of the website and take heat map recordings for each visitor’s activity. So we get a good idea of what is working on a website, and what isn't. We can see what sections are the most attention-grabbing sections, and which are ignored.

If a potential customer fills out your contact form, you would see in Hotjar that person’s entire journey through your website as if you're looking over their shoulder. You could play back visitor sessions. So you could see the path that the people are taking from landing on your website to becoming a lead.

You can learn a lot from that, and extrapolate a lot of info to get a good idea of what people need to see before they take action. Then you can adjust and engineer your website to make sure that it delivers on their expectations.

What To Do With The Three Lead Tracking Components

So once you have those three lead tracking components in place–Google Analytics, CallRail, and Hotjar–it’s just a matter of setting up monthly reporting and having somebody in your team monitor it.

Once you have three months or six months of data, that's a great time to bring in a conversion optimization expert. An analyst like that can make more sense out of the data you've collected and give you some ideas and recommendations by taking a deep hard look at your analytics and data that you've collected with your system.

So there's a lot that you can learn from this, but you have to get started. You have to put the tracking system in place first. Imagine running 10 years with this type of system in place: every six months you're able to improve what you're doing because you're able to look back and you’ll have perfect records.

It’s incredibly impactful.

You can improve 1% every month for 10 years and outpace your competitors because it's highly unlikely that they'll be meticulously keeping track of their business like you are.

Would you like to have a personalized, one on one call about how to get a commercial roofing leads tracking system just like this up and running for you?

Max Reznich

CEO, RoofEngine

Max Reznich founded RoofEngine in 2016 after growing two roofing companies with inbound marketing. His mission is to educate, inspire, and enable every roofing contractor to build the business of their dreams using proven frameworks and marketing campaigns that have worked all over the United States since 2016.

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