AARST_Radon_Reporter_Q32022_FINAL

22 | January 2023 MARKETING Let’s face it: depen- ding on referrals from realtors, inspectors, and environmental firms for a steady flow of jobs is not a scalable or dependable marketing strategy. As someone who has helped numerous radon testers and mitigators generate thousands of new jobs, I've seen the industry go through numerous relatively changes in a short amount of time. There was a day when radon professionals had websites essentially because they felt like they had to. It was just another piece of marketing collateral, no different from a flyer. But over time, savvy competitors began to see a world of new opportunities online that didn't exist a generation ago. I was on the phone with a potential new client and we were talking about how he could get more from his current marketing spend. I asked him a simple question: "how much of your business would you say comes from your website?" His response certainly gave me pause."At least 80% comes from referrals," he said. It's a response I've heard time and again. But the truth is, you CAN turn your website into a sales machine. If you’re willing to try. The Power of a Mobile-First Website It is no secret that more Americans than ever use a smartphone for research. If your website takes too long to load on a mobile device, you can be certain that people will quickly hit the "Back" button on their browser. Test your site using Google’s PageSpeed Insights tool. To put this into perspective: across websites, 40% of the users are on mobile devices. In other words, if you’re website isn’t optimized for mobile, you are potentially losing 40% of your market. The Unending Importance of Search Engine Optimization (SEO) Nationwide, more than 93% of ALL online interactions between a business and its target audience still begin in the exact same way: via a search engine. But you can’t just buy your way to search engine superiority. If you want to turn your website into the sales machine it was meant to be, you'll want to optimize for SEO and you'll want to do so as soon as humanly possible. To start, every single one of your services should have its own page and content. This gives you additional chances for the page to rank highly for your desired keywords. Speaking of keywords, you'll also want to try to organically work in keywords and phrases on your pages like "radon mitigators near me" or "radon testing in multifamily homes" and any variations you can think of. Don't go overboard, as keyword stuffing can get you penalized in Google. But just make sure that all of your bases are covered. Don't Overlook “Google My Business" This tip is straightforward, but you'd be shocked by how many people tend to overlook it. Google has a "Google My Business" section that is designed to do exactly what it sounds like - help businesses easily connect with the people they've dedicated themselves to serving. Not only does this get you more visibility in Google, but it can also help your entire website rank higher - which is to say that claiming and filling out your own profile is of the utmost importance. In addition to including relevant data like your contact information, be sure to upload as high-quality photos of your team and your jobs. Use Your Website For New Hires In the end, remember that selling online isn't simply something you're doing just for customers. Hiring new team members can be difficult these days, which is why it's important to make sure your site speaks to potential staffing leads as well. Don't be afraid to include an entire section on your website that “sells” all of your open (and potentially open) positions to job seekers in your area. Include not only photos of you and your team members (to help highlight your culture), but also go into detail about the benefits of working for you, too. Final Thoughts If all of this sounds like a fair amount of effort, well... that's because it is. If you're able to handle these elements, your website will become more than just a virtual business card for your business. It will instantly become the best representative for making a great first impression and ultimately drive more business. The Top FourWebsite Strategies Peter Ruchti Specializing In Radon Marketing President, AdeptPlus Web Marketing