Customers will have questions. That’s a given. People want to know that they can trust you and your company before they sink a lot of time and money into the services you provide. When those services are something as substantial as roof replacement or repair, you’d best expect a significant number of questions coming your way.
Many of these questions will be the same or variations of the same from project to project. If this is happening to you, it could mean that you have a discontinuity in the fundamental information you make readily available for your customers. Luckily, you already have all the information you need to fill this informational gap and build customer trust!
How to Bridge the Gap
All the information you need to bridge the informational gap for your potential customers can be in the questions that they commonly ask. For instance, if you are commonly getting questions about the difference between brands and types of shingles, you know that this information is not readily available to your customers.
In order to rectify this for your clients, a great start would be to place this information on your website in an easy to find place. Simple ways to do this include FAQs pages, blog posts or even, in some cases, adding a new landing page to your menu. Adding this type of content to answer commonly asked questions not only benefits your customers, it also benefits you and your company. It can potentially increase your organic search rankings in Google and other search engines and cultivate a sense of trust with your potential customers.
Make it Memorable
People retain stories in a different way than they retain factual information. When a potential customer can relate to or create a mental image of the information they are presented, he or she is much more likely to remember what was read. ¹ Think of it this way, if you were presented with a book of statistical facts about internment camps during World War II and a memoir written by a mother who tells her story of how she raised her two young children in an internment camp which are you more likely to remember a month or even a week from now?
This is the same when it comes to educating your prospective customers about your business information. Make sure to tell them a story about a time, a client and/or a place you have experienced the type of situation that the client is inquiring about. Remember, customers ask questions to gain confidence in your company. Give them that confidence by showing them you have experience in dealing with a wide array of potential issues that could arise. Again, we can’t stress this enough. Tell those stories in your written content on your website. It will help you in more ways than one!
Answering client questions in the way described above builds a sense of trust in your business towards your services. As a business owner, you need to make sure that your company employees are following through on that trust, so as not to give customers mixed messages about your reliability. Something as simple as answering the phone can make a huge difference on the way people perceive your business.
We once had a client that ran into exactly this problem. The company looked excellent online and received good reviews for the work they did but would not answer the phone. Put yourself in a customer’s shoes for a moment and think how you might feel if you could not get ahold of a roofing provider over the phone. This would be rather disconcerting would it not? You might question the company as a whole and are likely to look elsewhere. This is why it is imperative that you match your company’s online professionalism to what people will see and experience in person.
Don’t keep your clients in the dark, give them the information they need to see you as the best fit for the job. If you are looking for further ways to increase your online marketing potential, contact our team at Art Unlimited. We will be glad to offer you custom designed strategies to take your roofing business to the next level.
¹ Shawn Callahan, January 8, 2015, “The Link Between Memory and Stories” Business storytelling. Accessed 8/1/2017. http://www.anecdote.com/2015/01/link-between-memory-and-stories/